estudio34 inappevent - mobile acquisition success
TRANSCRIPT
How to Reach Your App Promotion KPIs
Event Organizers
Sponsored by
In collaboration with
# inappevent
William Renedo
Sales Director at eStudio34
es.linkedin.com/in/wrenedo/
@eStudio34
Google Premium Partner
Mobile World Congress Speaker
Core Services:SEO - Search Engine OptimisationSEM - Search Engine Marketing SMM - Social Media Marketing
Collaborated:
Mobile App promotion you say...
hmmmmmmmm
Our evolution in to mobile
Experts in mobile acquisition
The complexity of mobile
www.inappevent.com
Bringing the mobile & startup community togetherto share and learn
Ugo Smith
Head of Search at eStudio34.com
es.linkedin.com/in/ugosmith/
@eStudio34
Google Qualified Partner
Expert and collaborator at the Instituto Internacional de Marketing & Mobile World Congress
Coffee Addict and Motorcycle enthusiast
Insert speaker photo
First Common Problem: Options Overload
1
The Possibilities
Its all about the angle
Case StudyJob Today
3
Achievements@eStudio34
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Proyect Background
JobToday was stuck on their growth of active users coming from AdWords for both iOS and Android.
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AdWords was the worst performing and least utilised channel to date
CPI’s were in general very high, nevermind costs for post install events
Some Baseline Key Performance Indicators
How we got it done
AdWords Breakdown Display, Search YouTube, Universal App Campaigns Sapphire
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Further down the line, supported by TV Radio & Street Marketing
Campaign Challenges5
Behavioural Funnel
Awareness = found the app yay
App Store Search = not really true when doing paid campaigns
Download = job done?
Open app = Critical because it meant we had our first engagement.
Registration = This was another critical in app event for us. Early on the campaign it wasnt compulsary Usage= recurring usage and other in app events i.e applied for a job
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What we faced@eStudio34
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What to track
There are TWO types of users:
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JobSeekers Seek to get a job Are locally searching Mobile Savy
Company Post Job offers May have multiple offers Not strictly local necessities
Tracking with AppsFlyerFuente: AppsFlyer SDK Integration - iOS
One SDK to rule them all: Tagged in app events
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Jobseeker Events: Job Seeker
Registration Job Seeker Applied
Company Events: Company Registration Company Published Job
Tracking with AppsFlyer
Our Dashboard could tell us What partner contributed to direct
conversions Provided users ident by logging
“advertiser id’s” Sent data back to FB/ AdWords after
deduplication of conversions and in app events.
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Sending data backFuente: Ad Network Integration Guide
At campaign/ Adgroup or Adset level You send data back to
the partner We created
conversions at MCC level for faster Algo learning
Started optimising toward larger pools of data i.e registration
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Battle Tactics6
UAC@eStudio34
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Conversions@eStudio34
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Tips Create account/ campaign
per territory
Create conversions at MCC level (algorithm learns faster)
If you target web right now you have to create another campaign/ account is recommended
This is why@eStudio34
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Tips AdWords has a minor flaw, You shouldn't have multiple
conversions included in that column
it gets confused with totally different conversion.
Optimising becomes otherwise becomes erratic so its best to isolate
UAC – Pro Tips@eStudio34
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UAC Tips Utilize all ad formats: text, banners, video Geolocation can be critical in optimisation
and control CPA’s Need to control closely which network is
the one getting most exposure (Display/ YT/ Search)
Test from more volume types of conversions to less volume
Work through high CPA to low CPA until volume and desired KPI
UAC is like science requires patience and min budgets, without a commitment you will FEAR
UAC – Pro Tips@eStudio34
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UAC Tips If one network underperforms i.e.
YouTube Kill the ad format (it forces the campaign
to use the other two)
Display Learnings iOS works great in terms of in app events iOS data can be imported and tracked
(search is impossible) Android didn’t match iOS results……
Display Learnings@eStudio34
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Bottom Line@eStudio34
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For Example That our CPAs don’t match FB or
other networks
Recap@eStudio34
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Optimise by CPI. Then by next In app event
of highest relevance. Use all Ad Formats Monitor WHICH network
within UAC is performing. Work through high CPA to
low CPA until volume and desired KPI
UAC is like science requires patience and min budgets, without a commitment you will FEAR
Display works with iOS like Wildfire
Results7
JobToday Spain
CPR – Cost per registration
Spend Increased Lower CPR
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JobToday UK @eStudio34
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CPR – Cost per registration
Spend Increased Lower CPR
JobToday ASO
More Downloads = Better Rankings
+More Organic Installs
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I Spy and Evolution12
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Device Tracking@eStudio34
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Granular device targeting of advertising campaigns.
Adds 40 devices a day to its database
Device Tracking@eStudio34
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Source > Device data Explorer
Display Campaigns Fix@eStudio34
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Responsive Intelligence@eStudio34
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MobiReady Test your site Consider rendering based on
device type Their API can help you
reorganize your responsive site
Sensor Tower@eStudio34
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Similar Web@eStudio34
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What Runs Where@eStudio34
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Recap
MUST Do’s Track your most valuable/relevant in app events Import that data back in to your platform (AdWords/
Facebook and alike see your tools documentation) - Creating postback tracking urls
- Hooking conversions with in app events
Create an MCC and global MCC level conversions Different accounts subject to country / targetting (web
vs app) Select one to be inlcuded in the conversions column Have all ad formats ready to go UAC needs budget work out your 3- 6 month plan
with no less than 150 USD a day
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Consider Device property tracking Competitors and market insight
Thanks.
UGO SMITH
es.linkedin.com/in/ugosmith/
www.estudio34.com
@eStudio34