worldwide mobile traffic:how to buy facebook mobile traffic effectively
TRANSCRIPT
How to Buy
Facebook Mobile
Traffic Effectively Evgeny Marchenkov
Vice President of Sales and Marketing
© DataLead 2015
About DataLead
The leading mobile user acquisition agency in Russia and CEE
You pay for installs (CPI)
Only trusted sources : Facebook, MyTarget (VK, OK), Google
All GEOs, including US, FR, DE, BR, MX, IN and others
Everything inclusive (Banners, targetings, etc)
Provide huge volume:
175 000 Android and 75 000 iOS daily installs
We track installs using the most popular tracking systems
MAT, Adjust, AD-X, Appsflyer, Kochava + S2S intergration
300+ clients trust us, including:
AliExpress, Machine Zone, Electronic Arts, Badoo and others
© DataLead 2015
Global trends: OS market share
© DataLead 2015
Data from SMA Reports Q1 2015 © Opera Mediaworks
Global trends: OS market share
© DataLead 2015 Data from SMA Reports Q1 2015 © Opera Mediaworks
OS / device % of traffic % of revenue
Android 65.17% 45.77%
Phone 62.45% 42.46%
Tablet 2.72% 3.31%
iOS 22.34% 45.44%
iPhone 17.22% 27.29%
iPad 3.99% 17.45%
iPod 1.14% 0.69%
BlackBerry 1.87% 1.96%
Symbian 3.99% 1.27%
Windows 0.16% 0.09%
Other 6.46% 5.48%
TOP 20 countries by Ad impressions and
Revenue
© DataLead 2015
Data from SMA Reports Q1 2015 © Opera Mediaworks
Traffic types Incentive
Users that receive compensation for installing your app and/or performing an action
Pros and Cons:
+ Cheap, high volume of installs and/or reviews. Can be used to boost apps and get them on top in stores.
- Low quality, no monetization, no user base for analysis
Non-incentive
Real users that will keep using the app if they like it after installation
Pro and Cons:
+ High quality, better ROI, RR and monetization
- Higher cost comparing to incentive
© DataLead 2015
Mobile ad networks for games
http://www.appsflyer.com/blog/the-appsflyer-gaming-performance-index/
Mobile ad networks for games
http://www.appsflyer.com/blog/the-appsflyer-gaming-performance-index/
DataLead’s global experience
© DataLead 2015
Verticals
Games
Utilities
Datings
Services
E-Commerce
Traffic sources
My.Target (ok,vk,mail.ru)
CPI rates on Facebook: Games
© DataLead 2015
GEOs iOS CPI Android CPI
Tier1 US,AU,GB,CA... $2 - $7 $1 - $5
Tier2 FR,ES,PT,GR... $2 - $4 $1 - $3
Tier3 IN,ID,BR,MX... $1 - $3 $0.8 - $2
Tips and tricks
Interest targeting (broad and specific)
High CTR with video ads
“Play Game” button
CPI rates on Facebook: Datings
© DataLead 2015
GEOs iOS CPI Android CPI
Tier1 US,AU,GB,CA... $3 - $5 $2.5 - $3.8
Tier2 FR,ES,PT,GR... $2.5 - $3.5 $1.5 - $2
Tier3 IN,ID,BR,MX... $1 - $2.3 $0.5 - $1
Tips and tricks
Broad targeting
New format “Multiple ads” is
working good
CPI rates on Facebook: Utilities
© DataLead 2015
GEOs iOS CPI Android CPI
Tier1 US,AU,GB,CA... $0.8 - $1.2 $0.5 - $0.8
Tier2 FR,ES,PT,GR... $0.4 - $0.8 $0.2 - $0.4
Tier3 IN,ID,BR,MX... $0.3 - $0.5 $0.12 - $0.3
Tips and tricks
Broad targeting
“Use app” button
CPI rates on Facebook: e-Commerce
© DataLead 2015
GEOs iOS CPI Android CPI
Tier1 US,AU,GB,CA... $2.5 - $5 $2 - $4
Tier2 FR,ES,PT,GR... $1.8 - $2.5 $1.5 - $2
Tier3 IN,ID,BR,MX... $0.7 - $1.5 $0.5 - $1
Tips and tricks
Interest targeting (broad and
specific)
“Multiple ads” + Online shopping
targeting
Client’s case
© DataLead 2015
Initial situation
2 years-old game
Almost every affiliate network has this offer
Vast amount of installs has been driven during this period
A lot of incentivized traffic
In-house Facebook team
Goals
Drive installs in Central and Eastern Europe
CPI ratecard for every country
High quality: Retention rate, player progression, ROI
Approved banners only
Client’s case
Solution – 4 steps testing strategy
Step 1: Test creative with broad targeting
Step 2: Test targeting with best ads
Ad Set with broad interest
Ad Set with specific interest
Step 3: Test bidding strategy with best ads
oCPM and CPC for best Ad Sets
Step 4: Test best creative with best targeting and best bidding strategy
Ideal campaign structure
2 Ad Sets, 4 banners per Ad Set
oCPM if Target Audience > 1 mln
Client’s case
Installs
CPI
40+ Banners
Targetings
Client’s case
Client’s feedback
"Very strong monetization last week.
Good monetization this week."
"Strong engagement."
"This banner is performing best on
both iOS and Android. Driving
majority of installs at a higher CTR
and higher CTI"
Questions? Evgeny Marchenkov
Vice President of Sales and Marketing
© DataLead 2015
Thank you! Evgeny Marchenkov
Vice President of Sales and Marketing
© DataLead 2015