estudio34 inappevent - mobile acquisition success

How to Reach Your App Promotion KPIs

Event Organizers

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William Renedo

Sales Director at eStudio34

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@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

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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