anna krizhanovskaya, playrix
TRANSCRIPT
How to Not Overpay for Traffic
Anna Krizhanovskaya Head of Social UA
июнь 2017
WHAT IS “TRAFFIC”?
WHY IS TRAFFIC SO IMPORTANT?
THREE WAYS TO REFRESH YOUR AUDIENCE:
paid traffic
app store feature
organic traffic
HIT
WHAT TYPES OF GAMES ARE THERE?
premium
free-to-play without in-app purchases
free-to-play with in-app purchases FREEE
EE
WHY BUYING TRAFFIC?
Increase the number of installs
Generate revenue
COMPETITION BASED ON TRAFFIC TYPES
Top publishers and audiences
Medium sources with a big audience
Small sources (new or unpopular)
WHAT HAPPENS RIGHT BEFORE YOUR AD IS SHOWN?
Users open an application
An ad network SDK gets initialized
Campaign auctions are carried out based on campaign ranks. Ranks are formed by multiplying eCPM and a coefficient.
The auction winner is chosen
Users are shown the winner’s ad
CPI FOR US TRAFFIC
$10.00
$7.50
$5.00
$2.50
$0.00
WHY IS TRAFFIC GETTING MORE AND MORE EXPENSIVE?
Competition
Traffic re-brokering
Self competition
“Raise bids to increase the volume. If all buyers raise bids, the volume doesn’t change” principle
Decrease in conversion
HOW TO DEAL WITH IT?NDA
Be transparent (Win Rate, eCPM, etc.)
Understand how auctions work
Avoid self competition
Work with agencies in a mutually beneficial way
Understand the concept of elasticity
COME WORK WITH US!Check out our website at job.playrix.ru
