how to get high quality users at scale and turn them into high paying customers

1

How to get high quality users at scale and turn them into

high paying customers

Your hosts for today

Toya BrownHead of Account Management,

US

Yulia V SmirnovaHead of Marketing, US

Mobile Game Discovery andand Monetization Platform

Facebook Marketing PartnerSaaS and Managed Services

Simon DussartHead of Solutions & Integrations

Mobile Attribution and Measurement Partner

3 strategies to grow and engage quality users at scale

• on Facebook and Instagram

• in other apps and marketplaces

• with the right attribution in place

Mobile UA on Facebook and Instagram

● How do you start well? - how to set yourself for

success in getting quality users at scale upon launch

● How to scale your success

right?

● Which advanced tactics work best as you grow fast?

Q1: How do you start well?A.

-

B

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1. Focus on quality creative

- Do user research

- Come up with 4-8 concepts (themes, maps, characters, variations of color positions)

- Test its front, end performance

- Pick only the best to use in a full campaign

1. Focus on quality resultsOptimized for lower funnel KPIS

create newperformance

enhanced art

campaign creation

performance analysis & brainstorm

wide-scale A/B testing

1. Focus on quality process

2. Master LTV to avoid the trap of low CPI buying tru

2. Master LTV to grow with scalable, predictable media buying plantru

2. Master LTV via tracking monetization trends (cohorted data analysis) of +/- CPIst

3. Set attribution properly

4. Tap into your database to bring CA and LAL into targeting from the start

Q2: How to scale your success right?

6 months ad spend as the game grows

1. Spot success pockets in weekly testing schedule that scales


Placement


Bid types


Targeting


Creative

2. Use algorithms for bidding efficiency 24/7, quality at scale

how Bidalgo algo works

3. Automate workflows for speed

3. Automate workflows for speed

~ more than 50% UAs are on auto-upload

• 350% lift in payer rate

• 400% lift in ROAS

• One client - $370K marginal rev

within 1st week, almost doubling their revenue without increasing total spend

4. Explore new ad formats early

Q3: Advanced tactics?

1. Exploit day-/week - parting

● casual gamer on a weekend - lunch time play in line

● higher shopping activity on Mon/Thur

- users browse on weekends, buy faster on weekdays

2. Geo expansion

3. Hyper-local targetingvery specific cities at scale around localized games

- works for games, ecomm

In sum:

1. Focus on quality early

2. Scale with algo faster

3. Automate workflows and keep on testing, hypersegmenting

4. Adopt new ad formats immediately

Target and Optimize at Scale

● What do I need to know about the gaming audience?

● How and when should I think about awareness (impressions) vs quality/retention (CPI/LTV)?

● How do I target and segment campaigns for the highest quality, relevant users?

The Mobile Gaming Audience (for games and non-games)

Smartphone owners install a game w/in a week

Play >10hrs per week

Big spenders!>$25/month in games

49.3M

62%

49% 51%

$99.6BGlobal games

market

$36.9Bmobile

90M

Impressions & ROI(and when to think about what)

● What are your goals?

● Where are you in your overall growth?

○ First game, second game, established IP?

● What’s your budget?

The 3 Pillars of UA(and when to think about what)

Awareness

• Indie• Awareness •

• Established• New game vs. Current • Installs vs. ROI

UsersInstalls

Targeting for Quality

Define your optimization goals

Find quality users

○ Life time value

○ Retention

○ Acquisition D3 - D7

Product Madness Shift to Quality Targeting

[sample video asset]

Campaign: July 2016 to Present | Android, US

The final ROAS: Doubled installs

Monthly D7 ROAS

40%Installs

100%

Attribution & Measurement with Adjust

● Why should you focus on accurate attribution?

● How do I track ROI from marketing campaigns?

● What are examples for gaming companies?

Q1: Why should you focus on accurate attribution?

1. See where your users are coming from

2. Compare different marketing channels

3. Allocate budget to best performing channels and increase Marketing ROI


Example:


1. 1 SDK to work with all networks such as Bidalgo &

Chartboost2. All analytics provided by Adjust3. Callbacks sent to networks so that they can focus

on optimization

4. Deduplication

5. All heavy lifting done by Adjust (deeplinking, attribution callbacks, cohorts)

Q2: How can I track ROI from marketing campaigns?

1. Event Tracking

2. Revenue Tracking

3. Cost data

4. ROI from campaigns

Q2: How can I track ROI from marketing campaigns?

Focus on: Cohorts / Retention / Spend per User

Q3: What are examples for gaming companies?

What events should you track:

● Tutorial● Registration● Login● Level Up● Level Complete● FB connect Success● In-App Purchase● Offer Wall

Q3: What are examples for gaming companies?

Q&A


US






Thank You!


US




