identify, acquire, and retain app users with search social ads
TRANSCRIPT
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Identify, Acquire, and Retain App Users with
Search & Social AdsJD PraterHead of Customer Acquisition, @jdprater
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JD PraterHead of Customer Acquisition
Connecting the paid marketer to the data they need
#ConnectTheMarketer @jdprater
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AdStage connects marketers quickly and easily to their data across paid search, paid social, web analytics and custom business metrics to gain insight into their campaign performance
and take action at scale.
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IdentifyUnderstand Audiences by Leveraging Multiple Analytics Platforms
AcquireDevelop Campaigns and Creative Tests
RetainExpand Across Objectives & Networks
#ConnectTheMarketer @jdprater
Road Map
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• How many apps do I have installed (currently, not native)?
• How many apps have I downloaded in last 30 days? Deleted?
• Rank these 6 apps in terms of my time spent on them- Facebook, Instagram, Youtube, Twitter, LinkedIn, Safari
• How many minutes did I spend talking on the phone in the last 30 days?
#ConnectTheMarketer @jdprater
Let’s Play a Game
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Identify
JD PraterHead of Customer Acquisition, AdStage
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Client: We need to get more app installs.
Me: Great. How can we help?
Client: You need to increase app installs across existing campaigns.
Me: Ok. Are you looking to increase budgets? The campaigns are pretty well optimized as last month set a record.
Client: No additional budget. You’ll have to get creative for this one.
#ConnectTheMarketer @jdprater
Does This Sound Familiar?
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Generate more app installs without a budget increase
#ConnectTheMarketer @jdprater
The Problem
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Client: We not only want more installs, but higher quality users
#ConnectTheMarketer @jdprater
Oh, BTW
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Our Actual Goal
#ConnectTheMarketer @jdprater
Problem #1 Problem #1
CPI MAU
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Where do we even begin?
#ConnectTheMarketer @jdprater
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Demographics?
Location?
Interests?
Who Is Your Target App User?
#ConnectTheMarketer @jdprater
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Event CompletionApp Engagement LTV+ =
#ConnectTheMarketer @jdprater
Who is Your Ideal App User?
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Take All UsersFind Top PerformingFind Power Users
#ConnectTheMarketer @jdprater
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AppsflyerAttribution & Event Tracking
LocalyticsBehavior Analysis & User Segments
Identify Top Cohorts
#ConnectTheMarketer @jdprater
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Matched prospects
Email addressesPhone numbers, iOS IDFAs
Facebook User IDs, App User IDs
People you knowDirect or through third-party
People from your website
FacebookPeople you know on Facebook
Facebook Custom Audiences
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People who are power users of YOUR app
People who downloaded YOUR app
People who completed specific events in YOUR
appand people who look like them
Find more people who look like your best customersFacebook Lookalike Audiences
#ConnectTheMarketer @jdprater
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Watch Reality TV Play Video Games
Facebook Audience Insights
#ConnectTheMarketer @jdprater
75%80%
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Aha! Moment
#ConnectTheMarketer @jdprater
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Acquire
JD PraterHead of Customer Acquisition, AdStage
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Among mobile internet users, mobile apps will account for
84.9% of total mobile time spent
#ConnectTheMarketer @jdprater
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App Annie,Spotlight on Consumer App Usage
#ConnectTheMarketer @jdprater
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comScore, The 2017 US Mobile App Report
A majority of users (51%) still don’t download any apps in a month
#ConnectTheMarketer @jdprater
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comScore, The 2017 US Mobile App Report
Top Apps by Unique Visitors
#ConnectTheMarketer @jdprater
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Paid Search & Paid Social Ad Networks
AppleFacebook
@jdprater#ConnectTheMarketer @jdprater
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AdWords UAC
#ConnectTheMarketer @jdprater
App install campaigns that run across the Search, Display, and YouTube ad networks
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Facebook App Install Ads
#ConnectTheMarketer @jdprater
1. Understand what you want to get out of your ad.
2. Define what types of people you want to install your app and target your ad to them.
3. Develop compelling creative.
4. Run your ad when you have new app content.
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Apple Search Ads
#ConnectTheMarketer @jdprater
1. Use a similar AdWords structure (campaign, ad group, keyword)
2. Search match
3. Define audience
4. App user targeting
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Align Teams & Share Learnings
#ConnectTheMarketer @jdprater
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Targeting FacebookCreative
Campaign & Creative Testing
#ConnectTheMarketer @jdprater
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Get in Lock Step with Internal Teams
ProductMedia Creative
Sync Teams
#ConnectTheMarketer @jdprater
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Watch Reality TV
• Imagery
• Ad copy
• Target audience
not real ads
Align Creative to Audiences
#ConnectTheMarketer @jdprater
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Play Video Games
• Imagery
• Ad copy
• Target audience
Creative Alignment
#ConnectTheMarketer @jdprater
not real ads
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Not all app installs are equal.
Facebook launched optimizing for app events.
Install Complete Events+
App Event Optimization
#ConnectTheMarketer @jdprater
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Watch VideoFind people who play video games and who are likely to watch video
How We Used It
#ConnectTheMarketer @jdprater
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Optimizing for Events
#ConnectTheMarketer @jdprater
CPI MAU
-20% +7%
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Retain
JD PraterHead of Customer Acquisition, AdStage
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App Annie,Spotlight on Consumer App Usage
#ConnectTheMarketer @jdprater
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comScore, The 2017 US Mobile App Report
#ConnectTheMarketer @jdprater
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30 days after people install an app,
only 6% of them are still using it
Re-Engage App Users
#ConnectTheMarketer @jdprater
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*Target people who haven’t your app in the last 30 days
Run App Re-Engagement Campaigns
#ConnectTheMarketer @jdprater
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• Same targeting as Facebook
• Same images
• Same ad copy
Google Display Network
• Similar targeting as Facebook
• Similar imagery
• Similar ad copy
Test Other Networks
#ConnectTheMarketer @jdprater
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Instagram Google Display Network
Preliminary Test Results
#ConnectTheMarketer @jdprater
CPI
-10%CPI
+4% -5% +2%MAU MAU
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Instagram Google Display Network
After 2 Months
#ConnectTheMarketer @jdprater
CPI MAU
-18% +10%
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RECAP
JD PraterHead of Customer Acquisition, AdStage
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DataTest
Learn Question
Process Recap
#ConnectTheMarketer @jdprater
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Appsflyer Localytics Facebook
Utilize Various Analytics Platforms
#ConnectTheMarketer @jdprater
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75%80%
Watch Reality TV Play Video Games
Trust The Data
#ConnectTheMarketer @jdprater
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Align Teams & Share Learnings
#ConnectTheMarketer @jdprater
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Think in Terms of Campaigns, Not Channels
#ConnectTheMarketer @jdprater
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Questions?
JD PraterHead of Customer Acquisition, AdStage
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