worldwide mobile traffic:how to buy facebook mobile traffic effectively
TRANSCRIPT
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How to Buy
Facebook Mobile
Traffic Effectively Evgeny Marchenkov
Vice President of Sales and Marketing
© DataLead 2015
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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
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Global trends: OS market share
© DataLead 2015
Data from SMA Reports Q1 2015 © Opera Mediaworks
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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%
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TOP 20 countries by Ad impressions and
Revenue
© DataLead 2015
Data from SMA Reports Q1 2015 © Opera Mediaworks
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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
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Mobile ad networks for games
http://www.appsflyer.com/blog/the-appsflyer-gaming-performance-index/
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Mobile ad networks for games
http://www.appsflyer.com/blog/the-appsflyer-gaming-performance-index/
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DataLead’s global experience
© DataLead 2015
Verticals
Games
Utilities
Datings
Services
E-Commerce
Traffic sources
My.Target (ok,vk,mail.ru)
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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
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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
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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
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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
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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
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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
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Client’s case
Installs
CPI
40+ Banners
Targetings
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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"
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Questions? Evgeny Marchenkov
Vice President of Sales and Marketing
© DataLead 2015
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Thank you! Evgeny Marchenkov
Vice President of Sales and Marketing
© DataLead 2015