Recommended
Recommended
More Related Content
Similar to Scaling Up Your User Base Without Sacrificing Quality by Using Facebook
Similar to Scaling Up Your User Base Without Sacrificing Quality by Using Facebook (20)
Recently uploaded
Recently uploaded (20)
Scaling Up Your User Base Without Sacrificing Quality by Using Facebook
- 1. adotomi.com | Copyright Adotomi 2013 Leveraging Complexity Nadav Weinberg | Director of Business Development
- 2. Adotomi © 2013 | 2 About Adotomi Amsterdam London Rio de Janeiro San Francisco Tel Aviv Global Presence Industry Leading Clients
- 3. Adotomi © 2013 | 3 Your Challenge: Finding the Players
- 4. Adotomi © 2013 | 4 Why is Facebook Complex?
- 5. Adotomi © 2013 | 5 Why is Facebook Complex? 20+ Ad Types 20+ Targeting Parameters Choosing the right combination from over 400 different combination parameters is a highly complex task
- 6. Adotomi © 2013 | 6 Leverage the Complexity • Define your goals • Find new players – Leverage existing fans – Device – Location – Usage • Find the ad types and targeting that works for you
- 7. Adotomi © 2013 | 7 You want Players! “Throw your hands in the air, if you’re a true player!”
- 8. Adotomi © 2013 | 8 Define Your Goals • Ask yourself: – As an app developer, where do I make my money? • On the install • Virtual currency/goods • Via ad impressions • 3rd party referrals /affiliate programs
- 9. Adotomi © 2013 | 9 Importance of Goal Definition • Your goals become the basis for: – All Algorithmic Decisions • Bid optimization • Player valuations • Budget Adjustments
- 10. Adotomi © 2013 |10 Where to Find New Players • Fan page are a necessity for every developer – Also for each game • 66% of Facebook users who have liked a brand/app have 100+ friends • Friends of Fans can reduce audience size and increase relevancy
- 11. Adotomi © 2013 |11 Where to Find New Players • Custom Audiences – Target specific players with new games and/or features – Use your CRM player data to reach players where they spend hours of their time • Facebook average time on site 400+ minutes a month
- 12. Adotomi © 2013 |12 Where are your players: Devices
- 13. Adotomi © 2013 |13 Where are your players: Location • Where are potential players? Everywhere… – But quality of each region can vary greatly
- 14. Adotomi © 2013 |14 Where are your players: Usage • Target your players when they use Facebook for the best results 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Facebook Ad Click Volume USA
- 15. Adotomi © 2013 |15 Find the best combination • Track, test and report
- 16. Adotomi © 2013 |16 Adotomi Research
- 17. Adotomi © 2013 |17 Leverage Your Existing Fans • Custom Audiences
- 18. Adotomi © 2013 |18 Use Custom Audience for Negative Targeting Facebook Population Friends of Fans Your Fans Facebook Population New Target Audience Your Fans
- 19. Adotomi © 2013 |19 Find players like your players • Look-a-Like discover new players at a fraction of the cost
- 20. Adotomi © 2013 |20 Leverage Mobile Users CTR Conversion Rate (Actions) CPC CPA PC 0.06% 63% $ 0.50 $ 1.10 Mobile 5.23% 15% $ 0.11 $ 0.76 • CPA for mobile app players from mobile devices in North America is more effective than PC ads
- 21. Adotomi © 2013 |21 Locations • Cost and Quality vary by Region CTR Conversion Rate (Actions) CPC North America 0.06% 63% $ 0.50 Europe 0.05% 59% $ 0.45 Australia, New Zealand, Japan 0.05% 60% $ 0.81
- 22. Adotomi © 2013 |22 Usage • Seize the Day! – Maximize Budgets on impact days 11.50% 12.00% 12.50% 13.00% 13.50% 14.00% 14.50% 15.00% 15.50% 16.00% Facebook Ad Click & Impression Volume USA Clicks Impressions 0.0860% 0.0870% 0.0880% 0.0890% 0.0900% 0.0910% 0.0920% 0.0930% 0.0940% 0.0950% Facebook Ad CTR USA
- 23. Adotomi © 2013 |23 Ad Types • Page Post Ads Picture Text Update 45% Interaction Rate Increase
- 24. adotomi.com | Copyright Adotomi 2013 Thank You! Nadav.W@adotomi.com | www.adotomi.com
Editor's Notes
- How do you find the right players that out there but not easy to find
- FB should be simple, you ad to audiences you define and that should be itAds directed at individual person in your demographic
- 20+ targeting parameters, each has potentially a subsect of many more options (ages, interests, countries (cities, regions, etc))Need to find right message thru the right medium targeted towards the right audience
- Outline slide for rest of presentationDevice (iOSvs Droid, PC vs Mobile)Location = countryUsage = how often, when using
- If only it was this easy. Your new players aren’t going to raise their hands for you to find them.We’re not all Biggy Smalls, we’re developers who know how to create awesome content and we need to find the right players so you can (XXXX)
- This is a questionWhat is your business model, what are your KPIs?What looking to drive (time on site vs installs vs in-app purchases)
- Why important?LTV over 6 months is fundamentally different than driving installsEach PMD has a different niche and algorithms adjusted to drive to those definitions. Need to first define your goals to find the right advertising partner for you.
- Great place to start = with your current fansLeverage your fan page that you’ve been building up in anticipation for the new release of your game
- Leverage CRM, target your specific players with new games (cross selling)Game huge in 2012 but on the decline, move them to your new release
- 751 M mobile FB MAUTime on site for mobile has surpassed PC time on siteMore than 150 M mobile only FB users
- FB is global, you can reach nearly everyone in the world, especially those people who have a smartphone or device to play a game.But quality varies by region, so it’s critical to target the right geography
- What we’ve observed thru tens of billions of impressions is that between4 pm -10 PM ET = peak engagementWe have a client running 2 campaigns: peak & off-hours; ability to scale up with decreased CPCs during off hours (and peak paused) then during peak hours we increase bidding to drive the best ROI from the most responsive players
- Need data and analytics to see what users are doing. If you’re not, you’re advertising blindly and not maximizing your ROI.Testing need to find the right messages and connect them with the right audiencesReporting not just window to your data but also record of successes and failures to constantly improve; great tool for new campaigns to avoid past mistakes
- I’d like to share with you some of the lessons we learned while promoting 10 out of the 50 top FB grossing apps.
- Use custom audiences to reach Friends of Fans and not reach current players or exclude current players from new acquisition campaigns.
- Much higher interaction.Altho much less CR (due to drop offs w/ DLs and installs), lower CPCs = lower CPAs
- Targeting your audience in different countries isn’t always the same. It can sometimes come at a cost.Note: much higher CPCs for AU, NZ, JPThat being said, we see that AU monetizes better than any country
- Days most likely to click Days with most volume