Ugo Smith presents a case study: how eStudio34 achieves excellent results in the Jobs Today's mobile acquisition campaign.

1. How to Reach Your App Promotion KPIs
Event Organizers
Sponsored by
In collaboration with
# inappevent

2. William Renedo
Sales Director at eStudio34
es.linkedin.com/in/wrenedo/
@eStudio34
Google Premium Partner
Mobile World Congress Speaker

3. Core Services:
SEO - Search Engine Optimisation
SEM - Search Engine Marketing
SMM - Social Media Marketing
Collaborated:

4. Mobile App promotion
you say...
hmmmmmmmm

5. Our evolution in to mobile

6. Experts in mobile acquisition

7. The complexity of mobile

8. www.inappevent.com
Bringing the mobile & startup community
together
to share and learn

9. Ugo Smith
Head of Search at eStudio34.com
es.linkedin.com/in/ugosmith/
@eStudio34
Google Qualified Partner
Expert and collaborator at the Instituto Internacional de
Marketing & Mobile World Congress
Coffee Addict and Motorcycle enthusiast

10. First Common Problem:
Options Overload
1

11. The Possibilities

12. Its all about the angle

13. Case Study
Job Today
3

14. Achievements
@eStudio34
@UgoSmith
www.estudio34.com

15. Proyect Background
 JobToday
was stuck on
their growth
of active
users coming
from
AdWords for
both iOS and
Android.
@eStudio34
@UgoSmith
www.estudio34.com
 AdWords
was the
worst
performing
and least
utilised
channel to
date
 CPI’s were
in general
very high,
nevermind
costs for post
install events
Some Baseline Key Performance Indicators

16. How we got it done
AdWords Breakdown
 Display,
 Search
 YouTube,
 Universal App Campaigns
 Sapphire
@eStudio34
@UgoSmith
www.estudio34.com
Further down the line,
supported by
 TV
 Radio &
 Street Marketing

17. Campaign Challenges
5

18. Behavioural Funnel
Awareness = found the app yay
App Store Search = not really true when doing
paid campaigns
Download = job done?
Open app = Critical because it meant we had
our first engagement.
Registration = This was another critical in app event for us.
Early on the campaign it wasnt compulsary 
Usage= recurring usage and other in app events
i.e applied for a job
@eStudio34
@UgoSmith
www.estudio34.com

19. What we faced
@eStudio34
@UgoSmith
www.estudio34.com

20. What to track
There are TWO types of users:
@eStudio34
@UgoSmith
www.estudio34.com
JobSeekers
 Seek to get a job
 Are locally searching
 Mobile Savy
Company
 Post Job offers
 May have multiple offers
 Not strictly local necessities

21. Tracking with AppsFlyer
Fuente: AppsFlyer SDK Integration - iOS
One SDK to rule them all:
 Tagged in app events
@eStudio34
@UgoSmith
www.estudio34.com
Jobseeker Events:
 Job Seeker
Registration
 Job Seeker Applied
Company Events:
 Company Registration
 Company Published Job

22. Tracking with AppsFlyer
Our Dashboard could tell us
 What partner contributed to direct
conversions
 Provided users ident by logging
“advertiser id’s”
 Sent data back to FB/ AdWords after
deduplication of conversions and in
app events.
@eStudio34
@UgoSmith
www.estudio34.com

23. Sending data back
Fuente: Ad Network Integration Guide
At campaign/ Adgroup
or Adset level
 You send data back to
the partner
 We created
conversions at MCC
level for faster Algo
learning
 Started optimising
toward larger pools of
data i.e registration
@eStudio34
@UgoSmith
www.estudio34.com

24. Battle Tactics6

25. UAC
@eStudio34
@UgoSmith
www.estudio34.com

26. Conversions
@eStudio34
@UgoSmith
www.estudio34.com
Tips
 Create account/ campaign
per territory
 Create conversions at MCC
level (algorithm learns faster)
 If you target web right now
you have to create another
campaign/ account is
recommended

27. This is why
@eStudio34
@UgoSmith
www.estudio34.com
Tips
 AdWords has a minor flaw,
 You shouldn't have multiple
conversions included in that
column
 it gets confused with totally
different conversion.
 Optimising becomes
otherwise becomes erratic so
its best to isolate

28. UAC – Pro Tips
@eStudio34
@UgoSmith
www.estudio34.com
UAC Tips
 Utilize all ad formats: text, banners, video
 Geolocation can be critical in optimisation
and control CPA’s
 Need to control closely which network is
the one getting most exposure (Display/
YT/ Search)
 Test from more volume types of
conversions to less volume
 Work through high CPA to low CPA until
volume and desired KPI
 UAC is like science requires patience and
min budgets, without a commitment you
will FEAR

29. UAC – Pro Tips
@eStudio34
@UgoSmith
www.estudio34.com
UAC Tips
 If one network underperforms i.e.
YouTube
 Kill the ad format (it forces the campaign
to use the other two)

30. Display Learnings
 iOS works great in terms of in app events
 iOS data can be imported and tracked
(search is impossible)
 Android didn’t match iOS results……
Display Learnings
@eStudio34
@UgoSmith
www.estudio34.com

31. Bottom Line
@eStudio34
@UgoSmith
www.estudio34.com
For Example
 That our CPAs don’t match FB or
other networks

32. Recap
@eStudio34
@UgoSmith
www.estudio34.com
 Optimise by CPI.
 Then by next In app event
of highest relevance.
 Use all Ad Formats
 Monitor WHICH network
within UAC is performing.
 Work through high CPA
to low CPA until volume
and desired KPI
 UAC is like science
requires patience and min
budgets, without a
commitment you will
FEAR
 Display works with iOS
like Wildfire

33. Results7

34. JobToday Spain
 CPR – Cost per
registration
 Spend Increased
 Lower CPR
@eStudio34
@UgoSmith
www.estudio34.com

35. JobToday UK
@eStudio34
@UgoSmith
www.estudio34.com
 CPR – Cost per
registration
 Spend Increased
 Lower CPR

36. JobToday ASO
 More Downloads =
Better Rankings
 +More Organic Installs
@eStudio34
@UgoSmith
www.estudio34.com

37. I Spy and Evolution
12
@eStudio34
@UgoSmith
www.estudio34.com

38. Device Tracking
@eStudio34
@UgoSmith
www.estudio34.com
 Granular device targeting of advertising
campaigns.
 Adds 40 devices a day to its database

39. Device Tracking
@eStudio34
@UgoSmith
www.estudio34.com
Source > Device
data Explorer

40. Display Campaigns Fix
@eStudio34
@UgoSmith
www.estudio34.com

41. Responsive Intelligence
@eStudio34
@UgoSmith
www.estudio34.com
MobiReady
 Test your site
 Consider rendering based on
device type
 Their API can help you
reorganize your responsive
site

42. Sensor Tower
@eStudio34
@UgoSmith
www.estudio34.com

43. Similar Web
@eStudio34
@UgoSmith
www.estudio34.com

44. What Runs Where
@eStudio34
@UgoSmith
www.estudio34.com

45. Recap
MUST Do’s
 Track your most valuable/relevant in app events
 Import that data back in to your platform (AdWords/
Facebook and alike see your tools documentation)
- Creating postback tracking urls
- Hooking conversions with in app events
 Create an MCC and global MCC level conversions
 Different accounts subject to country / targetting (web
vs app)
 Select one to be inlcuded in the conversions column
 Have all ad formats ready to go
 UAC needs budget work out your 3- 6 month plan
with no less than 150 USD a day
@eStudio34
@UgoSmith
www.estudio34.com
Consider
 Device property tracking
 Competitors and market insight

46. Thanks.
UGO SMITH
es.linkedin.com/in/ugosmith/
www.estudio34.com
@eStudio34