Tips on UA, ASO, Ad Monetization & KPI Benchmarks - Fiona Shih | Animoca Brands

FIONA SHIH | November 2019
FIONA SHIH 施毓鈞
User Acquisition & Ad Monetization Manager
Animoca Brands | November 2019
Tips on UA, ASO,
Ad Monetization
& KPI Benchmarks
1

About Me
&
Animoca
Brands
Today’s Sharing Agenda
Tips on
User
Acquisition Tips on
App
Store
Optimization Tips on
Ad
Monetization
KPI
Benchmarks
2

About Me &
Animoca Brands
3

About Me - Fiona Shih
2016 - Present, Hong Kong
UA & Ad Monetization Manager
Performance Marketing, ASO Optimization,
In-game Ad Monetization, Project Owner
2013 - 2015, Taiwan
Europe Territory Product Manager
Desktop/AIO P&L Management, Pricing, Product
Roadmap for 9 EU Geos, Refurbish Management
2012 - 2013, Taiwan
Eastern Europe Sales Specialist
B2B Distributor Sales for Eastern EU Geos,
Promotion Program Management for KVM line
4

History & Milestones of Animoca Brands
Animoca spun off
Animoca Brands
to focus on licensing
& publishing
Ourpalm invested
in Animoca Brands
Listed in Aus
Stock market
Acquired
TicBits
Invested in
Zeroth.ai
Licensed
CryptoKittes
Acquired
Pixowl
1998 2010 2014 2015 2016 2017 2018 2019
Partnered with
iClick
Partnered with
Atari
Partnered with
F1
Partnered with
Lucid Sight
Crazy Defense
Heroes (iOS)
launched
Crazy Defense
Heroes (GP)
launched
Outblaze was
founded in Hong
Kong
Outblaze launched
Animoca to focus on
mobile app business
Acquired
Tribeflame
5

About Animoca Brands
Australia Listed
ASX: AB1
HQ in Hong Kong
with presence in
New York, Canada,
Finland, Philippines
and Argentina
Global
Publisher
6

2018 World’s Top 50 Global Developer
7
Animoca Brands is selected in August 2018 as one of the only 5 Chinese publishers in “Top 50 Developer 2018”
by Pocket Gamer, aside from Tencent, NetEase, IGG, and Moonton.

Original Casual & Midcore Games and Apps
8

International IP Collaboration – Mobile Games
9

Early Leader for NFTs and Blockchain Gaming
The ﬁrst phase of the game, featuring NFTs based on
Formula 1®
intellectual property, will be launched in Q2
of this year.
The game will have a collectible component based on
non-fungible tokens (NFTs) as well as a racing
component utilising those NFTs.
10

Tips on UA
(User Acquisition)
11

User Acquisition / Performance Marketing
12
Source: Appsflyer

13
Source: Appsflyer
Successful user acquisition is
extremely reliant on
continuous data-driven
optimization.

Digital Marketing
Paid 💰
Media
Owned 🤗
Media
Earned 👍
Media
Advertising:
• Flyers, TV ads
• Keyword ads
• Video ads
• App install ads
• Paid
influencers/KOL
• Paid content Promo
• Sponsorship
• Social media ads
(FB, IG, Twitter,
Snapchat, Tiktok)
WEB
Properties:
• Website
• App storefront
• Email, QR code
• Contents
• Social media
channels
• Cross-promo
• Push notifications
• eNews
• Referal
Sharing:
• Word-of-mouth
• Mentions
• Shares
• Reviews
• Features
• “Viral”
• Media relations
• Blogger relations
• KOL relations
14

Potential UA Channels
15
● AppsFlyer Performance Index Source: https://www.appsflyer.com/performance-index/

Facebook Creative
16
Source: Facebook for Business

Facebook Creative
17
Source:
Facebook for Business

Facebook Creative
18
Source:

Facebook Creative
19
Source:

Facebook Ad Library
20

Facebook Optimization for Ad Delivery
21
Source: Facebook

22
Source: Facebook Gaming

23

Facebook Split Tests
24
● Test 1 variable in random and non-overlapping groups
3~14 days (max 30)
Winning Ad Set
Confidence Level

v
v
Facebook Audience Overlap
25

Facebook Dynamic Ads
26

Google UAC Campaigns
27

Retargeting
28
● Re-engagement
● Re-attribution
○ New features
○ Lower acquiring costs
Source: Appsflyer

KOL / Influencer Campaigns Strategy Flow
29
v.s.
v.s.
Agency
Self-served
Platform
● Flat Rate or eCPM
● Guaranteed View
● Revenue Share
● Tax
● Commision Fee
● Portrait Right
● Tracking Links
● Promo Code
v.s.
Direct Deal

How to Find Suitable Influencers?
30

Influencer UA on Organic Uplift
31
10x Organic
Baseline Uplift!

Engage with Community Gamers for Better Good
32
1. Teaser
2. Bugs
3. Wish-list
4. Trends
5. Contents
6. Togetherness

MMP (Mobile Measurement Platforms)
33
● 3rd party attribution platform
● Ensure proper tracking on non-organic installs, events, IAPs to
have effective marketing budget allocation
● Marketing analytics such as LTV, ARPU, retention, cohort reports
● Connection with ad networks

MMP (Mobile Measurement Platforms) Attribution
34
● View-thru Attribution vs Click-thru Attribution
● “Install” Definition is usually the 1st Open
● D1 Retention Definition
(e.g. Appsflyer: calendar day; Adjust: after 24 hrs)
● Re-installs window
Source: Appsflyer

Pay Attention to Mobile Fraud
35
● Waste of advertising budget
● Wrong data for UA budgeting
● Waste of time to reconcile Source: Appsflyer

Mobile Fraud Trends
36
Source: Appsflyer

Mobile Fraud Types
37
Source: Appsflyer
● Click injection
Attribution Hijacking
● Click spamming/Click flooding

Mobile Fraud Types
38
Source: Appsflyer
● Bots
Fake Installs
● Device Farms

iOS LAT (Limited Ad Tracking) Influence on UA
39
When a user enables Limit Ad Tracking,
advertisers and their measurement
solutions receive a blank Device ID in
place of a device-specific ID.
Source: Apple
● Fingerprinting attribution
● Recognize as organic installs (CPI/CPA)
● Apple Search Ads discrepancy in MMP

iOS LAT (Limited Ad Tracking) Share
40
Source: Phiture & SearchAds HQ
34%

The Key Metrics for UA Optimization
41
Ad
Impression
Click Install
CTR (Click-Thru Rate)
=Clicks/Ad Impression
IPM (Install Per Mille Impression)
=Install/Ad Impression *1000
IR (Install Rate)
=Install/Clicks
App Store
*CVR (Conversion Rate)
*CTI (Click to Install)
Creative Optimization
CTR
IR or CTI
IPM or CVR
ASO
Full Picture

UA’s Ultimate Goal is Growth
42
LTV > CPI
IAP + Ads Revenue > CPI
ROAS=1 (Break-even)
ROAS>1 (Growth)
ROAS (Return on Ads Spent)=
Revenue (IAP+Ads)
Ads Spent
Product Design
● Game mechanism & content
● Retention, ARPDAU
● Proper IAP offers
● Proper Ads units & user flow
● Special event offers...etc
UA Marketing
● Winning creatives to lower CPI
● ASO
● Proper targeting
● Proper UA channels
● Budget allocation...etc

Synchronize UA Marketing & Product Design
43
Pre-Launch After-Launch
● Acquire real-word users to
optimize game-balance, churn
rate, retention...etc
● Market Research:
○ A/B test potential features
○ A/B test potential art
assets & keywords
● Trendy ad formats
● Country-based features
● Promote new features
● ROAS Optimization
Revenue (IAP+Ads)
Ads Spent

FIONA SHIH | November 2019 44
UA
Dynamic Ads
LAT
IPM
Retargeting
Inﬂuencer
MMP

Tips on ASO
(App Store
Optimization)
45

Search is a Very Important Discovery Vector
Source: Apple Search Ads
46

Discovery is a Funnel to Conversion
?
47

The “Last Mile” for Selling Your Game/App
ASO (App Store Optimization)
• Better discovery
• Better conversion
Source: StoreMaven
48

ASO Check Points for Better Discovery & Conversion
App Name
Icon
Screenshots
Preview Video
Ratings & Reviews
Keyword Strings
(iOS)
Descriptions
49
Source: TheTool
On-metadata Factors
Off-metadata Factors

App Name
• Best describe your app
• Relevant keywords
• Easy to spell & pronounce
• Add descriptive part
50
• Package ID
Optimized Title Examples:
● Brand name – Keyword
● Brand name: Keyword
● Keyword – Brand name
● Keyword: Brand name

App Name
Source: AppAnnie Nov 7, 2019
51
• Package ID
20/50 22/50 24/50
Rescue Cut - Rope Puzzle天地の如く～激乱の三国志～放置奇兵 -全球同服放置类游戏

App Name
52
• Package ID
2) A+B (2 words)
• Dragon + Quest
• Pocket + Monster
• Dungeon + Maker
• Chrono + Trigger
3) A+B (2 words)
①A・B
②A B
③AB
1) Use Katakana (片
假名)

App Name
Source: TW @DanielPeris
53
• Package ID

54
Icon
• A/B test the elements,
colors, frames, styles
• Easy to recognize
• Consistent with marketing
• Dark Mode

55
Preview Video
• 80% users watch <12s*
• Poster frame (iOS)
• Art style with screenshots
• Feature graphic (GP)
• Up to 3 previews (iOS)
• A/B test if it’s essential
Auto-play
Video
Only 6-10% will click to watch!

56
Preview Video
• Art style with screenshot
16:9 video
Turn off monetization
for promo video

57
Screenshots
• First 2 screens (65%)
• Simple taglines
• 1 key feature per screen
• Localize & cultralize
• 16:9 landscape screens
(GP) x3 for the featuring
Source: StoreMaven

58
Screenshots
• Simple taglines
Hyper-Casual

59
Screenshots
• Simple taglines
Japan RPG

60
Screenshots
• Simple taglines
16:9 8:5 9:16

61
Screenshots
• Simple taglines
16:9 screenshots x3

Marvel Contest of
Champions
62
BEST PRACTICE 1
Developer: Kabam Games Inc.

English-US
● Simple taglines with CTA
● Design the iOS App Preview video
to have consistent design
layout with the screenshots
● Landscape screenshots for GP,
and portrait screenshots for iOS
63

Japanese
● Localized game name “All-star
Battle”
● Simple taglines with CTA
● Design the iOS App Preview video
with cultralized fonts
● Landscape screenshots for GP,
and portrait screenshots for Ios
64

The Amazing
Spider-Man 2
65
BEST PRACTICE
Developer: Gameloft

English vs
Japanese - 1
● Localized game names
● Cultralized the tagline
formats to bit slightly tilt
up-rightwards which is
common for Japanese popular
games
● Localized each taglines
instead of direct translation; in
this screenshot, it highlights
3D art in JP store
66

English vs
Japanese - 2
games
the easy control button and
add a finger onto the image in
JP store
67

English vs
Japanese - 3
games
unlock different spider-man
suits in JP store
68

69
Descriptions
• Subtitle (iOS)
• Short description (GP)
• <2% users hit “…More”
• First 135 (iOS), first 80 (GP)
• Keyword density (2-3%)
• Promoted IAP (iOS)
Above the Folder
“…more”
Frist 135 characters
of the long description
Full short description

70
Keyword Strings
(iOS)
• Use all 100 characters
• Remove space
• Skip keywords in title,
subtitle, category & plural
• Cross-relations
(US-EN & ES-MX)
Source: ASO Stack
Source: App Store Connect Help

71
Keyword Strings
(iOS)
• Remove space
• Cross-relations
(US-EN & ES-MX)
Source: App Store Connect

72
Ratings & Reviews
• Encourage ratings
• Find bugs & improve
• Respond for credibility
• Above 4 Stars or Reset
58% of users check app
reviews before
installation, and 94% of
Android app users only
download apps with a
minimum rating of 4 or 5
stars.
Source: Appreviu

App Name
Icon
Screenshots
Preview Video
Ratings & Reviews
Keyword Strings
(iOS)
Descriptions
• A/B test the elements,
colors, frames, styles
• Easy to recognize
• Consistent with marketing
• Simple taglines
• Subtitle (iOS)
• Short description (GP)
• <2% users hit “…More”
• First 135 (iOS), first 80 (GP)
• Remove space
• Cross-relations
(US-EN & ES-MX)
• Encourage ratings
• Find bugs & improve
• Respond for credibility
• Above 4 Stars or Reset
• Keyword density (2-3%)
• Promoted IAP (iOS)
Source: StoreMaven
73
• Package ID
• Dark Mode
• Art style with screenshots

Useful ASO Tool
74

Useful ASO Tool: StoreMaven (for IOS & GP)
The free & handy Google Chrome Extension
75

Useful ASO Tool: StoreMaven (for IOS & GP)
Can also download the icon, video, screenshots, descriptions
for competitor ASO analysis
76

Useful ASO Tool:
ASO - Google Play Short Description Viewer (for GP)
The free & handy Google Chrome Extension
77

Useful ASO Tool: AppSparky (for IOS)
Preview how the icon looks like on store-front & various devices
78

Useful ASO Tool: Switchr (for IOS)
Switch to any IOS stores
for competitor ASO analysis and feature checking
79

Useful ASO Tip: Change the hl/gl in the URL (for GP)
80
https://play.google.com/stor
e/apps?hl=ja&gl=jp
hl (Language)
● ja (Japanese)
● zh-tw
● zh-hk
gl (Location)
● jp (Japan)

Crazy Defense Heroes
Our Case Study
81
Developer: Animoca Brands & Ticbits

• Available on iOS from 2018
• Available on Google Play from June 2019
• Sequel of “Crazy Kings”
• Tower defense x collectible cards x RPG
• Apple App Store “Game of the Day”
82

A/B Test Game Icons for IOS Version
Strategy Top Free 50 Apps
35/50 29/50 5/50 15/5016/50
1 main
character’s
face
Look into
the eye of
the users
Shout-out
mouth
style
Icon with
frame
Icon with
game logo
83

A/B Test Game Icons for iOS Version
Prepare icons with various
frames, colors, characters
Leverage FB carousel ads
for A/B testing
84

Localize & Cultralize Store Promotion Screens
85

Localize & Cultralize Store Promotion Screens
86

• SKStoreReviewController (iOS)
Use the requestReview() method to indicate when it makes sense
within the logic of your app to ask the user for ratings and reviews within your app
Encourage Ratings & Reviews for Better Search Results
87

Total Ratings v.s. 5-Star Ratings Total Ratings v.s. 1-Star Ratings
Today
Feature
in Greater
China
Today
Feature
in Greater
China
• Launched with “SKStoreReviewController” in Sep. 2018
China
New Ratings New 5-Star Ratings New 1-Star Ratings Average Ratings
x16 x19 x2 4.44 4.82
88

Japan
x7 x5 x2 4.45 4.59
89

Today
Feature
in Greater
China
Today
Feature
in Greater
China
Worldwide
x11 x12 x2 4.27 4.78
90

Black Hat ASO
91
Don’t Ask! It’s Scary...

Know it but Avoid it!
Apple App Store Review Guidelines
https://developer.apple.com/app-store/review/guidelines/
Google Play Store Guidelines
https://play.google.com/about/developer-content-policy/
92

93
ASO is all about Discovery & Conversion

Black Hat ASO - Discovery
94
Keyword Stuffing:
Package ID

95
Keyword Stuffing:
Title/Subtitle/Metadata
Source: AppTweak
Source: Google

96
Manipulating
Developer Names (Android)
Source: TW@LukasStefankoSource: TW@che_fredo

97
Faking Popular
Apps/Games

98
Incentified Installs/Offerwall (iOS)
& Bot Installs

99
Incentified Search
Installs for Keyword Ranking Source: ASO Stack

100
Manipulating
Grossing Ranking
$999.99 x 👥👥 Top Chart
Refund to 👥👥
$999.99 => $0.99

101
Trending Search
Bot (iOS) Source: The Tool

Black Hat ASO - Conversion
102
Incentified Ratings
Source: Google
Source: Apple

103
Incentified Reviews
with Keywords

104
Bot Ratings & Reviews

Gray Hat ASO
105
Mimicking Push
Notification

Tips on ASO
Better discovery, better conversion for the “Last Mile”
106

FIONA SHIH | November 2019 107
UA
Dynamic Ads
LAT
IPM
Retargeting
Inﬂuencer
MMP
ASO=
Discovery
+
Conversion
X Black Hat
ASO

Tips on Ad
Monetization
108

Ad Network vs Ad Mediation
109
● Ad network connects advertisers to app publishers that host ads.
● Ad Mediation is an ad tracking platform for publishers that allows
for the automatic or manual allocation of inventory across multiple
ad networks in order to maximize fill rates and effective revenue.

Different Ad Delivering Logic for Ad Mediation
110
Auto-Optimized Waterfall
Manual Waterfall
Price
Floor
Source: Appodeal
Historical Bias
2nd Price Auction
Ad Latency
Guaranteed
eCPM
Multiple
Waterfall
Historical
Data
First
Look

Different Ad Delivering Logic for Ad Mediation
111
In-app Header Bidding
/Open Bidding/Parallel Bidding
Programmatic
Real-time Bidding
(RTB)
First
Price
Auction
Source: Stack
Earn
Full
Value
Highest
Bid
Wins Hybrid
Source: Stack

The Importance of Implementing App-ads.txt
App-ads.txt is an IAB initiative that helps protect your app ad inventory
from ad fraud. You create app-ads.txt files to identify who is authorized
to sell your inventory. Identifying authorized sellers can help you
receive advertiser spend that might have otherwise gone toward
counterfeit inventory of spoofed apps.
The app-ads.txt files are publicly available and crawlable by exchanges,
supply-side platforms (SSP), and other buyers and third-party vendors.
Implementing app-ad.txt prevents malicious actors from faking ad
requests under the guise of an app because the developer ID in their ad
request will not match the developer ID included in the app-ads.txt file.
If you don’t implement app-ads.txt, it may hurt your eCPMs because
there will be fewer advertisers willing to pay you for ads.
112
Source: Adnimation
Source: AdMob

How does App-ads.txt work?
Example:
https://www.example.com/app-ads.txt
113
Source: Yahoo Japan

How does App-ads.txt work?
114
Source: Ad Generation JP

How can App-ads.txt benefit our games/apps?
1) You will earn more
revenue over the long
term.
More DSPs that adhere to
app-ads.txt won’t purchase
inventory missing the
app-ads.txt file.
2) Fight ad fraud.
There are bad actors out there
who may falsify apps that
impersonate legitimate apps,
misleading DSPs to spend brand
budgets on fake inventory.
Legitimate developers end up
losing out on ad revenue that was
originally intended for them.
Publisher
115

The Formats for Monetized Ads
116

Opt-in Triggered Ad
117
Source: Google
Type 2Type 1

Glossary
● eCPM = efficient Cost Per Mille
the cost for every 1,000 ad impression
● CPI = Cost Per Install
● CPA = Cost Per Action
● CPE = Cost Per Engagement
118

The More Ads Shown, the Higher Ads Revenue?
eCPM = (Revenue / Impression) *1000
Publisher’s Revenue = Advertiser’s Cost – Ad Network’s Revenue
Advertiser’s Cost = CPI, CPA, CPE…etc
CPI = View & Click & Install & 1st
Open (& Action)
119

The Timing for Monetized Ads
“Conversion” is the Key
Find the timing that users will convert the most
Review &
explore the
user flow
Choose the
suitable ad
formats
*Admob
Smart Segmentation
Compare
engagement
& revenue
among
different ad
placements
Find the best
“discovery”
or “opt-in”
moments
120

The Timing for Monetized Ads
121

Monetize the Non-Paying Users with Ads
122
Paying Users
Non-Paying
Users
+
● Low paying rate geo
● eCPM or Retention might be affected
● Focusing on LTV (absolute $ value)
● A/B test
Ad View Ad View
Ad View Ad View Ad View Ad View Ad View

Crazy Kings
Our Case Study
123
Developer: Animoca Brands & Ticbits

Crazy Kings
• Available on IOS from 2015
• The prequel of “Crazy Defense Heroes”
• Tower defense x collectible cards
• Apple App Store “Editors’ Choice”
• Cartoony comic animation style
124

Crazy Kings
Before a battle, players could opt-in to watch a
video to unlock additional card slot
*The supply included Videos & Playable Videos
Before: “Rewarded Video” ad unit After: New “Playable Video” ad unit
In Shop, players could opt-in to PLAY a
mini-game to get a free mini card pack
*The supply included Playable Videos only
125

Better User Experience, Better Conversion
7.9x
2.6x
Source: 2018 AppOnBoard x Crazy Kings Case Study
126

Relaxing Discovery Timing
Opt-in to Play
Clear Heads-up
Optimizing for the Best Possible User Experience
127

Ad Monetization Key Factors Overview
128
Ads
Supply
Ads Delivery
Logic
Flow
Timing
Ad
Format
Conversion Non-paying
Users

KPI Benchmarks
129

The Key Metrics for UA Optimization
130
Ad
Impression
Click Install
CTR (Click-Thru Rate)
=Clicks/Ad Impression
IPM (Install Per Mille Impression)
=Install/Ad Impression *1000
IR (Install Rate)
=Install/Clicks
App Store
*CVR (Conversion Rate)
*CTI (Click to Install)
Creative Optimization
CTR
IR or CTI
IPM or CVR
ASO
Full Picture

Appsflyer Conversion Rate Optimization 101
131

CTR (Click-Through Rate)
132
Source: Appsflyer

IR (Install Rate) or CTI (Click to Install)
133
Source: Appsflyer

IPM (Install Per Mille) or CVR (Conversion Rate)
134
Source: Appsflyer

Google Acquisition Reports - Peers Benchmark
135

Game Analytics - 2019 H1 Mobile Benchmarks Report
• Day 1 Retention
• Day 7 Retention
• Day 28 Retention
• Average Session Length
• Stickiness (DAU/MAU)
• ARPPU
• ARPDAU
• Daily Conversion
(Paying Rate)
136

Day 1 Retention
Top 25%
Median
Bottom 25%
Source: Game Analytics 2019 H1
Mobile Benchmarks Report
137

Day 7 Retention
Top 25%
Median
Bottom 25%
138

Day 28 Retention
Top 25%
Median
Bottom 25%
139

Ave. Session Length
Top 25%
Median
Bottom 25%
140

Stickiness (DAU/MAU)
How many monthly user
play every day
Top 25%
Median
Bottom 25%
141

ARPPU
Average Revenue Per Paying User
Top 25%
Median
Bottom 25%
142

ARPDAU
Average Revenue Per DAU
Top 25%
Median
Bottom 25%
143

Daily Conversion
(Paying rate)
Top 25%
Median
Bottom 25%
144

About Fiona
Original & IP
Games
Today’s Sharing Takeaways
UA is
Continuous
Data-driven
Optimization
Better
Discovery &
Conversion
for the
“Last Mile”
Timing &
Conversion
Matter for Ad
Monetization
Benchmark &
Optimize
145

瘋狂塔防物語
146

LinkedIn WeChat
E-Mail
fionashih@animocabrands.com
FIONA SHIH 施毓鈞
User Acquisition & Ad Monetization Manager
Animoca Brands
147
Twitter @missfifishih

Tips on UA, ASO, Ad Monetization & KPI Benchmarks - Fiona Shih | Animoca Brands

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