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How to get high quality users at scale and turn them into high paying customers

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As a game publisher and app marketer, your first priority is increasing game revenue. Yet, as you might have learned from your experience, it takes more than a big budget to get quality users at scale consistently. What if you knew the top principles and advanced strategies that work and always prove to deliver, no matter how the mobile industry is changing? Imagine the leverage your user acquisition team will have to meet targets in any environment.

In this presentation, you will learn:

- What it takes to acquire high quality users on Facebook and
Instagram

- How you can approach game monetization via other apps and marketplaces

- What measurement and attribution must be in place to manage growth well

You can find more information about attribution with adjust here: https://www.adjust.com/mobile-app-attribution/ Or request a custom demo here: https://www.adjust.com/request-a-demo

You can find more information about Bidalgo here: http://bidalgo.com/

You can find more information about Chartboost here: https://www.chartboost.com/

Published in: Marketing
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How to get high quality users at scale and turn them into high paying customers

  1. 1. 1 How to get high quality users at scale and turn them into high paying customers
  2. 2. Your hosts for today Toya Brown Head of Account Management, US Yulia V Smirnova Head of Marketing, US Mobile Game Discovery and and Monetization Platform Facebook Marketing Partner SaaS and Managed Services Simon Dussart Head of Solutions & Integrations Mobile Attribution and Measurement Partner
  3. 3. 3 strategies to grow and engage quality users at scale • on Facebook and Instagram • in other apps and marketplaces • with the right attribution in place
  4. 4. Mobile UA on Facebook and Instagram ● How do you start well? - how to set yourself for success in getting quality users at scale upon launch ● How to scale your success right? ● Which advanced tactics work best as you grow fast?
  5. 5. Q1: How do you start well? A. - B -
  6. 6. 1. Focus on quality creative - Do user research - Come up with 4-8 concepts (themes, maps, characters, variations of color positions) - Test its front, end performance - Pick only the best to use in a full campaign
  7. 7. 1. Focus on quality results Optimized for lower funnel KPIS
  8. 8. create new performance enhanced art campaign creation performance analysis & brainstorm wide-scale A/B testing 1. Focus on quality process
  9. 9. 2. Master LTV to avoid the trap of low CPI buying tru
  10. 10. 2. Master LTV to grow with scalable, predictable media buying plan tru
  11. 11. 2. Master LTV via tracking monetization trends (cohorted data analysis) of +/- CPIst
  12. 12. 3. Set attribution properly
  13. 13. 4. Tap into your database to bring CA and LAL into targeting from the start
  14. 14. Q2: How to scale your success right? 6 months ad spend as the game grows
  15. 15. 1. Spot success pockets in weekly testing schedule that scales
  16. 16. 1. Spot success pockets in weekly testing schedule that scales Placement
  17. 17. 1. Spot success pockets in weekly testing schedule that scales Bid types
  18. 18. 1. Spot success pockets in weekly testing schedule that scales Targeting
  19. 19. 1. Spot success pockets in weekly testing schedule that scales Creative
  20. 20. 2. Use algorithms for bidding efficiency 24/7, quality at scale how Bidalgo algo works
  21. 21. 3. Automate workflows for speed
  22. 22. 3. Automate workflows for speed ~ more than 50% UAs are on auto-upload
  23. 23. • 350% lift in payer rate • 400% lift in ROAS • One client - $370K marginal rev within 1st week, almost doubling their revenue without increasing total spend 4. Explore new ad formats early
  24. 24. Q3: Advanced tactics?
  25. 25. 1. Exploit day-/week - parting ● casual gamer on a weekend - lunch time play in line ● higher shopping activity on Mon/Thur - users browse on weekends, buy faster on weekdays
  26. 26. 2. Geo expansion
  27. 27. 3. Hyper-local targeting very specific cities at scale around localized games - works for games, ecomm
  28. 28. In sum: 1. Focus on quality early 2. Scale with algo faster 3. Automate workflows and keep on testing, hypersegmenting 4. Adopt new ad formats immediately
  29. 29. Target and Optimize at Scale ● What do I need to know about the gaming audience? ● How and when should I think about awareness (impressions) vs quality/retention (CPI/LTV)? ● How do I target and segment campaigns for the highest quality, relevant users?
  30. 30. The Mobile Gaming Audience (for games and non-games) Smartphone owners install a game w/in a week Play >10hrs per week Big spenders! >$25/month in games 49.3M 62% $99.6B Global games market $36.9B mobile 90M
  31. 31. Impressions & ROI (and when to think about what) ● What are your goals? ● Where are you in your overall growth? ○ First game, second game, established IP? ● What’s your budget?
  32. 32. The 3 Pillars of UA (and when to think about what) Awareness UsersInstalls
  33. 33. Targeting for Quality Define your optimization goals Find quality users ○ Life time value ○ Retention ○ Acquisition D3 - D7
  34. 34. Product Madness Shift to Quality Targeting [sample video asset] Campaign: July 2016 to Present | Android, US
  35. 35. The final ROAS: Doubled installs Monthly D7 ROAS 40% Installs 100%
  36. 36. Attribution & Measurement with Adjust ● Why should you focus on accurate attribution? ● How do I track ROI from marketing campaigns? ● What are examples for gaming companies?
  37. 37. Q1: Why should you focus on accurate attribution? 1. See where your users are coming from 2. Compare different marketing channels 3. Allocate budget to best performing channels and increase Marketing ROI
  38. 38. Q1: Why should you focus on accurate attribution? Example:
  39. 39. Q1: Why should you focus on accurate attribution? 1. 1 SDK to work with all networks such as Bidalgo & Chartboost 2. All analytics provided by Adjust 3. Callbacks sent to networks so that they can focus on optimization 4. Deduplication 5. All heavy lifting done by Adjust (deeplinking, attribution callbacks, cohorts)
  40. 40. Q2: How can I track ROI from marketing campaigns? 1. Event Tracking 2. Revenue Tracking 3. Cost data 4. ROI from campaigns
  41. 41. Q2: How can I track ROI from marketing campaigns? Focus on: Cohorts / Retention / Spend per User
  42. 42. Q3: What are examples for gaming companies? What events should you track: ● Tutorial ● Registration ● Login ● Level Up ● Level Complete ● FB connect Success ● In-App Purchase ● Offer Wall
  43. 43. Q3: What are examples for gaming companies?
  44. 44. Q&A Toya Brown Head of Account Management, US Yulia V Smirnova Head of Marketing, US Mobile Game Discovery and and Monetization Platform Facebook Marketing Partner SaaS and Managed Services Simon Dussart Head of Solutions & Integrations Mobile Attribution and Measurement Partner
  45. 45. Thank You! Toya Brown Head of Account Management, US Yulia V Smirnova Head of Marketing, US Mobile Game Discovery and and Monetization Platform Facebook Marketing Partner SaaS and Managed Services Simon Dussart Head of Solutions & Integrations Mobile Attribution and Measurement Partner

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