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GrowthStack 2016 — Driving Conversions Beyond the Install


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It seems everyone’s goal is to get installs for their app. But that’s just the first step. Helping your users become engaged and ultimately paying requires smart tactics on your part. For example, businesses not only want people to enter their store but also to make purchases in their store. The challenge for most app marketers is that they acquire installs with the hope that those installs becoming engaged customers of their product. Unfortunately, not all installs become engaged customers. In fact, only 30% of users return to an app a day after installing it. That means advertisers can easily waste money on people who never become passionate about their business. In this session, hear about some of the latest features you can use with app ads to not only acquire installs, but also long-term and engaged users of your app, leading to what’s most important for your business: sales.

Tejal Parekh, Product Marketing, App Ads and Games @ Facebook

Published in: Marketing
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GrowthStack 2016 — Driving Conversions Beyond the Install

  1. 1. The Future of App Growth: Driving Conversions Beyond Install Tejal Parekh, Head of App Ad & Games Marketing, Facebook
  2. 2. > 4 M
  3. 3. App usage is on a rise M O R E A P P S I N S TA L L E D M O R E T I M E I N A P P S V S . 3727 A P P S ( 2 0 1 6 ) A P P S ( 2 0 1 5 ) V S . 4.52.8 H O U R S ( 2 0 1 6 ) H O U R S ( 2 0 1 5 ) *Mary Meeker Report 2016
  4. 4. But app competition is getting intense T O TA L i O S S U B M I S S I O N S 230K 455K 326K Jul Aug Sep 80,446 11,492.3 Last Week ( +15% ) Avg. per Day
  5. 5. Only a fraction of developers benefit from the growth 51% 4% M A K E < $ 5 0 0 / M O N T H M A K E > $ 5 0 0 K / M O N T H
  6. 6. Strategies for successful app marketing
  7. 7. Organic Acquisition Paid Acquisitions
  8. 8. Organic Acquisitions Paid Acquisitions
  9. 9. #1: Think beyond the install
  10. 10. LOW INTENT HIGH INTENT Downloaded app Open app Product
 page Add-to
 cart Purchase
  11. 11. Understand your funnel
  12. 12. #2: Optimize for events that matter
  13. 13. 77% App users are lost in the first week* Mobile engagement challenge * Source: Facebook internal data
  14. 14. Acquire high-value users Actions people take in your app Learn People based on real actions Target Measure Performance of your app ads
  15. 15. #3: Captivate audience with creatives
  16. 16. Video Canvas CatalogCarousel
  17. 17. Video Canvas CatalogCarousel
  18. 18. Canvas
  19. 19. 63%Increased CTR 65%Decreased CPA Catalog
  20. 20. #4: Reengagement, a powerful lever
  21. 21. When to re-engage Added to Cart but Didn't Purchase Installed your app but haven't registered Haven't filled out a profile
  22. 22. 10%lift in overall sales 4xreturn on ad spend
  23. 23. #5: Experiment, analyze, iterate
  24. 24. Experiment with different creatives, formats and placements Measure performance of your campaigns Iterate and optimize performance
  25. 25. Compare campaign performance Understand reaction to ads Optimize to get the most ROI Experiment heavily with campaigns
  26. 26. Invest in analytics tools
  27. 27. #1: Think beyond the install #2: Optimize for events that matter #3: Captivate audience with creatives #4: Reengagement, a powerful lever #5: Experiment, analyze, iterate Tips to maximize your app growth
  28. 28. Thank You!