Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...
Identify, Acquire, and Retain App Users with Search Social Ads
1. Identify, Acquire, and Retain
App Users with
Search & Social Ads
JD Prater
Head of Customer Acquisition, @jdprater
2. JD Prater
Head of Customer Acquisition
Connecting the paid marketer
to the data they need
#ConnectTheMarketer @jdprater
3. AdStage connects marketers quickly and easily to their data across paid search, paid social,
web analytics and custom business metrics to gain insight into their campaign performance
and take action at scale.
4. Identify
Understand Audiences by Leveraging Multiple Analytics Platforms
Acquire
Develop Campaigns and Creative Tests
Retain
Expand Across Objectives & Networks
#ConnectTheMarketer @jdprater
Road Map
5. • How many apps do I have installed (currently, not native)?
• How many apps have I downloaded in last 30 days? Deleted?
• Rank these 6 apps in terms of my time spent on them
- Facebook, Instagram, Youtube, Twitter, LinkedIn, Safari
• How many minutes did I spend talking on the phone in the last 30 days?
#ConnectTheMarketer @jdprater
Let’s Play a Game
7. Client: We need to get more app installs.
Me: Great. How can we help?
Client: You need to increase app installs across existing campaigns.
Me: Ok. Are you looking to increase budgets? The campaigns are pretty well
optimized as last month set a record.
Client: No additional budget. You’ll have to get creative for this one.
#ConnectTheMarketer @jdprater
Does This Sound Familiar?
8. Generate more app installs without a budget increase
#ConnectTheMarketer @jdprater
The Problem
9. Client: We not only want more installs, but higher quality users
#ConnectTheMarketer @jdprater
Oh, BTW
14. Take All UsersFind Top Performing
Find Power Users
#ConnectTheMarketer @jdprater
15. Appsflyer
Attribution & Event Tracking
Localytics
Behavior Analysis & User Segments
Identify Top Cohorts
#ConnectTheMarketer @jdprater
16. Matched
prospects
Email addresses
Phone numbers, iOS IDFAs
Facebook User IDs, App User IDs
People you know
Direct or through third-party
People from your website
FacebookPeople you know on
Facebook
Facebook Custom Audiences
17. People who are power users
of YOUR app
People who downloaded
YOUR app
People who completed
specific events in YOUR
app
and people who look like them
Find more people who look like your best customers
Facebook Lookalike Audiences
#ConnectTheMarketer @jdprater
18. Watch Reality TV Play Video Games
Facebook Audience Insights
#ConnectTheMarketer @jdprater
75%80%
27. Facebook App Install Ads
#ConnectTheMarketer @jdprater
1. Understand what you want to get out
of your ad.
2. Define what types of people you
want to install your app and target
your ad to them.
3. Develop compelling creative.
4. Run your ad when you have new app
content.
28. Apple Search Ads
#ConnectTheMarketer @jdprater
1. Use a similar AdWords structure
(campaign, ad group, keyword)
2. Search match
3. Define audience
4. App user targeting
29. Align Teams & Share Learnings
#ConnectTheMarketer @jdprater
40. 30 days after people install an
app,
only 6% of them are still
using it
Re-Engage App Users
#ConnectTheMarketer @jdprater
41. *Target people who haven’t your app in the last 30 days
Run App Re-Engagement Campaigns
#ConnectTheMarketer @jdprater
42. Instagram
• Same targeting as Facebook
• Same images
• Same ad copy
Google Display Network
• Similar targeting as Facebook
• Similar imagery
• Similar ad copy
Test Other Networks
#ConnectTheMarketer @jdprater
43. Instagram Google Display Network
Preliminary Test Results
#ConnectTheMarketer @jdprater
CPI
-10%
CPI
+4% -5% +2%
MAU MAU