This document provides guidance on setting up a successful cost per install (CPI) mobile app marketing campaign using the Appnext platform. It discusses campaign milestones like app setup, campaign setup, tracking, activation testing, and payment. Campaign setup involves choosing between network-wide or direct-buy campaigns, geo targeting, setting the CPI rate, testing different creatives, and integrating tracking. Tracking installation and app usage is important for optimizing campaigns, knowing users, and only paying for valid installs. The document provides tips and recommendations at each stage to help campaigns succeed.

1. Building a successful CPI campaign: A
How-To Guide

2. • 2.5 Words about the Appnext platform
• Campaign Set-up Milestones:
* App Set-Up
* Campaign Set-Up
* Tracking
* Activation Test
* Payment
• Tips and Recommendations
• Q&A
Agenda

3. Quiz Time

4. Who is Ido Ungar?

5. Who is Ido Ungar?
1 2 3

6. 2.5 Words About
Appnext

7. About Us
Appnext is a leading monetization and distribution platform exclusively
dedicated to growing mobile businesses by promoting apps.
100% Self-Serve Platform Programmatic CPI Bidding
25,000 380 Million 12 Billion 180
Developers Unique Users App Requests Countries
Monthly

8. Appnext GEO Distribution 2015 Installs

9. Where your apps will be promoted
Go Launcher

10. Optimal Campaign
Set-Up

11. Optimal Campaign Set-up
• App Set-Up
• Campaign Set-Up
* Network vs. Direct-Buy Campaigns
* GEO Targeting
* CPI Set-Up
* Creative
* Tracking
- Appnext SDK
- 3rd Party
- S2S
• Activation Test
• Payment

12. App Set-Up | URLs
!Android: Market URL + Package URL
Market URL: the link of the page when you are on your app page at the
store.
https://play.google.com/store/apps/details?id=com.gettaxi.android&hl=en
Package URL: part of the market URL, starting from the “=” and end at the
“&”.
https://play.google.com/store/apps/details?id=com.gettaxi.android&hl=en
!iOS: Market URL

13. App Set-Up | URLs
!Android: Market URL + Package URL
Market URL: the link of the page when you are on your app page at the
store.
https://play.google.com/store/apps/details?id=com.gettaxi.android&hl=en
Package URL: part of the market URL, starting from the “=” and end at the
“&”.
https://play.google.com/store/apps/details?id=com.gettaxi.android&hl=en
!iOS: Market URL
com.gettaxi.android

14. Campaign Set-Up | Network vs. Direct-Buy Campaigns
Network campaign - is a campaign that run on all the publishers within the selected GEO
Note: you should start your campaign as a network campaign.
Direct Buy - is a campaign that run only on the specific publishers you chose.
Note: We Recommend to first run the campaign as network, identify the best publishers,
then create a personal white list based on which you will create a direct buy campaign.

15. Campaign Set-Up | Network vs. Direct-Buy Campaigns
Benefits of Network:
 Run on thousands of different direct publishers
 Find new publishers as they join the Appnext market
Benefits of Direct Buy:
 Optimal CPI bids – your current position per publisher
 Manage by individual performance
Network campaign
all publishers
competitive rate
Stage I Stage II
TIP: remember to
add publishers
along the way
Direct-Buy campaign
white list publishers
highest rate
Network campaign
all publishers - in order to get the
new ones
TIP: remember to
exclude
publishers along
the way

16. Campaign Set-Up | GEO Targeting
! Run different campaigns for different GEOs
Benefits:
 Optimal CPI Set-Up
 Bigger picture with no noise
 Localization Edge
Global vs. Local Campaign performance and KPIs

17. Campaign Set-Up | CPI Set-Up
! The choice of the optimal CPI rate is affected by:
 OS - iOS rates are always higher than Android
 GEO - the chosen country will affect the rates
 Publishers - your current position with each publisher
Min bids, competitive bids, logic of high rates
Benefits of a higher CPI rate:
 Run on the best publishers (have min CPI rates)
 Get higher current position= get more traffic
 Optimize faster and more affectively

18. Quiz Time

19. The Appnext Baby Boom

20. The Appnext Baby Boom
How many kids will be born at Appnext in 2015?

21. The Appnext Baby Boom
4 7 10
How many kids will be born at Appnext in 2015?

22. Campaign Set-Up | Creative
!Experiment - Run up to 3 creatives per campaign - A/B testing
!Be McDonalds - Strive to localize for the campaign GEO
Image creative evolution

23. Why Use Tracking?
The benefits of tracking:
 Getting to know your users
 Better future planning
 Paying only what you should
!Post Installation Behavior

24. Campaign Set-Up | Tracking
!Android:
* Appnext SDK
* 3rd Party
* S2S- Server to Server
!iOS:
* 3rd Party
* S2S- Server to Server

25. ! Appnext SDK
Benefits of SDK:
 Free
 Reliable
 Simple to integrate
Campaign Set-Up | Tracking

26. !3rd Party Tracking: we are integrated with all 9 leading tracking systems:
!Server to Server (S2S)
Campaign Set-Up | Tracking

27. Campaign Set-Up | Activation Test
!The activation test’s goal is to make sure your tracking link is working correctly
App Page
Add tracking
button
Send the test
URL to your
app
Press the link
Install the app
from the
store
Open app
Status =
Active
Make sure to use
the right GEO and
a fresh device

28. Campaign Set-Up | Payment
!PayPal –> post-payment and no bureaucracy
!Wire Transfer –> Pre-payment. Though you can get a refund for money
you have not used

29. Reports
By DateBy App
By Country
By Creative

30. Quiz Time

31. What Time Is It Now

32. What Time Is It Now
It’s not a
quiz
question

33. What Time Is It Now
It’s not a
quiz
question
What beer are we going to drink right now?

34. What Time Is It Now
It’s not a
quiz
question
What beer are we going to drink right now?

35. What Time Is It Now
It’s not a
quiz
question
What beer are we going to drink right now?
All Answers Are Correct

36. What we believe in

37. Transparency
Community Marketplace
Control

38. Thank You