JD Prater discusses strategies for identifying, acquiring, and retaining app users through search and social ads. The strategies involve leveraging multiple analytics platforms to understand audiences, developing targeted campaigns and creative tests for acquisition, and expanding efforts across networks and objectives to retain users over time through re-engagement campaigns. Data-driven testing of audiences, creative, networks, and a focus on optimizing for in-app events are emphasized to improve key metrics like cost per install and monthly active users without increasing budgets.

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

6. Identify
JD Prater
Head of Customer Acquisition, AdStage

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.
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Does This Sound Familiar?

8. Generate more app installs without a budget increase
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The Problem

9. Client: We not only want more installs, but higher quality users
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Oh, BTW

10. Our Actual Goal
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Problem #1 Problem #1
CPI MAU

11. Where do we even begin?
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12. Demographics?
Location?
Interests?
Who Is Your Target App User?
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13. Event CompletionApp Engagement LTV+ =
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Who is Your Ideal App User?

14. Take All UsersFind Top Performing
Find Power Users
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15. Appsflyer
Attribution & Event Tracking
Localytics
Behavior Analysis & User Segments
Identify Top Cohorts
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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
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18. Watch Reality TV Play Video Games
Facebook Audience Insights
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75%80%

19. Aha! Moment
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20. Acquire
JD Prater
Head of Customer Acquisition, AdStage

21. Among mobile internet users,
mobile apps will account for
84.9%
of total mobile time spent
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22. App Annie,
Spotlight on Consumer App Usage
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23. comScore,
The 2017 US Mobile App Report
A majority of users (51%) still don’t download any apps in a month
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24. comScore,
The 2017 US Mobile App Report
Top Apps by Unique Visitors
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25. Paid Search & Paid Social
Ad
Networks
Google
Apple
Facebook
@jdprater#ConnectTheMarketer @jdprater

26. AdWords UAC
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App install campaigns that run across the
Search, Display, and YouTube ad networks

27. Facebook App Install Ads
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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

30. Targeting FacebookCreative
Campaign & Creative Testing
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31. Get in Lock Step with Internal Teams
ProductMedia Creative
Sync Teams
#ConnectTheMarketer @jdprater

32. Watch Reality TV
• Imagery
• Ad copy
• Target audience
not real ads
Align Creative to Audiences
#ConnectTheMarketer @jdprater

33. Play Video Games
• Imagery
• Ad copy
• Target audience
Creative Alignment
#ConnectTheMarketer @jdprater
not real ads

34. Not all app installs
are equal.
Facebook launched
optimizing for app
events.
Install Complete Events+
App Event Optimization
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35. Watch VideoFind people who play video games
and who are likely to watch video
How We Used It
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36. Optimizing for Events
#ConnectTheMarketer @jdprater
CPI MAU
-20% +7%

37. Retain
JD Prater
Head of Customer Acquisition, AdStage

38. App Annie,
Spotlight on Consumer App Usage
#ConnectTheMarketer @jdprater

39. comScore,
The 2017 US Mobile App Report
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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
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43. Instagram Google Display Network
Preliminary Test Results
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CPI
-10%
CPI
+4% -5% +2%
MAU MAU

44. Instagram Google Display Network
After 2 Months
#ConnectTheMarketer @jdprater
CPI MAU
-18% +10%

45. RECAP
JD Prater
Head of Customer Acquisition, AdStage

46. DataTest
Learn Question
Process Recap
#ConnectTheMarketer @jdprater

47. Appsflyer Localytics Facebook
Utilize Various Analytics Platforms
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48. 75%80%
Watch Reality TV Play Video Games
Trust The Data
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49. Align Teams & Share Learnings
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50. Think in Terms of Campaigns, Not Channels
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51. Questions?
JD Prater
Head of Customer Acquisition, AdStage

52. www.adstage.io
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