Installs are important but are just a portion of the picture, its crucial to drive installs for users who are going to become customers and take your desired action within the app. -Tips for each on how to successfully run app campaigns on the 3 big app install networks (apple, Google, Facebook). -Ads creatives from Jane, their test results, and discuss why some ads worked better than others for us. -Tests advertisers should consider running themselves for their apps. -The importance of having a third party mobile attribution partner, and what to look for.

1. The Must Haves of running
successful App Ads Campaigns
Greg Young | PPC Jedi at Jane.com

2. Learner Outcomes
Why you need an MMP
What you need to know about the big 3 app ads networks
● Apple Search Ads
● Google App Ads
● Facebook/Instagram Ads

5. Hands

6. Who Blew up the Death Star?

7. Who Blew up the Death Star?

8. It’s complicated

9. Who Blew up the Death Star?
It depends on your
attribution model.
…or if you have
attribution at all.

10. Mobile Attribution Problem
$$$
Unlike online web traffic app traffic doesn’t have utms in our URLS.
We can’t use cookies in our apps.
Instead we need to use SDKs. (software development kit)
Necessity for a 3rd Party Mediator
Enter the MMPs (mobile measurement partner)

11. Lots of Options
Research and find the
one that’s right for you.
● Fraud
● Postbacks
● Dashboards
● Costs
● Lightweight SDK
● Deferred Deeplinking

12. Flying Blind

13. Example
1) Twitter ad click 3 days ago
2) Facebook ad click 1 day ago
3) Attribution provider tracking
4) User goes to App store
5) Installs your app
6) Opens your app
7) Conversion posted back to FB ad platform

15. Do I have to use an MMP?
No.
Facebook has an SDK
Google Ads has an SDK (Firebase)
Most Have SDKs you can implement

16. Do I have to use an MMP?

17. Do I have to use an MMP? No, But you should.
● No new SDK EVERY time you run a pilot with a new ad channel
(MMPs are directly connected with hundreds of ad-networks)
● Avoiding the need to go to your app developer (or even your client) multiple
times to get code implemented.
● The more ad platforms you are running, the more complicated this picture gets.
(Your MMP will act as an unbiased referee)

18. “I bypassed the developer!!!”

19. The Big 3 - App Ads Networks

21. Apple Search Ads Recap
● Apple app store inventory only
● 1 ad per search result
● Apple creates ads using listing metadata
● CPT pricing

23. Apple Search Ads Advanced

24. Apple Search Ads Advanced
Similar to Google Search Campaigns:
● Campaigns
● Ad Groups
● Keywords with Match Types
● Ad Scheduling
● Keyword Bids
● CPA Goals

25. Apple Search Ads Advanced: Ads
Minimal control over ads (They are
created automatically using your app
store listing)
Use Creative Sets to customize ad
images (or video) to ad groups.
● Demographics (men vs women)
● App Functionality A B C D E F

26. Apple Search Ads Advanced: Budgets
Tip: Set a large enough campaign budget that you don’t have to always check it
(But not so large that if you are hit by a truck your company will go out of business)
Lifetime Budgets
not Daily

27. Apple Search Ads Advanced: Search Match
Tip: Make sure you turn off Search Match in all your new ad groups.
Spend all your money

28. Search Match
● Just like Mining SQR
● Build out Ad Groups
● Exclude Search Terms
Low Volume Search Terms
(Apple’s privacy threshold
is 11 impressions per term)

29. Apple Search Ads: Pros and Cons
Pros
● Basic is really easy to setup
● Easy to attribute iOS app installs
● Good CPI
● Quality traffic
● Can help your iOS app ranking
● A lot of control over targeting
● Search match
● High Conversion rates ~50%
Cons
● ‘Basic’ is an understatement
● Cannot optimize for in-app actions
like purchases
● No option to create ads
● Lifetime Budgets

31. UAC Google App Ads: Properties

32. Hey Master Yoda, Google got rid of all search/display/video
APP campaigns and are now running all installs through UAC.

33. It’s one campaign type that will serve ads across all
google properties.

34. It’s powered by machine learning and requires
minimal account management.

35. Yeah they took ALL The targeting out!!

36. Networks, Keywords, Placements, Audiences…

37. You don't even have to mess with exclusions or
negative keywords!

38. And you don’t even have to create ads either!

39. Besides, Google’s Machine Learning is smarter than
any marketer anyway.

40. Google App Ads: Setup
Levers You CAN Pull
● Ad Assets
● Bid & Budget

41. Google App Ads: Bidding Strategies
Make sure you pipe in your data!
Firebase or your MMP

42. Google App Ads: Budget
Google Recommendation:
“Ideal: Keep Budget Uncapped”
Tip: Set the ‘right’ budget.
tCPI: 50X tCPA: 10x

43. Google App Ads: Ad Assets
● Text Ideas (Required)
● Videos
● Images
● HTML5

44. Google App Ads: Ad Assets
Be aware that If you don’t
upload asset, the Googs will
create some for you.
Tip: Upload as many ad
assets as possible in all
sizes and dimensions.

45. Google App Ads: Pros and Cons
Pros
● Easy set up (no SDK required)
● Can be low CPIs
● Can help your Android ranking
● Can optimize for in-app actions
like purchases
● Can control bid/budget/ad text
Cons
● No targeting
● No exclusions
● No control over ad rotation or
placements
● No Audiences (new installs only)
● Can only control bid/budget/ad text

47. Facebook App Ads: Setup for Success
Built a Facebook page, Set up your Ads Manager account, Created a
Facebook app, and Implemented app events via the Facebook SDK
Need to be setup properly to be able to:
● Track installs
● Track in app events (registrations, purchases)
● Measure your mobile app ROAS
● Fully utilize audiences and Lookalikes

48. Facebook App Ads
See if your app is registered
and set up for ads by
entering your Facebook App
ID into the app ads helper:
https://developers.facebook.com/
tools/app-ads-helper/

49. Facebook App Ads: App Event Optimization (AEO)
Facebook allows the setup of
14 standard App Events.
Optimize your ads to reach
people who are most likely to
perform those certain events
within your app.

50. Facebook App Ads: Separate Campaigns by OS
● Campaigns point at different app
stores.
● Don’t add extra steps/clicks for
the customer
● Creatives should reflect the
device the user is on

51. ● Audiences
● Demographic
● Install state (Reengagement)
● Device
● OS Version
Facebook App Ads: Targeting

52. ● Audiences
● Demographic
● Install state (Reengagement)
● Device
● OS Version
Facebook App Ads: Targeting

53. Facebook App Ads: Creatives
● Test all the Things
● Make Thumb stopping ads
● Videos
● CTA Buttons

54. Facebook App Ads: Video

55. Facebook App Ads: Ad CTA Button
● Test all the Things
● Make Thumb stopping ads
● Videos
● CTA Buttons

56. Facebook App Ads: Ad elements to try out
● Succinct value prop
● “Ideal for...” statement
● Your app screenshots
● App store logos
● Star ratings ✭✭✭✭✭
● Numbers of downloads

57. Facebook App Ads: Ad elements to try out
● Other apps you’ve created: “From the creators of _______”
Social Proof
● Snippet from a product review: “A must have for moms!” – TechCrunch
● Media mentions: “As seen on ABC News”
● Influencer review: “I can’t live without the Jane app” – Kirk Williams
● Customer reviews

58. Takeaways
App Attribution Problem
● Use an MMP (for tracking, attribution, and event postbacks)
Where should I start?!?
● Want iOS install ads running in 5 minutes? Apple Search Ads Basic
● Want Android install ads in 15 minutes? Google App ads
● Quality & Performance? Facebook Ads (need an advertiser SDK or MMP)

60. Questions?
Connect with me here at the HeroConf
or find me online
LinkedIn: linkedin.com/in/gregyoung2/
Twitter: @PPCJedi