Rules to bid by or how to beat Google? Forex Club M-Summit 2016 Markov Dmitry Sensitive Media Head of Marketing

1. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
RULES BID BY OR HOW TO BEAT GOOGLE?
FOREX CLUB M-SUMMIT 2016
MARKOV DMITRY
SENSITIVE
MEDIA

2. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
MY AGENCY EXPERIENCE
TAGLINE 2015
RATING

3. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
GAME INSIGHT
APPANNIE
RATING

4. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
Achieved TOP5 overall US iPad app
with Facebook traffic only
Made Google Adwords 2-nd traffic
channel by value and quality
GAME INSIGHT / MY ACHIEVEMENTS

5. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
SVMD / OUR CLIENTS

6. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
SVMD / OUR EXPERTISE

7. SENSITIVE MEDIA
Developed for: Forex Club
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or How to beat Google
2016 / 05 / 12
SVMD / PROJECTS
APPLICATIONS
E-COMMERCE
SPECIAL PROJECTS
SOCIAL MEDIA

8. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
RULES TO BID BY
OR HOW TO BEAT GOOGLE
SVMD

9. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
RULE #1
ESTABLISH THE BASIS
FOR OPTIMIZATION

10. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
1. ADWORDS SDK INTEGRATED CORRECTLY
2. POSTBACK OF INSTALLS INTO ACCOUNT
MUST

11. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
1. ADWORDS SDK INTEGRATED CORRECTLY
2. POSTBACK OF INSTALLS INTO ACCOUNT
MUST
3. GTM FOR MOBILE INTEGRATION
4. POSTBACK OF FIRST PAYMENT & VALUE
TRUE

12. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
DON’T

13. SENSITIVE MEDIA
Developed for: Forex Club
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or How to beat Google
2016 / 05 / 12
DO

14. SENSITIVE MEDIA
Developed for: Forex Club
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or How to beat Google
2016 / 05 / 12
RULE #2
USE ALL ADWORDS
INVENTORY

15. SENSITIVE MEDIA
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2016 / 05 / 12
1. VIDEO ADS
2. INTERSTITIALS
3. SEARCH ADS
MUST

16. SENSITIVE MEDIA
Developed for: Forex Club
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or How to beat Google
2016 / 05 / 12
4. INTERACTIVE INTERSTITIALS & RUN ADS
5. DIGITAL TEXT ADS
6. TEASERS*
7. YOUTUBE ADS
TRUE

17. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
1. VIDEO ADS
PREVIEW
iOS
Games ~ 900-1 500 installs/day, CR 15-25%
Other apps ~ 300-500 installs/day
Android
Games ~ 2 500-5 000 installs/day, CR 12-20%
Other apps ~ 900-1 200 installs/day
APPROX. RESULT US/UK/AU/CA

18. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
2. INTERSTITIALS
PREVIEW
iOS
Games ~ 1 500-2 500 installs/day, CR 7-15%
Other apps ~ 600-900 installs/day
Android
Games ~ 2 500-5 000 installs/day, CR 8-12%
Other apps ~ 1 300-1 700 installs/day
APPROX. RESULT US/UK/AU/CA

19. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
3. SEARCH ADS
PREVIEW
iOS Search
Games ~ 100-300 installs/day, CR 10-20%
Other apps ~ 50-200 installs/day
Android Search/ Play.market
Games ~ 300-500 installs/day, CR 8-16%
Other apps ~ 300-500 installs/day
APPROX. RESULT US/UK/AU/CA

20. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
4. INTERACTIVE INTERSTITIALS ADS
APPROX. RESULTCOMING SOON
PREVIEW

21. SENSITIVE MEDIA
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2016 / 05 / 12
4. TRIAL RUN ADS
PREVIEW
APPROX. RESULTCOMING SOON

22. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
5. DIGITAL TEXT ADS
PREVIEWS
iOS
Games ~ 70-100 installs/day, CR 5-8%
Other apps ~ 30-50 installs/day
Android
Games ~ 200-250 installs/day, CR 4-6%
Other apps ~ 100-200 installs/day
APPROX. RESULT US/UK/AU/CA

23. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
6. TEASERS*
PREVIEWS
iOS
Games ~ 30-50 installs/day, CR 5-6%
Other apps ~ 10-20 installs/day
Android
Games ~ 80-120 installs/day, CR 4-5%
Other apps ~ 30-50 installs/day
APPROX. RESULT US/UK/AU/CA

24. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
7. YOUTUBE ADS
PREVIEW
iOS
Games ~ 50-100 installs/day, CR 2-3%
Other apps ~ 10-50 installs/day
Android
Games ~ 100-200 installs/day, CR 1-2%
Other apps ~ 50-200 installs/day
APPROX. RESULT US/UK/AU/CA

25. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
RULE #3
AUCTION:
NEITHER SHAKE, NOR STIR

26. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
DON’T
CAMPAIGN { RU }
ADGROUP { ALL APPS }
ADS { 300X250, 728X90, 480X320, 768X1024, 320X480,
200X200, 1024X758, VIDEO INTS, DIGITAL TEXT }

27. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
DO
CAMPAIGN_RU_1 { RU / ALL APPS }
ADGROUP { VIDEO INTS }
ADGROUP_2 { 1024X768 / 480X320 }
ADGROUP_3 { 768X1024 / 320X480 }
ADGROUP_4 { DIGITAL TEXT ADS}
ADGROUP_5 { 300X250}
ADS_1 { CREATIVE_1 }
ADS_2 { CREATIVE_2 }
ADS_3 { CREATIVE_5 }

28. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
RULE #4
TARGET DIFFERENT

29. SENSITIVE MEDIA
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2016 / 05 / 12
1. APPS CATEGORIES
2. NEW DEVICES
3. PAYING USERS (IN-APP)
4. REMARKETING SEGMENTS
MUST

30. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
5. CUSTOM APPS
6. UNKNOWN AGE/SEX
7. RESTRICT BY APPS INSTALLED BEFORE
8. EXCLUDE GMOB INVENTORY
TRUE

31. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
RULE #5
CREATIVES:
FIND YOUR SORCERERS STONE

32. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
1. VALUE (KEY FEATURE / GAMEPLAY)
2. CONTRAST (EX.: MOON, FRAME, ACID COLOUR)
3. ENTERTAINMENT (QUIZ, HUMOR, PROVOCATION)
4. RELEVANCY TO TA
5. CAUSE EMOTIONS
APPROACH

33. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
DELIVERY CLUB UA / TARGET.MY.COM

34. SENSITIVE MEDIA
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2016 / 05 / 12
MEGAPLAN UA / ADWORDS

35. SENSITIVE MEDIA
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2016 / 05 / 12
ONETWOTRIP / TARGET.MY.COM

36. SENSITIVE MEDIA
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2016 / 05 / 12
FISHDOM UA / FACEBOOK + ADWORDS

37. SENSITIVE MEDIA
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2016 / 05 / 12
TOWNSHIP UA / ADWORDS

38. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
ASUS PROMO CODES / FACEBOOK + ADWORDS

39. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
RULE #6
DON’T FORGET
THE STORE

40. SENSITIVE MEDIA
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or How to beat Google
2016 / 05 / 12
AIRPORT CITY

41. SENSITIVE MEDIA
Developed for: Forex Club
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or How to beat Google
2016 / 05 / 12
RULE #7
OPTIMIZER:
TRUST, BUT VERIFY

42. SENSITIVE MEDIA
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or How to beat Google
2016 / 05 / 12
EXAMPLE

43. SENSITIVE MEDIA
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2016 / 05 / 12
RULE #8
TEST CONSECUTIVE

44. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
SCALINGTESTHYPOTHESIS
~ 100 CLICKS
> 10 INSTALLS
> 10 PUBLISHERS

45. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
FACEBOOK VS ADWORDS
SVMD

46. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
DIFFERENCES
Features Google Facebook
Frequency of campaign creation for scale 3-5 campaign weekly 3-5 campaign every other day
Quantity of Ad groups for start 3-4 6-8
Feedback Every 48 hours Every 2 hours
Price change for optimization From greater to lesser From lesser to greater
Context of banners
Interruption during usage of free
apps
Consumption of new information in
newsfeed
Application store rating influence Low Huge, rating represented in ad

47. SENSITIVE MEDIA
Developed for: Forex Club
Rules to bid by
or How to beat Google
2016 / 05 / 12
CONTACTS
DMITRY MARKOV
+7 (925) 714-42-24
CONTACT@SVMD.RU
FB.COM/MRMIKTOR