mobile campaign magic - adweek
TRANSCRIPT
Agenda
● Aligning campaigns with goals
● 4 types of new campaigns
● What does this look like in real
life?
How to measure campaign success
Campaign success
● Define your audience
● Plan your channels
● Define campaign objectives
● Know your marketing funnel
Audience
Prospects Customers Advocates
Channels
Objectives
Awareness Consideration Conversion Post engagement
Marketing funnel
Marketing funnel
Mobile campaign strategies
Burst campaigns to boost your app to the top charts
Purpose: The goal is to get as many paid installs as possible – boosting your rank. All this with the hope of increasing the volume of quality organic installs – that should follow when the app is finally ranked high enough to be discovered.
When to ‘burst’
● Launching a new app● Experiencing a lull ● Preparing for
seasonality
Why burst campaigns get a bad rap
Potential for Poor Quality UsersThe most prominent drawback to burst campaigns is the potential to produce low-quality users.
Incentivized AdsBurst campaigns are often fueled by incentivized ads (ads that offer the user points, digital currency, or some other reward for installing the app or completing a certain action).
Campaign best practices
1. Consider timing2. Use multiple advertising
channels3. Take advantage of analytics4. Rotate your creative5. Accurately calculate ROI
ROI = Sum of Lifetime Value(LTV) of paid users acquired + Sum of LTV of organic users derived from the campaign – Cost of Ads bought
THE MOBILE EXPERTS DELIVERING POSITIVE CHANGE
Solution
ResultChallengeBoost client’s
fitness app into top of iOS charts
to maximize organics
Leveraged a mix of rewarded & non-rewarded media to drive velocity of
downloads
Calculated optimal ranking position needed for highest number of organic
installs
Achieved & maintained top 5 ranking in Tier 2 countries
Discovered optimal ranking was outside of top 5 for
Tier 1
Fetch Fitness Client: Burst Case Study
Picking the right ad partner for a paid campaign
● Which partners deal specifically with the iOS platform in Eastern Europe?
● Which partners promote installs in addition to clicks? (which partners have a high conversion rate?)
● Which partners generate the highest RPIs?
Picking the right ad partner for a paid campaign
+
Deeplinking
• Linking to a specific part, page, or state of a mobile app
• Sends the user to a richer mobile experience
Link to a particular product on your website:http://www.gilt.com/product/123
Link to a product screen in your mobile app: gilt://product/123
Example Web vs Deep Link URL
● Improve user experience● Increase conversion rates● Better target your advertising
Campaign best practices
● Remove obvious steps.● Fill in known information.● Make them do as little as
possible.● Send them to relevant
screen in-app.
Improve User Experience
● Create relevant content● Limit the steps between Call-to-
Action (CTA) and the offer as much as possible.
● Ideal: do everything but hit the “buy it now” button for them.
Increase Conversion Rates
● Target users with specific ads to re-engage them.
● Measure events for targeting data.
● Send event data to ad partners for targeting.
Targeted advertising
THE MOBILE EXPERTS DELIVERING POSITIVE CHANGE
SolutionLeverage retargeting technology
in early 2013
Test & learn among top retargeting partners
Over 2 year period grown basic segmentation →
advanced with S2Sintegration, dynamic
creative & API product feed
Result24X more ROI
positive than avgUA campaign.
ChallengeRetarget travel
client’s high value or lapsed/dormant
users
Fetch: Retargeting Client Case
Timing of acquisition campaigns
In an effort to provide insight into the timing of user acquisition campaigns, we conducted a study that examined paid installs associated with more than 1,000 iOS and Android gaming apps in the US over a 13 month period.
Measured the performance of install volume and install rates (installs/ad clicks) of the following intervals and events:
● Weekdays vs. Weekends● Month-by-Month● Paydays● Prominent US Holidays
Weekday vs Weekend
Takeaway: While you will likely see higher volumes on weekends, don’t
expect your install rates (install/ad
clicks) to improve much when you compare them to
weekdays.
Month by Month
Takeaway: Late autumn and early winter months have higher install volume and install rates.
Payday$
Takeaway: Install volume and install rate are not affected by paydays.
US holidays
Takeaway: On average, holidays drive more installs and have a higher install rate than non-holidays.
Media Consumption vs. Media Response Media Consumption vs. User Value
User Value Weekdays vs. Weekends
Questions?
