Improving marketers app acquisition strategy/ Mejorando la estrategia de adquisición de aplicaciones de las marcas
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The document discusses best practices for user acquisition in mobile app marketing, emphasizing the importance of targeting quality users and optimizing marketing strategies based on data analysis. It outlines a three-step lifecycle: acquiring, retaining users, and maximizing ROI, with an example case study of Miniclip using dynamic price optimization (DCPI) to enhance their user acquisition efforts. The results demonstrated significant growth in user volume and ROI after implementing these strategies.
Improving marketers app acquisition strategy/ Mejorando la estrategia de adquisición de aplicaciones de las marcas
- 2. Andrew Birnbryer Managing Director Americas at AppLift • Most used app: myFitness app • Wishes Sony made a travel size PS4 • Could eat Mexican food everyday for the rest of his life 2
- 3. We are AppLift • 200+ employees from 40+ nationalities • 10 global locations: Berlin, Tokyo, Moscow, San Francisco, Seoul, Bangalore, New York, São Paulo, Shanghai and Jakarta • 500+ advertisers trust us 3
- 4. Mobile App is the way • Sales conversion rate is 13x more likely on mobile vs desktop • Users spend 86% of time using native apps on their phone vs mobile web • A mobile user has an average of 33 apps installed on their device (of which 3 account for 80% of app usage) Source: myThings report 4
- 5. Deliver the right users at the right time LAUNCH your app and scale your user base GROW your app with quality users RETAIN your most valuable users and maximize your ROI Those are the 3 main steps of your app marketing lifecycle. 5
- 6. Define your marketing strategy Know your app and vertical. Trust in the right vendor that can use their experience, data, and advise the right approach. Plan a custom, bullet-proof UA strategy depending on your objectives and the specifics of your markets Understand that it will take time and money to test for better optimizations 321 6
- 7. Leverage your data Define the right post-install events to receive from your app Test different creatives and format options - be open Your early engagement metrics are essential to predictively optimize your spend and deliver positive ROI. 31 2 7
- 8. Acquire & Retain users Find the right users for your app based on your marketing objective. Consider further engagement to get more from quality users. Re-engage and retarget lapsed users. 21 3321 8
- 9. Case Study 9
- 10. Case Study: Advertiser Goals Through Dynamic Price Optimization (dCPI) MiniClip What is dCPI? dCPI or dynamic CPI, is a price optimization process whereby the payout offered to publishers varies according to the quality of the installs delivered. The quality is itself measured by analyzing LTV data, i.e. specific post-install events in the app advertised, and benchmarking it against the advertiser’s goals. 10
- 11. Case Study: Advertiser Goals Through Dynamic Price Optimization (dCPI) MiniClip • Substantially grow their user base for their classic title “8 Ball Pool”. • Reaching a specific benchmark ROAS 7 (Return On Advertising Spend 7 days after install). Objective • Miniclip integrated post install events through their MMP of choice with the DataLift 360 platform • Utilized dynamic pricing (dCPI) to allow the DataLift 360 platform to find the optimal price valuation per traffic source Solution 11
- 12. Case Study: Advertiser Goals Through Dynamic Price Optimization (dCPI) MiniClip Result • With LTV data postbacks after the point of install, AppLift’s proprietary platform learned the expected user funnel • Utilizing dynamic CPI pricing (dCPI) the DataLift360 platform was able to continually scale the performance & volume while hitting Miniclip’s target day 7 ROAS goal • After three weeks of dCPI optimization, the ROAS 7 surged and stabilized well above the advertiser’s target while weekly install volumes sustainably increased by over 100% 12
- 13. Case Study: How did we do it? MiniClip During 3 weeks of testing • We increased payouts up to 4 times for high-quality sources, thereby securing additional traffic from those qualitative publishers. • Thanks to flexible payouts, we also explored new pockets of inventory, which acted as a traffic booster for the campaign. • Weeks after the test, both ROAS performance and volume level remained at there desired level. 13
- 14. Case Study: How did we do it? MiniClip +100% volume with 33% more traffic sources meeting /exceeding KPI performance Media Partner mix before dCPI Media Partner mix during dCPI Sum of low volume partners Sum of low volume partners 14
- 16. eCommerce App CPA Goal: 6.50 USD Unique Orders Average CPI needs to be stable Stable Volumes 16
- 20. Match cost to value Invest time for testing 20