Creative user acquisition tactics for mobile apps

thank you folks hi and thank you for joining me this morning and just before we start I want to apologize for my very thick Greek accent the most likely when you don't stand something I say don't worry there's a Q&A at the end as well as you can just grab me when I step down ask me any question in case on something so today we're going to talk about a huge requisition and I will have some guidelines for user acquisition I'm gonna discuss the different user creation channels common user acquisition mistakes and if we have time discussed just leave it about use a segmentation and when making this presentation hot thing if I'm gonna be talking about to experience up developers or novice app developers so in a way I constructed my speech today

it's gonna be I'm going to talk mostly about Norway South developers and then the last section the common user position mistakes are mistakes that we've seen and great and very big games in the industry that they've made so to start off you need to set the goal for Europe and you need to know you need to make your goal specific you need to make your goal measurable you need to make your goal achievable realistic and time frame and what I mean about that is having a goal just again I want to get even downloads from my app simply won't do it basically using visualization is like a trip you need to go where you're going and in order to know how you're going to get there so when setting your goals you have to take many factors into consideration is the new up is an old up are you first time a publisher are you an experienced a publisher and what sauna are you when are you gonna is when

are you gonna promote your app a seasonal effects takes into place there are many factors and that's why I have this five and I think are most important to begin with and then of course there's always many more that can affect the decision determining your goal so first off your gold it seems Pacific and your gold needs to be measurable other way if you don't have a measurable goal you don't know exactly what you're doing if you're successful or if you're not successful and to do so you need to take consideration what type of up do you have do you have an app that uses one a bet one up it up in app purchases do you monetize your app with the subscription or do you monetize your app we arts is a staffing it when you measure it when we decide your goals and your goal needs to be realistic you cannot have expectations when you're a new app developer to have like a million downloads the first week and then but at

the same time if you're experienced app developer maybe 1 million downloads during the first week is something actually this if it's a failure for your app so you need to know it could depend your body two constraints your app this is an ally again you have to make a goal that it's realistic you need to take you need to make have specific timeframe for Europe it's important that that you know how you progressed or what your goal and usually what I advise my advertisers is use the zoom in and zoom out method basically have a long-term goal and then in between have different benchmark benchmarks that you want to reach so you can know how far off or how far over your goal you are finally you need to segment your target and your audience by submitting your abusive you always have great results you have great engagement high conversion rates and high revenue and when tactic using new user you can

have simple targeting like aids sex geo language or you can have more advanced with social segmentation where basically you segment users depending what the likes the groups they follow and then content they usually interact with and we're gonna discuss this about this more later on so now that you finally find what you're looking for define the performers define your goals you know who you want to target you know when you got most of the times if you are in novice up developers you probably wrong you need to be agile and the best way to know if we if you go to the right and if you have set the right timeframe and all the resides Gospels that you need to be able to you need to promote your campaign and then you need to optimize based on the results you see so basically you need to be you need to be agile don't be fixated on the goals you set

originally don't be fixated with your campaign performance you you do need to be patient you do need turn off stop the campaign performance at the way by the same time you need to be able to see that maybe this is not working out for you and maybe needs a different status you maybe need different goals or active time frame and maybe you need to adjust your budgets so although it's important to take everything as a nation and make decision about what you're looking for what you do you need to be true and honest to yourself and your app and be able to change that it's not working out now that we discussed and your target I'm just just gonna briefly discuss about different paid tactics for user acquisition the first off is first off you pay to push your app ranking this is usually great if you want to increase your organic traffic with a very high cost you pay to increase the visibility of your app in the App Store it works great for new apps especially

considering they're like many apps out there have been existing for a very long time and helps you with increasing your ranking the App Store you get a lot of for god we struck installs which are which have the best quality in social media they have a great exposure many people see them but at the same time social media right now it's very very competitive a landscape there are many many social media platforms so you need to be able to to address different platforms and basically you have to engage with all the people that fold your page and follow all the social media out there now retargeting campaigns attacking campaigns have been actually very popular for the past two years we see more and more companies specialized in targeted campaigns and many of the big players of especially last year started really engaging in retargeting campaigns so you tell you the campaigns basically with we target

users and have started to have clicked on your ad and they've been to the App Store but in the end they didn't download your app we just left the App Store and went back so basically what we do is we do specialize ads for these peoples helping them download your app because we know people have clicked on your ad have more chances than downloading your app to someone who hasn't clicked on your app this is something we specialized in robust and at the agency it's affordable it's very low barrier to entry it's performance based most of the time there are many ways you can pay a CPIC PCPA but with portal events sometimes you can do a CPM or CPC campaigns so you have many options there it's a great way most of the big players also use ad agencies to work with so everyone from when the first time after available to a big developer all use advertising networks but at the same time you need someone

experienced because in the performance indices there's a lot of ad fraud and more often you see big cases a lot of cases of big companies that performing a fraud like quite recently a few months ago we will remove their apps from a big Chinese ad network and finally in terms of pay taxes we have a demand-side platforms also known as DSP also known as programmatic advertising or RTB bidding basically this is an automated auction process that buys arts through the bidding system basically Pops's have made their inventory available to various DSPs and then the advertisers bid on every art automatically and the highest bidder wins alright so in terms of organic tactics for user acquisition we start off with social media and influencer marketing we live in the social media

world and social media is now the king of baby this law advertising for not just wraps but for a lot of other products and companies and it has amazing results but it's really really competitive and it does work for everyone it's really difficult and you need to be genuine and you be creative and you need to stand out and more often than not it's very difficult to do so and what's very interesting with actually last week I was in Las Vegas and that I was discussing with a bigger developer they use a lot of influence in marketing and especially for smaller apps you can do revenue share with some of the influences so basically have zero costs to begin with when promoting your app at the same time in the future if that influencing things you haven't you have to split your revenue with them so that's it cheap way and free way to get great results by the same time you gain something for free but you gonna have to sell something from forming future

an optimization seo actually one of the sponsors like blab gave is specializing that I think you have a speech later on today and helps you create and promote your app to the App Store by adding keywords in your name and description of the app when what so once a user searches the App Store they can find your app high-ranked allow drops and then again it's very competitive and very difficult to and that's why I love jibs is greater that and finally you have the sense adopt ization so basically if you have a game up and I see that often you create websites discussing the app discussing chains discussing walkthroughs explaining to the players how they play the game what they can do and all this information you can give out several Europe and at the same time and you have two great SEO optimization for your website and at the same time having ads of your app on the website so users can go there and find

out more about Europe and Pro and then can then download Europe ok ok so common you a mistakes and this actually one of the most interesting parts for me for this pitch they cause these are things that I've seen very big companies mistakes very become once I've made in this with hundreds of thousands of dollars monthly budgets so lack of communication is number one for me basically more more and more often I see big companies having big budgets and then not talking enough to the account managers on the other side they're not sharing the information on the Twitter come answers from of the campaign's and this actually one really big company which is located in Seattle I won't say the name it actually doesn't share with the account mantas what they're looking for when they're trying to download there when the users in terms of quality factors so basically the account matches and the blind they think that's a good way to prevent fraud but at the same

time your account manager cannot work with you to promote your app and give you quality if he doesn't know what he's looking for and in other cases I see account manager selling like weekly reports which is not enough because they're like 168 hours in a week and having a report sent back to you every kind of six years simply won't do it in a campaign that's basically live for the entire hundred sixty hours in a week so you need to talk to your account manager up we need to shell within the formation to have if it's companies doing well if so the company is doing well if there is fraud there's no fraud anything that can help the account manager it's always helpful not testing new sources and new channels this is a big one actually because everyone I know everyone in their job when you're working for any big app developer or a small when they they're looking for performance and then what show their bosses that are doing great and they're big the numbers being used and being Rev and you know that but at the same time when you spend 100

percent of your budget on one source you could you actually you are missing out you're definitely missing out something else is out there and an industry like mobile advertising that's conquer the street thing all the time is relatively new and is very competitive if you spend your time party to one source like you're definitely gonna miss out of the next new thing and that's why I always advise my advertisers keep 90 percent on what works for you and leave at 10 percent like anything new source a new channel a new sub source any crazy idea might have things something you've tried or something to try to the past that didn't work maybe try it again because you never know and not and I don't ask them to stand give up but to me the exit 10% right with someone else but you have to you have to try new things at the same time if you're too dependent on one source and something happens to that one source one advertising channel then you even for a biggie like for example

Facebook cast a few weeks ago so people are focused on the face we had two issues I seen many advertisers finding the sub source and spending all their money and then this up short decides they don't want to promote their up because it's neither up it's more profitable for them and you see their ad revenues going down to always keep a part of your budget on the side for testing focusing on user acquisition and not attention this another big one starts according to our report I read online that you can you can actually cost you four to ten times more to acquiring news user than to keep an actual user so I know that everyone is focused with again with increase their apps and with everyone has usually had Vestas all the in stock market and need to show growth and growth and growth but then increasing the installs know that but by focusing just on that and regret neglect retention and it's a very answer

for me is like one of the bigger mistakes I've seen advertisers do and finally having the users not taking advantage they can use the data that you have basically keeping the same user segmentation that you have from before you acquired the user because like when you get a new trinket usually in your app you get a lot of your data you didn't have before and you have to utilize and and use everything you have in your power to know and to talk the users and to increase the retention and to grease increased engagement and to basically create more revenue okay so I think halftime so just talk a little bit more about using meditation for for apps I think this like I said I mentioned earlier this one of the biggest mistakes have seen big advertisers make sometimes in smaller sizes but using the data they have the disposal should geographic locations is very simple this is actually one of the most common ones basically

attacking a user depending on where they are of course so just I added there because I want to mention that the more specific and smaller the geographic location is the more successful successful you can be a customer actions basically you segregate you uses depending the actions if a user just download your app then you can have them to Newcastle my segments so you can send a push notification or welcome into your app and ask them to engage with your app and the actions you can be anything you can think of they can be after they have cleared the level of again you can send a push notification congratulate something have teeth or they've they've unlocked something an emblem or anything like that a customer interactions basically this is users that have opened their using rap and they stopped in action and never finished it that could be a level it is more often with commercial apps will have baskets or for example if they look at your in up in a parts is if they look

at you in a purchase but I never made the purchase so you can send them a push notification to actually finish the buy or you can send them a discount this actually I was talking to someone last week with hundred meters of downloads and he's talking that they do that a lot if they see a user open Interop and not buying something for running their purchases they send them a discount and that way six sixty percent of the time tolerance workers users already even in Dena purchase buying behaviors you can basically break your users to paint their behaviors you see if they spend twenty dollars they can have like this or if you spend $50 or if we $300 up you can basically segment in your buy behaviors and send them push notifications and it gets them more into buying by more custom our doors from Europe frequency of abuse I think this is

pretty straightforward basically you sent from unifications to use it depending how frequently you drop if it's daily a few times a week weekly or monthly so that way you try to use engagement with Europe and finally based on timeline you basically segregate the user depending how long ago they download your app and how long ago they first interact with your app and yeah it's basically so in conclusion set your goals you know your market target the audience be creative and be outside thank you thank you very much that was great I mean personally I ask that last one that number six the the timeline one is for me ironically the single most important one for my career when I basically revealed that one when I was working on the original mobile deck for three the mobile operation in the UK I

saw that that showed me the most powerful connection in terms of segmenting cohorts for identifying new users how to keep users retain users it literally is absolutely marvelous mapping people from the first point they encounter you by the number of days he's incredibly bit effective and you know definitely not to be underestimated and have a quick question for Lukas there's a question about just bring the mic hi thank you what percent of the budget do you see that people are spending on reengagement now and why do you think it's going up actually more and more people spend the big percentage of their budget or the engagement actually depends per client base is like I can't give you a percentage because I have like so many different clients and you have taken consideration the difference of apps and the seasonality because we work with gaming ups but we also work with all kind of apps so during the

summer months for example we see a lot of people spending their bathroom travel apps and during like September October until the Christmas we see a lot of buying ecommerce up so I can't give you a definite number I can tell you for sure every single one of our advertisers have asked us about if I don't have a coverage question but you know unfortunately and this company's actions which are do just that and nothing else whose like that be going apart right now in the industry