Maya Portselan (Appnext): Secrets to Successful Mobile User Acquisition
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Your Treasure Map Towards Successful Mobile UA
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Transcript of Maya Portselan (Appnext): Secrets to Successful Mobile User Acquisition
Your Treasure MapTowards SuccessfulMobile UA
TARGET SUMMIT 2017
New Partnerships Manager
over five years of experience in marketing and digital
media. Helped numerous app marketers refine their
user acquisition and re-engagement strategies to reach
scale and maximum in-app engagement.
Born in Minsk and raised in Israel.
Maya Portselan
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The Dangers ofPaid User Acquisition
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Mixing low cost incentivized installs with higher cost full intent ads
THE MIX
TARGET SUMMIT 2017BOTS
Will cost mobile advertisers an estimated $7.2 billion globally. *
How to find?
Know where your ads are running.
Look at initial and deep engagement metrics.
* According to ANA: http://screenmediadaily.com/ana-online-ad-fraud-robbing-marketers-of-billions/
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Identify suspicious activity:
Use of known problematic proxies or large amount of clicks/installs/devices from the same IP.
Different IP locations between the ad click and the install/first launch.
Unreasonable click to install time.
Consistency/patterns:
Device ID – related:
Click/install exactly every X seconds.
Users drop in the same exact point in the post install funnel.
Many installs from the same device brand/model or the same not local language.
Different ID’s from the same device.
Mutliple IDFA’s from a single IDFV.
IDFA not uppercase - GAID not lowercase.
ID’s hold a consistnet pattern.
BOTS
TARGET SUMMIT 2017ORGANIC INSTALL HIJACKERS
Last click attribution fraud
Specially tricky as these are highly engaged users
How to find?
Identify suspicious pre-install activity:
Know where your ads are running multiple clicks at the same time
or from the same Wi-Fi IP or IP and user agent for different apps.
Low CR’s
Exceptionally long conversion period Mean TTI.
Compare to your organic base line
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Pick the right media partners
Work with the right service providers
Choose your attribution partner
HELPING ANGLES
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See the ad unitSee the user flow (no incent)
Make sure it’s viewed
TRANSPARENCY
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Few Other Tips
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Know where your competitors are buying and what creatives they are consistently using.
DON’T BE PROUD
TARGET SUMMIT 2017DON’T BE PROUD
TARGET SUMMIT 2017DON’T BE PROUD
TARGET SUMMIT 2017CREATIVE | Refresh
Creative A
Creative BCreative C
Conversion Rate Installs Optimal Return
TARGET SUMMIT 2017CREATIVE | Personalize
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Playable Ads
CREATIVE | Pre-Qualify
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0
CPI LTV(IAP only)
1
2
3
0
CPI LTV(IAP +ADS)
1
2
3
Cost
Ads
IAP
AD LTV: ROAS Example for Females/18-25
Traceback your ad revenues to find new profitable segments
Standard ROAS Using SOOMLA TRACEBACK
ROAS – Get the full picture | Ad Revenue
TARGET SUMMIT 2017ROAS – Get the full picture | Assists
First Touch
User sees a targeted ad in his Twitter feed for the first time, gains initial brand trust.
Second TouchWhile using a different app, user clicks on a video adfor the same app. Learns more, but does not yet install the new app.
Third TouchUser recalls the video ad, and search for the app. Clicks on an ad in Google Search. Visits the App Store but does not yet install.
Last TouchUser sees a targeted ad on their Facebook feed. Withsufficient background and information, decides to install the app.
Multiplier for assists?
Fractional attribution?
Find Overlapping sources (CPI – no problem, CPM/CPC?)
TARGET SUMMIT 2017
THE RIGHT TIME
When do your users engage?
7:00AM
Appnext Timeline
8:00AM
Places HOME
Understanding the unique immediate context of a user
7:00AM 8:00AM
Places > Waking upMoments
Appnext TimelineUnderstanding the unique immediate context of a user
7:00AM 8:00AM
MomentsPredicted Next
Interest & Action
Suggested apps
Health& Fitness
Appnext TimelineTo predict the action he/she is likely to take next
7:00AM 8:00AM
Suggested apps
Health& Fitness
Suggested apps
Maps &Navigation
Suggested apps
Social& Games
Suggested apps
FoodDelivery
8:30AM 12:30AMHOME
> Waking up
COFFEE SHOP
> Breakfast time
TRAIN STATION
> Commuting to work
OFFICE
> Lunchtime
Appnext TimelineThe next-gen user intelligence technology
TARGET SUMMIT 2017The way peopleexperience apps andmobile as a wholehas changed.
Instant AppsSeamless Discovery & Usage
MacroappsBundling app content & services
Personalization & CustomizationFocus on Real-Life Intent
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Someunderstoodthese trendsearly on
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769M DAU
Mini-ProgramsJan’17
90 min a day
Launched Jan’11
WeChat Games & Wallet Aug’13
In-App Taxi OrderingJan’14
TARGET SUMMIT 2017Dozens of services seamlessly available in-app
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“Bringing UberMobile Experienceto every mobile app”Nairi Hourdajian
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What is the common thread?
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They understood early on that content & services are set to be unbundled from apps
and bundled into the platform solutions
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Appnext Actions (Closed Beta)
Your App. As A Platform
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Send a MessageNavigateShare a PhotoBook a Flight
Seamlessly connect users to their next action.
ACTIONS
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Messengers KeyboardsOEMs Maps & Navigation
ACTIONS
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Your app. At theirDecision-making point
Appnext Actions is the first solution
that allows you to focus on immediate
engagement, reaching users a tap before
an order, or a purchase is made.
ACTIONS
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When They Need Your App Most.
APPNEXT ACTIONS
