Planning, Measuring, Optimizing, and Driving a 10x Lift in Mobile Installs
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Transcript of Planning, Measuring, Optimizing, and Driving a 10x Lift in Mobile Installs
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HOW TO 10X MOBILE ACQUISITIONS IN A
MONTHJeff Snyder – Growth @ When I Work
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WHO AM I?
• Over 8 years in digital marketing
• Growth Team at When I Work – Employee Scheduling and Time Clock Software
• Previously had the privilege of working with the Scott Dodge
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HOW TO 10X YOUR (PAID) MOBILE GROWTH
•Measurement•Audience•Ad Copy•Activation
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MEASUREMENT
WHAT TO MEASURE• Sources• The actions that lead to $$$• Installs / engagement• Time to engagement• Conversions
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MEASUREMENT
HOW TO MEASURE• Individual Platform SDKs
(Google, facebook, twitter, DSPs)
or… use a third-party platform:
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WHAT SHOULD YOU TEST?
• Ad Networks & Audiences• Ad Copy• Bids• Onboarding Experience
Plan
Test
Measure
Optimize
Scale
MAINTAIN HIGH TEST VELOCITY!
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NETWORKS
• Massive reach (+instagram and
audience network)
• Great targeting
• Getting more expensive every day
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NETWORKS
Google App Campaigns
• Low CPI, but tread cautiously
• Extremely inflexible
• Decent volume
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NETWORKS
Mobile DSPs• Many options• Good reach• Access to unique audiences and
apps• Tip: forget incentivized
campaigns
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AUDIENCES
• Interest-based• Demographic• Geographic• Behavioral• Device• Lookalikes• Remarketing
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AUDIENCES
Inte
rest-
base
d
Demographic
GeographicBe
havio
ral
DeviceLookalikesRemarke
tingBlend audiences to find profitable, scalable growth opportunities
100,000 users minimum
TEST TEST TEST
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AD COPY BEST PRACTICES
• Consider your audience• Simple Imagery• Picture of app on device• Easy to understand value –
one purpose
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AD COPY BEST PRACTICES
• Consider your audience• Simple Imagery• Picture of app on device• Easy to understand value –
one purpose
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AD COPY BEST PRACTICES
• Consider your audience• Simple Imagery• Picture of app on device• Easy to understand value –
one purpose
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AD COPY BEST PRACTICES
• Consider your audience• Simple Imagery• Picture of app on device• Easy to understand value –
one purpose
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AD COPY BEST PRACTICES
Video• Use SHORT (15-30 sec) video• Have a great freeze-frame and
animated gif preview• Test short testimonials
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TIME TO SCALE!
$2.25 $4.00 $4.50 $4.75 $5.00 $5.25 $5.50 $5.75 $6.00 $6.250
200
400
600
800
1000
1200
1400
1600
1800
Facebook Avg. App Installs by Cost-Per-Install
App Installs
$4.75 CPI = 533 installs$6.25 CPI = 1543 installs+32% CPI, +189% installs
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GETTING USERS TO TAKE ACTION
• App store description is another chance to sell!
• Clearly define first steps• Give value immediately• Show them how great things can
be with you in their life• Remarketing• Push notification and email
reminders
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TOOLBOX AND TIPS
Know why your reviews are terrible, and fix it
Know where you rank. Good ASO = Free $$$
Deeplink users to the most relevant screen. Among other cool things
A/B test to drive engagement
Send your data to one place, then send it everywhere
Manage and track your ideas and tests
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GET IN TOUCH
linkedin.com/in/jeffsnydermn
mnmarketers.slack.com – email me for an invite!