For most mobile app marketers, Facebook is the most productive source for acquiring high-quality, transaction oriented users. In most cases initial results with Facebook are successful but increasing scale and maintaining momentum over longer periods can be a challenge. How do you ramp up volume while maintain sustainable acquisition costs? What are the best ways to maintain performance while avoiding saturation and keep campaigns relevant to only the target audiences? Fiksu’s talk will cover the tools and strategies to address these questions as well as share: - Results from a study of 8 million downloads comparing the performance of Facebook for marketing games to other media. - Best practices for improving app marketing performance on Facebook. - Case studies showing how three different games achieved their volume, rank and ROI goals on Facebook.

1. How
to
Go
from
Good
to
Great
When
Marke2ng
Your
App
or
Game
on
Facebook
(and
now
Twi>er)
Benjamin
Hansz
VP
of
Interna2onal
Client
Management
App
Promo2on
Summit
–
July
10,
2014

2. About
Fiksu
Fiksu
is
the
world’s
leading
mobile
app
marke2ng
plaSorm.
From
media
buying,
op2miza2on,
and
a>ribu2on
to
big
data
and
analy2cs,
our
programma2c
technology
and
extensive
reach
allow
us
to
deliver
a
comprehensive,
unmatched
solu2on
to
help
our
clients
obtain
high-­‐quality
mobile
users.
We
work
with
leading
brands,
mobile-­‐first
apps
and
game
publishers,
and
are
proud
to
say
40
of
the
top
50
grossing
apps
use
Fiksu.
800
Clients
2300
Apps
300%
YoY
Growth
250
Employees
3
Con2nents
2.7B
Downloads
Driven

3. App
Marke2ng
Ecosystem
Tradi2onal/Display
Social
Video
RTB
Exchanges
Rewards
… and many more
Social
is
one
key
component
of
a
balanced
approach.

4. Facebook

5. Why
Facebook?
Reach
Volume
Long
Term
Value
Over
1B
mobile
users
(51%
of
all
smartphone/tablet
users)
With
the
right
tools
and
tac2cs,
you
can
generate
unprecedented
volumes
of
high
quality
users
Highly
granular
targe2ng
tools
let
you
reach
users
with
unique
characteris2cs
and
interests

6. Highly
Effec2ve
Ad
Unit
for
Apps
• Introduced
August
2012
• Dedicated
ad
unit
for
apps
• Links
directly
to
the
App
Store
• Appears
in
mobile
newsfeed

7. Precise
Audiences
&
Insight
Demographic
Educa2on
Rela2onships
Keywords
&
Interests
Countries,
Regions,
Ci2es,
Zip,
Radius
Locales,
Gender,
Age
Educa2on
Status,
College
Networks,
College
Majors
Work
Networks,
College
Years
Rela2onship
status
Interested
in
Broad
interests
Keywords
Device
OS
Version,
User
Device
(brand)
Wireless
Carrier
Custom
Audiences
“Lookalikes”
Phone,
Email,
Iden2fiers

8. Vast
Array
of
Segmenta2on
Opportuni2es
1,000
Discrete
Campaigns

9. Interests,
Custom
Audiences,
Lookalikes
Explore
related
interests
for
correla2ons
Custom
&
lookalikes:
seen
up
to
60%
improvement
Fiksu
tools
help
expand
audiences
as
much
as
10x

10. How
Facebook
Stacks
Up
vs.
Other
Sources
Facebook
is
not
the
cheapest
source.
However,
it
is
clearly
the
most
producCve
non-­‐incent
source
for
generaCng
ROI.

11. • Revive
lapsed
users
• Drive
behavior
• Deep
link
direct
to
ac2on
point
in
app
• Frac2on
of
the
cost
of
new
acquisi2on
Retarge2ng
and
Re-­‐engagement

12.
Case
Study:
Driving
Volume
and
ROI
AcCon
SimulaCon
Game
Goal
• Drive
player
volume
at
low
cost
per
loyal
user
and
generate
ROI-­‐posi2ve
downloads
Tac2cs
• Segmented
based
on
engagement
metrics
of
heavy
users
• Developed
high-­‐quality
lookalike
audiences
• Implemented
interest
targe2ng
• Op2mized
on
crea2ve,
interests,
lookalike
audiences
and
LTV
Results
Cost
per
install
Cost
per
loyal/
returning
user
Average
revenue
per
user
$0.78,
as
low
as
$0.65
for
select
segments
$1.43,
as
low
as
$1.02
for
select
segments
Return
on
adver2sing
spend
Over
60%
$1.72

13. Twi>er

14. Reach
• Nearly
200M
monthly
ac2ve
mobile
users
New
mobile
app
promo2on
(MAP)
product
suite
• Twi>er
Card
shows
in
2meline
or
search
• Links
to
App
Store
(or
if
app
already
installed,
opens
in
app)
Unique
targe2ng
Why
Twi>er?
AJer
strong
results
in
beta,
TwiLer’s
mobile
app
promoCon
product
suite
was
officially
announced
just
a
few
weeks
ago.

15. Targe2ng
Similar
to
Facebook
By
category
(Technology,
Business
etc.)
or
specific
@usernames
(Tweets
shown
to
people
with
similar
interests
to
followers
of
those
@usernames)
Reach
users
based
on
keywords
in
their
search
queries,
recent
Tweets,
and
Tweets
they
recently
engaged
with
TV
ad
targe2ng
(users
who
have
likely
seen
your
TV
commercials)
TV
conversa2on
targe2ng
(people
talking
about
specific
TV
shows)
Layer
on
addi2onal
targe2ng
parameters
to
pinpoint
the
users
who
are
based
suited
for
your
app
Create
an
audience
based
on
users’
web
browsing
behavior,
email
addresses
and
other
CRM
data,
or
lists
of
Twi>er
IDs
…Stay
tuned
for
more
on
TwiLer!
Interests
Keywords
TV
Targe2ng
Geo,
Device,
Gender
&
Language
Tailored
Audiences

16. The
Fiksu
Difference:
Exper2se
and
Tools
to
Get
the
Most
out
of
Facebook
and
Twi>er

17. Programma2cally
Op2mizing
in
Real
Time
Before
$0.95
Aser
$0.74
Fiksu
turned
on
programma2c
buying
and
op2miza2on
resulted
in
a
more
than
20%
drop
in
effec2ve
CPI

18. Fiksu
for
Facebook
Fiksu
is
one
of
only
a
handful
of
Facebook
partners
with
both
access
to
data
and
access
to
buy
media:
• Ads
API
Partner
with
Mobile
Measurement
access
-­‐
Measure
ROI
from
Facebook
spend
down
to
the
ad
click
level
• Programma2c
media
buying
&
op2miza2on
tools
-­‐
Make
be>er
use
of
Facebook’s
targe2ng
capabili2es
-­‐
Drive
be>er
ROI
(CPI,
CPLoyal,
etc)
-­‐
Dynamically
create
huge
numbers
of
campaigns
for
microtarge2ng
• Support
Mobile
Installs
&
Re-­‐engagement

19. Fiksu
for
Twi>er’s
broad
integra2on,
expansive
reach,
and
global
support
means
app
adver2sers
benefit
from
the
full
suite
of
Twi>er’s
Mobile
App
Promo2on
products:
• Ads
API
integra2on
-­‐
Allows
automated
crea2on,
tes2ng,
and
management
of
mul2ple
campaigns
• Mobile
App
Conversion
Tracking
-­‐
Provides
comprehensive,
granular
analy2cs
and
exportable
data
• Tailored
Audiences
-­‐
Segments
users
for
greater
performance
across
app
install
and
retarge2ng
campaigns
=
Fiksu
for
Twi>er

20. Thank
You!
Learn
more:
www.fiksu.com/ebooks
Want
to
talk?
sales@fiksu.com
www.fiksu.com
@fiksu