Next Level Facebook Advertising with Fiksu
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Measure results from mobile Facebook campaigns and tie these back to the specific campaigns that drove them – that includes measuring in-app monetization events like purchases or registrations. This lets us manage campaigns at scale, and feed back mobile measurement data directly into our optimization systems. It also means we can manage results continuously and react to changes in market conditions as they occur. That leads to lower costs.
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Next Level Facebook Advertising with Fiksu
- 1. Next Level App Marketing With Facebook and Fiksu Jim Thomas, Product Marketing Manager, Fiksu Tom Cummings, Client Accounts Director - US Apps Ben Addoms, President, Shotzoom
- 2. Agenda Fiksu and Shotzoom overview Why Market your App with Facebook? Getting to the next level with Facebook Mobile App Ads Shotzoom Case Study Questions
- 3. 800 CLIENTS 2300 APPS 40 of 50 2013 TOP GROSSING APPS About Fiksu World’s leading mobile app marketing platform Over 12 million Boston Helsinki Northampton Singapore Facebook Installs San Francisco Tokyo London Seoul
- 4. App Marketing Ecosystem Social is one component of a balanced approach Non-Incent Networks & Aggregators Social Non-Incent Networks Incentivized & Aggregators RTB Exchanges Social Publisher Direct Incentivized RTB Exchanges
- 5. Fiksu Facebook Ads API & Mobile Measurement Access Programmatic campaign management Mobile measurement Optimize on business metrics, LTV Scale up, cost-effectively
- 6. About Shotzoom PGATOURCaddie: GPS Golf course management/scoring app Free app, in app upgrades for training tips, real time data and more Advertising via Facebook mobile ads with Fiksu since June
- 7. Poll: Your experience with Facebook to date Ran mobile app campaigns on our own with Facebook Power Editor or Ads Manager Ran campaigns through a third party (Facebook PMD) Considering it, but haven’t yet No plans to run / only here for information
- 8. Why Market your app with Facebook?
- 9. Reach! Worldwide smartphone and tablet users, Jan 2014 945 million monthly active mobile users! Data sources: eMarketer, Facebook; Fiksu estimate of overlap between tablets and Smartphones
- 10. Precise Audiences & Insight Demographi Demographi c c EEdduuccaattiioonn Relationsh Relationsh ips ips DDeevviiccee OS Version, User Device (brand) Keywords Keywords & & Interests Interests Countries, Regions, Cities, Zip, Radius Locales, Gender, Age Education Status, College Networks, College Majors Work Networks, College Years Relationship status Interested in Wireless Carrier Broad interests Keywords Custom Audiences Custom Audiences “Lookalikes” Phone, Email, Identifiers
- 11. Highly Effective Ad Unit for Apps Link directly to the App Stores!
- 12. Calls to Action 1.Open Link 2.Use App 3.Play Game 4.Listen Now 5.Watch Video 6.Book Now 7.Shop Now Reengagement
- 13. Power Editor and Ads Manager Environments to manage ads Create campaigns and ads Upload banners and text Set targeting criteria Place bids See results
- 14. How does Facebook compare to other media sources?
- 15. <$0.50 - $4.50 CPI Range $1 - $3 Typical CPI Over 25,000 Installs in one day Sample ranges
- 16. Facebook vs. Alternate Mobile Advertising Channels Preliminary data: sample of 9 million conversions across wide range of apps, networks
- 17. Getting to the next level
- 18. Common Challenges Maintaining volume Keeping cost predictable and consistent Scale up volume without dialing up cost Retaining and engaging users Finding Quality Users
- 19. The Basics - Finding Quality Users Targeting Keywords – broad as possible while still relevant Use customer demographics, personas Friends, friends of friends Use Custom Audiences Bidding “Optimized CPM” - pulls more volume at lower price Requires attribution integration CPA Requires learning to utilize Continually refine bid rates and targeting
- 20. Interests, Custom Audiences, Lookalikes Explore related interests for correlations Fiksu tools help expand audiences as much as 10x Custom & lookalikes: seen up to 60% improvement
- 21. Granular Targeting for Best Performance Good news: almost infinite set of combinations Bad news: almost infinite set of combinations
- 22. Vast Array of Segmentation Opportunities 1,000 campaigns
- 23. Automation to Manage Bids and Budgets 2222%% rreedduuccttiioonn iinn CCPPII!!
- 24. Automation & Algorithms Bring Predictability CPM CPI Conversion Volume
- 25. Measure, Optimize on Business Results Efficiency Engagement Monetization $ Registrations $ Purchases $ Ad views Clicks Conversions Returning Users Targeting and Segmentation OPTIMIZATION PROCESS
- 26. Re-engagement & Retargeting Revive lapsed users Drive behavior (e.g. shopping) Deep link direct to action point in app Fraction of the cost of new acquisition
- 27. Stay on Top of Creatives Test many combinations Test associated text as well Large swings in productivity – easily 40% Manual process limits ability to explore options
- 28. Why Fiksu and Facebook?
- 29. Finding users
- 31. Introducing automation to the process
- 33. How it works Facebook on your own Add Facebook SDK Power Editor and Ads Manager Build campaigns manually on your own Facebook with Fiksu Add Fiksu SDK Power Editor and Ads Manager Access to optimization and campaign uploading tools Ads API + MMP = programmatic bidding and campaign optimization
- 34. Next Level App Marketing with Facebook Fiksu Tools Benefit Automated campaign creation, micro targeting Scalability, quality of users Measure, optimize on LTV, business objectives Quality of users, cost Automated budget management & shutoff controls Better volume and cost Interest Explorer, custom audiences and lookalikes Expand audience, higher quality users Multivariate creative management & analysis tools Better creative optimization, cost Lower CPI at volume, higher user quality
- 35. Fiksu Expertise Expert mobile-focused staff Deep knowledge of Facebook and mobile Where to apply Facebook vs. other sources Leverage sources that drive results
- 37. Case Study: PGATourCaddie Goal: Reach golf enthusiasts with specific demographic targets in 28 countries Strategy: Facebook mobile ads augmented with ad networks. Results: Over ¾ million downloads Facebook: Hundreds of micro-campaigns: demographics, interests, lookalikes Metrics: CPI Under $3, as low as $1.40 Rank Top 5 Conversion rate 27% Trial Registration Rate Over 30% Retargeting Cost: 1/3rd of new user
- 38. Summer 2013 Facebook Campaign Overview
- 39. A Marketer’s Work is Never Done…. Use granular segmentation for best results Campaign saturation a real issue – be nimble Stay on top of creatives, budgets Continuous testing to ensure best performance Use automated tools for next level performance
- 40. Thank You! Learn more: www.fiksu.com/ebooks Want to talk? Jim@Fiksu.com www.fiksu.com @fiksu
Hinweis der Redaktion
- JET We will start off with a brief introduction to Fiksu and Shotzoom, followed by some background on Facebook and why it is such a productive app marketing channel. Next we will walk through techniques and best practices on how to bring your Facebook app marketing up to a higher level of performance. There will also be a brief overview of Fiku’s tools for marketing apps on Facebook. We’ll then ask Ben Addoms of Shotzoom to share some business results and outline how he he used Fiksu and Facebook to launch and grow the PGATourCaddie app.
- JET: Fiksu is the world’s leading mobile app marketing platform. Marketing apps is our sole business. We’re experts in app marketing and engagement – it’s is our sole business and we’ve been doing it since 2010. We help app marketers get better results by applying programmatic technology to mobile media buying. This lets us reduce costs and scale ad campaigns cost effectively. Our clients include 40 of the 50 top grossing apps in 2013, and cover a wide range of business models – everything from apps for major brands, mobile games, and apps by smaller indie developers. We work across the globe. You can see here our office locations. We’re a mobile first company, and have applied our mobile app algorithms and technology to driving successful Facebook campaigns. To date we’ve driven over 12 million mobile app installs on Facebook in 77 different countries. The important point behind these statistics we have the experience, technology and scale to make your app successful in the marketplace. Other statistics 33 of the Top 50 Grossing Game Publishers 8 of the Top 10 Grossing US Game Publishers 5 of the Top 10 Grossing International Game Publishers
- JET: This webinar is about how to work with Facebook, but it’s important to note that if you are marketing your app, there are many channels available to you. We work with all major ad networks and mobile media sources, including Facebook. We strongly recommend Facebook to our clients – you’ll see why shortly. But there are other sources that can offer cost effective traffic as well. Part of the value we offer is helping to determine when to use those sources and making the widest range of mobile ad inventory available.
- JET Fiksu is a Facebook Ads API and a mobile measurement partner. That’s somewhat unusual. That means we can both: Manage campaigns programmatically onFacebook Measure results from mobile campaigns and tie these back to the specific campaigns that drove them – that includes measuring in-app monetization events like purchases or registrations This lets us manage campaigns at scale, and feed back mobile measurement data directly into our optimization systems. It also means we can manage results continuously and react to changes in market conditions as they occur. That leads to lower costs. With that, I’d like to introduce Ben Addoms of Shotzoom, who is going to give us a brief overview of his company and the PGATourCaddie app.
- JET: Now I’d like to introduce Ben Addoms of Shotzoom. Ben, give us a brief overview of Shotzoom and the PGATourCaddie App. Ben – Shotzoom has been building mobile apps since 2008. We focus on active lifestyle apps in golf and other recreational sports.. Since inception we have over 2 million app installs, primarily for our paid Golf GPS and instruction products in iOS and Android under the Golfshot and Golfplan brand names. Users rely on our golf apps to lower their scores by making them smarter on the golf course and on the practice tee. Our apps and app marketing are localized in 12 languages and are marketed worldwide. In 2013 we decided to make our first entry into the freemium space and introduced PGATOUR Caddie in iOs. The app is free and has two in app upgrades that are subscription based. Since launch in June of 2013 we’ve had over 750k app installs, over 200,000 of these have come through Facebook campaigns managed by Fiksu. I started out as a sceptic about Facebook and about mobile app install marketing efficiency in general. Having built one of the largest web ad serving companies in 1997 I wanted the tools and techniques related to close loop marketing that I was familiar with, but struggled to find potential partners that could provide what I was looking for. Our agency at the time introduced us to Fiksu, and we began testing in June. We are a mobile only business, 100 percent of our revenues come from user fees and advertising. We measure everything, and are a very data driven company. Our objectives were to achieve a blended CPI between organic and paid app installs at scale so we could further scale our business with free apps. FIksu and Facebook not only helped us prove the concept, they’ve been helping us scale it ever since. I’ve gone from sceptic to advocate because Fiksu has been able to optimize, adapt, and advance our mobile marketing agenda based on our goals and our budget. ===== Help golf enthusiasts lower their score Free App with in app purchase upgrades, renewed annually. App launched last summer, utilized Fiksu for app marketing effort.
- JET: You can reach nearly 50% of the world’s mobile users via Facebook. 945 million That’s a lot of potential users! In some markets, it’s even a larger percentage. &lt;THAT”S IT – MOVE ALONG !!!!&gt; &lt;THAT”S IT – MOVE ALONG !!!!&gt; Facebook: 945 million Monthly Active Users, estimated 1.948 billion tablet and smartphone users in 2014 Emarketer data on total FB users for UK, emarketer data on number of smartphone users in UK. eMarketer 1.75 Billion Mobile phone users in 2014 Forrester 493.9 Tablet users in 2014 (Aug 6 2013) Assume 60% of tablet users have a smartphone soe number is now 197.56 users SO TOTAL is 1.75 billion plus 197.5 milion or roughly 1.948 billion
- JET: Facebook is unique in the depth of its user data. There are an Infinite number of ways you segment audiences. Demographics, relationship status, what their interests are. You can even create your own audience definitions – for example for people who make purchases in your app - and have Facebook find users with similar profiles. JET: Tom, you have a good view to what’s happening with ad networks. Does anyone else have this richness of data on mobile users? Tom: Not today. We are seeing some of the other ad networks adding in this kind of data, but in most cases it has a long way to go. This is a key differentiator for Facebook.
- Tom –Lead JET Comment Facebook has done a great job thinking through how to promote mobile apps. It’s Mobile app install ad is a great way to generate new installs – this is what one of them looks like and where it leads - it links directly to the app stores.
- JET Facebook doesn’t just let you acquire app users, you can use mobile app ads to reengage your users. You can reach existing users with messages to use your app and more. It’s a great tool to reactivate dormant users and get users to take action. You can see on here that these ads have very specific calls to action like “use app” or “shop now.” Ben, this is pretty important for your business, isn’t it? Ben: Absolutely – our business is an annual subscription and is seasonal. So we want to reach our current users to remind them they can improve their game with PGATourCaddie.
- Finally, Facebook provides tools for you to manage ad campaigns, specifically ads manager and Power Editor. You can run campaigns with these tools, and Facebook has worked very hard to make the process easy. As you’ll see later, there are tools available that can help you manage Facebook campaigns to generate better efficiencies. “like adwords meets @plan” Impressive targeting – how granular can you get? Can easily refine down to individuals if you wanted to! Also retargeting – you bring the emails, phone numbers, or facebook IDs
- Lets go over some numbers. Tom, can you give us an idea of some ranges of what to expect for media cost, and how Facebook compares to other media sources.
- Tom Leads =============== Per Kevin S Average overall for games is $1.62 (weighted by volume) All Apps $1.73 for all apps based on Tableau report. Other statistics 33 of the Top 50 Grossing Game Publishers 8 of the Top 10 Grossing US Game Publishers 5 of the Top 10 Grossing International Game Publishers Burst campaigns – over 1200 as of Oct 2013
- TOM Lead, JET Comment Facebook is not the cheapest on a raw media cost basis However, when you look at the effectiveness of Facebook versus other channels, it performs better than others. If you compare Facebook to banner networks as shown in these charts: CPI is 2.9x higher But Conversion is 6x higher When you look at purchasing rates, Facebook really stands out. Purchasing rate is 30% higher Cost/purchaser is 37% lower
- JET Here are some common app marketing problems we hear form app markerter. Tom, can you walk us through these and some of the tactics and best practices to deal with them?
- Tom: Quick walkthrough JET: Ben, I think this has evolved with your campaigns, care to comment? Ben: Started with CPM, moved later to CPA, using interests and lookalikes once identified productive users. ==== “Friends” outperformed all other targeting factors by a factor of 2, in one instance
- Tom: Lookalikes - if you can give us what your audience looks like – Email, IDs, phone numbers Stats: Lookalikes: Fiksu Stats Average 18 audiences per app (custom and lookalike) For one particular app we created 150 Fiksu recently used lookalikes to improve performance for a card battling app, Over 100 custom audiences systematically combined with other targeting criteria. Overall CPI was reduced by 60%. Sample Audience sizes for this search (Feb 2014) Slot machine57,779,717 Poker71,345,048 Texas hold &apos;em97,103,557 slotomania slot machines14759368 Gambling92039800
- JET: Tom, one of the things we talk about at Fiksu is the benefit of granular segmentation and setting up very detailed campaigns. That sounds like a lot of work. Why is this so important?
- Tom: this slide illustrates how complex it can get. With just these variables you can generate 1000 discrete campaigns. This is only a fraction of the options available. JET: How does Fiksu generate and test at this scale? Tom: we have automated tools that generate campaigns and evaluate results programmatically.
- This shows on the left a set of Facebook campaigns. Probably similar to what you might do if you set up a series of campaigns manually. On the right, you see what happens when we turnes on one of our optimization tools. What’s happening here is that the optimizer is detecting which campaigns are Getting results, and it is reallocating budget to the most productive campaigns. And you can see that there is a lot of variability. The result was a drop in CPY of $0.21 CPI $0.95 to $0.74 - 22% reduction!
- Tom: So pulling this together, here is an example of how segmenting closely and using automated tools can help you get better results. Presentation notes CPM is volatile – orange line Yet, CPI in a stable range – blue line Note how volumes spikes when costs go down – algorithms taking advantage of good deals. Ben Comment?
- Tom: A key way to generate performance is to measure the variables that drive your best users, the ones that monetize. Once you do that, you can optimize your marketing around those variables – tie your marketing to the real business outcomes. JET: Ben, driving purchases is what your business is all about. How are you handling measurement and optimization? Ben: Comments
- Once get users you want – cost of new users goes up, re-engage them. Ways to retarget Identifier, IDFA, phone or email Web to app retargeting Shotzoom as an example sis seeing cost about 1/3rd that of a new user acquisition
- Top right – example of a successful creative that has generated volume. Top creative crove 7x the volume of the creative on the bottom at roughly half the CPI. JET: Ben, I understand you’ve increased your investment in this area. Ben: Comment re how productivity from this analysis has caused them to apply more resources to developing creatives. ===============================
- I’d like to use an analogy to explain the approach Fiksu takes to managing campaigns. Imagine the apples in this tree represented high quality users; while the green ones represented users who do not monetize. The problem you have is how to get those red apples. You can do something quick and easy, like shake the tree. Some apples will fall – chances are some green and some red. Not the greatest return but also not a lot of effort.
- If you are more serious you start using some basic tools. That helps you get more users, but it’s still not very efficient.
- Ok, now you are starting to see some serious productivity enhancements. But chances are you may not be able to reach every spot on the tree. Also, it’s going to take you a long, long time to pick all those apples – it’s a more efficient process, but it’s still manual.
- When you take a programmatic approach you can test and measure at a very detailed level and find all those users in hard to reach places.
- Here’s a bit on how it works
- JET: Here is a quick summary of some of the programmatic tools that Fiksu provides for improving results on Facebook. Automated campaign creation and testing lets us scale up efficiently and find the best users We also measure monetization events in app and tie those to media planning for better user quality – finding loyal users Our Automated tools for managing budgets and creatives let us get better volume at a lower cost.
- JET: Technology is a core part of what Fiksu offers, but knowing how to apply those tools and how to best leverage Facebook is critically important. We have an expert staff with deep mobile and Facebook knowledge, we help you know how to use what tools and when to get best results. Ben, I know this is something you’ve mentioned in the past, – care to comment? Ben: Learning, expertise – value of evaluating different sources, knowing what to apply when.
- Ben: We measure every phase of user acquisition and engagement. Our target CPI for paid app installs is around $2. Fiksu’s SDK and reporting give us visibility into every stage from engagement ranging from app usage and registration to conversion to paid subscriber. We started with Fiksu focused on Facebook, and continue to use Facebook as one of several key sources, but Fiksu has also been instrumental in identifying and testing other sources that are helping us scale cost effectively. We are always in market, though our spend and focus is seasonal because golf is seasonal in much of the world. To achieve our goals for both scale and cost efficiency Fiksu runs literally hundreds of campaigns, some on a managed CPM basis, and others on a CPA basis. We are always testing new sources and new campaigns. What is remarkable about working with Fiksu is how fast we learn, how quickly we can shut down what doesn&apos;t work and scale what does work, and how as performance changes on a given campaign or target segment we adapt both our bidding strategy and our spending to balance efficiency and scale. Campaigns that worked well for us in the beginning (men 30+interested in Golf) fatigued and diminished in responsiveness, so Fiksu switched to a CPA bidding strategy for them and we incorporated “look alike” campaigns. When we grew to a large enough user base our lookalike campaigns were updated to create lookalike campaigns for 6 key countries. The marketing and measurement tools Fiksu provides along with the expertise and thought leadership of our account team on not only on Facebook but across other mobile platforms gives us the confidence to invest in growing our user base because we understand the yield all the way through the lifecycle.
- JET – this is an example of how Fiksu expanded Shotzoom’s audience –BEN would you mind walking us through this ? POINTS VOLUME IN BLUE EXPANDS CAMPAIGNS/SEGMENTS EXPANDED TO ADD NEW AUDIENCES DESPITE THE INCREASED VOLUME PUSH, CPI HELD WITHIN DESIRED RANGE We launched June 6th and began testing mobile app install advertising on Facebook with Fiksu about two weeks later. The test in June was meant to give us some basic metrics and proof of concept on a cost per install basis. Based on June cost per install results we decided to see if we could scale our results in July. July saw a massive increase in both creative testing and optimization, but also a wide range of new demographic and interest targets. In July we were consistently ranked in the top 5 in sports in the App Store. We slowed spend a bit in August and September to evaluate conversion from free to paid and evaluate engagement rates. We resumed spend in the southern hemisphere and in active states like Texas, Florida and California. Fiksu approached us to test retargteing early on, we wanted to understand if we could cost effectively “reactivate” users and also sell our in app upgrades. Results were very positive, and retargeting is a key component of our plan and spend for this year. It’s safe to say we’ve learned more, faster, and been able to take advantage of opportunities to grow with more confidence because Fiksu has enabled us to make informed decisions and they provide real thought leadership to our business. We’ve insured our creative for advertising efforts because we knew that it would pay off handsomely, and we’ve built our business plan and spending plans for the coming year in close cooperation with Fiksu. We’ve seen a ton of changes at Facebook in their business practices and Fiksu has been on top of everything, I think without Fiksu on point for media buying and optimization we would probably not be advertising much on Facebook today, but Facebook is a key component of our plan because Fiksu continues to stay ahead of the curve on how to optimize the tools Facebook provides. Invested in?
- IF you’d like to learn more about how Fiksu can help you with your Facebook App marketing, please feel free to contact us.
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