"Mobile marketing campaigns: how to do it right" by Grégoire Mercier

Mobile Marketing Campaigns: How to do it right?

1
2
3
WHEN TO START ?
TECHNICAL PREPARATION?
WHAT BUDGET? WHAT MEDIA PLAN?
4 FOLLOW-UP: WHICH METRICS? WHICH DECISIONS?
AGENDA

100+
countries
100+
apps
1M€
Per month
35
people
ADDICT MOBILE ?
ROI-FOCUS MOBILE USER ACQUISITION

Ex: Phone Fight
oct.-12 nov.-12 déc.-12 janv.-13 févr.-13 mars-13 avr.-13 mai-13
Polish before launching
gregoire@addict-mobile.com

oct.-12 nov.-12 déc.-12 janv.-13 févr.-13 mars-13 avr.-13 mai-13
Ex: Phone Fight

Ex: Phone Fight
oct.-12 nov.-12 déc.-12 janv.-13 févr.-13 mars-13 avr.-13 mai-13 juin-13 juil.-13 août-13 sept.-13 oct.-13

Amazon
Solo Mode
Amazon
Multi Mode
iOS+Android
Multi Mode
Ex: Pics Quiz

 Bug-free
o All devices
o Big enough audience
 Good monetization
 Good virality
 Great retention
Have a great app or die

Optimize your packaging

What is at stake from a technical aspect?

Tracking tools

1
2
3
Deduplicate installs
Track in-app events
Pay cost-per-install
Why a tracking tool?

 Neutral
 Reliable
 Good user interface
 Match your technical needs
 Efficient customer support
Tracking tools
Key points:

clic install signup usage purchase
Tracking tools

• Opens
• signup
• Tutorial
• Level X
• Add-to-cart
• In-app purchases
• Display ad
Tracking tools
In-app events:

Save and use your data
1. Save yours device iDs
2. Cohort your users
3. CRM
installs
low
quality
users
Hardcore
users

Plan your creatives

On mobile: more than 100+ sizes to produce

Not good
Creatives: Avoid mistakes

What is the budget and how to set up a media plan?

0
5 000
10 000
15 000
20 000
25 000
30 000
35 000
top 50 top 25 top 10 top 1
Appstore rankings

Downloads
Retention
ratings, reviews…
Appstore algorithm ?

0
2000
4000
6000
8000
10000
12000
day 1 day 2 day 3 day 4 day 5 day 6 day 7 day 8 day 9 day 10 day 11 day 12
Get downloads to get visibility

Paid installs Organic installs % Organic uplift
0 30 -
200 70 40/200 = +20%
500 200 170/500 = +35%

0
2000
4000
6000
8000
10000
12000
Cross-promo
App stores
R.P / comm
User Acqu.

0
2000
4000
6000
8000
10000
12000
x 1.3 / 2

0
2000
4000
6000
8000
10000
12000
x1.3 / 2

0
2000
4000
6000
8000
10000
12000
organic installs
paid installs

0
2000
4000
6000
8000
10000
12000
Diversify your traffic sources

30% 30% 10% 20% 10%
AFFILIATES / APPBOOSTERS
INCENTIVIZED NETWORKS
Use different sources

Ex: Ma Reduc / RetailMeNot
Example long term acquisition strategy

 Sex
 Age
 Geo
 Interests
 Other apps
 payers
 day / hour
 Look alike
 Device iD targeting
Optimize your targeting

Optimize your targeting: creatives

TOP overall free
apps iOS
DOWNLOADS
1 300,000
5 150,000
10 100,000
20 65,000
50 35,000
100 20,000
200 13,000
TOP overall free
apps Android
DOWNLOADS
1 500,000
5 250,000
10 200,000
20 110,000
50 50,000
100 30,000
200 20,000
Metrics

TOP overall free
apps iOS
DOWNLOADS
1 30,000
5 18,000
10 13,000
20 9,000
50 4,000
100 3,000
200 2,000
TOP overall free
apps Android
DOWNLOADS
1 40,000
5 19,000
10 13,000
20 8,000
50 3,000
100 2,000
200 1,000
Metrics

Countries Downloads (K)
US 700
UK 125
DE 100
FR 75
IT 65
ES 45
JP 210
Metrics

Countries CPI
US $2 - $7
UK $2 - $5
DE $1.5 - $4
FR $1.5 - $4
IT $1 - $3
ES $1 - $2.50
JP $3 - $10
Metrics
iOS = +30% Android

Media plan : example
No UA No UABurst Sustain

Burst
48h = 10K€ / 12K installs / reach top 10 free apps

Sustain
2 weeks = 20K€ / 10K installs / top 150 free apps

Week 1 Week 2 Week 3 Week 4
Burst Sustain Sustain Sustain
Paid installs 15,000 2,000 2,000 2,000
Org. uplift +70% +30% +30% +30%
Total installs 25,500 2,600 2,600 2,600
CPI $1 $2 $2 $2
Budget $15,000 $4,000 $4,000 $4,000
Top Category 3 20 20 20
=> Total : $27,000 / 33,000 installsgregoire@addict-mobile.com

Follow-up: which metrics to look after? What decisions?

 ARPU : 1,00€
 ARPDAU : 0.10€
 Retention :
o J1 - 40%
o J7 - 20%
o J30 - 10%
Metrics: know your targets

 Sources
 Sub-sources
 Demography
 Interest
 Creatives
 Countries
 Devices
 OS
 …
Analyze the performance of your campaigns
Granularity

Analyze the performance of your campaigns

Devices ARPU CPI
High End $4.00 $3.00
Low End $1.00 $1.50
Importance of granularity

Importance of granularity

Analyze who is your target and optimize

CTR 13% CTR 22%
Analyze the performance of your creatives

Same CTR (1.5%)
Conversion rate x 2
Analyze the performance of your creatives

Avoid the fraud
Fraud = 30% of mobile traffic
Analyze the data + conversion rates
Negotiate and don’t pay
 Incentivized installs
 Installs bots
 Fake organic installs
 Auto-clics
 …

Boost your retention

Ex: Phone Fight - increase in the prices
Most of the iAP = $5.00 and $10.00 packs
Manage promotions
+15%
monetization

Gregoire MERCIER - CEO

"Mobile marketing campaigns: how to do it right" by Grégoire Mercier

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"Mobile marketing campaigns: how to do it right" by Grégoire Mercier