Most Valuable Retargeting Strategies for Mobile Gaming Apps
•Als PPTX, PDF herunterladen•
1 gefällt mir•1,219 views
In this webinar, advertisers will get a better understanding of the most efficient retargeting strategies for mobile gaming apps. Leveraging Aarki’s extensive experience and relevant examples, and Adjust’s data granularity and accuracy, you’ll be able to take away actionable items to optimize your current retargeting efforts and increase the ROI of your app.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie Most Valuable Retargeting Strategies for Mobile Gaming Apps
Ähnlich wie Most Valuable Retargeting Strategies for Mobile Gaming Apps (20)
Mehr von Adjust
Mehr von Adjust (14)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Most Valuable Retargeting Strategies for Mobile Gaming Apps
- 2. Most Valuable Retargeting Strategies for Mobile Gaming Apps ● 30 Minutes ● Ask questions at any time via this panel --> ● Q&A at the end ● Recording & slides via E-mail Housekeeping
- 3. Most Valuable Retargeting Strategies for Mobile Gaming Apps Agenda 1. Introduction & Definition 2. Retargeting Strategy 3. Retargeting Process 4. Case Studies 5. Segmentation 6. The Audience Builder
- 4. 22,000+ Integrated SDKs #1 100+ Billion 1k+ 170+ employees 2 Petabytes Monthly Traffic iOS Attribution SDK* Integrated Partners Data Points Tracked Monthly * Source http://mightysignal.com/top-ios-sdks?tag-24
- 5. 13+ Integrations with major ad exchanges 3.1B+ 15,000+ 5 100+ Employees 6 Global data centers Device profiles Global officesCreative versions in 2017
- 6. Most Valuable Retargeting Strategies for Mobile Gaming Apps What is retargeting for casual games? What is retargeting • Reactivate your old or existing user base into active users by driving them to re- install your app or complete post-install actions. • The ad redirects the user to the app store if they uninstalled the app, or it will launch the app if not uninstalled. KPIs we look at • CPC, CPI, ROI or ROAS
- 7. Most Valuable Retargeting Strategies for Mobile Gaming Apps Aarki retargeting pillars
- 8. Most Valuable Retargeting Strategies for Mobile Gaming Apps Aarki retargeting process
- 9. Most Valuable Retargeting Strategies for Mobile Gaming Apps Audience segments for retargeting • Segments pushed directly to bidders • Segments based on user’s level of spend, time of last activity, engagement history • Goals, if available on a segment level • Segments with can be intersected
- 10. Most Valuable Retargeting Strategies for Mobile Gaming Apps Creative strategies for retargeting • Formats - Run on additional ad formats and sizes that maximize match rate • Messaging - Dynamic creative, sequential messaging, timely news: new features, levels, and promos • Personalization - Based on user’s level reached, level tries, their gender, spend, and activity state • Localization - Based on user location
- 11. Most Valuable Retargeting Strategies for Mobile Gaming Apps Creative Types Distribution Installs: Retargeting Installs: User Acquisition
- 12. Most Valuable Retargeting Strategies for Mobile Gaming Apps Case studies for casual games
- 13. Most Valuable Retargeting Strategies for Mobile Gaming Apps The power of creatives: Case study 1 Launched localized creatives Increased targets on performing geos 9x increase in ROAS Increased install volume by ~165%
- 14. Most Valuable Retargeting Strategies for Mobile Gaming Apps Hands on campaign management: Case study 2 Used more conservative target on non-performing geos and device Increased ROAS by ~140% Increased install volume by ~95%
- 15. Most Valuable Retargeting Strategies for Mobile Gaming Apps Audiences that drive success: Case study 3 Low spender segment incurred 500% lower CPI than high spender segments Highest spender segment generated 50x higher in ROAS vs the goal
- 16. Most Valuable Retargeting Strategies for Mobile Gaming Apps Aarki retargeting pillars
- 17. Most Valuable Retargeting Strategies for Mobile Gaming Apps Benefits of segmentation Improve CRM Increase conversion rates Create tailored marketing programs Reduce server costs for clients and networks - no callbacks for segmentation
- 18. Most Valuable Retargeting Strategies for Mobile Gaming Apps Use Cases for Segmentation
- 19. Most Valuable Retargeting Strategies for Mobile Gaming Apps Use Cases for Segmentation → Create Exclusion lists Goal: Target and acquire new users without targeting existing users Action: Exclude all your app users to prevent new networks from targeting your existing users All users
- 20. Most Valuable Retargeting Strategies for Mobile Gaming Apps Use Cases for Segmentation → Dormant VIP users Goal: Bring your dormant users back in the app or get them to make a new purchase Action: Re-engagement campaign and/or targeted push messages Dormant VIP users Users who’ve not opened the app in x days Users who’ve spent over x amount of revenue in the last x time period
- 21. Most Valuable Retargeting Strategies for Mobile Gaming Apps Use Cases for Segmentation → Intention to purchase Goal: Convert users who showed an intention to purchase, get them back into the app to have them finalize the purchase Action: Target with re-engagement ad or push campaign reminding them about the item they viewed or added to the cart Purchase intentionViewed an item Added to cart but never purchased Started the payment but did not finish
- 22. Most Valuable Retargeting Strategies for Mobile Gaming Apps Use Cases for Segmentation → Active VIP users Goal: Acquire new high value users who will engage with your app Action: Leverage Facebook’s Value Based Lookalike targeting and/or deliver reward via targeted push or re-engagement campaign Active VIP users Users who opened the app in the last x days Users who have spent x amount of money Users who browse in app longer than average
- 23. Most Valuable Retargeting Strategies for Mobile Gaming Apps Use Cases for Segmentation → Inactive users Goal: Convert your inactive users to get back in the app or complete The registration/ desired action Action: Target with re-engagement ad to entice them to register and move down the funnel Inactive users Users who opened the app in the last x days Users with less than 3 sessions over 1 month period Users who installed the app 6 months ago Users who did not engage with the last push more than 5 months ago
- 24. Most Valuable Retargeting Strategies for Mobile Gaming Apps Use Cases for Segmentation → Users who like promotions Goal: Convert users with new promotion Action: Target users with a new promotion to increase engagement Users who’ve redeemed a promo code or voucher
- 25. Most Valuable Retargeting Strategies for Mobile Gaming Apps The Audience Builder Split segments for A/B testing Dynamic segments that automatically update Download advertiser IDs and push tokens directly from adjust dashboard Full control over the data you share Segments are always deduped Powered by your own Adjust data
- 26. Most Valuable Retargeting Strategies for Mobile Gaming Apps The Audience Builder
- 27. Most Valuable Retargeting Strategies for Mobile Gaming Apps The Audience Builder
- 28. Most Valuable Retargeting Strategies for Mobile Gaming Apps The Audience Builder
- 29. Most Valuable Retargeting Strategies for Mobile Gaming Apps The Audience Builder
- 30. Most Valuable Retargeting Strategies for Mobile Gaming Apps The Audience Builder
- 31. Most Valuable Retargeting Strategies for Mobile Gaming Apps The Audience Builder
- 32. Most Valuable Retargeting Strategies for Mobile Gaming Apps Q&A Nicol Cseko Director of Product Aarki Eduardo Ronquillo Technical Account Manager Adjust
Hinweis der Redaktion
- Ok so a little bit about Adjust. Adjust has been around since 2012, we were built to simplify the mobile ecosystem - with so many different platforms and ways to measure engagement, it can be a monumental task to do this on your own. We try to take the guesswork out, and give marketers the tools they need to measure, attribute and analyze their mobile engagements. To date, we've been ranked the #1 mobile attribution SDK used in the top iOS apps, we've been integrated over 22000 times, have over 170 employees over 14 global offices. We track over a 100bn data points a month. We also happen to be integrated with over 1000 partners, which is why we can make this measurement and attribution so seamless.
- Actually, up to 94% of marketers have seen an increase of various key metrics by employing personalisation. This can be done via user segmentation. Which is technically it’s not an engagement tool, but is has big influence when combined with those. By segmenting your existing users and understand underlying behavioural patters you are able to reach them in the right moment. Which brings me to the general benefits… Not only are you able to improve CRM and CR but also … Create tailored marketing campaigns to meet needs of various audiences Reduce server costs on both ends since there is a lesser amount of callbacks involved in order to push user data back and forth.
- Here at Adjust when at comes to user segmentation we generally identify four broad scenarios that are linked to it when setting up your campaigns Cross Promo (vast app portfolio) Retargeting Push campaigns to engage with users directly via personalised messages Lastly there Creating lookalike audiences (user acquisition) (regular and premium in FB + twitter)
- Gaming clients —> huge efforts in UA
- Then there are dormant VIP users, who are users that … list criteria In order to get those back into your app and spend more, create a list and retarget them either via remarketing or push messaging
- A more specific approach could be to reactivate users, who had an intention to purchase. For this you would segment for users that fulfil the criteria of … and retarget them accordingly.
- The Audience Builder A feature which enables marketers to segment their users in house. I cannot speak about other measurement partners but Adjust Audience Builder is powered by a specialized data warehouse that operates on top of your Adjust database - giving you the power to create segments based on any of the in-app data that you’re analyzing with Adjust.
- Aarki RT Questions: What can Aarki do to increase/scale reactivation numbers? What are the most important retargeting segments if we were to run a campaign? Adjust Questions: When dividing your user lists in groups, do they have to be equally separated? Is it possible to include users that have certain apps but don’t have others?