App User Acquisition Strategy Best Practice – Top Eleven
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Mladen Vlašić, Gaming Industry Expert in CEE, Google
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App User Acquisition Strategy Best Practice – Top Eleven
- 1. Nordeus App User Acquisition Strategy Case Study - Top Eleven Mladen Vlasic, Senior Account Manager, Gaming & Finance, CEE
- 2. Brand Awareness Performance - Optimizing for ROI Export Globally
- 3. Top Eleven - Be A Football Manager Released in May 2010 More than 140.000.000 app downloads 3 million daily active users
- 4. Top Eleven addict - NK Dinamo ZG
- 5. Brand Awareness Mobile App Relaunch with Jose Mourinho as the game ambassador Goal: raising brand awareness on key markets with getting installs at scale
- 8. Execution strategy Campaign Launch Media Strategy Implementation Media Plan Creation Market Potential Research Two main goals to be achieved: Build Brand Awareness Installs at scale
- 9. Results 40% brand uplift on targeted markets 60.000 app downloads in 6 weeks Campaign Launch Media Strategy Implementation Media Plan Creation Market Potential Research
- 10. Performance - optimizing for ROI Getting the most of all advertising channels Goal: getting the positive ROI
- 11. Google has 7 products that each reach over 1B users
- 12. Adwords App User Acquisition Channels Discovering on Play Searching on Google.com Engaging with Apps Surfing the Web Watching on YouTube Proprietary + Confidential
- 13. Play Store Search Ads Success 835% 59% 51% 68% App installs on search (1st 30 days) Cost per install Retention rate 7days ARPU Early adoption and efficient implementation result with great success
- 14. Export Globally Global User Acquisition Goal: getting installs at scale with positive ROI
- 15. Next step: Export globally 17 different languages More than 5.000 image ads uploaded 200 campaigns created Search, Display, Video Campaign Launch Media Strategy Implementation Media Plan Creation Market Potential Research
- 16. Key Takeaways 1. Adapt the content to advertising channel 2. Follow the trends and early adopt new advertising solutions 3. Utilize on all advertising channels within a market to get the overall positive ROI
- 17. Thank you!
Hinweis der Redaktion
- Hi to everyone. Very excited to be here. As it is easily readable on the slide, my name is Mladen and I work as bla bla I will cover today the very popular topic of user acquisition with Adwords advertising solution on an example of Top Eleven Be a Football Manager mobile app. It is a very comprehensive topic, and I will among first agree that there is no “one solution to rule them all” as probably most of you that work in that field already know. But please bear with me for next the next 20min to hear what actually worked for Nordeus and how we created and executed a strategy for global user acquisition for their hero app- Top Eleven Be a Football Manager.
- There are three main areas I will cover in this case study: Brand Awareness and how to build and utilize on it How to reap what we haw sow with the branding campaign and utilized on all advertising channels to get the positive ROI How we have scaled the strategy globally
- So, how many of you have heard of Top Eleven? Founded in 2010, Nordeus is an independent game developer that is now one of Europe's fastest growing companies in the field of video games. The company’s first app success was Top Eleven, Football Management simulation. Since its release in May 2010, the game has grown to over 10 million monthly active players, 3 million daily active players and more than 140 million app installs.
- Story of me and Top Eleven is not strictly business :)) - I’m a huge fan of the game and playing it almost religiously for last two years. I will not over exaggerate if I say that one of the reasons for the positive ROI in Ireland would be me :D. I hooked up on it and chasing the triple crown for 18 seasons now. Once I win it, I will retire - at least my wife thinks so.
- So, Nordeus came to us with the brief that they are making the biggest game update ever and will switch their strategy to mobile first game and they wanted as many people to know about it and install the mobile app.
- And Nordeus came to us with a video.. I will play two videos now, please watch it closely as I will have a question afterwards.
- First reaction was- AMAZING! You have Jose Mourinho, probably the most charismatic football manager alive as a brand ambassador! Second one was, how to tell a client that we would like to make some small adjustments to make it a perfect fit for Youtube. So, what do you think which one of this two videos ended up as the one we used for Youtube campaigns? Discussion: first 5 seconds, shorter video, voice over, subtitles
- KPI was to increase their brand awareness on their key markets but also to get direct installs out of the campaign. Youtube promotion of the video with the option to install the app promoted (very new product at the time) was the best solution for the project. First what we have done is a research on 15 markets they have proposed to see the biggest potential in their targeted audience to make an optimal media plan and campaign strategy. Once we had the knowledge of what is the optimal media plan we started with campaign building according to best practices for the product. And at the end, we have launched the campaign.
- Campaign was a success in both areas: (1) we have managed to get more than 60.000 installs (2) have increased Top Eleven brand awareness for 40% in general in only 6 weeks (measured by Brand Lift- Brand Awareness). This was a great foundation for the phase 2 of the project, which was, utilizing on all awareness of the game built within targeted audience. We have now started full speed with all advertising channels for app promo Adwords has - Search, Display and Youtube….
- ... which is actually the phase 2. Getting the positive ROI on key markets.
- Google has a huuuge inventory. 7 products that reach more than 1 billion users. Chrome, Android, Gmail, Maps, Youtube, Google Search, Play Store
- We have decided to engage on all channels that offer App Promo solutions: Using Play Store inventory for people discovering the apps within Play Store Using Google Search for people searching for game related content (this two would be actually SEARCH campaigns) - and this channel has proven to be crucial for positive ROI as I will show in following slides Using AdMob network Using mGDN network (this two would be our Display campaigns) - with advanced targeting methods such as Paid App Installers and various demo and key interests targeting we were able to find high value users Using Youtube as the hybrid channel that provides both installs and raises brand awareness which then fuels Search with volume (raising brand interest and brand queries)
- Campaigns were running for couple of weeks when we had our first big breakthrough - Play Store Search Ads adoption. It became clear from a very start of the launch of this advertising channel that it will be the one that will make difference at high volume. Users searching within Play Store are the ones closest to install and proven for Nordeus to be most valuable ones. Lets look here at the numbers together. In first 30 days of campaigns running Search ads after Play Store Ads launch showed: …. …. …. …. …. …. …. It was the early adoption and preparation with comprehensive keyword list and various customized text ads that made the difference. As soon as the traffic ramped up to 100% of the inventory, results were stunning. This was the point when Nordeus achieved positive ROI with Adwords and maintained it since. Using all three channels, of which every with its own purpose brought both VOLUME and POSITIVE ROI.
- So, after we had the successful model, only thing we needed was to scale it globally.
- Main challenge after a successful re-launch was to keep the momentum and to expand globally in a shortest period of time possible. We have started with the same approach as for key markets. We have helped Nordeus to detect the market potentials and to decide on Tier 1, Tier 2 and Tier 3 markets in order to prioritize the launch. We have built together the media plan and applied the same campaign strategy. We have created more than 200 campaigns to cover all channels on all targeted markets. There were more than 5000 display banners uploaded with ads on 17 different languages. And the success followed in the same way as on the starting key markets. Somewhere with more success, somewhere with less. Environment in UA is ever changing and keeping up with the trends is one of the prerequisites of success.
- Which brings us to the end of presentation and key takeaways: 1. Adapt the content to advertising channel 2. Follow the trends and early adopt new advertising solutions 3. Utilize on all advertising channels within a market to get the overall positive ROI
- Thank you very much for your attention