Identify, Acquire, and Retain App Users with Search Social Ads

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Identify, Acquire, and Retain App Users with

Search & Social AdsJD PraterHead of Customer Acquisition, @jdprater

JD PraterHead of Customer Acquisition

Connecting the paid marketer to the data they need

#ConnectTheMarketer @jdprater

AdStage connects marketers quickly and easily to their data across paid search, paid social, web analytics and custom business metrics to gain insight into their campaign performance

and take action at scale.

IdentifyUnderstand Audiences by Leveraging Multiple Analytics Platforms

AcquireDevelop Campaigns and Creative Tests

RetainExpand Across Objectives & Networks

Road Map

• How many apps do I have installed (currently, not native)?

• How many apps have I downloaded in last 30 days? Deleted?

• Rank these 6 apps in terms of my time spent on them- Facebook, Instagram, Youtube, Twitter, LinkedIn, Safari

• How many minutes did I spend talking on the phone in the last 30 days?

Let’s Play a Game

Identify

JD PraterHead of Customer Acquisition, AdStage

Client: We need to get more app installs.

Me: Great. How can we help?

Client: You need to increase app installs across existing campaigns.

Me: Ok. Are you looking to increase budgets? The campaigns are pretty well optimized as last month set a record.

Client: No additional budget. You’ll have to get creative for this one.

Does This Sound Familiar?

Generate more app installs without a budget increase

The Problem

Client: We not only want more installs, but higher quality users

Oh, BTW

Our Actual Goal

Problem #1 Problem #1

CPI MAU

Where do we even begin?

Demographics?

Location?

Interests?

Who Is Your Target App User?

Event CompletionApp Engagement LTV+ =

Who is Your Ideal App User?

Take All UsersFind Top PerformingFind Power Users

AppsflyerAttribution & Event Tracking

LocalyticsBehavior Analysis & User Segments

Identify Top Cohorts

Matched prospects

Email addressesPhone numbers, iOS IDFAs

Facebook User IDs, App User IDs

People you knowDirect or through third-party

People from your website

FacebookPeople you know on Facebook

Facebook Custom Audiences

People who are power users of YOUR app

People who downloaded YOUR app

People who completed specific events in YOUR

appand people who look like them

Find more people who look like your best customersFacebook Lookalike Audiences

Watch Reality TV Play Video Games

Facebook Audience Insights

75%80%

Aha! Moment

Acquire

Among mobile internet users, mobile apps will account for

84.9% of total mobile time spent

App Annie,Spotlight on Consumer App Usage

comScore, The 2017 US Mobile App Report

A majority of users (51%) still don’t download any apps in a month

Top Apps by Unique Visitors

Paid Search & Paid Social Ad Networks

Google

AppleFacebook

@jdprater#ConnectTheMarketer @jdprater

AdWords UAC

App install campaigns that run across the Search, Display, and YouTube ad networks

Facebook App Install Ads

1. Understand what you want to get out of your ad.

2. Define what types of people you want to install your app and target your ad to them.

3. Develop compelling creative.

4. Run your ad when you have new app content.

Apple Search Ads

1. Use a similar AdWords structure (campaign, ad group, keyword)

2. Search match

3. Define audience

4. App user targeting

Align Teams & Share Learnings

Targeting FacebookCreative

Campaign & Creative Testing

Get in Lock Step with Internal Teams

ProductMedia Creative

Sync Teams

Watch Reality TV

• Imagery

• Ad copy

• Target audience

not real ads

Align Creative to Audiences

Play Video Games

• Imagery

• Ad copy

• Target audience

Creative Alignment

not real ads

Not all app installs are equal.

Facebook launched optimizing for app events.

Install Complete Events+

App Event Optimization

Watch VideoFind people who play video games and who are likely to watch video

How We Used It

Optimizing for Events

CPI MAU

-20% +7%

Retain

App Annie,Spotlight on Consumer App Usage

30 days after people install an app,

only 6% of them are still using it

Re-Engage App Users

*Target people who haven’t your app in the last 30 days

Run App Re-Engagement Campaigns

Instagram

• Same targeting as Facebook

• Same images

• Same ad copy

Google Display Network

• Similar targeting as Facebook

• Similar imagery

• Similar ad copy

Test Other Networks

Instagram Google Display Network

Preliminary Test Results

-10%CPI

+4% -5% +2%MAU MAU

Instagram Google Display Network

After 2 Months

CPI MAU

-18% +10%

DataTest

Learn Question

Process Recap

Appsflyer Localytics Facebook

Utilize Various Analytics Platforms

75%80%

Watch Reality TV Play Video Games

Trust The Data

Align Teams & Share Learnings

Think in Terms of Campaigns, Not Channels

Questions?

www.adstage.io

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Identify, Acquire, and Retain App Users with Search Social Ads

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