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

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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?

#ConnectTheMarketer @jdprater

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.

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Does This Sound Familiar?

Generate more app installs without a budget increase

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The Problem

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

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Oh, BTW

Our Actual Goal

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Problem #1 Problem #1

CPI MAU

Where do we even begin?

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Demographics?

Location?

Interests?

Who Is Your Target App User?

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Event CompletionApp Engagement LTV+ =

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Who is Your Ideal App User?

Take All UsersFind Top PerformingFind Power Users

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AppsflyerAttribution & Event Tracking

LocalyticsBehavior Analysis & User Segments

Identify Top Cohorts

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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

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Watch Reality TV Play Video Games

Facebook Audience Insights

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75%80%

Aha! Moment

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Acquire

JD PraterHead of Customer Acquisition, AdStage

Among mobile internet users, mobile apps will account for

84.9% of total mobile time spent

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App Annie,Spotlight on Consumer App Usage

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comScore, The 2017 US Mobile App Report

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

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comScore, The 2017 US Mobile App Report

Top Apps by Unique Visitors

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Paid Search & Paid Social Ad Networks

Google

AppleFacebook

@jdprater#ConnectTheMarketer @jdprater

AdWords UAC

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

Facebook App Install Ads

#ConnectTheMarketer @jdprater

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

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

2. Search match

3. Define audience

4. App user targeting

Align Teams & Share Learnings

#ConnectTheMarketer @jdprater

Targeting FacebookCreative

Campaign & Creative Testing

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Get in Lock Step with Internal Teams

ProductMedia Creative

Sync Teams

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Watch Reality TV

• Imagery

• Ad copy

• Target audience

not real ads

Align Creative to Audiences

#ConnectTheMarketer @jdprater

Play Video Games

• Imagery

• Ad copy

• Target audience

Creative Alignment

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not real ads

Not all app installs are equal.

Facebook launched optimizing for app events.

Install Complete Events+

App Event Optimization

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

How We Used It

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Optimizing for Events

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CPI MAU

-20% +7%

Retain

JD PraterHead of Customer Acquisition, AdStage

App Annie,Spotlight on Consumer App Usage

#ConnectTheMarketer @jdprater

comScore, The 2017 US Mobile App Report

#ConnectTheMarketer @jdprater

30 days after people install an app,

only 6% of them are still using it

Re-Engage App Users

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

Run App Re-Engagement Campaigns

#ConnectTheMarketer @jdprater

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

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Instagram Google Display Network

Preliminary Test Results

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CPI

-10%CPI

+4% -5% +2%MAU MAU

Instagram Google Display Network

After 2 Months

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CPI MAU

-18% +10%

RECAP

JD PraterHead of Customer Acquisition, AdStage

DataTest

Learn Question

Process Recap

#ConnectTheMarketer @jdprater

Appsflyer Localytics Facebook

Utilize Various Analytics Platforms

#ConnectTheMarketer @jdprater

75%80%

Watch Reality TV Play Video Games

Trust The Data

#ConnectTheMarketer @jdprater

Align Teams & Share Learnings

#ConnectTheMarketer @jdprater

Think in Terms of Campaigns, Not Channels

#ConnectTheMarketer @jdprater

Questions?

JD PraterHead of Customer Acquisition, AdStage

www.adstage.io

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