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Designing the UA process : How to excel at buying ROI positive traffic

Designing the UA process : How to excel at buying ROI positive traffic. Dr. Hanno Fichtner – 7/31/13, Casual Connect SF. Part of. Co-Founder & Partner HitFox Group Heading AppLift US Acquiring millions of users per month for 150+ games. Who is talking?. Dr. Hanno Fichtner.

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Designing the UA process : How to excel at buying ROI positive traffic

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  1. Designingthe UA process: HowtoexcelatbuyingROI positive traffic Dr. Hanno Fichtner– 7/31/13, Casual Connect SF Part of

  2. Co-Founder & Partner HitFox Group Heading AppLift US Acquiringmillionsofusers per monthfor 150+ games Who is talking? Dr. Hanno Fichtner

  3. The 3 waves of paid User Acquisition ROI positive Lowest CPI Top charts Top position High volume CLV > eCPI Goal Flat fee CPI aCPI Pricing No SDK Many SDKs Few SDKs SDKs Incentivized Non-incent Non-intrusive Ad type 2011 2012 2013+

  4. App Store optimization Tracking setup Traffic buying How to buy ROI positive traffic

  5. Campaigntracking Attributionofinstallstopaidand non-paidchannels Methods: Fingerprint, IDFA Players: In-game tracking Tracking of in-appeventstomeasureandanalyzeuserbehavior Players: Tracking setup Common identifierneededtomatchchannelswith in-appbehavior

  6. The in-game KPIs in theuser‘slifecycle ROI-positive User Acquisition Retention Engagement Virality • Day 1, 7, 30 • DAU • DNU • Average time in app / session • Total dailysessions / DAU • Facebook sharing • Referrals • Reviews Monetization • ARPU = total revenue / # users • ARPPU = total revenue / # payingusers • Monetization rate = % ofusersthatmade in-apppurchases

  7. App Store optimization Tracking setup Traffic buying How to buy ROI positive traffic

  8. Discoverability Optimizingyourpresence on theappstoresthroughthesearchfunction Title Keywords, IAP items: MobileDevHQ, Searchman, AppCod.es Description (Android) Conversion Closingthe deal onceyourgamehasbeendiscovered Icon (detailed) Screenshots Ratings ASO basics: Sticking out and closing the deal

  9. The ConversionFunnel

  10. Screenshot/Icon A-B testing for iOS Visits/Clicks= 6.9% Visits/Clicks= 9.6% +41% Visits/Clicks= 5.8% -16% Usefultoolstostart: www.atmio.com / www.sparkpage.com

  11. App Store optimization Tracking setup Traffic buying How to buy ROI positive traffic

  12. Find the right traffic sources In-App Traffic Mobile Web • Gaming • Target audience, proven interest in games • Risk to address only non-paying gamers • Non-Gaming • Great targeting options when done right • Higher likelihood to address paying users • Strong impact of positive editorial content • Significant spillover effect with media & PR

  13. Find the right campaign setup Performance based Pay only on a risk-free CPI, optimize based on eCPI Non-incentivized Evaluate potential benefits of higher chart position versus ROI of a sustained campaign Non-intrusive (detailed) Present your game in the best possible way

  14. Examples of non-intrusive integrations Resulting KPIs • Average CTR: 13% • Average conversion rate: 16% • Average eCPM: 33 USD

  15. Understand the real cost of your acquired users CLV>eCPI eCPItakes into account all the costs induced by the acquisition of one user as well as the K-factor (organic traffic) • Fixed costs • Setup costs • “Free” promotions • Virality (K-factor) • Additional organic installs

  16. Modeling CLV CLV RDk = retention rate on day k ARPDAUk = Average revenue per daily active user on day k

  17. Identify ROI positive channels Matching the eCPIswith every channels individual CLV will allow you to adjust the CPIs and channel selection accordingly You can scale your user acquisition with ROI positive channels

  18. What does this mean for your launch timeline? • 4 weeksbeforesubmission • Integrate install tracking SDK and in-game tracking SDK • Set up A/B tests • Game is live! • Review in-game events • OptimizeeCPIsfortrafficsourceandestimate CLV • 2 weeksbeforelaunch • Set up campaigns with traffic partners • Prepare creatives • Set up tracking

  19. Talk to us Dr. Hanno Fichtner CEO US, Co-Founder HitFox Group Tel GE: +49 170 837 0445 Tel US: +1 415 806 5023 Email: hf@applift.com Download eBook:

  20. BACKUP

  21. Wave 1: Buy a chart position “Can you guarantee a chart position?”

  22. Wave 2: Buy volume on CPI “Give me as many installs as possible for this CPI!” No tracking beyond the install CPI adjusted based on happiness with volume

  23. Wave 3: Buy ROI positive traffic “I will only pay as much as the user is worth in my game!” Track the quality CPI adjusted based on quality delivered

  24. Examples of non-intrusive integrations

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