View
42
Download
2
Category
Preview:
Citation preview
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
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
22,000+Integrated
SDKs
#1
100+ Billion 1k+
170+employees
2 PetabytesMonthlyTraffic
iOS Attribution SDK*
IntegratedPartners
Data PointsTracked Monthly
* Source http://mightysignal.com/top-ios-sdks?tag-24
13+Integrations
with major ad exchanges
3.1B+
15,000+ 5
100+Employees
6Global data
centers
Device profiles
Global officesCreative versions in 2017
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
Most Valuable Retargeting Strategies for Mobile Gaming Apps
Aarki retargeting pillars
Most Valuable Retargeting Strategies for Mobile Gaming Apps
Aarki retargeting process
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
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
Most Valuable Retargeting Strategies for Mobile Gaming Apps
Creative Types Distribution
Installs: Retargeting Installs: User Acquisition
Most Valuable Retargeting Strategies for Mobile Gaming Apps
Case studies for casual games
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%
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%
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
Most Valuable Retargeting Strategies for Mobile Gaming Apps
Aarki retargeting pillars
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
Most Valuable Retargeting Strategies for Mobile Gaming Apps
Use Cases for Segmentation
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
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
Most Valuable Retargeting Strategies for Mobile Gaming Apps
Use Cases for Segmentation
→ Intention to purchaseGoal: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
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
usersUsers 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
Most Valuable Retargeting Strategies for Mobile Gaming Apps
Use Cases for Segmentation
→ Inactive usersGoal: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
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
Most Valuable Retargeting Strategies for Mobile Gaming Apps
The Audience Builder
Split segments forA/B testing
Dynamic segments
that automatically update
Download advertiserIDs and push tokens directly from adjust
dashboard
Full control over the data you
share
Segments are always deduped
Powered by your own Adjust data
Most Valuable Retargeting Strategies for Mobile Gaming Apps
The Audience Builder
Most Valuable Retargeting Strategies for Mobile Gaming Apps
The Audience Builder
Most Valuable Retargeting Strategies for Mobile Gaming Apps
The Audience Builder
Most Valuable Retargeting Strategies for Mobile Gaming Apps
The Audience Builder
Most Valuable Retargeting Strategies for Mobile Gaming Apps
The Audience Builder
Most Valuable Retargeting Strategies for Mobile Gaming Apps
The Audience Builder
Most Valuable Retargeting Strategies for Mobile Gaming Apps
Q&A
Nicol CsekoDirector of Product
Aarki
Eduardo RonquilloTechnical Account
ManagerAdjust
Recommended