Most Valuable Retargeting Strategies for Mobile Gaming Apps

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


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


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


Aarki retargeting pillars


Aarki retargeting process


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


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


Creative Types Distribution

Installs: Retargeting Installs: User Acquisition


Case studies for casual games


The power of creatives: Case study 1

Launched localized creatives Increased targets on performing geos

9x increase in ROAS

Increased install volume by ~165%


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%


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


Aarki retargeting pillars


Benefits of segmentation

Improve CRM

Increase conversion rates

Create tailored marketing programs

Reduce server costs for clients and networks -no callbacks for segmentation


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



→ 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



→ 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



→ 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



→ 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



→ 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


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

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Q&A

Nicol CsekoDirector of Product

Aarki

Eduardo RonquilloTechnical Account

ManagerAdjust

Marketing

Most Valuable Retargeting Strategies for Mobile Gaming Apps