Planning, Measuring, Optimizing, and Driving a 10x Lift in Mobile Installs

HOW TO 10X MOBILE ACQUISITIONS IN A

MONTHJeff Snyder – Growth @ When I Work

WHO AM I?

• Over 8 years in digital marketing

• Growth Team at When I Work – Employee Scheduling and Time Clock Software

• Previously had the privilege of working with the Scott Dodge

HOW TO 10X YOUR (PAID) MOBILE GROWTH

•Measurement•Audience•Ad Copy•Activation

MEASUREMENT

WHAT TO MEASURE• Sources• The actions that lead to $$$• Installs / engagement• Time to engagement• Conversions

MEASUREMENT

HOW TO MEASURE• Individual Platform SDKs

(Google, facebook, twitter, DSPs)

or… use a third-party platform:

WHAT SHOULD YOU TEST?

• Ad Networks & Audiences• Ad Copy• Bids• Onboarding Experience

Plan

Test

Measure

Optimize

Scale

MAINTAIN HIGH TEST VELOCITY!

NETWORKS

Facebook

• Massive reach (+instagram and

audience network)

• Great targeting

• Getting more expensive every day

NETWORKS

Google App Campaigns

• Low CPI, but tread cautiously

• Extremely inflexible

• Decent volume

NETWORKS

Mobile DSPs• Many options• Good reach• Access to unique audiences and

apps• Tip: forget incentivized

campaigns

AUDIENCES

• Interest-based• Demographic• Geographic• Behavioral• Device• Lookalikes• Remarketing

AUDIENCES

Inte

rest-

base

d

Demographic

GeographicBe

havio

ral

DeviceLookalikesRemarke

tingBlend audiences to find profitable, scalable growth opportunities

100,000 users minimum

TEST TEST TEST

AD COPY BEST PRACTICES

• Consider your audience• Simple Imagery• Picture of app on device• Easy to understand value –

one purpose

AD COPY BEST PRACTICES

• Consider your audience• Simple Imagery• Picture of app on device• Easy to understand value –

one purpose

AD COPY BEST PRACTICES

• Consider your audience• Simple Imagery• Picture of app on device• Easy to understand value –

one purpose

AD COPY BEST PRACTICES

• Consider your audience• Simple Imagery• Picture of app on device• Easy to understand value –

one purpose

AD COPY BEST PRACTICES

Video• Use SHORT (15-30 sec) video• Have a great freeze-frame and

animated gif preview• Test short testimonials

TIME TO SCALE!

$2.25 $4.00 $4.50 $4.75 $5.00 $5.25 $5.50 $5.75 $6.00 $6.250

200

400

600

800

1000

1200

1400

1600

1800

Facebook Avg. App Installs by Cost-Per-Install

App Installs

$4.75 CPI = 533 installs$6.25 CPI = 1543 installs+32% CPI, +189% installs

GETTING USERS TO TAKE ACTION

• App store description is another chance to sell!

• Clearly define first steps• Give value immediately• Show them how great things can

be with you in their life• Remarketing• Push notification and email

reminders

TOOLBOX AND TIPS

Know why your reviews are terrible, and fix it

Know where you rank. Good ASO = Free $$$

Deeplink users to the most relevant screen. Among other cool things

A/B test to drive engagement

Send your data to one place, then send it everywhere

Manage and track your ideas and tests

GET IN TOUCH

linkedin.com/in/jeffsnydermn

[email protected]

mnmarketers.slack.com – email me for an invite!