How To Improve Your Campaign’s KPIs

Here is how to make sure you’ll get traffic that matches your KPIs, and improve the existing sources’ efficiency:

Work with a few trusted transparent sources

The white paper we published recently revealed that mobile advertisers tend to limit their partners to 5-20 maximum. They prefer getting higher volumes from fewer partners they can trust and build a long-term collaboration with. Some of them allow a part of their budget (around 10%) to test new partners regularly.

Affiliation platforms are not recommended, for their lack of transparency. The mobile advertisers we interviewed reported working with 2 types of partners: social media and ad networks. Indeed, only these 2 can provide detailed information about the ad placements and their direct sources. It is easier to control where the traffic is displayed and optimize.

Notify your partners with in-app events

It is the key to have your partner optimize the campaign automatically. This prevents from buying too many installs that don’t match your KPIs if you don’t have the resources to check the results daily and prepare optimization plans.

Most tracking solutions on the market offer the possibility to create event postbacks. This way, if your ad network is integrated with your tracking solution, you can use the event template so it will be notified automatically every time an in-app event occurs.

Let’s say that your goal is to reach a minimum of 20% Day 1 retention. Once you set up the event postback on your tracking solution’s platform, your partner will receive all the “Day 1 retention” events that were from the users he sent you. Therefore, your ad network will pause automatically all the sub sources that don’t reach that goal. This way, you will only get traffic that matches your KPI.

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Want to know more about this topic?
Download our white paper and learn the 8 Best Practices to improve your mobile User Acquisition strategy, including advice on how to find sources that reach your KPIs, new optimization tools and much more!

Is Video The Best Ad Format On Mobile?

We recently released the results of a survey showing that 8 out of 10 advertisers declare that video is the best ad format in terms of performance:

  • Volume: more installs are generated for the same number of views
  • Quality: the users tend to use the app longer

Of course, both traffic quantity and quality will depend on the efficiency of the video ad itself (learn how to make a great video ad for your game).

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What payment model for video ads?

Videos can be used on CPM, CPC or CPI campaigns. The interviewed advertisers reported using the same payout for their campaign regardless of the ad format (the same CPI will be applied on both videos and interstitials for instance).

Rewarded or non-rewarded videos?

Videos can be rewarded or non-rewarded. Rewarded videos reward the user (they will earn some virtual item) in exchange for watching the ad. Non-rewarded videos are skippable, usually after a few seconds (depending on the ad network). The user is not incentivized to download the advertised app.

Advertisers usually don’t know if ad networks use rewarded or non-rewarded videos. The ones who were able to track the results from the 2 formats didn’t notice any difference in terms of performance.

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Want to know more about this topic?
Download our white paper and learn the 8 Best Practices to improve your mobile User Acquisition, including advice on video ads, new optimization tools and much more!

3 Tools to Improve Your Mobile User Acquisition Strategy in 2016

We have interviewed 10 leading mobile advertisers to know the best tools they use for their User Acquisition strategy. Here are the 3 tools to watch in 2016:

1. Launch a retargeting campaign

The goal of retargeting is to reengage high-quality users who stopped playing a game, by displaying ads to them. As a studio, you can choose to promote among these high-quality users the same game they stopped playing, or a new similar game of yours.

2. Cross Marketing is a must-try

Cross Marketing is a way to promote your other apps within your own app. For instance, if your users are enjoying your app, A, they might be interested in your new app, B. Therefore, you can do Cross Marketing by displaying an ad for app B to the users within app A. There are various ways to do Cross Marketing: banners within the game, emails, push notifications… Some studios set a specific CPM (Cost Per Thousand) floor under which they prefer to do cross-promotion rather than monetizing their traffic through advertising.

3. What about RTB?

7 out of 10 interviewed advertisers have launched RTB (Real Time Bidding) campaigns. Results were mixed for most campaigns, and one of them was a great success. All of the advertisers saw a high potential in the future for RTB.

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Want to know more about this topic?
Download our white paper and learn the 8 Best Practices to improve your mobile User Acquisition, including advice on how to use retargeting, Cross Marketing, RTB, and much more!

Mobile Campaign: What Geos Should You Target?

Ready to launch your campaign, and want to focus on US and other Tier 1 geos only? This post is for you.

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Why you should diversify your geos

Tier 1 geos are the ones where users can potentially generate higher revenues: USA, Canada, Australia, New-Zealand and Great-Britain.

Most advertisers choose to focus on the above geos for their campaigns because they are more likely to reach high ROI. However, they suffer from high competition and therefore, CPIs (Cost Per Install) can go very high, up to $10. The average CPIs are from $2.00 to $4.00.

We recently published the results of a survey showing that more and more mobile advertisers target geos from different Tiers. Indeed, the lower competition helped them lead ROI positive campaigns as they have bought a high number of users for a very low CPI.

Which ones should you target?

Our interviewed advertisers reported buying traffic from Tier 2 geos (mostly Europe: France, Germany, Netherlands) as well as Tier 3 geos (Brazil, Russia, Turkey were the most quoted ones).

CPIs usually vary from $1.00 to $2.00 in Tier 2 geos, and from $0.40 to $1.20 in Tier 3 geos. Not only are the CPIs much lower than Tier 1 geos, but it is also easier to get the best placements to display the ads. In other words, both conversion rate and traffic quality are better.

Advertisers targeting Tier 2 and Tier 3 geos tend to look at various KPIs other than ROI to check the quality of the traffic (Day 1 retention rate…).

Want to know more about this topic?
Download our white paper and learn the 8 Best Practices to improve your mobile User Acquisition, including advice on geo-targeting, new optimization tools and much more!

White Paper: 8 Best Practices for Mobile Gaming User Acquisition

Are you in charge of User Acquisition in your game studio? Would you like to improve your strategy and acquire as many high quality users as possible? This post is for you!

The following white paper aims at helping any individual wanting to strengthen his User Acquisition strategy on mobile today. We share what we have learned from interviewing 10 leading mobile gaming advertisers.

We have identified 8 Best Practices that can be used by any game studio to better acquire & reengage users. You will find the answers to the following questions and much more:

  • How to choose the best partners to acquire new users?
  • What are the best tools to optimize your campaigns?
  • What are the new trends to reengage users in 2016?
  • What is the UA strategy of the advertisers we interviewed?

This white paper is a 26 pages study. In the first part, you can discover the 8 detailed recommendations from top user acquisition professionals. The second part highlights the interviews summary.

Click here to download the white paper!

AdBuddiz & Corona Now Official Partners

AdBuddiz is thrilled to announce an official partnership with Corona!
The AdBuddiz plugin is now listed in the Corona Marketplace.

Our teams will work hand in hand to provide continuous support to the developers using the plugin!

About Corona
Corona SDK is a cross-platform mobile development framework chosen by 300,000+ developers around the world to create their hit mobile apps.

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Stay tuned for more good news to come!

 

3 In-App KPIs to Watch Carefully

The following KPIs can be game changers. Optimizing them is necessary if you want to succeed!

Click-to-install rate: get more downloads

Although the source of the traffic (advertising, organic) influences your number of downloads, the landing page on the App Store has an impact on the conversion rate. If the percentage gets too low (usually less than 1%), you might need to consider these factors:

  • Weight of the app: less than 50Mo is optimal.
  • Screenshots: the first 2 or 3 must be the best. Videos are great!
  • App title and description: clear, relevant to the category and attractive.
  • Ratings: try to aim at 4+ stars.
  • Last update: updates need to be frequent enough (not more than a month old).
  • Reviews: make sure your support team replies to bad reviews.

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Day 1 retention: get more active users

It is normal to see less users coming back to your app the second day after installation. However, improving this rate should be one of your first goals. You need to pay a lot of attention to the experience of your users during the first minutes within your app. Most app developers usually aim at a minimum of 20 to 30% in Day 1 Retention.

Here are tips to improve this rate:

  • Sign up: if the user needs to log in, make sure the process is as fast and as easy as possible.
  • Simplicity: the user should be able to catch the concept of your app in minutes. It can help to work on a nice tutorial.
  • Minimize the loading time.
  • Be reactive when bugs are notified in the reviews.

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Daily / Monthly active users: keep users engaged

This rate should be followed daily. Engaged users will recommend your app and drive more traffic to it. A downward trend is a sign that something needs to be fixed:

  • Check your crash rate and fix the bugs you might find.
  • Reactivate users by sending regular notifications: new app feature, discount…
  • You can go further and send specific notifications per type of users: for instance, send extra lives to the users who stopped playing a level because it is too hard.
  • Get social: entertain your users on social media.
  • Launch a retargeting campaign: the advertising platform will find the users that are no longer using your app, and display an ad to make them want to come back.

How to Optimize your Ranking in App Stores

Are you developing the next big Hit? Great! In order to optimize your number of downloads, you need to optimize your app’s ranking. Indeed, smartphone users look for new apps through 2 main tools: the top charts on the store and the search bar.

Here’s some advice on how to get the best ranking on Apple and Google’s App Stores:

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Keywords

    • It’s important to find the right keywords before you launch your app. Newly released apps seem to have a better chance of getting a higher ranking by the stores’ algorithms. You don’t want to miss that chance!
    • Choose the right keywords for your package name, title and description. Get inspiration from the store suggestions, and choose a short name for your title. Quality is more important than quantity when it comes to the description.
    • Once your app is live, you can use tools like AppAnnie to review your ranking, and remove keywords to which you rank low.

Downloads

    • The number of downloads and their growth rate have a high influence on the app’s ranking. It is even more important within the first few days after releasing your app, so share it with your friends, family and on relevant forums.
    • The most efficient way to get downloads is to buy traffic from ad networks. You can also increase your downloads by having your app featured on websites or apps like Giftiz, which showcase apps against a fee or return traffic.
    • Keep track of uninstalls as they bring your ranking down. An unusual uninstall rate can mean that there are issues within your app (bugs, loading time).

Retention

  • App store algorithms also take into account in-app metrics to determine your app’s ranking.
  • Work on having the highest percentage of active users: make sure users can start using your app within minutes (Is the sign-up easy? Is the tutorial too long?) and don’t experience any bugs. Keep your users active: send them notifications and give frequent rewards (e.g., first levels of a game need to be easy to reach).
  • Make sure you update the app frequently, fix bugs and provide support.

Reviews

    • Both ratings and the number of reviews count towards your app’s ranking.
    • Ask your happy users to review your app! Good reviews improve your app’s ranking, but you also need constructive feedback to improve your app. It’s a good idea to include a contact form in your app, so that unhappy users don’t feel the need to get your attention through a bad review.

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Good luck!

How to make a great video ad for your game?

At AdBuddiz, we have watched MANY videos from our awesome advertisers.

We’d like to share with you the a few tips to ensure the maximum conversion rate for videos:

The Basics

  • Make different lengths from 15 to 30 seconds. From our experience, 15-second videos are the best performers!pexels-photo
  • Make sure to have specific versions for Android and iOS. First, it does improve the conversion rate (because the user can better relate to it). Second, Apple will ban apps that display ads with a Google Playstore logo.
  • Less is more: Don’t add too much texts and details. Keep in mind that a smartphone screen is very small and the user needs to understand easily what the game is about.
  • End your video. This is the key to get a good conversion rate: show the name of the app, and where it is available (which OS, device).

Attract Attention Within The First Few Seconds

Most advertising solutions offer the possibility for the user to exit the video before the end. As a result, we don’t recommend to display the publisher logo at video launch. It is likely that the user will simply click on the exit button to come back to his game!

See the video as a good trailer: show immediately a great scene, then give some information on the app and where the user can find it.

Show The Gameplay

Capture d’écran 2016-01-29 à 17.48.06Show what it will be like to use your app so the user knows what to expect. It should look easy and fun, and use your best graphics in high definition!

Looking for an example? Let’s check out King’s latest video for Jelly Saga.

We can divide the King video into 3 parts:

  1. Catchy video launch: the game’s goal is clearly stated. It lasts less than 2 seconds.
  2. Cool Gameplay description: it’s colourful, you get to the next level in no time, and winning is rewarding.
  3. Closing: OS logos and “free to play” mention. (As this video was posted on Youtube, it makes sense to have the store logos all-together. However, make sure to have one version only with the Appstore logo if you want to promote your game within iOS apps)

3 steps to maximize the ROI of your campaigns

2015 was the year for Mobile Ad Spending growth.
In 2016, it is time to spend every $ wisely ;)

1. Find quality partners

– Test different partners with a small budgetpaper-dolls-14611_960_720
Negotiate all the important terms of the campaign: the goal is to know exactly what you are paying for
– Make sure your partner works with direct publishers: if there are middlemen between your partner and the publishers, it means you can’t for instance know for sure that your traffic is non-incent
– Don’t be afraid to optimize the ad networks by sub sources rather than globally

2. Golden Rule: implement post-install events

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Post-install event optimization is a very powerful tool. It allows you to get only the high quality traffic you are looking for.

 

The way it works is simple:

– Agree on the KPI goal with your ad network: Day 1 retention and in-app purchases are the most common ones
– You create the event postback on your side: most of the tracking solutions on the market propose that functionality
– The ad network will pause automatically all the sources that don’t match your KPI goal (example: 20% of paying users)

3. Go deeper!

– Apply a higher CPI to the highest quality publishers, so you’ll get more traffic from them
– Check out my previous articles to improve the quality of your ads and avoid creatives mistakes
– Don’t forget to make video ads of different lengths and compare the results
Let’s get ready for the 2016 challenges!