Beginner's guide to user acquisition for mobile apps and games
Download as PPTX, PDF21 likes9,107 views
The document discusses the importance of user acquisition for mobile apps, highlighting benefits such as increased visibility, consistent download stability, and revenue generation. It outlines three main components of user acquisition: install volume, conversion rate, and user quality, with details on various methods to acquire users, including search, ad networks, incentivized traffic, and app discovery platforms. Furthermore, it emphasizes that user acquisition is more of an art than a science, requiring iterative campaigns for optimization.
Beginner's guide to user acquisition for mobile apps and games
- 1. User Acquisition for Mobile Apps Rohit Nair, Head –Knowledge Gaming, Games2win
- 2. Why should an app acquire users?
- 4. Great Launch + Sustained downloads for a longer period
- 5. 2) Stability of downloads Download numbers are relatively consistent after a particular rank is established . (-10% to +10% )
- 6. 3) Generate Revenue User acquisition is most important after LTV (Life time value) of a game has been determined. More downloads = More Money
- 7. How many downloads are ‘Valuable’?
- 10. Free downloads per category
- 11. How do we acquire users??
- 12. Three Parts of User Acquisition • Install Volume • Conversion Rate % • User Quality
- 13. Jargons explained 1) Conversion Rate (CR)(X axis): Clicks/Installs 2) User Quality(Y axis): User Quality scores are calculated by analyzing the number of sessions, in-app events, purchases and retention 3) Volume(Bubble size): New users’ volume
- 15. 1) Search
- 16. Search Search here means mobile web search and not appstore search. Pros • Best Quality of users (as they are looking for a game) Cons • Low Quantity • Low Conversion Rates Comments: • Use Adsense for Mobile to advertise on Google Search (Highly untapped. Low volume but great Quality users) • User CPC campaigns
- 17. Search (Appstore search) Pros • High Conversion Rates • High Quality of users Comments • Dependent on Download volume (+velocity) + Ratings : nothing else! • Appstore SEO like web search depends heavily on download traffic as much as hygiene Must use: appcod.es , straply.com, searchman to compare and name apps and keywords
- 18. 2) Ad Networks
- 20. Ad Networks Pros • Deliver strong volume Cons • Conversion rates lower • Quality of users lower Comments: • Best suited for Mass market apps and Games • Always use CPI against CPC
- 21. Available Networks (listed in the following slides)
- 26. LTV Optimizers LTV Optimizers help you to get the best return out of multiple ad networks by splitting total spend and analyzing the returns. LTV-Optimizers are easy to use and just need an SDK installed into your app
- 27. What apps should try CPC (Cost per Click) Facebook MoPub Mmedia Admob
- 28. What we should try CPI (Cost per install) Flurry
- 29. Facebook Advertising Believed to be the most cost effective Install mechanism Average CPI in the US around $2
- 30. Flurry’s Appcircle allows you to target specific type of users $0.50 - $3.00 seem to be the standard CPIs across industries and Ad networks!
- 32. Incentivized Traffic Pros • Highest Conversion rates Cons • Conversion rates lower • Quality of users lower Comments: Best suited for Mass market apps and Games
- 34. Incentivized + Non Incentivized Due to the Low quality of users acquired from Incentivized , these companies are now moving to Non Incentivized user acquisition (like any other ad network) NativeX and Tapjoy now function as normal ad networks + provide acquisition depending upon the level of activity in the app
- 37. App Discovery Platform Success Stories
- 42. Final Comments 1) User acquisition is not a science, it’s an art 2) User acquisition cannot be mastered with a single campaign, this is an iterative process till you figure what works best for YOUR app 3) App discovery platforms are expensive but a great start to any app launch 4) Talk to agents of different networks to get the best deal and figure what will work for YOU
Editor's Notes
- #34: http://www.flurry.com/pdf/FlurryRe-EngagmentGLUCaseStudy.pdf