“Building a Successful CPI Campaign: A How-to Guide” with Appnext

Building a successful CPI campaign: A

How-To Guide

•2.5 Words about the Appnext platform•Campaign Set-up Milestones:

* App Set-Up* Campaign Set-Up* Tracking * Activation Test* Payment

•Tips and Recommendations•Q&A

Agenda

2.5 Words About Appnext

About Us

Appnext is a leading monetization and distribution platform exclusively dedicated to growing mobile businesses by promoting apps.

100% Self-Serve Platform Programmatic CPI Bidding

25,000 380 Million 12 Billion 180 Developers Unique Users App Requests Countries Monthly

Appnext GEO Distribution 2015 Installs

Where your apps will be promoted

Go Launcher

Optimal Campaign Set-Up

Optimal Campaign Set-up

• App Set-Up

• Campaign Set-Up* Network vs. Direct-Buy Campaigns* GEO Targeting* CPI Set-Up* Creative* Tracking

- Appnext SDK- 3rd Party - S2S

• Activation Test

• Payment

App Set-Up | URLs

! Android: Market URL + Package URL

Market URL: the link of the page when you are on your app page at the store. https://play.google.com/store/apps/details?id=com.gettaxi.android&hl=en Package URL: part of the market URL, starting from the “=” and end at the “&”. https://play.google.com/store/apps/details?id=com.gettaxi.android&hl=en

! iOS: Market URL

https://play.google.com/store/apps/details?id=com.gettaxi.android&hl=en


App Set-Up | URLs

! Android: Market URL + Package URL

Market URL: the link of the page when you are on your app page at the store. https://play.google.com/store/apps/details?id=com.gettaxi.android&hl=en Package URL: part of the market URL, starting from the “=” and end at the “&”. https://play.google.com/store/apps/details?id=com.gettaxi.android&hl=en

! iOS: Market URL

com.gettaxi.android



Campaign Set-Up | Network vs. Direct-Buy Campaigns Network campaign - is a campaign that run on all the publishers within the selected GEO

Note: you should start your campaign as a network campaign.

Direct Buy - is a campaign that run only on the specific publishers you chose.

Note: We Recommend to first run the campaign as network, identify the best publishers, then create a personal white list based on which you will create a direct buy campaign.

Campaign Set-Up | Network vs. Direct-Buy Campaigns Benefits of Network:

Run on thousands of different direct publishers Find new publishers as they join the Appnext market

Benefits of Direct Buy:

Optimal CPI bids – your current position per publisher Manage by individual performance

Network campaign

all publisherscompetitive rate

Stage I Stage II

TIP: remember to add publishers along the way

Direct-Buy campaignwhite list publishers

highest rate

Network campaignall publishers - in order to get the

new ones

TIP: remember to exclude publishers

along the way

emma

Optimizing by combining a wide net and an educated focus

emma

Marking the most out of

emma

Making the most out of your budget

emma

The more involve you are in managing your campaign the better

Campaign Set-Up | GEO Targeting! Run different campaigns for different GEOs

Benefits:

Optimal CPI Set-Up Bigger picture with no noise Localization Edge

Global vs. Local Campaign performance and KPIs

emma

Publishers usually do not work the same in different territories. Therefore, you should try and match the right pub for each place

emma

It will assist you in localazing your campaign

emma

The more focus you are the more accurate your campaign is, as well as your conclusions

Campaign Set-Up | CPI Set-Up

! The choice of the optimal CPI rate is affected by: OS - iOS rates are always higher than Android GEO - the chosen country will affect the rates Publishers - your current position with each publisher

Min bids, competitive bids, logic of high rates

Benefits of a higher CPI rate:

Run on the best publishers (have min CPI rates) Get higher current position= get more traffic Optimize faster and more affectively

emma

RTB is like an auction, the higher you the more likely it is for you to "win". In this case wining meaning getting the best traffic

emma

Play with your rates, see how can changes affect your traffic. you might be surprised by the results, even a small adjusment can get you traffic from a new publisher which will completely change your campaign success rates

Campaign Set-Up | Creative

! Experiment - Run up to 3 creatives per campaign - A/B testing

! Be McDonalds - Strive to localize for the campaign GEO

Image creative evolution

emma

Be creative/Be inovative- mix things up

emma

You can't always tell which add will grab people's attention, that is why A/B testing is so important

emma

Locolize, I didn't write be McDonalds by mistake. what McDolnads understood early on is that people don't repont the same in different locations, each "communitity" has it's own set of taste or habbits and you should talk to people in their own language

! The Future is Now- VIDEO!

The benefits of video:

Better conversion Better user engagement

Why Use Tracking?

The benefits of tracking:

Getting to know your users Better future planning Paying only what you should

emma

Tracking system basically gives you the information you need about your users behavior- the more you invest in tracking the more you know. and as we all know, knowledge is power

emma

Now that you know all this information about your users and their behavior you can start to better prepar for the future, you know what you should do in order to improve and grow

emma

As you probably already klnow, we work base on a CPI model, meaning that you need to know how many installions you got so you will know how much you actually need to pay

emma

Appnext has just launch a new feature which also allows you to track your user's post installtion behavior right on the appnext Dhasboard. so now you can know not only who is the publishers that provide you with the highest numbers of installaitons, but you will also know which publishers gives you the best quality of users as well; thus allowing you to be even more focused and each your goals faster

! Post Installation Behavior

The benefits of Post Installation monitoring:

Keep track of your best users – quality assessment per publisher Add a few post install events in order to get a full picture of your users Easy integration -

http://wiki.appnext.com/hc/en-us/articles/203768901-Reporting-Post-Install-Events-to-Appnext



Campaign Set-Up | Tracking

! Android:* Appnext SDK* 3rd Party* S2S- Server to Server

! iOS:* 3rd Party* S2S- Server to Server

! Appnext SDK

Benefits of SDK:

Free Reliable Simple to integrate


! 3rd Party Tracking: we are integrated with all 9 leading tracking systems:

! Server to Server (S2S)


Campaign Set-Up | Activation Test! The activation test’s goal is to make sure your tracking link is working correctly

App PageAdd

tracking button

Send the test URL to your

app

Press the link

Install the app from the store

Open app

Status = Active

Make sure to use the right

GEO and a fresh device

Campaign Set-Up | Payment

! PayPal –> post-payment and no bureaucracy

! Wire Transfer –> Pre-payment. Though you can get a refund for money you have not used

emma

There are two possible payment method:a.The recommended method- connecting to us via PayPal. This method is the easiest and safest for both parties and it will make sure your campaign will never be paused due to financial issues. The logic is simple, we will charge you once you get to 200$ or at the end of the month, whichever comes first. (of course that you can choose to pause your campaign at any time)b.Bank wire- this method is suited for specific GEOs that has problems working via PayPal, and/or for Advertisers who want to run on a test budget before they decide how to proceed. (of course that any sum that has not been used will be refunded if you decide to stop your campaign)

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Marketing

“Building a Successful CPI Campaign: A How-to Guide” with Appnext