App Marketing

How to use data to boost installs: A chat with Yahoo and Adjust

Marne Litfin
Content Manager

Did you know that Adjust is integrated with over 900 partners? You can plug your campaigns into any of them and find out exactly which creative asset drove your highest value users to convert at any given time. Our Director of Product, Katie Hutcherson, recently sat down with Leland Prickett, Senior Manager for Performance Strategy at Yahoo Gemini - Yahoo’s unified ad marketplace, which offers both native advertising and mobile search ads - to talk about how you can utilize the integration to make smart, data-based decisions, get the most out of your campaigns. Read on to learn about how you can increase installs together with Yahoo and Adjust, or watch the whole webinar here.

How can you customize your campaign data in Adjust’s dashboard?

Katie: Going into Adjust statistics you can see all of your campaigns very easily. You can even customize your reports to always show, for example, users who are from the US, on iOS, and view this data in PST. You can then save these reports and access them as soon as you log into the dashboard. I always highly recommend that our clients set their custom reports, especially when they're pulling the same KPIs weekly. Clients can even use our KPI, API to pull these facts regularly without logging into the dashboard. Next, you can choose how you want this data displayed. For many clients our graphs offer a more aesthetically-pleasing way of displaying data and sharing this with other members of their marketing teams.

Lastly, I wanted to share our cohorts data. Within our dashboard this is where clients can come who want to get a more in-depth analysis of their users over time. We still very much see the 20/80 rule. Where 20 percent of our clients user base comprises 80 percent of their revenue. This is why cohorts and understanding your groups of users is crucial. Within Adjust cohorts you can see which of your Yahoo inventory, for example, brings their users with the highest retention and LPV. You can see how long it takes these users to trigger certain events, for example, log-in, first purchase, and even check how much time they're spending within your app.

What’s the best way to use Adjust together with Gemini?

Leland: Gemini has a wealth of proprietary data sources that powers our app marketing features. We have data across search, content, social, mail and apps. We use these signals to drive performance for your app install campaigns. Additionally, you could bring in your own data into the picture with website actions, mobile device IDs across iOS and Android, email lists that we can match against our 1 billion global users and those critical in-app events. You can also bring in third-party segments to further refine targeting.

One of the many benefits using Adjust is to track installs. We always recommend using server to server over quick tracking URLs because it's easier to manage and reduces campaign overhead. It also makes delivery more efficient, since we won't show an ad to a user who already installed the app, even from a different network. Gemini also offers the ability to track those critical, in-app events. Since Adjust is an integrated partner of ours, it's an easy way to ensure your campaigns are delivering deeper funnel KPIs. Whether your goal is to drive its sign-ups, subscriptions, free trials or first purchases, event tracking is a sure way to measure your goals.

What's exciting is we have two new pilot features that continue to highlight the importance of the Adjust SDK: app re-engagement and post-install optimization. For app engagement, the server to server integration with Adjust informs Gemini which users downloaded your app. This gives you the opportunity to re-engage users who have already expressed interest in your app but haven't taken a specific action. All to help increase acquisition and encourage retention.

What are some best practices to help you start your campaign off on the right foot?

Leland: First, promote one app per account. This will help contain the learnings from the campaigns isolated to a single app ID and will prevent the competition against the same app when the option takes place. The next best practice is to refresh your ad copy. It's important to start with enough creatives for the system to test during the exploration period. Usually two to three ads per ad group is a good starting point, but try to avoid going beyond 10. If there's not enough variation, it may not gain traction with limited choices. Creative refresh is critical to avoid having your app become stale.

This next recommendation is one of the more important best practices, and that's to limit targeting and keep it as open as possible. In general, our algorithm runs best in an open environment, exploring all options to determine where performance lives. While Gemini does offer targeting like age and gender, adding a lot of targeting can hamper scale and limit opportunity. More often than not we see better performance from open campaigns than highly targeted ones. Furthermore, avoid frequent account changes like modifying your CPI goal, targeting or budgets. This gives the algorithm time to learn under a set of stable conditions to hit your goals.

If you have a global strategy, you'll want to localize your creative. Know your audience and the local culture. This might seem really obvious, but localized creatives typically perform better. This includes not only language but copy with relevant imagery that resonates to a particular country.

Always track your core events, even if you don't want to optimize to the critical event, tracking big spaces of activity within your app can help strategize where certain campaigns perform better. It also enables you to take advantage of reporting capabilities within the Gemini UI so you can calculate your CPA. If you're optimizing with a post-install event, don't forget to provide CPA value so your account team can work towards your goals.

Lastly, your strategy will dictate your KPIs. If you're looking for scale, try CPC, if you're looking for installs, try CPI, and if you're looking for in-app events, try CPA. As the industry continues to evolve from the CPC to CPI to CPA, take advantage of a system that will focus on your specific in-app events.

Want more marketing know-how from the pros? Our archive of mobile measurement webinars contains insider tips on topics from optimizing video ads with AppLovin, to running re-engagement campaigns with Google and stopping fraud with InMobi. Stay tuned for more webinars with our partners Vungle and Liftoff coming soon...