Squeezing the Apples - Ad revenue optimization for iOS and Android apps
0 likes81 views
The document outlines strategies for maximizing ad revenue in mobile apps, focusing on understanding growth metrics and user retention. It emphasizes the importance of app performance, user engagement, and ad optimization techniques to drive revenue. Additionally, it recommends methods for improving app visibility and conversion rates while suggesting tools for A/B testing and analytics.
Squeezing the Apples - Ad revenue optimization for iOS and Android apps
- 1. SQUEEZING THE APPLES Maximizing your ad revenue from a mobile app Accelerating Your Innovations Konstantin Mirin <konstantin.mirin@postindustria.com> Eugene Dorfman <eugene.dorfman@postindustria.com>
- 2. 0 2WHY LISTENING? Understanding of your growth model Understanding of the the processes that generate you revenue Knowledge to determine what metrics are useful and how to track them Ad waterfall optimization ideas (and what is it) Get inspiration for the product improvements NO MIRACLES are going to happen :-) What will you get for the 20 mins of your attention?
- 3. 0 3WHY LISTENING? We develop mobile apps since 2009 150K Daily Active Users (DAU) $30 per 1000 DAU (daily) Obsessed with metrics and improvement ~200 years of compound exerience Background Konstantin Mirin, CEO Eugene Dorfman, TPM + 30 mobile devs
- 4. 0 4SPOILER: THE METRICS GRAPH
- 5. 0 5THE FOUNDATION Revenue = Users x Monetization
- 6. 0 6THE FOUNDATION: USERS From an App Store to the User 4. Repeated Usage 3. Try (activation) 2. Install 1. Discover 5. Uninstall
- 7. 0 7THE FOUNDATION: USERS From an App Store to the User 4. Repeated Usage 3. Try (activation) 2. Install 1. Discover 5. Uninstall Activation Rate Retention Churn
- 8. 0 8THE FOUNDATION Growth = Installs x Activation Rate - Churn Retention >> Churn (Sticky engine of growth)
- 9. 0 9THE FOUNDATION: USERS 26% DAY 1 11% DAY 7 7% DAY 21 6% DAY 30 Retention Targets
- 10. 1 0TECHNIQUES: IMPROVING RETENTION Make sure app is crash-free (OOM included, use Crashlytics or HockeyApp) Experiment with alerts & notifications Try implicit alerts (search agents, behavior analysis) Retention improvement ideas
- 11. 1 1TECHNIQUES: IMPROVING CONVERSIONS Ask for ratings. But detect "happy moments", it pays off. Invest in compelling video Invest in excellent design Gray hat ASO (paid installs) App Store listing to installation conversion
- 12. 1 2THE FOUNDATION: ADS Serving Ads 4. View & Click 3. Placement 2. Banner details 1. Request 5. Impression
- 13. 1 3THE FOUNDATION: ADS Serving Ads 4. View & Click 3. Placement 2. Banner details 1. Request 5. Impression Fill Rate Viewability Impression / Filled CTR
- 14. 1 4THE FOUNDATION: USERS Fill Rate > 70% Imp / Filled > 90% Imp / Viewed --> 100% CTR > 0.70% Targets
- 15. 1 5TECHNIQUES: AD NETWORK OPTIMIZATIONS Fill rate diagnostics
- 16. 1 6TECHNIQUES: AD NETWORK OPTIMIZATIONS Viewability/placement diagnostics
- 17. 1 7TECHNIQUES: AD NETWORK OPTIMIZATIONS Mediation abstraction: Higher CPMs Use Mopub, look for ad networks
- 18. 1 8TECHNIQUES: IMPRESSIONS Place more banners Decrease refresh rate (15-30s) Increase session length (in-app browser) Increase session frequency (sessions per user per day) More impressions!
- 19. 1 9TECHNIQUES: IMPRESSIONS - PLACEMENTS Permanent banner: experiment
- 20. 2 0TECHNIQUES: IMPRESSIONS - PLACEMENTS Context banners
- 21. 2 1TECHNIQUES: IMPRESSIONS - PLACEMENTS Utilize empty state space
- 22. 2 2IMPLEMENTATION Always release in phases! And measure the impact! A/B Testing Swrve Firebase Apptimize Swrve Flurry Amplitude
- 23. 2 1BONUS: ADDITIONAL REVENUE SOURCE Partner programs (eBay case)
- 24. 2 3CONTACT US HAVE YOU LIKED IT? Share what you've learned! Share it! https://www.slideshare.net/konstantinmirin/ Let's connect! https://www.linkedin.com/in/konstantinmirin/ Visit us! https://postindustria.com/ Ask questions! konstantin.mirin@postindustria.com