Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Evgeny Marchenkov, AdSide Media

wnconf
March 18, 2019

Evgeny Marchenkov, AdSide Media

Media How to Soft Launch Your Mobile Game on Facebook: A Step-by-Step Guide

(White Nights Conference Berlin 2019)
The official conference website — http://wnconf.com

wnconf

March 18, 2019
Tweet

More Decks by wnconf

Other Decks in Business

Transcript

  1. How to soft launch your
    mobile game on Facebook
    A step-by-step guide
    Dmitry Yugay
    CMO
    [email protected]
    Evgeny Marchenkov
    CEO
    [email protected]

    View full-size slide

  2. About AdSide Media
    We help app developers to acquire paying users
    on Facebook and Instagram
    ■ Exclusively focused on Facebook and Instagram
    ■ Deep analysis of each client’s business
    ■ Benchmarking for in-house FB media-buying teams
    ■ Full transparency
    ■ Video and banner production included

    View full-size slide

  3. What is soft launch on Facebook?
    Acquire
    users
    Analyze
    metrics
    Improve
    the game
    Set up
    analytics
    Stop
    FB UA is not profitable
    Scale
    Hard launch
    An iterative process of UA, in-game analytics and product
    improvement that helps to understand if Facebook is a profitable
    UA channel

    View full-size slide

  4. This presentation will…
    …get you ready for soft launching on Facebook, and teach you:
    ■ How to set up analytics
    ■ How to buy cheap traffic on Facebook
    ■ How to buy paying users
    ■ How to create media-buying creative assets
    ■ What metrics to analyze
    ■ How to apply metrics to the media-buying process

    View full-size slide

  5. Why do we need a soft launch?
    Test your game
    ■ Check analytics
    ■ Check infrastructure
    ■ Identify bugs & issues
    ■ ASO
    ■ FTUE
    ■ Game economy
    ■ Monetization model and payment behavior

    View full-size slide

  6. Different traffic for different goals
    Test your game
    ■ Players (cheap traffic):
    ■ Check analytics
    ■ Check infrastructure
    ■ Identify bugs & issues
    ■ ASO
    ■ FTUE
    ■ Game economy
    ■ Payers (expensive traffic):
    ■ Monetization model and payment behavior

    View full-size slide

  7. How to soft launch: Step by step guide
    1. Check if you are ready to start.
    2. Buy first data.
    1. How to buy cheap traffic (targeting, optimization and creatives).
    2. Test your game.
    3. Optimize your ROI.
    1. How to buy expensive traffic (targeting, optimization and creatives).
    2. Analyze results (cohort analysis).
    4. Iterate until you get positive ROI.

    View full-size slide

  8. Step 1. Are you ready to start?
    Checklist
    1. Do you have the events list you want to track?
    2. Have you implemented Facebook SDK?
    3. Do you use standard Facebook events for important events in your game (like tutorial completion, trial,
    purchase etc.)?
    4. Do you send currency parameter?
    5. Do you send verified transactions to Facebook?
    6. Have you implemented 3d party analytics or/and your custom analytics?
    7. Do you have the same attribution window in all your analytics?
    8. Do you have the same time zone in all your analytics?
    9. Have your created business account on Facebook?
    10. Have you created FB app, FB ad account and FB page?

    View full-size slide

  9. How to set up analytics
    You need to integrate:
    ■ Facebook SDK
    ■ 3rd party tracker
    ■ AppsFlyer
    ■ Adjust
    ■ Kochava
    ■ Server analytics
    Remember: There will be discrepancies, but no more than 10%!

    View full-size slide

  10. Step 2. Buy first data
    Test your game
    ■ Players (cheap traffic):
    ■ Check analytics
    ■ Check infrastructure
    ■ Identify bugs & issues
    ■ ASO
    ■ FTUE
    ■ Game economy
    ■ Payers (expensive traffic):
    ■ Monetization model and payment behavior

    View full-size slide

  11. 2.1. How to buy cheap traffic?
    ■ Targeting
    ■ Worldwide
    ■ Regions with cheap traffic: Africa, Middle East, South East Asia, Latin America
    ■ For language specific apps: worldwide but with Language targeting
    ■ Optimization
    ■ App install campaign with optimization for app installs
    ■ Auto bid (you can try manual bid for even cheaper results)
    ■ Creatives
    ■ 1-2 simple creatives

    View full-size slide

  12. 2.1. How to buy cheap traffic?
    ■ Targeting
    ■ Worldwide
    ■ Regions with cheap traffic: Africa, Middle
    East, South East Asia, Latin America
    ■ For language specific apps: worldwide but
    with Language targeting

    View full-size slide

  13. 2.1. How to buy cheap traffic?
    ■ Optimization
    ■ App install campaign with optimization for app installs at Ad set level
    ■ Auto bid (you can try manual bid for even cheaper results)

    View full-size slide

  14. 2.1. How to buy cheap traffic?
    ■ Creatives
    ■ 1-2 simple creatives

    View full-size slide

  15. Step 3. Optimize your ROI
    Test your product
    ■ Players (cheap traffic):
    ■ Check analytics
    ■ Check infrastructure
    ■ Identify bugs & issues
    ■ ASO
    ■ FTUE
    ■ Game economy
    ■ Payers (expensive traffic):
    ■ Monetization model and payment behavior

    View full-size slide

  16. 3.1. How to buy expensive traffic?
    ■ Targeting
    ■ Worldwide
    ■ Groups of best performing countries
    ■ Interests (game genres, competitors etc.). Do not check ‘Expand interests…’.
    ■ Create Custom Audiences and LALs based on the significant events in your app (e.g. Tutorial completion,
    Purchase, Level X achievement etc.)
    ■ Some sophisticated segments from FB Analytics
    ■ Reuse audiences from other apps
    ■ Optimization
    ■ App install campaign with Purchase or Value optimization
    ■ Try manual bidding
    ■ Creatives
    ■ A lot of creatives
    ■ Try different formats: banners, videos (1:1, 4:5. 9:16), carousels, video carousels etc.

    View full-size slide

  17. 3.1. How to buy expensive traffic?
    ■ Targeting
    ■ Worldwide
    ■ Groups of best performing countries
    ■ Interests (game genres, competitors etc.). Do not check ‘Expand interests…’.
    ■ Create Custom Audiences and LALs based on the significant events in your app
    (e.g. Tutorial completion, Purchase, Level X achievement etc.)
    ■ Some sophisticated segments from FB Analytics
    ■ Reuse audiences from other apps

    View full-size slide

  18. 3.1. How to buy expensive traffic?
    ■ Optimization
    ■ App install campaign with Purchase or Value optimization at Ad Set level
    ■ Try manual bidding

    View full-size slide

  19. How to get value optimization?
    Information from Facebook manager:
    ■ You have Facebook SDK integrated
    ■ You send standard Purchase event with parameters Value and
    Currency
    ■ Within a day you send Purchases with different Values
    ■ You have enough (~50 per week) Purchases in your Ad sets

    View full-size slide

  20. How to get value optimization?
    Information from another Facebook manager:
    ■ It’s A/B testing so you can’t influence

    View full-size slide

  21. 3.1. How to buy expensive traffic?
    ■ Creatives
    ■ A lot of creatives
    ■ Try different formats: banners, videos (1:1, 4:5. 9:16), carousels, video
    carousels etc.

    View full-size slide

  22. How to create media-buying assets
    ■ Video works best when
    ■ Aspect ratio 4:5 and 9:16 for Stories
    ■ Up to 15 sec (sometimes even less)
    ■ Attention is grabbed in the first 1-2 seconds
    ■ Use banners to test ideas, concepts
    ■ Create videos based on the best banners
    ■ Try carousels: static and video
    ■ Try Playable ads
    ■ Make a lot of creatives

    View full-size slide

  23. AdSide Media Showreel
    https://www.youtube.com/watch?v=dBRHNpTy-nQ

    View full-size slide

  24. 3.2. Analyze results.
    Measure these…
    ■ LTV
    ■ ARPU
    ■ ARPPU
    ■ Lifetime
    ■ LTV Curve
    ■ ROI

    View full-size slide

  25. 3.2. Analyze results.
    Is it a good campaign?

    View full-size slide

  26. 3.2. Analyze results.
    Wrong way to analyze!

    View full-size slide

  27. 3.2. Analyze results.
    Use cohort analysis

    View full-size slide

  28. 4. Iterate until you get positive ROI.

    View full-size slide

  29. Let’s wrap it up
    To soft launch your game on Facebook:
    1. Properly integrate your game with Facebook (check out the checklist)
    2. Acquire cheap users to test everything except monetization
    1. Choose WW or tier-3 countries, optimize campaigns towards installs and create a few banners
    3. Acquire paying users to test monetization
    1. Broad targeting (WW), a lot of creatives, optimization towards trials, purchases, value
    4. Measure key metrics with cohorts analysis
    5. Improve your game
    6. Iterate with 3-5 until:
    1. You get positive ROI
    2. You are out of ideas. Facebook is a wrong UA channel for you.

    View full-size slide

  30. Questions?
    Dmitry Yugay
    CMO
    [email protected]
    Evgeny Marchenkov
    CEO
    [email protected]
    Booth S22

    View full-size slide