Intelligent Artifice, formerly the Mobile User Acquisition Show

Today I’m going to talk about how to set ad set level budgets - and how to distribute your overall budgets across all your ad sets. 

This is a common conundrum when you are setting up campaigns & ad sets -> do you set up a lot of ad sets with very low budgets? This ostensibly lets you test more creatives & audiences.

Or do you set up a very few ad sets with high budgets? This lets you get more data - and more statistically significant data. 

Where indeed is the sweet spot? This episode shows you how to think about this. We also look at:

-> The relationship between target CPA and ad set budgets.
-> How to think about campaign budgets for a CBO.

See here the spreadsheet template from the video that you can make a copy of and use. http://bit.ly/AdSetBudgeting

Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-set-ad-set-level-budgets/

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Get more mobile user acquisition goodies here:
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Check out our podcast featuring inside stories of how technology evolves and grows:
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My guest today is Georgy Natsvlishvili, Head of Organic Growth at Glovo. I’m very excited to have Georgy because he & his team take a very very expansive view of organic growth - and cover a terrain that is far more significant than mere keyword optimization that most folks speak about when they talk about ASO. Georgy and his team have done some very impressive work in quantifying organic growth - across keyword optimization, conversion optimization, improving ratings - and even SEO(and no, that’s not a typo). They’ve driven significant conversion rate improvements, massive rating improvements - and saved over $3mm in marketing spend through their optimizations. We dive into an immense breadth of topics in this very fascinating interview.

KEY HIGHLIGHTS:

• How Georgy recommends quantifying impact of keyword optimization
• How improving ratings from 3.2 to 4.3 improved not just organic conversions but also performance of paid campaigns.
• How Glovo’s team improved ratings from 3.2 to 4.3
• An example of an App Store screenshot that Georgy expected to see winning but didn’t win.
• What tools Georgy recommends for app store conversion testing – and the problems he sees with third party tools.
• The ASO KPI dashboard that lets Glovo track and monitor their key organic metrics.
• How Georgy’s team can now avoid delays with their tech team when they want to make simple changes to popups.
• Why Glovo does SEO activity to drive organic traction for their app.

Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-save-3mm-in-marketing-budgets-through-app-store-optimizationwith-george-natsvlishvili-head-of-organic-growth-at-glovo/

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Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

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Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

Competitive challenges in Q4 are well known and much spoken about - often with some trepidation about being priced out by big brands that escalate spends during this time. 

Yet the flip side of this dynamic are the opportunities in Q1. January and the post-holiday season phase often presents significant opportunities for mobile marketers because of the unique dynamics inherent in it. Here are the 3 key opportunities that mobile marketers can capitalize on.

Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/the-q1-opportunity-3-factors-that-can-unlock-growth/

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Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

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Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

One of the key challenges with app store keyword optimization activity is that it isn’t easily measurable or quantifiable. In this video we talk about what the best approach is for assessing your ASO performance - and walk you through what assumptions & estimates you’re going to have to make.

Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-do-you-quantify-the-impact-of-app-store-keyword-optimization-aso-activity/

**

Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

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Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

Because there's no direct way to measure or quantify your app store optimization efforts, it can be easy to rely on keyword rankings as a measure of progress. Here's why that can be problematic.

Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/what-not-to-track-while-measuring-the-impact-of-app-store-optimizationaso/

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Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

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Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

Creative tests on Facebook can be challenging to execute - especially since there is no clear official documentation around this. We explain here how we do it and what considerations are the most important for creative tests that drive results.

Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-run-creative-tests-on-facebook/

**

Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

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Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

My guest today is Steve P. Young. Steve is the founder and CEO of AppMasters. Steve is one of the best known experts on ASO in the world today - and he’s helped many many apps kickstart their organic growth. He’s also the host of the very popular AppMasters podcast and Youtube channel. Something that Steve is very very good at is getting his clients featured by Apple. This can often be a game changer for an app - and can result in thousands of downloads. In this interview Steve breaks down his process and gives us the inside track on exactly how to pitch Apple for a feature.

KEY HIGHLIGHTS

• The difference between Apple and Google in how they evaluate apps for featuring.
• How one of Steve’s clients drove 8000 downloads before they even launched.
• How an app can prepare before pitching Apple for featuring.
• How to cold email app store managers at Apple – and the key components of a cold email pitch.
• One of the most effective subject lines for cold emails.
• How to capitalize on an Apple feature to magnify the impact from featuring.
• Why Steve recommends going to WWDC to pitch app store managers

Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-get-your-app-featured-on-the-apple-itunes-store-with-steve-p-young-founder-ceo-at-appmasters/

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Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

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Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

My guest today is Matej Lancaric. Matej is the Director of User Acquisition at SuperScale and a mobile user acquisition consultant who has worked on UA for many hypercasual games. In the past he headed mobile UA for Boombit and Pixel Federation, and is one of the leading experts on UA, particularly for hypercasual games. I’ve been fascinated by hypercasual games - mainly because of the order of magnitude difference some hypercasual games have in their performance compared to other genres - be it in CPIs, IPMs or install volumes. In this interview, I sit down with Matej to understand what forces drive these tremendous metrics and contribute to the scale of hypercasual games.

KEY HIGHLIGHTS

• What sort of metrics hypercasual games are able to achieve.
• Why broad targeting is effective for hypercasual games.
• What sort of creatives are the best for hypercasual.
• What campaign structure and ad set setup Matej recommends.
• What the ideal audience size is for each ad set.
• What strategy works best for UAC, and what is the best way to structure different ad formats within UAC.

Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-unlock-massive-scale-with-hypercasual-games-with-matej-lancaric-director-of-user-acquisition-at-super-scale/

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Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

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Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

This episode features Anish Shah, CEO of Bring Ruckus, a firm focused on attracting, vetting and recruiting the best talent in growth - that includes digital marketing, product, analytics, and design.

KEY HIGHLIGHTS

• What are some of the key challenges Anish’s clients face while hiring talent.
• How a founder looking to hire growth talent should begin to cultivate relationships to plan to bring this growth hire in.
• Why brilliant growth hires at the wrong stage of a company’s growth can not only set back a company’s growth but also its culture.
• What top growth candidates look for in a company.
• What one of the most common unsavory experiences is among top growth candidates.
• Why Anish doesn’t advise CEOs to go out and pitch growth hires that they’d make millions – and what he advises them to say instead.

Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-hire-superstar-growth-leaders-with-anish-shah-ceo-at-bring-ruckus/

**

Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

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Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

This episode features Eric Seufert, founder at Heracles, founder at QuantMar, and founder at MobileDevMemo.com . Eric is perhaps one of the smartest people in mobile user acquisition today - in this episode Eric walks us through how to model out an app's DAU.

Key highlights

• Why systematic modeling of growth is crucial to an app.
• What inputs Eric recommends for systematic modeling of growth.
• How to think about the DAU gap to be closed – and the UA effort required to close it.
• How granular or high-level should a model be? How Eric recommends thinking about this.

Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-model-out-an-apps-dau-with-eric-seufert-founder-at-heracles-quantmar-mobiledevmemo/

**

Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

**

Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co