Q&A with Amos
Amos Adler is Director of UA at SciPlay. After managing high volume A+ accounts and internal ad-tech projects at DAU-UP, Amos led UA efforts at DGN as Director of Marketing, centralizing user acquisition operations and building a strong UA team. As a 7-year mobile veteran in gaming advertising, Amos now manages UA efforts at SciPlay—one of the largest social gaming developers in the business.
Read Amos’ blog: “Stop Playing Tug of War with the Product Team and Start Collaborating”
In your own words, tell us about the apps that you manage?
I manage SciPlay’s app portfolio. The company currently offers nine core games, including social casino games Jackpot Party Casino, Gold Fish Casino, Hot Shot Casino, Quick Hit Slots, MONOPOLY Slots, Bingo Showdown, 88 Fortunes Slots, and casual games Backgammon Live and Solitaire Pets Adventure.
How did you get started in mobile marketing?
My first “professional” work was as an unhappy engineer at HP. One day, I saw a friend playing an RPG game—in a language she didn’t know—at the university computer lab. My interest piqued. She was doing company research on a game she was advertising for. As an avid and fellow gamer myself, I was immediately eager to learn more about this line of work. I quickly began researching the mobile advertising industry and swiftly jumped on a new user acquisition job. The rest is history.
What do you like most about mobile marketing?
I like the ingenuity of mobile marketing. The industry is super analytical, yet creativity is a must.
What does it take to succeed in mobile marketing?
Pay attention to the details. Details are relevant in all aspects like:
- Deciphering what elements of creatives works best for you
- What your product best hooks, UVP and sale points are
- Testing extensively and identifying best practices
- Examining models of vendors you work with
What strategies work best to convert installs into engaged app users?
Remember to get into the details and be granular. Every country and inventory type needs different treatment in terms of creative and targeting. Start by identifying the best content, features, offer per geo, gender and age group. After fine-tuning the details, make tailored creative and texts, or even a live operations loop specifically for each audience.
In the past year, what is one tip you can share which made the biggest performance difference for your UA strategy?
Build cooperation between product, user acquisition, and retargeting operations. This helps establish funnels that accompany onboarding, retention and churn prevention.
What advice can you offer marketers to re-engage mobile app users successfully?
Seek out the reasons why a user left your app. After identifying their motives, resolve the concerns. You can recognize why a user churned by comparing the differences in in-app activities with industry baselines.
After narrowing down why users churn, create an end-to-end experience for users. Start from creative concepts to a tailored in-game experience for each of these user segments. For example, users who churn due to low win-ratio receive a different bonus bundle than a user who churns due to technical difficulties. Run A/B tests to see the impact of returning user engagement.
What’s your top tip when it comes to mobile ad creative?
I can’t reiterate this enough—granularity. Explore and pursue the perfect fit with creative where you publish. When we expanded efforts into a specific GEO for increased pre-install metrics, we created particular creatives based on insights into what game content works best for each GEO. Ensure that the same content is presented on the landing page and that it is featured directly after the first-time user experience.
What advice can you offer to help marketers combat mobile ad fraud?
Insist on building dashboards when working with third parties. It will help easily identify fraudulent sources and be more aggressive in pausing them.
In particular, insist on sharing site_id. We created a site_id level optimization table to monitor specific sites with low conversion rates to help indicate click spamming.