Q&A with Ira
Ira is the Head of Growth Marketing at Badoo where she helps them acquire more than 300,000 new users each day. Badoo currently has 391 million users signed up to its platform, which operates in 190 countries and is available in 47 different languages. Previous to Badoo, Ira worked for Avazu Holdings running UA projects for companies like Amazon, Lazada, OLX, Namshi, IGG, Square Enix, Playrix, GameLoft, and SocialPoint.
Read Ira’s blog: “7 Tips to Succeed as a Woman in a Male-Dominant Industry.”
In your own words, tell us about the app that you manage?
I manage Badoo, originally launched in 2006. Badoo allows people to chat, share interests, match with others, as well as share photos and videos. We have grown to become one of the world’s largest dating apps. Our mission is to get people dates in real life, where the chemistry really happens.
How did you get started in mobile marketing?
Frankly speaking, I never thought I would end up in mobile app marketing as my degree was in Developing Economics. Luckily my master’s defense at Humboldt University of Berlin got postponed, so I applied for a couple of internships, starting at ad2games HQ working on user acquisition for free-to-play games. Three years later and I now lead a team of 6 user acquisition professionals at Badoo with the goal to effectively bring over 300k new users daily to the platform.
What do you like most about mobile marketing?
I like that it’s a fast changing industry, always looking for improvements with quick results and global coverage. What fascinates me the most is that one can sit in SF, London or Tokyo and target users in Rio de Janeiro, Johannesburg or Moscow.
What does it take to succeed in mobile marketing?
One should learn continuously, share knowledge and get feedback, test ideas and be a hacker rather than an A- marketer.
What does a quality mobile user look like to you?
A quality user for us is an engaged user. We look at the retention of users as on one of the most important metrics for determining quality. Additionally, in collaboration with our Data Analytics team, we use an activity score for every user based on their behavior within the first few hours in the app to predict retention.
What strategies work best to convert installs into engaged users?
The best strategy is to target users with the right creatives at the right time. Test new approaches in terms of banners and videos. At Badoo, we work with in-house designers and several agencies to keep our creatives fresh. What works well for us is to test several events we share with Google, FB, etc through our attribution partner and find the one that brings the most retained users to the app.
In the past year, what is one tip you can share which made the biggest performance difference with UA or re-engagement of your app?
Moving from ROI optimisation towards retention-based optimisation helped us increase scale and be more effective in hitting our targets.
How do you stay ahead of changes in technology?
Testing new technologies is the key. Always be testing.
What do you see as the next big thing in mobile app marketing?
Better decisions will arrive faster thanks to AI. Targeting will become more granular and precise.
What advice can you offer to help marketers combat mobile ad fraud?
Go deeper into data, set up metrics that predict user behaviour over the next week or two. Track the percentage of quality users. And find trusted partners.