Paid Optimisation of Blind Networks
Part 4 of a series on: Experimenting for sustainable App Growth
By Caterina Toniolo
This series is based on a presentation I gave at the Epic Growth Conference in Moscow in March 2018 and revolves around app growth at Skyscanner.
In this mini-series, I’d like to talk about app growth at Skyscanner. Let’s quickly re-cap what’s been covered before now:
- In the first post I spoke about the challenges of App Growth we face at Skyscanner and shared the first case-study of this series about the HALO EFFECT in India.
- In the second post I shared a Skyscanner Growth case study about Acquisition: App Store Keyword Optimisation.
- The third post featured a case study on Icon Localisation in Google Play
This is post #4 of this 5 post series. Follow us to keep up with the next post in this series and others from the team at Skyscanner. Today I will continue by sharing a fourth case study on Paid Optimisation of Blind Networks.
Case study #4 Paid Optimisation of Blind Networks
The Challenge: we buy on blind ad networks, where different placements may bring travellers to our app with varying levels of quality. We don’t have visibility of each these placements from the network.
However, with AppsFlyer, the network can assign a numeric Site ID to each placement. The ID allows us to see how each one performs in an anonymised way, and allows the network to optimise the specific placements using this data.
Hypothesis: If we leverage AppsFlyer tracking to audit in-app conversion events using an anonymised Site ID and optimise to the IDs that drive conversions, we will increase the ROI (Return on Investment) from installs.
Metric: Increase in ROI
Results: The test initially optimised Site IDs based on the volume of conversion events. This only saw a 3% increase in ROI.
Further iteration led us to optimise more aggressively to the Site IDs with only the very highest conversion rates. This cut out a large volume of low quality installs, and saw up to 66% higher ROI in some of the 6 markets we tested in.
This later become one of our monthly best practices in terms of blind network optimisation. Read more on this partnership with AppsFlyer.
Tip! Experimentation is learning. Don’t give up at the first failure, but ask yourself “what have I learned from this?”… and iterate further!
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About the Author
Hi, I am Caterina, I am part of Win Market by Market Tribe and I’m currently leading a cross Tribe initiative towards becoming really “App First” in our growth efforts.
Previously I was Growth Lead for the Growth Strategy squad, working on enabling Growth to prioritise efforts and to have the best growth metrics to measure success.
