Mobile Acquisition for Startups by Dan Riaz

TL;DR

This analysis provides insights on mobile acquisition and organic growth strategies, focusing on paid acquisition through Facebook and Google AdWords, as well as organic tactics such as ASO, referrals, in-app sharing, and getting featured in the App Store.

Transcript

okay so this is less than ideal but we're going to start anyway mobile acquisition with myself Dan Ria's that you guys know me most of you I think I met all of you distribution team member here at five hundred eight years in the valley and marketing various consumer marketing roles product marketing performance marketing and growth last few years s... Read More

Key Insights

• 🚗 Facebook and Google AdWords are the primary publishers to focus on for paid mobile acquisition.
• 🎯 Leveraging data-driven targeting options, such as Facebook's lookalike audiences, can automate hyper-targeting for better results.
• 👶 ASO strategies, such as keyword stuffing in the App Store title and leveraging new iOS functionality, can improve keyword rankings and discoverability.
• 🪛 Referral programs, with double-sided rewards, can drive significant organic growth.
• 😀 In-app sharing through Apple's integrated SDK can improve viral reach and user acquisition.
• 🥺 Getting featured in the App Store can lead to a significant increase in installs, with the top spot on the all category page delivering up to 50,000 installs over a weekend.
• 😊 Empathizing with Apple's manual editorial team and generating PR and buzz prior to launch can increase the chances of getting featured.
• 📔 Additional resources for continued learning include GrowthHackers.com, the book "Viral Loop" by Adam Penenberg, and the book "Hooked" by Nir Eyal.

Questions & Answers

Q: What are the main publishers recommended for paid acquisition?

The speaker suggests focusing on Facebook and Google AdWords as primary publishers due to their extensive reach and data-driven targeting options. Facebook offers highly targeted campaigns through its lookalike audiences feature, while Google AdWords allows bidding on relevant keywords.

Q: How much should be budgeted for paid acquisition?

The speaker recommends aiming for a cost per install (CPI) of around $2 to $3 on Facebook. If the lifetime value (LTV) per install is lower than that, it may not be cost-effective. The budget should be based on the size of the target audience and daily spend.

Q: What are some best practices for ASO?

Keyword stuffing, especially in the App Store title, is effective for improving keyword rankings. Using tools like App Annie and Sensor Tower can provide estimates on keyword popularity and rankings. Leveraging new iOS functionality and focusing on mass appeal in design are also key factors.

Q: How can referrals be leveraged for organic growth?

Implementing a double-sided referral program, where both the referrer and the referee receive rewards, can be highly effective. Lyft saw 30% of daily activations coming from their referral program. The key is to offer meaningful rewards and have a back-end system to track referrals properly.

Summary & Key Takeaways

• The speaker, Dan Ria, discusses mobile acquisition strategies, focusing on paid and organic methods.

• Paid acquisition: Facebook and Google AdWords are recommended as the primary publishers to focus on due to their extensive reach and data-driven targeting options.

• Organic acquisition: Strategies such as ASO, referrals, in-app sharing, and getting featured in the App Store are discussed as effective ways to drive organic growth.