[0:18]say I I really like the sounds. It's a shame that I can know my face is not in there but uh I just was listening in to some of the content from search ads.com and um super interesting. All right, Nills, I'm going to do you better, okay? How do I say your last name properly? Well, you can say bean in. In Dutch I'm I'm from the Netherlands. It's a bean in. But uh, you get my first name right and that's already uh, gold, so uh, well done. All right, here we go. Ready? I'm going to do you right, okay? We're going to do it right. All right, here to break down your first steps in UA. I've got Nills. I already screwed up. Benin, who is the strategic partnership partnerships at Singular. If you're ready to get started in terms of growth and trying to really understand what happens on these marketing channels, you need an MMP, which is a mobile measurement partner, and that's what Singular does. It tells you what are your most effective marketing channels. So without further ado, let's bring in Nills. There you go. Got some music now. All right, Nills. All right. We're having too much fun here. I am going to try and share my screen. I got you. Brother. Or maybe you can. Great. Thank you, Steve. Okay. Let let's kick start. Um, to the next slide. So, uh, just a couple of words about myself, so like why am I here, uh, why am I here invited by Steve? So I've been working in performance marketing now for about 15 years. Um, I started out working in London in the at agency space, um, generating flight bookings, hotel bookings for some of the largest, uh, travel brands. And then I moved to Berlin, um, 10 years ago now, and um, started working with mobile developers. Um, so I've been there pretty much from from the get go where no one had an understanding of, hey, like how do you do mobile marketing and our mobile apps even going to be a thing? Which then turned into the revolution of free to play gaming and like all of these game developers launching the Candy Crushers and the Clash Royales of this world, and then that industry grew to a zillion sized uh, worldwide, uh, phenomenon, right? Um, at Singular, like I'm overseeing partnerships. What does that mean? Um, so my department works with the larger tech platforms, like Meta and TikTok and Google to really make sure that the products that we push out to our customer base, work well with their advertising solutions. Um, like Steve said, like, you know, we're in the business of visualizing, what is working for you? And there's a lot of parameters that come into play like, for example, if you book like a search campaign, importing keywords, if you book like a video campaign, making sure that you can name all the videos that you have live, that there's a theme that you can like relate to as well. Um, and I also work with a lot of the the VCs and like the incubators and with people that speak to start and scale ups all the time. Um, really trying to guide them a little bit into, hey, like what do you need to consider when you just start out, when you want to grow your business, what partners are available and what kind of tools do you need? And then lastly, I also work as a growth consultant for those um, SMBs that are going to freelance basis. Um, yeah, that's enough about me. Let let's go to the next slide, Steve.
[3:48]So there's like four points that I want to discuss today, um, I'll take about 15 to 20 minutes, so we've got about 10 minutes as well for a Q&A like in the end. First and foremost, it might be a bit uh, you know, MMP for dummies, I'm I'm sure there's people here that don't need an explanation, but what is an MMP and what do we actually do? And I'll show you like a very, very small peak of our dashboard as well, so that really brings things to life. Um, then we'll look into um, what is happening on iOS, like if you ask some of the the biggest marketers out there right now, this can be for like trip companies, it can be for your largest game developers, like they've got a headache every day because the way that you can do UA on iOS has changed a lot in recent year. Um, Google is rolling out something similar but I'll get into that as well. Then um, UA, like where do you start? You know, there's a lot of vendors out there and like if you have an app and if you go public with that, you probably get bombarded by people every day that say, hey, work with me, I can get you a lot of like very good users, etcetera, etcetera. First piece of advice, do not reply to them. Choose your partners then reach out to them, that always works better.
[5:01]Um, and then last in terms of UA, um, I've got a few best practices, but I always like create a little list um, of resources that I use um, that you can use if you want to research in your vertical on a specific channel, specific ad format, for example. So that's trip to the next slide.
[5:22]So mobile attribution 101. Um, let's look at the the definition of what an MMP is first um, on the next slide, Steve. So I'm going to read this out. The process of connecting the install of a mobile app and the user's activities inside the app to the marketing campaign that led to the app installation. Energy efficient but really bad for streaming. I know last time we did this, Steve, my internet broke down, so I booked a room at the WeWork space for uh, for this session. Oh, thank you. I appreciate it. Um, now, now what does that mean? Um, of course, you want to to track like the install of uh, of your application that the user does, you know, if you run a marketing campaign, uh, but it doesn't end there. depending on, hey, like, you know, what do you have, like maybe you have a dating app, so people actually like, are they swiping, are they actually purchasing a subscription, for example? Within a mobile game, are they doing IEPs, like micro transactions, right, or are they looking at a lot of ads? Um, e-commerce, like do people put things in that basket and not buy them, there's like so many signals that you can get, and that's the role of the MMP, to get all the signals into one place so you understand, hey, how effective is my marketing spend, what is my ROI, etcetera, etcetera. Um, if you go to the next slide, Steve, um, what you'll see is like really like dummy like how does this actually work? Like you see the the user on on the left and the user clicks on an ad. Now, what the MMP then does, you send a link that collects data to the MMP servers, right? And then you get redirected to the App Store, which can be the Google Play Store, can be the the the iOS, uh, store. You open an app, and then the app install is being recorded, and we pass that back, that piece of information to our server that you can then read into, right? Like I said, like there's like many more post installed events, PI, as we call it, that happen afterwards. And also those you want to collect because like if you have those, then you can start calculating the ROI of your campaigns. Um, if you go to the next slide, Steve, um, what does that look like? Now, this is a very condensed version of the of the singular dashboard. And what you see on the left is your sources. So say like, hey, like I am DraftKings Sportsbook and DraftKings, those are my two applications. And I'm running my advertising campaigns, for example, with a Snapchat, or a Facebook, and a Twitter. At a very basic, what you want to know are a couple of things. In a specific period of time, how much marketing budget have I been spending with a specific partners and what has that been buying me, right? And then you could look at, hey, impressions for examples or you could look at clicks or you can look at installs. Most people in performance marketing will look at installs and then they're going to be looking at, hey, what is my effective CPI, my my cost per install. Now, if you have those, and if you then have a parameter that actually tells you how you can calculate ROI, and that is something you need to determine like yourself or like any marketing person that you're looking to hire. Then you can calculate this, you know, it's a very clear sum.
[8:50]Like I said, like this is a very like basic version, so it doesn't really go into too many details, but you can imagine, okay, I want to see this at a country level.
[9:02]So I want to see this combined, all of those partners. I want to see, hey, I'm running in Germany, the UK, US, Russia, wherever. What is my ROI in those countries, and where is my product being most effective? And if I want to reallocate budgets, where do I do that? Um, you can do that on a keyword level as well. You can do it on the channel, so say, for example, hey, I just want to see how a video is doing compared to social post or compared to, uh, search, for example, right? Like, you can like combine and play around with this, like, however you see fit, and it goes super granular. Um, so that is like on the MMP side, hey, like, you know, what does MMP do, like, why do we need it, um, and how does it look like in in practice. Um, if you ever want to talk about this or like want to demo, of course, you can you can reach out.
[10:07]I think I want to just pause here real quick because I think a lot of people, you know, especially starting off, they they just look at the CPI. And then when you just look at the CPI, it doesn't tell the complete story. Now it tells part of it, and maybe, you know, like if it's Apple search ads, I believe it's a high converting channel that leads to better pies.
[10:33]Thank you for the acronym. I I screwed those up, but when you actually you need an MMP to actually see like, and Nills, I don't know if we can do this still, but at a granular level, like which ad group, which ASA campaign is driving the best revenue? Sometimes it's going to be your direct, maybe it's going to be your exact match and bring in. So you need an MMP to see that type of granular detail, because you might get very low cost per installs on the, for example, if you're running Apple search ads, basic campaign, Apple, into all the developers, do not run a basic campaign. It sucks because when you look at an MP, the conversions, the pies are going to be horrible when you're running Apple search ads basic campaign. I have a YouTube video that says, here, here is something that matches the basic, but way better and probably way more effective than Apple search ads basic.
[11:35]Absolutely, and I think, you know, like if you're in a basis of like, you know, selling things, for example, through your app or like if you're a subscription based app, then your CPI is in essence like completely irrelevant, right? Because like what you're actually looking for is buying users that convert. Um, so the CPI is just one indicator, but to have like the ROI data on multiple levels, this is so I don't know why this is doing, why is that happening, Steve, but whatever, you're going to see me bump around a few times. Um, but yeah, like having that that ROI overview, um, it's not only like, you know, looking at, hey, where I can get like the cheapest CPI. You know, you can probably get like, you know, very cheap CPIs on loads of channels, but if you don't get converting users, like what's the point in buying there in the first place, that's where the ROI comes in. Yeah, and you can get low, you know, you're just going to have to go like this for me to get a new slide. You're going to have to really like be actually annoyed, but you can get really low cost per installs like in India and Brazil, and these types of markets, but are they actually retaining, and then again, that's when you need an. Absolutely. I mean, like I can give you an example there, like I used to work with uh, with a fitness app, which was completely subscription based. Um, and yeah, like we could like installs in India for like one or two cents, but like no one had money over there to actually buy the the specific subscription, whereas if you then look at markets like Australia or New Zealand, right, like, you know, it was actually going through the roof. And then you can have another comparison, if you look at these kind of tier one English speaking countries, you know, Canada, the US, New Zealand, Australia. Say for example, if your CPI is like eight dollars, if you know that your app converts twice better in New Zealand, for example, then that is where you want to try and scale this product. You can try and increase your CPI to actually have more effective media buys, but that is really like maybe like step two and step three into like MP for dummies, or performance marketing. But yeah, but but the the the fact of the matter is, you want to have that data, um, and you want to have it like, you know, in one report where you can see in one or two seconds what is happening with your with your campaigns. Um, so that's enough about me for today. If you have any question, um, just reach out to me via email or LinkedIn.
[14:14]Absolutely. Awesome stuff. And Niels, if people want to find out more about you, is there any place where you hang out other than Singular? Well, you can find me on LinkedIn. Uh, feel free to add me. Uh, as well, I would say, like, if you're interested in the content that Singular puts out on a regular basis, then of course, follow the Singular blog. I can only highly recommend it. Cool. Thanks, Niels. Really appreciate it. Thank you for doing this. Thank you, Steve.
