1. Acquisition via Ad Buys
Presenter: Seth Berman
April 20, 2012
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2. Acquisition via ad buys
DMC says…
Q: What channels? Which users? Why?
A: High Volume (#), Low Cost ($), High Conversion (%)
SJB says…
Q: How about 1 million users, $1 each, 100% conversion?
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3. Signup Ads
Acquiring user contact information on cost-per-lead basis
Name Phone Number
Email Twitter Handle
Postal Address Custom Questions
Geo-Targeted Info
Why Signup Ads?
• These users are not searching for you
• Email newsletters bring traffic to your site
• Convert signups into Facebook Likes or
Twitter Followers
• Deliver deals to email subscribers
Source: The Pontiflex Cost-per-Lead (CPL) Report Q3 2010
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4. App Ads
Drive downloads of your app on a cost-per-install basis
Costs (Flurry example)
Targeted App Recommendations:
$0.75 minimum bid
Video Clips: $0.50 - $2.00 effective
cost-per-install ($0.02 per view)
Why App Ads?
• Discovery is difficult even for known apps
• These users don’t know about your app
• Installs and reviews can improve discovery
• Effective way to cross sell users of one of
your apps into new apps
• Can also be used to re-engage inactive
users that installed your app
Source: Flurry presentation November, 2011
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