Samet Durgun

Don't ask me why I wrote 9 but not 10 tips. 🤓

I’ve compiled 9 of my favorite takeaways from the past year about 𝐏𝐚𝐢𝐝 𝐒𝐨𝐜𝐢𝐚𝐥 𝐟𝐨𝐫 𝐀𝐩𝐩𝐬 (gaming and sub).Got any questions? Feel free to drop them below👇🏼𝘕𝘦𝘸 𝘩𝘦𝘳𝘦? 𝘐’𝘮 𝘚𝘢𝘮𝘦𝘵, 𝘢𝘯𝘥 𝘭𝘰𝘷𝘦 𝘢𝘱𝘱 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨. 𝘓𝘦𝘵'𝘴 𝘤𝘰𝘯𝘯𝘦𝘤𝘵 🌟

Still struggling with number 4. 🤓

Folks, drop your performance marketing KPI slowly. We need to talk about one and only KPI that matters: The average age of your top performing creative. By age, I mean the first air day of your top-performing ad. I will explain why mobile marketing is broken (big responsibility here). And I hope you will join me in saving our fragile and beautiful business. Let me start by explaining our problem in a nutshell: Profits from user acquisition are thin. And mobile apps run very, very old ads. In one of my previous LinkedIn posts, I shared this: And it’s true. We can’t trust anyone’s success in this business; we can’t trust new top-grossing games because we don’t know their profit margin. Even for old games, this holds true (unless public data is available). But... There is a way to increase […]

𝑯𝒆𝒚 𝑼𝑨 𝒇𝒓𝒊𝒆𝒏𝒅𝒔, let's swap some wisdom! 🔄 I’ve got 4 ways to figure out organic iOS installs. How do you do it? Did I miss anything? Drop your methods below ⬇️

🫴🏼💀 To scale or not to scale (a campaign)? That's the question. And guess what? I've got a little strategy that might just help you answer it. Here's why and how:Introducing: Histogram to find a sweet spot in spend and CPA. 🎆✅ Why this matters Understanding the direct relationship between your daily spend and CPA is crucial. It shows you exactly how much a campaign can scale. (Assuming you won't be changing targeting, creatives, etc.)⁇ What to do:Pull Your Spend Data: Start with your daily spend. If the campaign's been running longer, weekly data can also give you a good picture.🔍 Observe the Relationship: You'll likely see a linear increase in CPA as spend goes up. But, be prepared for steeper climbs (think hockey stick curves) when you significantly increase your budget.🧐 Why isn't this standard? I wonder why MMP partners […]

Tips and wisdom on how to become better at mobile marketing every day. 3 Marketing Thoughts Product-Market-”Marketing” Fit: A sad story about app companies: Stellar team, product, great website, initial buzz. Yet, the app dies because of a lack of funding. This happens to both new apps and new gaming apps. Why? Because they miss “marketing-fit” and only focus on finding "product-market" fit. If you don’t know which channels and ads give you the best options, you will never see the true potential of your app. Bad marketing could cost you $20 CPI (excuse the top of the funnel), and great marketing can deliver you $1. Hard to believe, possible to achieve. Never enough creatives: I’ve never heard anyone saying, “We have enough optimization in the campaigns, and we don’t want to touch them until we need to.” Yet we […]

How do other apps collaborate with influencers for performance marketing? 📱💥 Are you missing out on something? Well, there's a whole spectrum of strategies out there, and they can even complement each other! And some miss the bigger picture. Let's dive in. 👇 1️⃣ Grow Organically with Influencers & Content Creators 🌱 Creating a community of influencers & content creators can be a game-changer. They share what they create for you on platforms like Instagram stories, TikTok, and Instagram Reels. This approach leverages the trust their followers have in them. But, there's a challenge—scaling the magic when you hit a viral video. Creating a community is valuable, and time-consuming, so it better scales. But how? 2️⃣ Combine Organic Growth with TikTok Spark 🚀 One way is this: Take the first strategy up a notch by adding TikTok Spark Ads. This […]

New ad concept production takes time. In this article, I will talk about exactly how to make the best of your time to maximize impact. That includes: 3 approaches to creative concept creationWhy thinking like an artist is the way to goAnd how I utilize tools for research 3 Approaches to creative concept evaluation There are two types of approaches I observe when it comes to ad production: number 1- usually, a freelancer: “Look at this random app that started making money, and here are the random ads I collected through their ads library. Please get inspired.” number 2- usually, an agency: “Here is an endless list of customer emotions and motivations chart. We will pick 5 combinations among 12.000.000 possibilities and create something that (hopefully) works.” These approaches are distinctly different, but they have one thing in common. ---- […]

Thoughts Bidding for CPA is better than bidding for CPI. That’s how I always believed, and it repeatedly proved itself. Until this week. One of my partners has a lower CPA with a CPI-optimized campaign, and this has been going on for a few weeks now. The identical campaigns deliver vastly better results in install optimization. 🤔 One can speculate many things as to why. And I couldn’t pin down any solid reason yet. Speaking of bidding for CPA, one of the biggest -not talked about- phenomena is Google driving fraud traffic for the top of the funnel. Example: Install-optimized vs. Registration-optimized campaigns. What sorcery is this 🧙🏻♂️ Speaking of fraud, I stumbled upon sound research by Lunio , IAS & Scope3 this week. There must be a way to hold these corporations more accountable. Yet to be discovered. Source: […]