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Launching a offerwall UA strategy
In our offerwall course, we’ve covered the basics of the offerwall and explored it from a monetization perspective. Now let’s focus on how to build it into your user acquisition strategy.
Hi everyone! In our offerwall course, we’ve covered the basics of the offerwall and explored it from a monetization perspective. Now let’s focus on how to build it into your user acquisition strategy.
Choosing a business model
Before setting up a UA campaign with the offerwall, you need to choose a pricing model: cost per engagement or cost per action. Let’s start with cost per engagement.
Cost per engagement
With the cost per engagement model, or CPE, you only pay when a user installs your app and completes a specific engagement event – like reaching level 10 in a game. This way, you can acquire high-LTV users who are deeply engaged in your app. Not to mention it’s very cost effective. Unlike cost per install, you’re only paying for users who stick around and spend time in the new app they downloaded. Today, the cost per engagement model is available for app or game advertisers on Android.
Multi-reward cost per engagement
Similar to the cost per engagement model, there’s also the multi-reward cost per engagement, also known as multi-reward CPE. It’s also Android-based, but in this case, users get a more engaging experience by completing multiple events to earn multiple rewards – and it’s all in one cost per engagement campaign. So instead of getting just one reward for reaching level 10, the user earns a reward for reaching level 2, 5, and then 10. More rewards means a better user experience and higher retention – and advertisers get even deeper funnel engagement.
Cost per action
With the cost per action, or CPA business model, users are rewarded for completing short actions, instead of full offers. These quick actions can range from filling out details, answering a survey, signing up for a trial, or purchasing a product. Like cost per engagement, advertisers only pay when users complete these actions – ensuring they get better quality users for a better price. The cost per action model is available for game, app, and brand advertisers on both iOS and Android platforms.
Setting up multi-reward CPE strategy with offerwall
Now that you’ve chosen the right pricing model, it’s time to set up your offerwall campaign – let’s walk through the multi-reward CPE offer, the most common type of offerwall campaign, as an example.
Step 1: Choose the right events
As you’re choosing the right events to include in your multi-reward CPE offer, keep these 5 things in mind:
To maximize the number of users who complete your offers, make sure your events are very straightforward. You should choose events that don’t require users to have any knowledge of your app – like reaching a certain level.
When mapping events in your offer based on length, focus on the time it takes to complete them. Why? In one game, it could take three days to reach level 5, but in another, it might take two weeks. That’s why “multi-reward CPE offers” might vary depending on the app.
It’s very important to start any multi-reward cost per engagement offer with an easy event since rewarding users quickly motivates them to keep engaging with the app. When we say “easy,” we’re referring to events that users can complete within a few hours – or up to half a day.
To appeal to all types of users and have an attractive offer funnel, try using at least 5-10 events – including these quick events we mentioned, and long events for deeply engaged users, like reaching a high level in the advertised game.
To maximize the amount of time users engage with your multi-reward CPE offer, make sure to keep a reasonable gap between events. Make sure these gaps aren’t too big – otherwise it could affect user engagement and ultimately retention. Depending on your completion rates, you can always adjust these after you set them. But we’ll talk about that next episode.
Step 2: Setting up bids
Next, once you’ve chosen and set up your events, you need to determine the right bid per event. To get started, you can look at industry benchmarks based on different genres.
With multi-reward CPE offers, you can split aggregate bids by event – so let’s say your aggregate bid is $175 and your offer has five events. To get started, split the aggregate bid up based on CTCT, click to conversion time, or the average number of days it takes to complete each event. Based on your aggregate bid of $175, here’s what that should look like *show image.* The longest events should get the highest bids, the second longest the second highest, and so on.
Setting up bids can be very time-consuming – make sure to ask your account manager for campaign benchmarks based on app category and CTCT. For example, here’s what that might look like for a mid-core RPG game.
This way, you can better understand the market, identify growth opportunities, and make sure your bids are competitive compared to the industry average. In fact, thanks to granular bidding, you can even adjust your bids based on each app you’re advertising in. We’ll talk about how to optimize this more in the next episode.
As you’re setting up your bids, always keep your goal in mind: maximizing completions with maximum quality. The best way to increase completions is by getting your offers to the top of the offerwall, which means boosting eCPM. eCPM is your average bid, multiplied by completion rate – which is heavily impacted by how you structure your offer. The higher you can boost both, the better.
Step 3: Presenting the offer
Another key piece of your offer is how it looks on the offerwall page – make sure to use a very simple icon or gif that ensures the game is clear and exciting. Once users click on an offer, the description and instructions should be short and sweet – the offer should be clear enough to speak for itself. When users enter the instructions page, you can also try including a video of the offer to show them what the experience will look like.
We’ve covered the basics of setting up your offerwall user acquisition campaign, but you don’t have to do it alone – in fact, we set up your offerwall UA campaigns for you. All you need to do is fill out your goals and other campaign details on an onboarding form.
And that’s all! Now that we have laid the groundwork for your user acquisition strategy, we’ll show you how to optimize it in the next class. Stay tuned.