What are the main mistakes that agencies or in-house teams make?
The biggest mistake is to start attracting users before the product is finalized. Other common mistakes are neglect of anti-fraud tools and a qualitative analysis of indicators. In general, the rush, the ill-conceived strategy of monetization.
If we talk about agencies, then they have more expertise and opportunities to connect various teams to the tests.
In-house teams are usually small and can work on a limited number of advertising accounts. Also, there are often fewer opportunities for operational maneuvers. If you need active generation of creatives in large volumes, then it is better to contact agencies. If the volume of purchases is small, then in-house teams are the best solution.
What are the criteria for selecting clients? Do you have a clear "no": what applications will you not work with?
First, we always look at the application itself and sometimes we can give recommendations for improvement before taking on the project. Also, if the cost of purchasing traffic will obviously be unprofitable for the advertiser, we honestly say that we can't help and give optimization tips.
There are minimum budget requirements, the ability to obtain analytics data is always important. When access to such information is difficult, it hinders promotion. Otherwise, we work with all applications, regardless of geography and vertical. For each client, the promotion strategy is individual. The most challenging case you had to deal with? inDriver
, I think. This is a story about growing together with the advertiser and the constant search for new approaches. inDriver is an alternative taxi service mobile application where the passenger sets the price of the trip and chooses a car. Currently, the application is used by more than 20 million people in 18 countries.
We have been cooperating with inDriver for more than two years, and during this time we managed to try out many different approaches to promotion and strengthen our expertise. Together with inDriver, we launched campaigns in such large regions as the CIS, Latin America, South Africa and India. When a company scales at such a pace, we as an agency also need to expand our range of knowledge and creativity. It is important to constantly strengthen your service and be ready to provide the best solution for the success of the campaign. This is continuous progress and research. I am glad that the guys are always for experiments, they are not afraid to adjust the course of campaigns and act outside the box.