The success story run by our partner AdBuddiz take a closer look at how XIMAD uses the ad network and AppsFlyer to optimize its user acquisition campaigns. Here’s a Q&A with XIMAD Marketing Manager Christina Bogatova.
Q. Would you please present XIMAD to our readers? Your philosophy and your goals, etc.
A: Our company appeared in San Francisco in 2009 thanks to massive efforts and boundless enthusiasm of a group of entrepreneurs who decided to explore an absolutely novel and inexperienced area of mobile development. They managed to assemble a rather unique team of world-class creative and engineering talents and inspire them with a goal of bringing revolutionary concepts and ideas to life, redefining conventional mobile gaming as it exists today and making the world a bit better. And after 6 years we can announce loudly that WE ARE PROUD OF MAKING GREAT APPS!
Q. In what countries are your games available? Do you have plans to expand to more countries?
A: From the very beginning, we tried to create games worldwide in order to allow every person in every corner of the world to have an opportunity to try our games, form his own opinion, like or criticize them and maybe share ideas on how we can make them even better. We at XIMAD are always open to listen to our users and constantly work on improving, updating and polishing our titles.
Q. How did you find out about AdBuddiz?
A: I am afraid this story is pretty ordinary and usual. One day our management team decided that it was a high time for us and our apps to expand the user base and present our products to a wider audience. So marketing managers received a very important task to find those partners that could possibly help us to make our goals come true. Thanks to a magic spell and Google Search we came across AdBuddiz’s portal and made a wise decision to have a test. I believe since June we never got tired of looking at the volume and quality of users acquired with your help.
Q. What are your criteria in choosing partners for user acquisition?
A: As we are very interested in expanding both our user base and long term partners, we always try to launch as many possible test campaigns as possible. In order to choose and allocate more budget to ad networks, we prioritize based on the quality of the users, meaning those who are really interested in playing our games. The more we get, the more we want. So if our partner is ready to give us plenty of high quality users at our payouts, we are ready to move to long-term collaboration on more dynamic and beneficial conditions. To reach this goal and check the quality we use AppsFlyer. They help us to evaluate acquired users and decide with whom to work. They do their job very professionally and competently.
Q. How does the volume + quality of traffic from AdBuddiz compare to your other partners?
A: We are very satisfied with both volumes and quality of acquired users for our title Magic Jigsaw Puzzles. If you check the AppsFlyer dashboard, from June the level of loyal users is about 70%-75%. And to tell you the truth, this result is one of the highest among other partners.
Q. What parameters do you think play the biggest role in the campaign’s optimization?
A: I think that the main parameter for optimization is the number of loyal users, I mean those users who open the app more than three times. I understand that during the campaign, we should also pay significant attention to the revenue we receive from you, but in my honest opinion this is not enough. If we look at any of our products, it can be clear that we have two ways to monetize — in-app purchases and in game advertising. And about 30% – 50% of revenue we see is from advertising. So even if an acquired user is not going to pay, more likely he will view the ad and click it. The more he opens the app the higher the probability to earn on advertising.
Q. What do you like most about working with us and our service?
A: We really appreciate your dedication, competence and willingness to help. I understand that sometimes we ask you to do almost impossible things and you know what? You almost always manage to do it!
Q. What do you hope to see improved by us?
A: I think you know that the mobile world is constantly changing and improving. And there’s always something new and interesting in advertising. I think it would be great if you could expand formats you are now using and add for example video or playable ads, animated and rich media formats. It would be great if you could set up campaigns within the Facebook, Twitter and Pinterest platforms. If you need any assistance from our side – we’re here to help. It is always interesting and fascinating to try something new. If you have something new and interesting, please keep us in mind as beta testers.
Q. Do you plan to launch any new games soon?
A: Yes, sure. We are always working on creating something innovative, new and interesting. We are almost ready with a new title called Bike Rush, an endless 3D runner with cute graphics. Also on our roadmap is to release a card RPG game Star Crusade. As far as you know our basic app is Magic Jigsaw Puzzles and we’re rather familiar with the app’s audience. And especially for them we’re releasing the solitaire app, Cat Solitaire. We expect it to appear in the middle of the spring.
Q. What’s your experience regarding using AppsFlyer as a tracking solution? Are you satisfied with its service? How does it compare to other solutions you have used before?
A: What I most value in this service is an intuitive and friendly interface. It is very easy to work with AppsFlyer, all settings are adjusted, all necessary KPI’s are at hand and in case there are any issues or questions, AppsFlyer support provides the feedback within a couple of hours. And what is even more important – they are constantly working on updating and improving the system.
Q. What are your considerations when choosing a tracking solution?
A: It should meet all our requirements such as showing the revenue, ARPU, ARPMAU, loyal users, active users, and is easy to use and set up campaigns with.
Source: AdBuddiz blog