8 biggest mistakes in paid user acquisition

CAPIs are everywhere right now. And for some advertisers, conversion APIs are the way to ensure they and their ad partners have enough data quickly enough to optimize campaigns and grow faster. In this episode of Growth Masterminds, we chat about CAPIs in today's advertising landscape with Mike Gadd, Customer Success Director for EMEA & India at Singular. We explore what CAPS are, why they exist, and their growing importance with platforms like Meta, Google, TikTok, and more. Mike explains how CAPIs offer more efficient ways to manage data and optimize ad campaigns compared to traditional methods like pixels. The discussion also covers the challenges of implementing CAPIs, who benefits from them, and the diverse use cases across web, app, and multi-platform marketing. Tune in to learn how CAPS can elevate your advertising strategy and streamline your data integration. 00:00 Introduction to CAPIs and Growth Masterminds 01:00 Understanding CAPIs: What They Are and Why They Exist 03:18 The Impact of iOS 14.5 and App Tracking Transparency 05:47 Who Uses CAPIs and Why? 07:30 Challenges and Solutions in Implementing CAPIs 09:37 Use Cases and Benefits of CAPIs 13:03 Getting Started with CAPIs: Tips and Recommendations 15:49 Conclusion and Further Resources

What are the 8 biggest mistakes people make in user acquisition? (Some are going to surprise you.) In this episode of Growth Masterminds, host John Koetsier sits down with Lorenzo Rossi, co-founder and head of growth at Replug. They delve into crucial aspects such as tracking and measurement, targeting, Apple search ads, Android and iOS strategies, and wrong KPIs. Lorenzo shares in-depth insights on why having an improperly set up MMP can sabotage your efforts, the pitfalls of lazy targeting especially on platforms like Meta, and why a one-size-fits-all creative strategy can be detrimental. They also emphasize the importance of a holistic marketing approach and understanding the correct KPIs to track. This episode is packed with valuable tips and strategies for anyone serious about optimizing their paid user acquisition efforts. 00:00 Introduction to Common Mistakes in Paid User Acquisition 01:28 No MMP or Improper MMP Setup 04:29 Sloppy Targeting on Meta 10:26 Over-Reliance on Apple Search Ads 17:15 Platform-Specific Content Strategies 18:32 Adapting Creatives for Different Platforms 20:38 Common Mistakes in Ad Campaigns 23:42 Holistic App Marketing Approach 25:53 Onboarding and User Experience 28:18 Looking at the Right KPIs 31:16 Exploring Diverse Paid UA Strategies 34:37 Conclusion and Final Thoughts

User acquisition via OEM is changing massively. What used to be a simple pre-install that maybe no-one ever saw is evolving into 3 different types of app installs for new device owners and HUNDREDS of ad opportunities in OEM apps and on-device experiences. Join John Koetsier on Growth Masterminds as he chats with Ashwin Shekhar, CRO of Avow about the differences, cost benefits, and downsides of various install experiences including factory preload, out-of-box recommended apps, and Google's Play Auto Install system. We also chat about Avow's role in managing Samsung's Galaxy App Store ad inventory in Europe and the implications of the Digital Markets Act on third-party app stores. 00:00 Introduction to Growth Masterminds 01:36 Factory Preload Explained 03:21 Out-of-Box Experience 04:12 Google Play Auto Install 06:01 Targeting and Engagement 09:10 Cost and Metrics 10:50 Samsung Galaxy App Store Management 12:46 Third-Party App Stores and Digital Markets Act 20:16 OEM Ad Networks and Display Ads 23:58 Conclusion and Final Thoughts

Q4 is the golden quarter. It's when many businesses make it or break it? How can you dominate growth in Q4 2024? We're doing 3 webinars in 3 days on exactly that ... listen in for what's going on, and find the link to sign up right here: https://lp.singular.net/dominating-q4

Can you imagine creating a game with your voice? It's kind of the ultimate low code, no code scenario. In this Growth Masterminds, Roblox chief scientist Morgan McGuire chats with host John Koetsier about the future of AI in games. With 380 million monthly users, Roblox is at the forefront of AI-driven game development and community building. They discuss groundbreaking advancements in generative AI, safety moderation, and real-time interactions. They also chat about how AI is democratizing game creation, enhancing safety with voice moderation, and preparing for a future where games can be made entirely with voice commands. 00:00 Introduction to AI in Game Development 01:30 Roblox's 4D AI Initiative 03:26 Roblox's Impressive Growth 07:50 AI and Safety on Roblox 10:45 Voice Moderation and Future Plans 20:11 Open Model and Voice Safety Breakthroughs 20:47 Native Language Translation and AI Insights 22:08 Human Communication and Cultural Commonalities 23:50 AI Moderation and Future Potential 25:22 Generative AI and Content Creation 25:53 Roblox's Growth and User-Generated Content 28:09 AI Tools for 3D Content Creation 31:01 Quality and Community in Roblox 34:15 Social Roleplaying and Unique Experiences 36:07 Challenges and Future of AI in Gaming 39:27 Conclusion and Final Thoughts

How do you do your most impactful work as a growth marketer? How do you avoid being busy, checking off tasks, doing “good work” … but maybe not doing the most impactful things? In this episode of Growth Masterminds, Host John Koetsier is joined by Hannah Parvaz, an award-winning marketer and the founder of growth agency Aperture. They discuss how impactful work as a growth marketer should be a company-wide focus led by the CEO, and Hannah shares her approach to determining the most impactful tasks, breaking down growth into actionable steps using prioritization frameworks, and the importance of maintaining a seamless flow from ads to the product experience. She highlights her methodologies for idea brainstorming, product flow integration, and cohesive team collaboration to achieve significant business growth. Join them for insights into effective growth strategies and practical tips for scaling your business. 00:00 Introduction to Growth Mastermind 02:16 Hannah's Recent Activities and Achievements 05:52 The Importance of Prioritization in Growth Marketing 11:12 Full Funnel Approach and Team Collaboration 16:52 Defining the Growth Role 18:31 Building a Growth Team 20:10 Prioritizing Growth Initiatives 24:05 Testing and Iteration 26:02 Aligning Ads with Product Experience 32:46 Full Funnel Approach 33:58 Conclusion and Final Thoughts

What is the super-important topic we are not talking about in mobile gaming? Player motivations. We talk about a lot in growth marketing for mobile games ... retention ... CPI ... core loops ... game economies ... targeting ... and more. But we often forget to take player motivations into account. In this Growth Masterminds, host John Koetsier chats with Google's Mobile Gaming Analyst and Apps Lead Mariusz Gasiewski. We dive deep into the crucial topic of player motivations in mobile gaming, analyze why understanding player motivations is essential, how they variy across cultures, and its impact on user acquisition, marketing strategies, and game design. 00:00 Introduction to Growth Mastermind 01:33 The Untouched Topic in Mobile Gaming 02:50 Understanding Player Motivations 04:30 Cultural Differences in Gaming 10:52 Impact on Game Publishers 14:51 Marketing Strategies for Player Engagement 20:03 Challenges and Opportunities in the Gaming Industry 27:32 Conclusion and Final Thoughts

Fintech funding and valuations are down, but growth is still hot at 21% CAGR. In this episode of Growth Masterminds, host John Koetsier chats with Self Financial's growth marketing lead Paul Kovalski. Paul shares insights on the challenges and opportunities of multi-platform acquisitions, measurement complexities, and effective bidding and optimization strategies. They delve into the significant differences between marketing for finance and mobile games, targeting high-demand audiences, and the role of compliance in advertising. Paul also explores the advantages of humor in ads and the potential of generative AI in creating ad copy. 00:00 Introduction to Multi-Platform Acquisition 01:14 The Rollercoaster Ride of FinTech 02:51 Key Differences in FinTech User Acquisition 04:08 Challenges and Strategies in Multi-Channel Marketing 06:13 Understanding Customer Behavior in FinTech 14:16 Navigating Legalities and Compliance 26:39 The Future of FinTech Marketing 29:01 Conclusion and Final Thoughts

How do you sell your mobile app? Sometimes you're just not the right person or company to take your app to the next level. You need more cash, or you need marketing expertise that you don't have. Well, then you might need to sell your app to another publisher, studio, investor, or app aggregator. Welcome to Growth Masterminds! In this episode, host John Koetsier chats with app sales expert Charlie Ryan, founder of AppFlip. They chat about why publishers might want to sell their apps, who is looking to buy them, and how to value an app. With insights on evergreen app categories, the shift to subscription models, and the complexities of app acquisition, this episode is a goldmine for anyone interested in selling -- or buying -- a mobile app. 00:00 Introduction to App Aggregators 01:17 Why Publishers Sell Their Apps 02:46 Who Buys Apps and Why 07:07 Valuing Mobile Apps 13:21 Popular App Categories and Trends 19:38 Advice for Small Publishing Houses 22:41 Common Oversights When Buying Apps 24:24 Conclusion and Final Thoughts

How do you achieve a 9-figure exit in mobile gaming? In this episode of Growth Masterminds, host John Koetsier chats with Daniel Stammler, co-founder of Kolibri Games, known for the Idle Tycoon series. Daniel shares his journey from dropping out of university in 2016 to selling his game studio to Ubisoft for a nine-figure sum. They discuss the appeal of idle games, the challenges faced entering a crowded mobile game market, and key strategies that led to their success, including rigorous research and an agile development process. Daniel also offers insights on the current mobile gaming landscape, investible opportunities, and the importance of balancing commercial sense with creative passion. 00:00 Introduction: Is It Too Late for Mobile Gaming? 00:54 The Appeal of Idle Games 02:15 Starting a Game Studio in 2016 03:39 Keys to Success: Luck and Strategy 06:02 Building and Launching the First Game 09:25 The Importance of Agile Development 13:18 Current Mobile Gaming Landscape 20:46 Investing in Mobile Games 26:21 Challenges and Future of Mobile Gaming 33:11 Conclusion: Insights and Final Thoughts