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著者： David Barnard Jacob Eiting
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  • Interviews with the experts behind the biggest apps in the App Store. Hosts David Barnard and Jacob Eiting dive deep to unlock insights, strategies, and stories that you can use to carve out your slice of the 'trillion-dollar App Store opportunity'.
    © 2023 RevenueCat
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Interviews with the experts behind the biggest apps in the App Store. Hosts David Barnard and Jacob Eiting dive deep to unlock insights, strategies, and stories that you can use to carve out your slice of the 'trillion-dollar App Store opportunity'.
© 2023 RevenueCat
リーダーシップ 経済学
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  • The Right (and Wrong) Way to Grow with Google App Campaigns — Ashley Black, CandidConsulting LLC

    The Right (and Wrong) Way to Grow with Google App Campaigns — Ashley Black, CandidConsulting LLC
    2025/02/19

    On the podcast, I talk with Ashley about what makes Google App campaigns a powerful growth tool, proven optimization strategies, and how lower CPMs aren’t always the win they seem to be.

    Top Takeaways:

    📈 Google App Campaigns: Big reach, but fewer levers to pull
    Google’s ad platform delivers massive scale - search, YouTube, the Play Store - but hands much of the control to machine learning. That tradeoff can work in your favor, but only if you guide the system with structured testing, smart bidding, and strong creative input.

    🎯 Lower CPMs aren’t always a reason to celebrate
    Lower ad costs might look good on paper, but they often mean your ads are running in lower-quality placements. Understanding where Google is serving your ads - whether in search, display, or YouTube - helps you avoid cheap but ineffective traffic.

    🚀 Scaling requires patience, not just budget
    Google’s algorithm doesn’t respond well to drastic changes. Scaling too fast can throw off performance, leading to unstable results. The best approach? Increase budgets by 20% every few days to give the system time to adjust.

    🔍 Creative testing looks different on Google - play the game accordingly

    Unlike Meta, Google doesn’t allow direct A/B testing for creatives. That doesn’t mean you can’t optimize. The best way to guide the algorithm? Set up multiple ad groups with distinct creative themes, then monitor what Google prioritizes.

    💡 Google Ads on iOS: A challenge, but still worth it

    Google’s iOS campaigns rely heavily on search and YouTube, but ATT and SKAdNetwork make tracking conversions trickier. Google fills in gaps with modeled conversions, but advertisers need to understand the discrepancies between Google’s reports and their MMPs.


    About Ashley Black

    👨‍💻 Founder of Candid Consulting, an agency specializing in helping apps run effective marketing campaigns for Android and iOS.

    🎶 Ashley spent years at Google leading app ad strategy, helping developers scale through machine learning, user acquisition, and optimization.

    💡 “If you have an app and you’re starting to think about how you actually pay to get users to download that app, you’re probably going to start looking at Google.”

    👋 LinkedIn
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    1 時間 3 分
  • Level Up Your App Marketing: Measurement, Brand-Building, and Taking Risks — Sherina Khalidi, Deezer

    Level Up Your App Marketing: Measurement, Brand-Building, and Taking Risks — Sherina Khalidi, Deezer
    2025/02/05
    On the podcast I talk with Sherina about why performance marketing eventually hits a ceiling, how to think about measure brand marketing, and why sometimes ignoring A/B test results leads to better outcomes.Top Takeaways:📈Freemium can’t feel cheapDeezer once took a hardline approach to converting free users – limiting features to push them toward paid plans. The result? Users didn’t upgrade; they just left. The best freemium models strike a balance: give users real value, build habit and trust, then make the premium experience feel like a natural next step.💡Bundles and partnerships – growth without the ad spendInstead of relying solely on ads, Deezer fuels growth through partnerships. Deals with telcos, hardware companies, and retailers like Sonos and Mercado Libre help put the app in front of millions of potential users. Bundling subscriptions with other services doesn’t just expand reach – it makes premium features feel like a built-in perk rather than an extra cost.🎯Performance marketing won’t scale on its ownPerformance marketing can be an incredible growth engine – until it isn’t. As Deezer scaled, Sherina Khalidi saw firsthand how it eventually hits a ceiling. Brand marketing plays a crucial role in breaking through, keeping Deezer top of mind so performance campaigns can work more efficiently. Without that balance, acquisition costs rise, and growth stalls.🚀Measuring brand marketing when the usual tools fall shortTraditional attribution models struggle to capture the impact of brand marketing. At Deezer, Sherina and her team use a mix of media mix modeling, incrementality testing, and brand lift studies to fill in the gaps. Even when direct tracking isn’t possible, data-backed decisions still are.🔍Why ignoring A/B test results sometimes leads to better outcomesA/B tests can be powerful, but they don’t always tell the full story. When Deezer tested new homepage designs, the data suggested sticking with an old, cluttered version – but Sherina’s team knew it wasn’t the right long-term choice. By trusting their instincts and focusing on user experience, they saw better results over time. Sometimes, the best decisions aren’t the ones that win the test.About Sherina 👨‍💻 VP of Performance Marketing at Deezer, a popular music and audio streaming platform.🎶 Sherina has spent nearly a decade at Deezer, driving sustainable growth through freemium, performance marketing, and strategic partnerships.💡 “Freemium only works if it’s actually free. Take away too much, and users won’t upgrade—they’ll just leave. The best freemium models build habit and trust before making the upsell.”👋 LinkedInFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[1:10] Capitalizing on the opportunity: How Deezer took advantage of a cultural shift to become one of the pioneers of monthly subscriptions in the music industry.[3:37] Changing their tune: Why the Deezer team pivoted from trying to frustrate users into paying for a subscription to leveraging strategic advertising partnerships.[10:23] A David and Goliath story: How Deezer competes with large audio streaming brands like Amazon Music, YouTube Music, Apple Music, and Spotify.[16:12] Playing the long game: Brand marketing may not provide immediate returns in revenue, but a solid brand image and positive user sentiment make performance marketing more effective.[24:47] Measurement re-mix: How media mix modeling and incrementality testing can help you understand the effects of your marketing efforts better than basic tracking and attribution.[34:16] Calculated risks: To succeed with performance marketing, you have to be willing to innovate, test, and learn from failure.[38:32] Gut instinct: Data can help you understand what is and isn’t working, but it can also be misleading — sometimes you just have to trust your instincts.[40:36] Knowing your audience: How user-centricity can help you make better marketing decisions.
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    48 分
  • Bootstrapping a Subscription App to 5M MAU and 2X+ Revenue Growth — Bruno Virlet, Genius Scan

    Bootstrapping a Subscription App to 5M MAU and 2X+ Revenue Growth — Bruno Virlet, Genius Scan
    2025/01/22
    On the podcast we talk with Bruno about putting customers ahead of metrics, why there’s still massive opportunity to build successful apps today, and how a server crash turned into an accidentally successful A/B test.Top Takeaways:📈 The app ecosystem still holds massive opportunitiesDevelopers often assume the app market is saturated, but it continues to evolve with new possibilities. Technologies like AI, AR, and better hardware create untapped opportunities for developers who are willing to innovate. Even in mature categories, developers can find success by solving specific user problems and offering unique value. Genius Scan’s long journey from a dorm-room project to a 5M MAU business shows that with the right focus, developers can still thrive in the app economy.💡 Putting customers ahead of metrics builds better businessesFocusing on user needs over short-term KPIs creates stronger, longer-lasting businesses. Genius Scan avoids manipulative monetization tactics, instead building trust through transparent pricing and responsive support. By prioritizing the customer experience, the team has cultivated loyalty and word-of-mouth growth, proving that a people-first approach can lead to sustainable success.🎯 Simplified pricing boosts revenue without hurting adoptionBold pricing experiments can yield surprising results. When Genius Scan consolidated its subscription offerings by removing the lower-priced tier, the number of daily purchases remained the same, but revenue tripled as users gravitated toward the higher-tier option. This proves that users value premium offerings when they deliver meaningful value. Streamlining pricing not only simplifies decisions for customers but also creates opportunities for businesses to maximize revenue while maintaining adoption.🚀 Small changes can drive big results in app performanceAn accidental server crash led Genius Scan to discover that simpler banner text converted twice as well as their original messaging. By intentionally testing the change, they uncovered a small tweak with outsized results. This underscores the power of continuous experimentation—businesses can uncover growth opportunities by testing everything from messaging to UX design.🔍 Bootstrapped success proves apps can thrive without fundingIndie developers can compete with tech giants by delivering specialized features that go beyond the basics offered by platform-native tools. Genius Scan, with its advanced scanning and export functionality, demonstrates how bootstrapped businesses can thrive by solving real problems for specific audiences. Building a sustainable business doesn’t always require outside funding—it requires focus, persistence, and delivering meaningful value to users.About Bruno Virlet🚀 Co-founder of Genius Scan, one of the earliest and best scanning apps for smartphones, bringing advanced document scanning to millions of users worldwide.📄 Bruno Virlet started Genius Scan with his roommate as a fun side project during their time at the University of Illinois, turning a simple idea into a 15-year journey of bootstrapped success.💡 “We didn’t want to be entrepreneurs—we just wanted to build something useful. It was about creating an app we’d want to use ourselves. That’s still the ethos driving us today.”🔧 Through continuous experimentation (even accidental A/B tests!), Bruno has grown Genius Scan to 5 million monthly active users—all while staying true to a customer-first approach.👋 LinkedInResources:The Grizzly LabsGenius ScanFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[00:00] The Genius Scan journey begins: How a side project in a university dorm room grew into one of the most successful scanning apps with 5 million monthly active users.[02:09] Pivoting early: The original idea was scanning paintings in museums, but technical and market constraints led to a shift toward document scanning.[05:38] A stroke of luck: How a canceled trip and a refund led Bruno to buy a MacBook and develop the first version of Genius Scan in just six weeks.[07:26] App Store beginnings: Launching Genius Scan as a free app in 2010 and watching it skyrocket in the rankings before experimenting with monetization.[13:45] Competing with tech giants: How Genius Scan stays relevant and competitive despite Apple and Google introducing native scanning features.[19:50] Customer-first philosophy: Why Genius Scan focuses on user experience and avoids dark patterns, keeping features accessible without sacrificing long-term user trust.[26:43] Experimenting with subscriptions: The shift from one-time purchases to subscription models, and how removing a lower-tier option increased revenue without affecting conversion.[43:56] The accidental A/B test: A server issue revealed how minor changes in paywall text and presentation doubled conversions.[50:05] Learning from feedback: How staying...
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