Appier -Cross X AI Technology

I am writing this post to urge readers to consider the usage of Appier as a useful cross-screen analytics tool for digital marketers as increasingly the trend today is towards the use of artificial intelligence to better build actionable insights from the collected data.

Appier allows a digital marketer to reach your customer across all screens. CrossX AI provides information on device ownership while building audience profiles that include attributes such as browsing habits, interests and behavior.

Appier’s CrossX AI technology offers a much broader reach than login-based systems, allowing you to integrate all of your device-specific marketing efforts into a single cross screen campaign.

CrossX AI evaluates signals like user behavior, analyzing billions of data points across Asia looking for patterns that indicate which devices share a common owner. For example: if a smartphone and a tablet frequently log in from the same WiFi network at the same time every day, there’s a good chance they’re owned by the same person.
CrossX AI first calculates pairs – say, smartphone/tablet tablet/PC – then further link those pairs into ownership groups (smartphone, tablet, PC).
Throughout, CrossX AI also analyses user behaviour, modeling how people move between and use their different screens, such as what types of content they like to browse on phones, laptops and tablets, and at what times of day.
Finally, it models the gender of the screens’ owners. CrossX AI stores this information about ownership, usage and other attributes in a database.

The volume of business data that can be collected via the analytics system like AT Interney, Adobe Analytics and Google Analytics to name a few has exploded. But companies face a challenge when it comes to extracting useful insights from this data. To achieve ongoing growth, businesses need the right technology.

Powered by proprietary deep learning and machine learning technologies, Appier’s unique solution bridges the gap between your data and intelligent decisions. The technology empowers every business to use AI to turn data into insights, starting with marketers who want to make sense of the mountain of CRM, site and app data and turn it into audience engagement, growth, and monetization.

At, we had trialed the usage of Appier as a cross screen analytics solution to better identify the uniqueness of the user across multiple logins across screens to maximise the use of our marketing dollar so that we do not advertise to the same user all the time. Appier thus helps us  to utilize our spend more efficiently so that marketing dollars are not wasted. This inherently cuts down marketing wastage as our marketing dollars are a limited resource. Give Appier a trial run today if you are thinking of a cross-screen analytics and programmatic AI-based bidding solution.

Francis Goh
Head Coach and Founder

Analytics Tools to Use to Measure Effectiveness of App Installs in Myanmar

For today’s blog, I like to share my experiences on the use of various analytics tools when driving app installs in Myanmar.

Google Analytics is necessary to monitor the app install events generated from the website and mobile site via the direct apk downloads diverted from Google Search and Facebook Marketing.

Firebase Analytics can then be used to activate returning user engagement as an interim free tool. When the budget permits, it will be good to use a full fledged commercial tool like Appboy or Kahuna.

AppsFlyer is another important analytics tools that allows marketers to measure the loyalty of the user installs across the different sources.

Facebook Pixel and Facebook Analytics for Apps are additional tools that are required to measure the effectiveness of Facebook marketing channels and to be able to better use the Facebook Dynamic Ads which is a Facebook in-house product that acts somewhat like Criteo which is a dynamic ads creation engine via the product catalog.

Other app install partners to explore are Zapya which is fairly popular in Myanmar but I found that the user loyalty to be low from this channel. I also tried out working with DAU Clicksmob which had limited inventory in Myanmar. Clicksmob can drive loyal users at lower marketing budgets but the quality of loyal users decreases with the increase of the budget due to limited quality inventory in Myanmar. As of my writing, I did not get to try out the optimization of Facebook marketing using Clicksmob engine.

I guess that’s all for tonight’s sharng ! Will contribute another article at a later stage,


Francis Goh

Founder and Head Coach

SEM Consultants-Asia






How best to get quality app installs in Myanmar

The best way to get quality app installs in Myanmar is through Facebook marketing. This is proven in my last 10 months of acquiring app installs in Myanmar for the OneKyat app. I tried using Google Adwords and Google Display banners initially however the results were just terrible. Bounce rate on Google Adwords was around 70% other than for bidding on competitor and own brand keywords which I can get the bounce rate down to about 40% or so. Google Display banner was performing even worst at 80% bounce rate as the problem was that Google was unable to ascertain relevency for the Burmese language due to the lack of Burmese language support and translation at this stage. To do better, Google needs English supported websites in Myanmar for its ads matching engine to ascertain relevence. This made for Google to be a bad product for digital marketing in Myanmar at this point of time. I will share more on the tools to use to better measure app installs in my next posting.

Francis Goh

Founder and Head Coach,

SEM Consultants Asia

Strategy to Build Traffic for Businesses in Myanmar- An App-First is Key

This blog  is to share my extensive experiences having worked as a growth hacker and traffic builder for C2C marketplace classifieds websites and apps in various countries within South East Asia and North Asia such as Vietnam, China, Philippines, Indonesia, Malaysia and Myanmar.

I will write about my experiences in Myanmar over the last 10 months having worked aggressively to build up the buying and selling marketplace for a Myanmar classifieds apps known as OneKyat which now ranks amongst the top 5 apps in Myanmar as of June 2017.  Prior to OneKyat app in Myanmar, the company I had worked for had deployed which is a website and mobile site solution since end 2013. However, this Yaungwal site never did gain any traction due to the circumstances of the way users in Myanmar accesses the Internet in spite of the marketing dollars that was put in which amounted to almost US$10K/month at one stage. This is a decent marketing investment for a start-up  site to test the waters in view of the low per capita income of the Burmese people. In spite that traffic acquisition was cheap at USD$0.02 to USD$0.07  per click on Facebook or Google Adwords, the traffic quality was bad with a horrendous bounce rate. This was tantamount to throwing money down the sea as the loyalty of returning users were questionable with a web/mobile site approach.

Landline Internet continues to be expensive within Myanmar and only offices with business registrations have the luxury of applying for a faster 10Mb corporate internet line. Even that can be slow on those days when there is bad weather. Hence, many normal users are stuck to using the mobile internet.

As a result, to penetrate the market in Myanmar and to build the unique visitors/daily active user numbers , an app-first strategy is crucial. I will encourage companies who are planning to build marketplaces in Myanmar to deploy an app-first strategy as that is the only way to penetrate the market and to to build user engagement at the right price.

In my next article, I will share insights on the various tools that I had found effective to use to build the app traffic numbers in Myanmar. Myanmar is a virgin market as far as an app-first marketplace is concerned. The ability to grow quickly to build a dominant position is the crux to building a sustainable competitive advantage for the future as a unicorn in Myanmar.


Francis Goh

Founder and Head Coach,

SEM Consultants-Asia


7 Advanced Strategies for Writing Best Performing Google Text Ads

7 Advanced Strategies for Writing the Highest Performing Text Ads [infographic]

Since their adoption on the 26th July as part of Googles new extensive set of updates, expanded text ads have provided a new opportunity for advertisers to improve their search marketing performance. This article will cover 7 of the most effective tactics for writing high performing expanded text ads and dominating your competition.

Credits: Wesley Parker

PPC strategy: Planning beyond the click

 Your paid search campaign may be getting a lot of clicks, but are you really making the most of them? How to succeed by focusing on the post click experience


PPC Strategy Planning Beyond The Click

Google AdWords, Bing Ads and other paid media platforms are attractive channels to reach a targeted audience, foster brand awareness and increase revenue. Far too often, however, we find that regardless of how successful a campaign is at the top of the funnel, what happens beyond the click is paramount to the success of any pay-per-click (PPC) campaign.

When working with an industry professional, the first question that is almost always asked is, “What are your goals?” However, it goes far beyond that. When defining the call to action (CTA) for the campaign, it is important to understand where that action leads, the touch points for the client once they follow through on the CTA, how that user will be nurtured through the funnel, and the lifetime value of that lead.

Not only is this important in creating a successful campaign, this is equally as important in determining your return on ad spend.

Campaign success is not always defined by top-level metrics

Click-through rates may be optimal, conversion rates may be off the charts and cost per click may be low; these top-level metrics are great to achieve, but they do not tell the whole story. If the lead is sent to an unresponsive call center, gets added to an email list that never gets utilized or is presented with a product that is not available, what is the true value of that lead?

Before considering PPC as marketing channel, it is important to define the exact flow that user will experience once they click on the ad, fully test the user experience and understand the process that converts that prospect to revenue.

This is true of paid search, paid social, remarketing, display, shopping and YouTube advertising. A successful Facebook ads campaign may grow your business page likes by 1,000 percent — but if that page isn’t utilized to interact with the audience, the user will soon forget about the page, the business and what encouraged them to click “like” in the first place.

Focus on the post-click experience

What is the campaign trying to capture from each potential customer? A form fill? A phone call? A purchase? The call to action determines which experience and sales funnel the prospect will ideally work through after they fill out the form, make a call or complete a purchase.

Marketers must understand the prospect’s entire journey, starting from the CTA. Consider the following:

  • If the CTA is a phone call, who is answering the phone? Are they trained to nurture that lead into the next stage of the funnel? And is there enough manpower to properly handle a call influx from the campaign without an increase in wait time for the potential customer?
  • If we are capturing an email from a form fill, is there a drip campaign set up, tested and current that will nurture these new leads? What is the average amount of time it takes for a new lead to convert to revenue?
  • If we are reaching for a purchase, is the product available? Has the user experience of the website been optimized and tested? Is there a remarketing tag in place to recapture that lead after a cart abandonment? Additionally, is there an email campaign in place to continue to nurture that customer after the initial sale?

The ability to answer these questions determines the post-click success of a paid media campaign and ensures that valuable ad spend is not wasted on an unprepared funnel.

A high-performing PPC campaign is just the tip of the iceberg, and it is important to define what success means. A high rate of conversion is simply the start, but what happens beyond that conversion is truly what makes a campaign successful.

Credits: Amanda Evans

Google advice: Switch your m-dot domain to responsive before the mobile-first index rollout

Google says the mobile-first index may not have a single launch day, but could rollout piecemeal as sites are ready for the change.

In November 2016, Google announced their mobile-first index initiative. We shared a comprehensive FAQ, but since then, Google has been working out issues with launching the new mobile-first index. In fact, we don’t expect to see it until sometime in 2018, well over a year since they announced this initiative.

Google’s webmaster trends analysts, including John Mueller and Gary Illyes, have been very active answering webmaster questions around this update. Outside of timing, which the two don’t control, they have recently been sharing some tips and advice for webmasters.

Migrate your m-dot site to responsive before the launch

Google said in a recent “webmaster office hours” video that if you are planning at some point to migrate your m-dot domain to a fully responsive website, then you should do it before this mobile-first index goes live.

The rationale is that right now, Google has a desktop-first index. So Google doesn’t really index your m-dot; they just annotate the m-dot URLs, but there is no true indexing of your m-dot content. So if you did a migration from m-dot to your main www now, Google doesn’t have to index anything, it just updates those mobile annotations to say the main website is mobile-friendly because it is responsive.

If you wait to do this after the mobile-friendly index rollout, then Google will fully index your m-dot content and URLs. Then the migration will take longer, because Google is not just updating URLs but also the content and signals within your pages. In short, it might make sense for you to push up your m-dot migration plans now versus waiting.

Mobile content should be equivalent to your desktop content

Many user experience experts say it is okay to show less content and fewer features on your mobile version of your website. But as we discussed, having less content on your mobile site than you have on your desktop site may result in ranking changes when the mobile-first index goes live.

Google’s John Mueller said on Twitter that “mobile pages should be fully equivalent in content & functionality regardless of indexing.” “Why wait to fix that?,” he added. Mueller’s logic is that your users want the same level of experience, so figure out a way to have it in a user-friendly way without removing any content or functionality. It will not just help with giving users what they want, but also with indexing when the new mobile-first index rolls out, he said.

How will the mobile-first index roll out?

So we know the mobile-first index might likely won’t launch until sometime in 2018, but how will that rollout happen?

Mueller said this morning on Twitter that they will roll it out on a site-by-site basis. He said something similar a few months ago, saying Google might roll this index out in batches.

“We’re planning on switching sites over as we see they’re ready,” Mueller said. So Google might move sites over in batches to this new index. He added that it is “unlikely that we’ll have a single ‘launch date.’” But all of this information that he just shared is “still in the works,” and all of this might change.

For one thing, Google will communicate well in advance how webmasters and SEOs should prepare for the mobile-first index.

Credits: Barry Schwartz

Is an online claim true or not? Google hopes special callouts for fact-checking articles will help searchers get the right answers or better make their own decisions.

Last October, Google launched support to highlight fact-checking articles within Google News in the US and the UK. Now those articles will get special presentation as part of general Google searches worldwide.

Fact checks as part of regular Google search

Here’s an example of how the expanded fact-checking looks, which begins today. Below is a search for whether Hillary Clinton sold uranium to Russia, something many have claimed, including President Donald Trump recently. A fact check from the popular Snopes fact-checking site appears first, saying the claim is false:

This is actually just a regular web search listing with special callouts (also known as “rich snippets“) to show who has made a particular claim and the verdict. In the example above, you can see the claim is attributed to the internet generally and that the claim is dismissed as false.

Here’s another example, for the claim that Trump has opened US national parks for coal mining:

Again, Snopes is the fact-check source saying that the claim is a mixture of true and false.

Here’s one more example, about whether US Attorney General Jeff Sessions has been disbarred:

In this case, you can see that Snopes rates this claim false.

Fact checks allowed by any publisher

The examples above are all from Snopes. But any publisher on the web is eligible to gain the special fact-checking callouts.

Here’s an example Google provided that shows PolitiFact as a source:

Here’s another Google provided that shows what happens if more than one fact-checking article is deemed worthy to appear for a particular search:

On mobile, you get a fact-check carousel, as shown above. On desktop, you get multiple fact-checking articles showing up as part of the regular web search results.

While both the articles are from Snopes in the example above, in other cases, a variety of publications might be represented in the mobile carousel format or in desktop results.

Conflicting conclusions may be presented

Since Google will list multiple fact checking articles, this means that in some cases, you might get fact checks that disagree or conflict with each other, as Google notes in its blog post about today’s expansion:

This information won’t be available for every search result, and there may be search result pages where different publishers checked the same claim and reached different conclusions.

These fact checks are not Google’s and are presented so people can make more informed judgements.

Even though differing conclusions may be presented, we think it’s still helpful for people to understand the degree of consensus around a particular claim and have clear information on which sources agree.

Potentially, fake fact checks could emerge

Possibly, the new feature could mean that hyperpartisan sites of any persuasion could present “fact check” conclusions that are not really fact checks at all.

This is because any site can mark up its content as a fact-checking article. Put the right invisible meta data on your page and voila, you’ve taken a key step toward becoming a fact-checking resource.

You also have to ensure that you’re doing things like being transparent about your sources and methods in fact-checking, but those guidelines don’t really cover whether your sources themselves have to show proven veracity.

The algorithm is the ultimate arbiter

Markup alone isn’t enough, however. Google says that its search algorithm also has to determine if a publisher is deemed an “authoritative source” for inclusion.

What’s an authoritative source and how is that determined? Google’s blog post doesn’t explain this, nor did Google share more in a follow-up response to Search Engine Land other than to say its algorithm uses a lot of signals to figure this out.

Google did tell Search Engine Land that sites that violate guidelines against things like promoting violence or hatred wouldn’t be eligible. But that restriction still might not prevent hyperpartisan sites from “fact-checking” things with their own particular spins on the facts. How it will ultimately play out remains to be seen.

As for when fact checks are triggered, Google told Search Engine Land it will depend on whether a particular search finds fact check material among all the content that it considers when creating results.

For example, a search for “is the world flat” might not trigger a fact check unless there’s a formal, marked-up fact-check article on the topic. But if someone’s taken the time to do that — and the algorithm deems that to be from an authoritative site — then the article might appear with the special fact check callouts.

Google said that fact-checking articles get no special rank boost to move them to the first page of results, or even necessarily to the first listing.

Credit: Danny Sullivan

Google has added a new location to submit URLs to their index. Where is it? In the search results.

Google now lets you submit URLs to their index directly in the core Google search results page. All you need to do is search for [submit URL to Google], and Google will display a box at the top of the search results that enables you to submit a URL to Google’s index.

Here is what it looks like:

This mimics the functionality of the public submit URL form tool but places it directly as a smart interactive answer directly in the search results.

With this tool, you can submit any URL you want to the Google index. Google will then review and see if they want to index the URL and show it in their search results. Of course, submitting a URL to Google for inclusion in their search index does not mean (a) it will be included in the index, and (b) it will be shown in their rankings.

Credits: Barry Schwartz