Kate Varadinova

Q&A with Kate

Kate Varadinova is Head of Mobile Media Buying at IQ Option. She began her career in mobile user acquisition as a Junior Marketing Manager at IQ Option, and she quickly progressed to her current role at the online trading platform. With six years of driving growth for IQ Option, Kate is an all-star mobile expert. She holds impressive UA marketing knowledge and constant curiosity for the next big solution.

In your own words, tell us about the apps that you manage?

IQ Option is a platform that provides cross-device access to the online trading of Forex pairs, commodities, and equities. Trading securities online is often perceived as a complex form of trading that demands extensive knowledge or background to be successful. We strive to make this trading available and straightforward for everyone. Our app offers an accessible free practice account, educational materials, technical analysis tools, community chats, and superb customer support.

How did you get started in mobile marketing?

Before I started working in marketing, I held a few different roles in various fields that demanded distinct skill sets. After a couple of years of searching for what I was passionate about, I found my place in digital marketing–where I was able to combine what I learned in my studies with the skills from my prior experiences.

What do you like most about mobile marketing?

Mobile marketing is a challenge, and things never get boring. You are always on the lookout for new solutions and the best ways to achieve your marketing goals in the ever-evolving mobile world.

What does it take to succeed in mobile marketing?

There is no magic button–it’s all about a balance. While performance marketing is measurable and heavily reliant on data, you should also trust your intuition and ability to evaluate the numbers. Make informed decisions bearing in mind the data. Remember to chase your goals, but don’t forget who your customers are and how they perceive your product.

What strategies work best to convert installs into engaged app users?

First, define who is an engaged app user of your particular product. Then, optimize your acquisition campaigns towards your goals, search for effective combinations, and scale the campaign depending on the traffic source. After achieving this, use retargeting and retention tools to lead your customers to the goal and make them more engaged.

In the past year, what is one tip you can share which made the biggest performance difference for your UA strategy?

The more different traffic sources you have, the safer you feel in the mobile world. Do not focus on one or two giants. Instead, test new sources that may not necessarily promise thousands of users, but with relevant approaches, several dozens of these hidden gems will help you diversify.

How have you pivoted your app marketing strategy in response to the current climate as a result of the global pandemic?

IQ Option is an online service, so the global pandemic did not require any particular strategy pivots for us. Due to unstable markets and price fluctuations caused by Covid-19, we experienced a rising interest in our product–people stayed at home, spent more time in apps, and snatched at a chance to trade. We turned our focus to both scaling new user acquisitions and retention.

What advice can you offer marketers to successfully re-engage mobile app users?

Here are my four tips:

1. Precisely define your audiences.
2. Offer what your customers need at each level of the funnel.
3. Don’t be lazy, localize your creatives.
4. Work closely with the product marketing team and control all communication channels with your customers to avoid ad fatigue.

What’s your top tip when it comes to mobile ad creative?

Don’t be afraid to try non-standard creative concepts even if the idea seems to be absurd. Ads that stand out from the crowd have the power to attract new customers to your app. Just make sure to stay within your company's brand guidelines and policies.

What advice can you offer to help marketers combat mobile ad fraud?

First, learn more about each type of fraud. Remember to continue learning and follow industry news about the latest products revealed.

Secondly, use tools to your advantage to help identify fraud. Take a deeper dive into your app and acquisition campaign vulnerabilities. For instance, examine obvious fake installs that disappoint you, but don’t harm your budgets if you pay on a CPA model.

Third, build good relationships with your account managers who are more than willing to work with you to meet your anti-fraud goals.

What is your go-to resource for keeping up with the mobile ad tech industry?

I prefer chatting with my colleagues as a resource for fresh insights. Another way I stay updated on the industry is by tuning in for the newest features from sources I am involved with for traffic, such as AppsFlyers’ newsletters and webinars.