5 essentials to get more downloads for your mobile app

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Increase your downloads | Jose Martinez

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Post on 09-May-2015

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From on the top tactics and techniques to market your mobile app and build your userbase. You'll also learn: How smart targeting can maximize your app's exposure in the app stores Use different ad formats to reach different demographics and new pockets of users Key details to include when promoting your app to ensure maximum results Can't make the call? Sign up anyway and we'll be sure to send you the recording.

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Page 1: 5 Essentials to Get More Downloads for Your Mobile App

Increase your downloads | Jose Martinez

Page 2: 5 Essentials to Get More Downloads for Your Mobile App

With over 1.5 mn apps out there …

Page 3: 5 Essentials to Get More Downloads for Your Mobile App

3.organic Installs

Get users to rate the app

Get users to review

Provide “Search” friendly

description

And many more methods

…how would you increase your app’s visibility?

1.Paid Installs

Display Advertising

Incentivized Advertising

Search Advertising

2.Cross Promotions

Page 4: 5 Essentials to Get More Downloads for Your Mobile App

Paid vs Organic Installs

TIME SINCE APP LAUNCH

TOTA

L #

OF

INST

ALLS

ORGANIC INSTALLS

PAID INSTALLS

Page 5: 5 Essentials to Get More Downloads for Your Mobile App

Track conversions Run Experiments

5 essentials to maximizing the impact of paid advertising

Use Different Ad Formats

Provide Adequate Information on the Ads

Target the right users

Page 6: 5 Essentials to Get More Downloads for Your Mobile App

Use Different Ad Formats

Page 7: 5 Essentials to Get More Downloads for Your Mobile App

Banner and HD Banner

Rich Media & Video Ads

Interstitial

Benefits of using different ad

formats: 1.  Engage with user

with different formats

2.  Less user fatigue 3.  Reach large user

base due to maximum scale

‣  320x48,300x250 and 320x50 for older smart phones for smaller screen size

‣  640x96 and 640x100 for newer smart phones with larger screen size ; 1024x768 for tablets

‣  Interstitial ads (320x480) are a powerful yet non-intrusive way of showing your ads to the user

‣  Multiple engagement points and calls to action possible

‣  Highly engaging HTML5 ads with various user interactions

‣  Embedded video units for increased engagement

Different Ad Formats

Page 8: 5 Essentials to Get More Downloads for Your Mobile App

‣  CTR: CTRs tend to improve by 20-30% on average peaking at around 70% improvements.

‣  Conversion Rates: Click to conversion rates

improved by 7-10%

Regular Banners HD Banners

Click Through Rate (CTR) 0.52% 1.75%

Conversion Ratio (CVR) 1.85% 1.97%

Regular Banner & HD Banners

Page 9: 5 Essentials to Get More Downloads for Your Mobile App

Regular Banners vs Interstitials

10x more real-estate 5x

0.9% 4.5%

Banner Interstitials

CTR

12K

55K

Banner Interstitials

4.5x

* Conversions for 50M impressions

Conversions*

Page 10: 5 Essentials to Get More Downloads for Your Mobile App

Rich media mobile ads have the highest click-though-rates, compared to any other ad format.

Page 11: 5 Essentials to Get More Downloads for Your Mobile App

Rich Media Ad Formats Example

Page 12: 5 Essentials to Get More Downloads for Your Mobile App

Expandable Ads

Page 13: 5 Essentials to Get More Downloads for Your Mobile App

‣  Refresh your creative at regular intervals to avoid user fatigue (recommended: once in 2 weeks)

‣  Use a combination of regular and HD Banners to leverage real estate smartphones with large screens

‣  Leverage Interstitial ads smartly

‣  Budget permitting, opt in for Rich Media ads as well

Key Takeaways

Page 14: 5 Essentials to Get More Downloads for Your Mobile App

Provide Adequate Info On The Ad

Page 15: 5 Essentials to Get More Downloads for Your Mobile App

Things you don’t want to miss showing on your ad

 

Have an interesting and catchy tile image

Add the rating of your app to the ad

Rating is a big motivator for people to click on ads

Provide the Category, Size, and description of the app

State clearly whether the app is a free or a paid app (together with the price)

Provide a clear Call To Action for the user

Page 16: 5 Essentials to Get More Downloads for Your Mobile App

Examples of Bad Ads

AD IS GETTING CUT OFF

NOT CLEAR WHAT THE AD IS FOR

NO CLEAR CALL TO ACTION

Page 17: 5 Essentials to Get More Downloads for Your Mobile App

Target Smartly

Page 18: 5 Essentials to Get More Downloads for Your Mobile App

A wide range of targeting parameters are available. Choose wisely!

Geography Demographics

Context Behavioral

Historical

Retargeting Device

Category

Page 19: 5 Essentials to Get More Downloads for Your Mobile App

Some pointers for

targeting

‣  Android developers need to exclude devices on which the app is not supported

‣  Use special targeting features such as Geo Targeting or Demographic targeting wisely.

‣  If your app is >30 MB, target only Wi-Fi as your users cannot download a large app on 3G

‣  Run an experiment with broad targeting first. Work with your ad network to analyze the data and then identify the segments that deliver the best results.

Page 20: 5 Essentials to Get More Downloads for Your Mobile App

Example of good

targeting

Requirement: A taxi company wanted to increase downloads of their application by users who tend to use their services

Solution: They targeted their ads at users in airports of all tier 1 cities in a specific country.

The banners shown to users in each city carried localized information, such as specific destinations in that city

Results: The CTR saw an increase from 1% to 4% with the targeted ads.

The developer received thousands of new downloads from the campaign

Page 21: 5 Essentials to Get More Downloads for Your Mobile App

Conversion Tracking

Page 22: 5 Essentials to Get More Downloads for Your Mobile App

Why Conversion

Tracking

Know where users are coming from

Know which segment provides better ROI

Optimize campaigns based on above

Page 23: 5 Essentials to Get More Downloads for Your Mobile App

‣  Not reliant on UDID alone

‣  Works Across Web & Apps

‣  Tracks any Conversion

‣  Tracks Post Install Events – Subscriptions, In-App Purchase, User Sessions etc.

‣  Multiple Event Tracking

‣  Easy Integration

‣  Integrates with your ad network for campaign optimization

‣  Real-Time Dashboard

What to keep in mind while

choosing a good conversion tracking

platform

Page 24: 5 Essentials to Get More Downloads for Your Mobile App

Integration Options Available – SDK vs S2S

•  Requires integration of an SDK into the application

•  Uses an API and does not require an additional SDK within the app

•  Can track post install metrics •  Provides visibility into user LTV by

passing the User ID

•  Is dependent on UDID, ODIN1 •  Can track conversions only when

Device ID is available

•  Non reliant on UDID alone •  Uses accurate Device Fingerprinting

technology •  Can track all conversions •  Can track post install events •  Can track LTV of Users using InMobi’s LTV

Platform •  Works on both web and app inventory –

meaning larger coverage

Page 25: 5 Essentials to Get More Downloads for Your Mobile App

‘Device Recognition’ technology identifies the device uniquely

Device Fingerprint is read without changing the native app user experience

User sees an ad & clicks on it

User is taken to the app store

User downloads & launches the app

Our Recommendation – Digital Fingerprinting

Page 26: 5 Essentials to Get More Downloads for Your Mobile App

Calculate performance & CPD of campaign

Track Conversions Serve Ad

Identify segments where ad is performing best

Self-Learning Network For Continuous Optimization = Better ROI

Optimization

Page 27: 5 Essentials to Get More Downloads for Your Mobile App

Run Experiments

Page 28: 5 Essentials to Get More Downloads for Your Mobile App

Experiment with recommended budgets for 5 days to find your ideal spend

Experimentation Ongoing – Maintain CPI

Page 29: 5 Essentials to Get More Downloads for Your Mobile App

‣  Put aside an early budget for experimentation ‣  Choose what works best for you and launch a full fledged campaign based on results from the experiments ‣  Run with a flexible CPC in order to achieve scale while maintaining CPI

Experiment

Page 30: 5 Essentials to Get More Downloads for Your Mobile App

‣  Figure out ideal spend to get maximum conversion at the best ROI

‣  Integrate with the ad network

and conversion tracking platform right from the beginning to collect critical data.

‣  Analyze data to see which

segment converts well

Top 3 Focus points during Experimentation Phase

Page 31: 5 Essentials to Get More Downloads for Your Mobile App

Go to inmobi.com for more information

Thank you.