5 essentials to get more downloads for your mobile app
DESCRIPTION
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.TRANSCRIPT
Increase your downloads | Jose Martinez
With over 1.5 mn apps out there …
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
Paid vs Organic Installs
TIME SINCE APP LAUNCH
TOTA
L #
OF
INST
ALLS
ORGANIC INSTALLS
PAID INSTALLS
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
Use Different Ad Formats
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
‣ 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
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*
Rich media mobile ads have the highest click-though-rates, compared to any other ad format.
Rich Media Ad Formats Example
Expandable Ads
‣ 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
Provide Adequate Info On The Ad
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
Examples of Bad Ads
AD IS GETTING CUT OFF
NOT CLEAR WHAT THE AD IS FOR
NO CLEAR CALL TO ACTION
Target Smartly
A wide range of targeting parameters are available. Choose wisely!
Geography Demographics
Context Behavioral
Historical
Retargeting Device
Category
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.
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
Conversion Tracking
Why Conversion
Tracking
Know where users are coming from
Know which segment provides better ROI
Optimize campaigns based on above
‣ 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
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
‘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
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
Run Experiments
Experiment with recommended budgets for 5 days to find your ideal spend
Experimentation Ongoing – Maintain CPI
‣ 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
‣ 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
Go to inmobi.com for more information
Thank you.