there's an app for that - mobile app launch checklist #sessf
Post on 13-May-2015
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There’s An App For That
Jennifer Wong | SES San Francisco 2013 | #SESSF
Jennifer WongDirector of MarketingHasOffers & MobileAppTracking Jennifer@hasoffers.com @Jenerationy
If you build it, they may not come…
Last July, Apptrace found that 400,000 of the then-650,000 iOS apps were “zombies” that had not been downloaded even once.
If you promote it, you may not retain them…
While nearly 1 billion apps get added to devices every month, one in four of them are never used again.
If you retain them, you may never make money…
The average app download makes its developers 17.5 cents
Mobile App Launch Checklist
• The App-o-sphere• Promotion: Organic App Marketing
& Mobile App Advertising• Tracking & Attribution• Monetization• Reporting and Refining
Mobile App Launch Checklist
• The App-o-sphere• Promotion: Organic App Marketing
& Mobile App Advertising• Tracking & Attribution• Monetization• Reporting and Refining
MARKET YOUR APPS EVERYWHERE
APP STORE OPTIMIZATION
SEO vs. ASO
On-Page: Title Tag H1, H2, H3 URL
Off-Page: Link building Anchor text Social
SEO vs. ASO
On-Page Title Tag Hi, H2, H3 URL
Off-Page Link building Anchor text Social
Metadata Title of the App Developer Name Description Screenshots
Off-Metadata Downloads Velocity Ratings Reviews Link building
APP ADVERTISING
The BIG spenders
The up and comers
Ad Networks
Social Advertising
In-App
PPC
Mobile App Launch Checklist
• The App-o-sphere• Promotion: Organic App Marketing
& Mobile App Advertising• Tracking & Attribution• Monetization• Reporting and Refining
HOW DOES TRACKING WORK?
Tracking Link/URL:
• App traffic includes device identifiers such as MAC Address, Apple's IFA, ODIN
• Web traffic includes header information such as IP address, Device Type, Device OS, etc.
http://hastrk1.com/serve?action=click&publisher_id=100&app_id=500&ios_ifa=AAAAAA-BBBB-CCCC-4444-555555555555
Tracking Link/URL:
• App traffic includes device identifiers such as MAC Address, Apple's IFA, ODIN
• Web traffic includes header information such as IP address, Device Type, Device OS, etc.
App Store Redirect:
• The user is redirected to the iTunes App Store or Google Play.
• This is a seamless experience that should not launch a browser.
• Google allows the passing of a referrer ID through the URL
Tracking Link/URL:
• App traffic includes device identifiers such as MAC Address, Apple's IFA, ODIN
• Web traffic includes header information such as IP address, Device Type, Device OS, etc.
App Store Redirect:
• The user is redirected to the iTunes App Store or Google Play.
• This is a seamless experience that should not launch a browser.
• Google allows the passing of a referrer ID through the URL
App Install/Open:
• User downloads the app and opens it for the first time.
• An SDK (code in the advertiser's app), collects any device identifiers and web information to match back to the Tracking Link.
WHY DO YOU NEED PROPER ATTRIBUTION?
Example 1: One Advertising Source
Publisher 1 App Store App
Click of Ad Download
Publisher 1 SDK notifies them of the install
Publisher 1 SDK notifies them of the install
Publisher 1
App
Click of Ad
Publisher 2 SDK notifies them of the install
3 days ago
App Store
Download
Publisher 2 Click of Ad
1 day ago
Example 2: Multiple Advertising Sources
If we did not attribute the install to the publisher of the ad that was clicked last, then:• The advertiser would be paying 2x plus for a single install of just once (if charging
advertiser on CPI).• If the publisher is charging CPC or CPM, they still generally use install attribution for
optimization; so their optimization would be based off inaccurate information.
Publisher 1
App
Click of Ad
Attribution technology notifies Publisher 2 of the install
3 days ago
App Store
Download
Publisher 2 Click of Ad
1 day ago
Attribution technology attributes
install
Unbiased Attribution
Mobile App Launch Checklist
• The App-o-sphere• Promotion: Organic App Marketing
& Mobile App Advertising• Tracking & Attribution• Monetization• Reporting and Refining
MethodsMethod How it works Best for these app
categoriesConsiderations
Pay to Play User pays to download your app
Games, Entertainment, Utility, Navigation, News
- If users pay up-front, they will be less tolerant to in-app ads or purchases
MethodsMethod How it works Best for these app
categoriesConsiderations
Pay to Play User pays to download your app
Games, Entertainment, Utility, Navigation, News
- If users pay up-front, they will be less tolerant to in-app ads or purchases
Fremium Free access to your app with a paid upgrade option to gain access to additional features
Games, News, Social Networking, Music
- A good way to get your app off the ground
MethodsMethod How it works Best for these app
categoriesConsiderations
Pay to Play User pays to download your app
Games, Entertainment, Utility, Navigation, News
- If users pay up-front, they will be less tolerant to in-app ads or purchases
Fremium Free access to your app with a paid upgrade option to gain access to additional features
Games, News, Social Networking, Music
- A good way to get your app off the ground
In-App Advertising
Ads run on space sold within your app. Revenue is based on number of impressions & clicks.
Games, News, Entertainment
- App needs to have high user volume and engagement
MethodsMethod How it works Best for these app
categoriesConsiderations
Pay to Play User pays to download your app
Games, Entertainment, Utility, Navigation, News
- If users pay up-front, they will be less tolerant to in-app ads or purchases
Fremium Free access to your app with a paid upgrade option to gain access to additional features
Games, News, Social Networking, Music
- A good way to get your app off the ground
In-App Advertising
Ads run on space sold within your app. Revenue is based on number of impressions & clicks.
Games, News, Entertainment
- App needs to have high user volume and engagement
In-App Purchases User purchases merchandise – virtual goods, badges, awards, privileges - in your app once they have downloaded it.
Games, Lifestyle, News
- App requires loyal following willing to pay for virtual benefits
Mobile App Launch Checklist
• The App-o-sphere• Promotion: Organic App Marketing
& Mobile App Advertising• Tracking & Attribution• Monetization• Reporting and Refining
Funnels
What are the important flows and goals in your app that you want users to follow and complete.
Cohort Report
Are there data patterns with groups of users?
Retention
What is the length of engagement of your users over time?
Loyalty
How frequently are users coming back to your app?
Lifetime Value
What value are users contributing to your bottom line?
Mobile App Launch Checklist
• The App-o-sphere• Promotion: Organic App Marketing
& Mobile App Advertising• Tracking & Attribution• Monetization• Reporting and Refining
Jennifer WongDirector of MarketingHasOffers & MobileAppTracking Jennifer@hasoffers.com @Jenerationy
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