use data-driven app marketing to get your app to rank #1 in the app store and increase roi

Use data-driven app marketing to get your app to rank #1 in the App

Store and increase ROI

2Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com

What we will talk about today

Agenda

1. Explore three paid models of traffic providers

2. Define the process of developing a strategy

3. Introduce a short term solution to maximize results

4. The long term solution

5. Driving results: case study

Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10117 Berlin ▪ www.trademob.com

Understand the 3 paid models

3


Cost Per Click, how safe is it?

CPC

Pro:+ Good targeting options+ Easy to buy

Con:- High risk - Low transparency- Click fraud


Cost Per Install, how safe is it?

CPI

Pro:+ Affordable way to drive

installs+ Low risk+ Sometimes good

targeting

Con:- Beware of incentivized

traffic- Traffic sources

unknown- Hard to scale- Not easy to buy


What you have to know

Fixed Placement

Pro:+ Short time period+ Impact on rankings+ Very low eCPI

Con: - No targeting- Medium user quality- Not scalable - Short time period

7Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10117 Berlin ▪ www.trademob.com

Develop a strategy


Four steps to a successful mobile marketing strategy

Developing a strategy

Define targets

Know your KPIs

Step 1

Step 2

Set up tracking

Develop your campaign plan

Step 3

Step 4


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GOALS

Step 1: Define targets

Get 20K new

downloads in Malaysia

Rank #1 in the App Store in U.S.A.

Improve revenue by 70%

Increase average

return per user

Improve rate of in-app

purchases by 70%

Increase CLV

Increase retention

rate

Increase registrations


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Step 2: Know your KPIs

CPI

Activeuser Cost per

registration

Socialinteraction

Levelcompletion

IAPSubscription


Step 3: Set up trackingUnderstand and measure

your campaign data


Wrong data leads to wrong marketing decisions

Step 3: Eliminate inaccurate tracking

Inaccurate tracking Incorrect KPIsInefficient ad

spend allocation

wrong

Publisher CPI

A 1,51

B 1

C 1,10

Publisher Cost Installs

A 1000 660

B 5000 5000

C 2300 2090

Publisher Cost Installs

A 1000 1000

B 5000 3800

C 2300 2000 Actual

Reported Future investment

per publisher

Publisher CPI

A 1

B 1,31

C 1,15

Actual

Money is invested in publisher with

highest CPI

Reported


Overview of the currently most discussed solutions in the market

Tracking solutions for app marketing

Tracking Characteristics

UDID Digital Fingerprint

MAC Address(ODIN)

Paste Bin (OPEN UDID, Secure ID)

HTML Cookie

New Apple Identifier

Trademob Tracking

Privacy compliant ✕ ✔ ✕ ✕ ✕ ✔ ✔

Accepted by Apple ✕ ✔ ( )✕ ( )✕ ✔ ✔ ✔

Good user experience(no distraction due to separate browser opening) ✔ ✔ ✔ ✔ ✕ ✔ ✔

High accuracy ✔ ✔* ✔ ✔ X** ✔ ✔

Tracking across different traffic sources

✔ ✔ ✔ ✔ ✔ ✔ ✔

Tracking independent from ad networks ✕ ✔ ✕ ✕ ✔ ✕ ✔

Not ava

ilable

anymore

* Algorythm essential criterion for tracking accuracy. Trademob‘s matching algorithm shows a 95% accuracy rate.** Privacy settings disabling cookie tracking strongly reduce tracking accuracy.

First apps using Cookies have been rejected by Apple due to bad user experience

Only works on in-app traffic, not web traffic


Take these easy steps

Develop a campaign plan

Targets

Timing & channels

Budget mix

Estimate results

Estimate ranking

Estimate organics

Adjust planning

Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com

The short term solution


Instantly generates thousands of new app users

smartBoost

Days Weeks

1 2 3 4 5 6 7 2 3 4 5 6 7 8 9

Investment volume Paid downloads Organic downloadsRanking

Virality, size of target group and installed user base of an app all affect

the ideal campaign course!

Pre-Flight


The long term solution


With sophisticated conversion tracking and campaign analytics

Build up user base & collect data

Is my data reliable & consistent?

What does this correlation mean?

Which KPI is important for my business?

How valuable is this user?

How much did I pay for acquiring

this user?

How much did this user spend

with us?

Which channel did this user come from? How can I monitor

my ROI efficiently?

How do I optimize my marketing spend

across all possible sources?


Optimization of ad networks, publishers and campaign parameters

Multi-level campaign optimizationC

PI

with

out o

ptim

izat

ion

Ad

netw

ork-

leve

l opt

imiz

atio

n

Clic

k fr

aud

prot

ectio

n/bl

ackl

istin

g

Ca

mp

aig

n-

pa

ram

ete

r-le

vel

op

timiz

atio

n

31%

Multi-level campaign optimization eliminates inefficient ad spend and investment in useless or fraudulent clicks.

Overall CPI reduction of 70% on average

Level 1 Level 2 Level 3 Level 5

14%

13%

Pub

lishe

r-le

vel

optim

izat

ion

12%

Level 4


Results: Better conversion rates, lower CPI and more traffic

Long term optimization

Weeks W1 W2 W3 W4 W5 W6 W7 W8 W9 W10

CPI USD

1

2

3

4

5

$ 4.50

$ 1.70

63% CPIimprovement

F. P.

CPC

CPI

F. P.

CPC

CPI

F. P.

CPC

CPI

F. P.

CPC

CPI

F. P.

CPC

CPI

F. P.

CPC

CPI

Budget allocation


Learn by example


Case study: Wordblitz for Friends A high ranking after app launch instantly builds up user base

1st launch in the App Store


A well-planned & executed boost generated >130,000 new users

Case study: Wordblitz for Friends

Timing With 1st day of app launch, in December 2012

Country: Germany

Ranking achieved: 7

Total clicks: 62,619

Installs: 18,635

CPI: Between €1 - €2

Organic installs: 112,420

Total installs: >130,000

Effective CPI : <€0.30

Ready to get more users?

use data-driven app marketing to get your app to rank #1 in the app store and increase roi

Documents

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case studytrademob berlin

app store

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short term solution

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