Post on 14-May-2015
5 Essentials to Get Your App More Downloads
Ryan Merket | @merketDirector of Product
InMobi
About me
• Joined InMobi in July, 2012• Acquisition of AppGalleries.com• Previously at Facebook• Co-founded Ping.fm• Designer / Front-end Eng at CBS
Interactive
Tracking conversions
Guerrilla Tactics / PR
5 essentials to get more downloads for your app
Landing Pages
Tips & Tricks for Paid User Acquisition
App Publish
App Landing Pages
App Landing Pages
‣ Very important! A lot of discovery still happens on desktop!
‣ Mobile friendly – large photos and touch enabled‣ Desktop users
‣ Large CTA‣ SMS or QR is best for tracking (Twilio!)‣ Link to App Store or Play not as prominent (hard
to track and lower conversion rate)‣ Mobile users
‣ Well designed – realism with high polish‣ Smart App Banner for iOS
Smart App Banner
‣ Highly recommend when
marketing you link to a
landing page with a Smart
App Banner‣ Tracking: you can send
values to your app on
first load. Allowing you to
track where you are
getting installs from.
Sear
ch PR
Ad N
etwor
k 1
Ad N
etwor
k 2
0
20,000
40,000
60,000
80,000
PageviewsClicksInstalls
Smart App Banner
‣ Track all the way
down to install
Tracking conversions
Guerrilla Tactics / PR
5 essentials to get more downloads for your app
Landing Pages
Tips & Tricks for Paid User Acquisition
App Publish
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 Banner
s
HD Banner
s
Regular Banners vs Interstitials
10x more real-estate 5x
Banner Interstitials
0.9%
4.5%CTR
Banner Interstitials
12K
55K
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
Things you don’t want to miss showing on your ad
Have an interesting and catchy tile
imageAdd 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
Conversion Tracking
Guerrilla Tactics / PR
5 essentials to get more downloads for your app
Landing Pages
Tips & Tricks for Paid User Acquisition
App Publish
What App Publish does
Android Apps(apk)
App Publish – what we do for developers
Alternative App Channels(Independent, Operator, OEM)
Downloads
http://inmobi.com/apppublish
Conversion Tracking
Guerrilla Tactics / PR
5 essentials to get more downloads for your app
Landing Pages
Tips & Tricks for Paid User Acquisition
App Publish
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
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 ConversionsServe Ad
Identify segments where ad is performing best
Self-Learning Network For Continuous Optimization = Better ROI
Optimization
Conversion Tracking
Guerrilla Tactics / PR
5 essentials to get more downloads for your app
Landing Pages
Tips & Tricks for Paid User Acquisition
App Publish
Guerrilla Marketing / PR Photo credit: Flickr/Si1very
Guerrilla Marketing
‣ Define your target market (demographics, region,
socioeconomic level, etc.)‣ Research events, conferences, public gatherings‣ Build for virality. Guerrilla is all about the post-event
PR.‣ Make sure you spend equal if not more time recording
(photo & video) the event and editing the video than
actually planning. Most people won’t see the campaign
in-person. Make the photos and video memorable.‣ Think completely out of the box
Tripl – Fake Parking Ticketshttp://venturebeat.com/2012/08/22/tripl-genius-guerilla-marketing-y-combinator/
Nutricia – Pregnancy suiteshttp://www.trendhunter.com/trends/nutricia-baby-connection-app
Uber – Pedicabs at SXSWhttp://adam-jackson.net/blog/2011/03/15/photo-post-austin-texas-sxsw-2011/
WePay – Block of ice at Paypal conferencehttp://techcrunch.com/2010/10/26/wepay-ice-paypal/
Zynga – Zombies and popsicleshttp://venturebeat.com/2012/05/24/zynga-zombie-horde/#s:zombie-swipeout-instagib
Open Forum. Q&A.
Ryan Merket | @merket
http://www.inmobi.com
Thank you.