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/

Fiverr.com – Cheap marketing stuntsfiverr.com

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.