How to Get Guaranteed Downloads for Your App – A Step by Step Guide

How to get Guaranteed Downloads for your App - A Step-by-Step Guide

Puneet Yamparala, App Entrepreneurs Association

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Over the last few years if there is one lesson I have learned in business, it is to make sure that I know who

my ideal target user or target customer really is.


While I was the first employee and in-charge of product marketing and product management at a Silicon Valley startup, I believed that it was good to target as many …


… people as possible. I was afraid to leave out some segments of the market because I believed that if I

targeted more people I would get more users …


… and downloads for our app.

I couldn’t have been more wrong.

This approach was a huge disaster.


Our company spent thousands of dollars trying to acquire users and every user we acquired cost us about $7.87. We were making about $1.25 per user in revenue at that time.


We would have seen better returns if we actually stopped trying to acquire users and if we invested that

money in some good dividend stocks.


We were pretty dumb during those days so we actually continued losing money like this for quite a long time

till we had a lucky breakthrough.


The Breakthrough


This breakthrough not only changed the way we did business, but it also changed our financials. We were

now able to acquire users for as low as $0.75.


This basically meant that we could completely exhaust the available potential user base in the channel and we

would always be profitable.


This was just like putting $0.75 through one end of the pipe and pulling out $1.25 from the other.

So what was this breakthrough and how did we really get there?


This was a totally unexpected and a lucky breakthrough for us. It basically resulted from my attempts to figure out

which of my Facebook ads were performing best.


We had extremely high clickthrough rates for the ads which were targeting freelancers and also the app download and

sign up rate was almost 5X how the general ads were doing.


Key Takeaway: Our biggest takeaway from this was that not all audiences are created equal. Some people will

really love your app and some people will …


… just not care about your app. It is your job to first identify who will love your app and only then start

scaling up your marketing efforts.


Once we figured out what our ideal target audience looked like, we were getting thousands of downloads everyday. Some days we would stop all our ads and …


… we would still have hundreds of downloads for our app organically.


Guaranteeing Downloads for an App


The biggest problem most app marketing campaigns face is that when you launch a new campaign you usually do not have any idea if the campaign is going to do well or not.


You can fix this problem to a large extent by first figuring out if the channel you are targeting has your

ideal audience in it.


Your Action Plan To Guarantee Downloads


Now that you know how you can guarantee if a particular marketing strategy is going to get you downloads, let us

take a look at how you should approach this for your app.


Step 1: Figuring out your ideal target audience demographics


This step involves identifying the websites which have a similar theme as your app. For example, let’s say you have

a Zombie game app, …


… look for websites or forums focused on Zombies. Note down their names and go to Alexa.com and enter the

domain of the site you are trying to research.


The free account on Alexa will give you limited information but you can sign up for the paid account and cancel it

within 7 days if you cannot afford the paid version.


This should give you a good high level idea of the kind of people who are interested in Zombies. This information is not very detailed so let’s look at the next step to further

refine this.


Step 2: Identifying the interests of your target audience


To do this you need to have a Facebook account. Log into your FB account and in the search field on the top, type in

“People who like <your theme>”. For our example …


… this would be “People who like zombies”. While you type this in, FB will actually show you a few

recommendations. Note those down.


Once you type this in and hit enter, you will see a list of people who like your theme. On the right side of the

search results you have a few filters.


Use these to filter for the demographics of the people you are really interested in based on your research on Alexa.


You should now have a list of people who have the kind of demographics which you want and are also interested in

your theme. Go through this list and …


… identify the people who do have less than 100 -200 likes. Your goal now is to find other possible interests for your

target audience. For example people who like …


… vampire games might be interested in Twilight or some other vampire novel/ movie/ toy which you don’t know

about. You are trying to uncover these interests.


Step 3: Narrowing Down on the Target Audience


After you identify the interests, you will notice that you will typically have different variety of interests. e.g. If

you have a jewelry shopping app, you will notice that …


… based on Step 1 and Step 2 the potential target audience will have interests in Fashion related things, Jewelry Related things, Coupons/Deals related things.


Now my job is figure out which of these people are the best for my app. For this I use FB ads.

Log in to your Facebook account on a laptop/desktop and …


… click on “Manage Ads” in the drop down which opens up when you try to sign out.


Once you are in the ad manager, click on “Create Ad”. You will have to create a separate campaign for each of these

group of interests which you identified in Step 2.


You should NOT just create separate ads, you have to create separate campaigns.

You can setup something like $10 for each campaign and let these ads run for a couple of days.


You will immediately start noticing that one interest group does much better than others. This is your ideal

target audience.


Step 4: Implementing a Proven Marketing Strategy


This is the third and final step in getting downloads. You need to pick a strategy which is reliably re-creatable,

allows you to access your target audience and can scale.


I have created a free guide for one such strategy and you can download it by visiting the page mentioned below:



P.S Do you have any other strategies to identify your target audience or to guarantee downloads? Comment

and let me know.

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How to Get Guaranteed Downloads for Your App – A Step by Step Guide

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