How to Promote your Mobile App Successfully by Sofie Van Vaerenbergh at Conversion Day 2015
Transcript of How to Promote your Mobile App Successfully by Sofie Van Vaerenbergh at Conversion Day 2015
1
MOBILE APP PROMOTIONHOW TO PROMOTE YOUR MOBILE APP?
2
LOTS OF DOWNLOAD
S
100B DOWNLOADS IN 2013
3
86% OF TIME SPENT IN APPS
LOTS OFTIME
4
$35BNIN REVENUE IN 2014
LOTS OFREVENUE
5
But above all…
LOTS OFREVENUE
LOTS OFTIME
LOTS OF DOWNLOAD
S
MOBILE APP OPPORTUNITY IS IMMENSE
6
LOTS OF APPS!
7
1.2m
1.5m
8
TOO MANY APPS?
9
TOO MANY (DEAD) APPS
10
How do you get your app to be noticed?
11
$5.000.000 Super Bowl
ad?
Paid PromotionOrganic
Promotion
12
App Store Optimization
REALISTIC BUDGETS
Retention
1313
RETENTION
95% of apps are abandoned
within 1 month
20% of apps are used once
1414
RETENTION
Continuously work in Progress..
Paid PromotionOrganic
Promotion
15
App Store Optimization
ACQUISITION
16
Organic
Promotion
Use existing customer touch points● Website● Mailing● Social Media
ACQUISITION
● Wide range of Networks● Wide range of Ad formats● Telling an engaging story
17
Focus of today’s presentation
Paid Promotion
ACQUISITION
...
WIDE RANGE OF PLAYERS
...
WIDE RANGE OF PLAYERS
WIDE RANGE OF PLAYERS
GOOGLE APP PROMOTION
Goals:
GOOGLE APP PROMOTION
Drive Installs Drive Awareness
2323
App discovery across wide range of
assets Search Watch on
YouTubePlay in apps Surf the web Work in Gmail
GOOGLE APP PROMOTION
2424
App discovery across wide range of
assets Search Watch on
YouTubePlay in apps Surf the web Work in Gmail
GOOGLE APP PROMOTION
2525
Search is part of the app
discovery process!
Search targets people that are
actively looking
for your Brand, content, similar
apps
Good conversion performances
Target CPA: €2 - €5
?
GOOGLE APP PROMOTION - SEARCH
2626
Two Formats
App promotion adsDrive app installs
App extensionsDrive app awareness
GOOGLE APP PROMOTION - SEARCH
?
2727
Set-up App promotion Ads
1. Create search
campaign
2. Create app promo ad
3. Select app store & app
4. Create adtext
5. Set landing page
6. Launch
Tip: use both branded as
generic keywords for better
results
?
GOOGLE APP PROMOTION - SEARCH
2828
App discovery across wide range of
assets Search Watch on
YouTubePlay in apps Surf the web Work in Gmail
GOOGLE APP PROMOTION
2929
Drive app awareness through
YouTube
Engaging format: use of sight,
sound and motion
Only pay when user watches
your video
?
GOOGLE APP PROMOTION - YOUTUBE
3030
Promotional banner
with “Install”
App is downloaded
without need to leave
YouTube
Companion banner
persists even if the
video ad is skipped
“Trueview for App install”
?
GOOGLE APP PROMOTION - YOUTUBE
3131
Set-up “Trueview for App
install”1. Video campaign
2. Select your video
3. Video type:
‘Drive mobile
app installs’
4. Select targeting
5. Launch
?
GOOGLE APP PROMOTION - YOUTUBE
3232
App discovery across wide range of
assets Search Watch on
YouTubePlay in apps Surf the web Work in Gmail
GOOGLE APP PROMOTION
?
GOOGLE APP PROMOTION - ADMOB
Huge reach within the most
popular apps using AdMob
Very powerful targeting to
reach the audience you want
Strong conversion performances
Target CPA: €2 - €4
?
GOOGLE APP PROMOTION - ADMOB
Image app install ad App install ad Video app install ad
?
GOOGLE APP PROMOTION - ADMOB
Set-up AdMob promotion Ads
1. Create ‘Ads in mobile
apps’ campaign
2. Choose & create ad type
3. Select targeting
4. Launch
3636
App discovery across wide range of
assets Search Watch on
YouTubePlay in apps Surf the web Work in Gmail
GOOGLE APP PROMOTION
3737
?
GOOGLE APP PROMOTION - GDN
Huge reach and visibility on
thousands of websites
Awareness focused
Good addition to other channels
3838
?
GOOGLE APP PROMOTION - GDN
Image app install ad App install ad
3939
?
GOOGLE APP PROMOTION - GDN
1. Create ‘Display’ campaign
2. Choose ‘App/Digital’ content
ad
3. Create ad
4. Settings & Targeting
5. Launch
Tip: If you are also using AdMob,
‘adsenseformobileapps.com’ as
negative
placement to avoid overlap.
1• Determine target audience
2• Choose platform
3
• Create campaign & choose ad type
4• Campaign settings & targeting
5• Launch campaign
6• Optimize campaign
GOOGLE APP PROMOTION - SETUP
FACEBOOK APP PROMOTION
4242
FACEBOOK APP PROMOTION
Goals:
FACEBOOK APP PROMOTION
Drive Installs Drive Engagement
Goals:
FACEBOOK APP PROMOTION
Drive Installs Drive Engagement
FACEBOOK APP PROMOTION
FACEBOOK APP PROMOTION
Connect your app to your Facebook Page
Create your ad
Choose a Call To Action
Set your budget
Define your target audience…
FACEBOOK APP PROMOTION
Use the correct targeting options…
FACEBOOK APP PROMOTION
Testing is Key!
FACEBOOK APP PROMOTION
Measure your App Installs
FACEBOOK APP PROMOTION
Optimization Tips
FACEBOOK APP PROMOTION
Exclude people that already have installedyour app
Optimize your bidding (CPA, CPC & CPM)(Good CPA between €1,5 and €2,5)
Make your target audience more precise or make it broader
Goals:
FACEBOOK APP PROMOTION
Drive Installs Drive Engagement
FACEBOOK APP PROMOTION
FACEBOOK APP PROMOTION
1• Enable deep-linking in your app
2• Register your app
3• Configure App settings
4• Decide your Audience
5• Create Ads
6• Measure Ads
55
TWITTER APP PROMOTION
5656
TWITTER APP PROMOTION
Goals:
Drive Installs Drive Engagement
TWITTER APP PROMOTION
58
TWITTER APP PROMOTION
5959
TWITTER APP PROMOTION
6060
TWITTER APP PROMOTION
6161
TWITTER APP PROMOTION
Optimization Tips
Use the detailed targeting options to refine your audience.
Test text and visuals to see what is most attractive.
Increase/decrease your CPC.
6262
TWITTER APP PROMOTION
Advantages
People download your app without leaving twitter. You can stimulate the communication of apps during installation on Twitter.
Good CPA between 0,75€ and 2€.
63
PLATFORMS - OVERVIEW
64
PLATFORMS - OVERVIEW
65
USER BEHAVIOUR
66
GOLDEN RULES
Target the right people Test Test Test ! Think about your banners Set-up impression capping Split campaigns between iOS & Android Set-up conversion tracking Try using CPA bid basis and match it with your CPI
value When reporting: take the conversion delay into
account
6767
BUSINESS CASES
IKEA Shopping App
Promotion of the ‘Shopping App’ in Belgium
Drive downloads & Create awareness
Networks used
• Google Search
• Google Display Network
• AdMob Network
Scope
• Time range: 3 weeks
68
BUSINESS CASES - OVERVIEW
69
BUSINESS CASES - TARGETING
Keywords
Demographic Targeting
• Gender: M & W aggresive bids on W
• Age: all ages aggresive bids on ‘25-34’ age group
Interests
• Home Deco, Fashion & Value shoppers, Kitchen & Bathroom, …
Downloadrate
BUSINESS CASES - CREATIVES
2%
2%
4%
BUSINESS CASES - RESULTS
1%
AdMob best download results
GDN drives awareness NOT downloads
30%
65%
5%
30%
91%
7%2%
SEA GDN AdMob SEA GDN AdMob
BUSINESS CASES - RESULTS
1%
CPA < 1 € > 5 € < 1 €
CPC Medium High Low
CTR >10%
< 5% < 5%
DownloadRate
< 2% < 2% > 5%
7373
BUSINESS CASES
App Promotion on Facebook
7474
BUSINESS CASES
Briefing
Launch of the New app in France
Goal:
• Create awareness
• Stimulate to donwload the app
• Stimulate to buy products in the app
Targeting:
• Men and Woman between 18 and 55 year old
• Interest based: Home Decoration, Photo sharing, Cinema Lovers, Christmass, Music Lovers, Photograpy, Winter Sports Fans.
7575
BUSINESS CASES
Visuals
7676
BUSINESS CASES
Results
Big reach more than 800k impressions in 2 weeks
Low CPC & CPA
A/B testing: Poster ads performed better then Photo Ads
Download rate around 20%
Higher download rate on Android then on iOS
BUT iOS audience is more qualitative (more in-app sales)
THANK YOU
[email protected]@semetis.com