helping software monetizersclean up and thrive...outbid his search terms, paid more for ads, and...
TRANSCRIPT
Helpingsoftwaremonetizers cleanupandthrive
MeetAndyThisisAndy.He’sasoftwaremonetizer.He’sbeenbuildingappsforawhile,andit’sbeenawildride.
Thisisthestoryofwhyhe’sstillinbusiness.
Andy’sappAfewyearsago,Andybuilttheworld’sgreatestapp.Itwascleverandcool,andsolvedabigpainpoint.
Bothofhiscustomerslovedhisapp.
Hewasgoingbroke.
Andylearnedthehardwaythatveryfewappssellthemselves.
LearningtheropesAndyresearchedanddiscoveredtherewerealternativewaystomonetizehisapp.
Helearnedaboutadvertisingandpayperinstall.
Thereweremanycompanieswillingtopayhimtoinstallhisapp… howcoolwasthat?
WhatAndytriedSometimeshewasapublisher,andheranhisadcampaigns,andotherappsandofferspaidhimcommissionstoinstallalongsidehisapp.
Othertimeshewasanadvertiser,andhepaidotherstogetinstalled.
Bothwaysworked,andhiscustomerbasegrew.
SoonAndywasmakingmoney.Nottoomuch,butenoughthathewaswillingtoexperimentandmakemore.
Hedecidedtolearnmoreaboutthebusinessofinternetmarketing.
AndythebusinessmanSoonAndywasjugglingmonthlyspendandthinkingaboutLTV,tryingtofindtheperfectmixofthemostcustomerswiththehighestconversions.
Butslowlyhisvocabularychanged.Insteadof“customers”and“value”,heusedwordslike“installs”and“conversions”.
Aslongashisappofferedvalue,hewassafe.Wasn’the?
LivingthedreamAndy’sapphadmanyinstalls.Hisconversionratesweredecent,andhehadlowreturns.
Andyhiredlikecrazytogetevenmoredistribution.Heupgradedhisofficespaceandgavehisemployeesfuntoystoplaywith.
Lifewasawesome.Untilthebadguysshowedup.
Ruthlesscompetition
Copycatcompetitorsappeared• WhenAndypublished,they
outbidhissearchterms,paidmoreforads,andchargedlessforthisproduct.
• Whenheadvertised,theyoutbidhimonPPI
Howcouldthisbe?Herealizedhiscompetitorshadhigherconversionsandlowerproductcosts.
AndsoAndyjoinedtheracetothebottomandmetevenmorebadguys.
BaddecisionsAndywasdesperate:hehadabusinessbuiltonvolume.Washesupposedtogiveup?Never!
Ifyoucan’tbeatthem,jointhen.SoAndygotaggressive.Hetried:• Injector-basedadplatforms• Unmonitoredaffiliatenetworks• Evasiveinstallers• High-commissioncallcenters• Scaryads• Aggressiveupselllanguageinthe
app
Bythispoint,Andy’scustomershadbecometargets.
WelcometosecurityAndthenonefineday,Andyfoundoutthattherewerecompanieswhohatedhisappsomuchtheyblockedit,poppedupwarningswhenitinstalled,andremovedit.
Andydiscoveredthepowerofthesecurityindustry.
Andywasoffended.Hewasascleanaseverybodyelse,wasn’the?Andbesides,theAVswerejustasbad,andtheplatformswereprotectingtheirownsearch.
KnivesinagunfightSoAndyfoughtback.He:• Hiredlawyerswhosentcease
&desistletters.• Changedhisproductname• Rolledtonewcertificates• Switchedtoaninstallerwho
guaranteednodetections.
Andysawsomebumpsinhisbusiness,butnotforlong.
AppJailItonlygotworse:• Hispaymentprocessor
droppedhimbecauseofhighreturns.
• Hisadnetworkstoppedtakinghiscalls.
• TheflagsmultipliedandtheAVswouldn’ttalktohim.
Andywasrunningoutofoptions.
Andywasinappjail,andhadnocluehowtogetout.
ManyofushavebeenworkingonAndy’sproblemforthreeyears
• 2014:Microsoftpushesforanewapproach• FormationmeetingsinIsrael,Florida,Canterbury
• 2015-2016:CleanSoftwareAlliancepicksupsteam• SummitsinVegas,NYC,Prague,California• Publishsoftwareandadvertisingguidelines
• 2016-2017:AppEsteemcertifiesapps• Publishedbroadappcertrequirements• Definedmonitoringforapps,landingpages,andbetterworldnetworkpartners
• AgreedthatCSAwillprovideoversight• LaunchedDetectorcampaign
Certifyyourapps• Requirementsaretough,andcovertheentiresupplychain
• Weandourcompliancepartnerscanhelpyougetthere
Monitoranddefendyourapps• Getfast,actionablefeedbackfromsecuritypartners
• HelpyoumonitorpartnerabuseFightyourunfaircompetitors
• Calloutdeceptiveapps(Deceptors)• DriveAV• Fightsecuritypartnerhypocrisy
Makeitpayforyoutobeclean• BetterWorldNetworkgivesyouaccess,reducescosts
WhatAppEsteemoffers
https://customer.appesteem.com/Home/AppCertReqs
FinallysomehopeAwayoutofappjail?Andycouldn’tbelieveit.Hehadalotofquestions.• Wouldhehaveatargetonhis
back?• Couldheaffordthehiton
conversions?• Wasthisextortion?• Wasittoogoodtobetrue?
HetalkedtootherswhojoinedAppEsteem,anddecidedtotaketheplungeandgoclean.
TherequirementsAtfirst,AppEsteem’s requirementsseemeddaunting.
ThenAndyrealizedthattheyboileddownintojustthreethingsheneededtodoforhiscustomers:• Keeptheminformedandin
control• Preventunpleasantsurprises• Neverletthemfeelcheated
whentheypay
Andyinstructedhisteamtomakeithappen,eventhoughhewasmorethanalittlescared.
Certified,baby!Ittookafewroundsandalotoflearning,butonefinedayAndy’scompanywasvalidatedandhisappwascertified byAppEsteem.
Mostofthesecuritypartnersclearedtheirflags,andtheremainingonesgaveactionablefeedbackonwhatelseneededfixing.
Andyknewexactlywhathehadtodotorebuildhiscustomer-focused,cleanbusiness.
Andbestofall…Andy’scustomerslovedhisapp.• Hischargebacksandreturns
plummeted• Hisrenewalsskyrocketed• Hisbusinessbecame
sustainableandpredictable.
Andywasproudofhisappandtoldeveryonewhathelearned.
Don’[email protected]+1-206-972-2061Getyourappsclean!
appesteem.comcustomer.appesteem.com/Home/AppCertReqs@AppEsteem