how to promote your mobile app successfully by sofie van vaerenbergh at conversion day 2015
TRANSCRIPT
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MOBILE APP PROMOTIONHOW TO PROMOTE YOUR MOBILE APP?
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LOTS OF DOWNLOAD
S
100B DOWNLOADS IN 2013
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86% OF TIME SPENT IN APPS
LOTS OFTIME
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$35BNIN REVENUE IN 2014
LOTS OFREVENUE
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But above all…
LOTS OFREVENUE
LOTS OFTIME
LOTS OF DOWNLOAD
S
MOBILE APP OPPORTUNITY IS IMMENSE
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LOTS OF APPS!
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1.2m
1.5m
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TOO MANY APPS?
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TOO MANY (DEAD) APPS
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How do you get your app to be noticed?
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$5.000.000 Super Bowl
ad?
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Paid PromotionOrganic
Promotion
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App Store Optimization
REALISTIC BUDGETS
Retention
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RETENTION
95% of apps are abandoned
within 1 month
20% of apps are used once
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RETENTION
Continuously work in Progress..
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Paid PromotionOrganic
Promotion
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App Store Optimization
ACQUISITION
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Organic
Promotion
Use existing customer touch points● Website● Mailing● Social Media
ACQUISITION
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● Wide range of Networks● Wide range of Ad formats● Telling an engaging story
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Focus of today’s presentation
Paid Promotion
ACQUISITION
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WIDE RANGE OF PLAYERS
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WIDE RANGE OF PLAYERS
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WIDE RANGE OF PLAYERS
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GOOGLE APP PROMOTION
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Goals:
GOOGLE APP PROMOTION
Drive Installs Drive Awareness
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App discovery across wide range of
assets Search Watch on
YouTubePlay in apps Surf the web Work in Gmail
GOOGLE APP PROMOTION
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App discovery across wide range of
assets Search Watch on
YouTubePlay in apps Surf the web Work in Gmail
GOOGLE APP PROMOTION
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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
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Two Formats
App promotion adsDrive app installs
App extensionsDrive app awareness
GOOGLE APP PROMOTION - SEARCH
?
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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
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App discovery across wide range of
assets Search Watch on
YouTubePlay in apps Surf the web Work in Gmail
GOOGLE APP PROMOTION
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Drive app awareness through
YouTube
Engaging format: use of sight,
sound and motion
Only pay when user watches
your video
?
GOOGLE APP PROMOTION - YOUTUBE
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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
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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
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App discovery across wide range of
assets Search Watch on
YouTubePlay in apps Surf the web Work in Gmail
GOOGLE APP PROMOTION
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?
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
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?
GOOGLE APP PROMOTION - ADMOB
Image app install ad App install ad Video app install ad
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?
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
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App discovery across wide range of
assets Search Watch on
YouTubePlay in apps Surf the web Work in Gmail
GOOGLE APP PROMOTION
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?
GOOGLE APP PROMOTION - GDN
Huge reach and visibility on
thousands of websites
Awareness focused
Good addition to other channels
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?
GOOGLE APP PROMOTION - GDN
Image app install ad App install ad
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?
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.
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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
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FACEBOOK APP PROMOTION
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FACEBOOK APP PROMOTION
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Goals:
FACEBOOK APP PROMOTION
Drive Installs Drive Engagement
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Goals:
FACEBOOK APP PROMOTION
Drive Installs Drive Engagement
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FACEBOOK APP PROMOTION
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FACEBOOK APP PROMOTION
Connect your app to your Facebook Page
Create your ad
Choose a Call To Action
Set your budget
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Define your target audience…
FACEBOOK APP PROMOTION
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Use the correct targeting options…
FACEBOOK APP PROMOTION
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Testing is Key!
FACEBOOK APP PROMOTION
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Measure your App Installs
FACEBOOK APP PROMOTION
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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
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Goals:
FACEBOOK APP PROMOTION
Drive Installs Drive Engagement
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FACEBOOK APP PROMOTION
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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
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TWITTER APP PROMOTION
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TWITTER APP PROMOTION
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Goals:
Drive Installs Drive Engagement
TWITTER APP PROMOTION
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TWITTER APP PROMOTION
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TWITTER APP PROMOTION
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TWITTER APP PROMOTION
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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.
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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€.
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PLATFORMS - OVERVIEW
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PLATFORMS - OVERVIEW
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USER BEHAVIOUR
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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
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BUSINESS CASES
IKEA Shopping App
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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
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BUSINESS CASES - OVERVIEW
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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, …
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Downloadrate
BUSINESS CASES - CREATIVES
2%
2%
4%
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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
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BUSINESS CASES - RESULTS
1%
CPA < 1 € > 5 € < 1 €
CPC Medium High Low
CTR >10%
< 5% < 5%
DownloadRate
< 2% < 2% > 5%
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BUSINESS CASES
App Promotion on Facebook
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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.
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Visuals
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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)