mtc 2013 monetarisierung
DESCRIPTION
Nach wochenlanger Arbeit und nervenaufreibendem Approval-Prozess ist die Killer-App jetzt endlich im Store gelandet. Und jetzt? Die Downloadzahlen sind deutlich unter den Erwartungen, und etwas muss getan werden! In diesem Talk wird dargestellt, welche Möglichkeiten der Bewerbung existieren und welche Fallstricke es auf den unterschiedlichen Plattformen zu umschiffen gilt.TRANSCRIPT
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Sascha Möllering | ZANOX.de AG
Monetarisierung und Bewerbung von Mobile-Apps
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Contact
Sascha MölleringSoftware Engineering Team Lead
http://www.der-maschinenstuermer.de/
@sascha242
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Agenda
• Motivation • AppStore SEO• Ad Networks• Mobile Performance• Q&A
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„Riskulator“
6So, how many sales?
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AppStore SEO
• Find out the phrases people might use• Check out the competition for phrases• Choose a good name for your app
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AppStore SEO
• Choose matching keywords– No spamming!– No trademarked phrases
• Don’t update just to change keywords• Tools like appcodes might help
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AppStore SEO
• Ask users with tools like AppiRater Plus to write reviews
• Important for sales– Nice icon– Descriptive name– Good reviews
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AppStore SEO
• good SEO != good sales• Conversion rate is king!• Ship an app that is not crappy!• Not: yet another flashlight app• Ask your users for feedback!
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Terms
• Publisher– tries to monetize their content– operator of a website or app– Website or app shows the ad media of an
advertiser
• Advertiser– Pays for a specific action– advertising company– provides required ad media
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Terms
• CPC– Cost per Click– No further actions
• CPA– Cost per Action– Cost for a specific
action (more than a click)
– E.g.: newsletter subscription
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Apple iAd
• Apple’s ad network• 70/30 split for publishers• SDK/iAd Producer/iAd Workbench• CPA/CPC based• Budget starts at 50$• Tutorial
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Apple iAd
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Apple iAd
Bits und so-Pocast Episode 341“Gold Edition”
iAds Test Run Ended
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Google AdMob
• Google’s ad network for mobile• Split for publishers: ?• Daily budget minimum 10$• SDK/AdMob Website• CPA/CPC based• Tutorial
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Google AdMob
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Microsoft Advertising pubCenter/bing ads
• Microsoft’s ad network• Split for publishers: 70/30• Daily budget minimum ? • SDK/pubCenter/bing ads-website• CPA/CPC based• Text easy, display ads painful
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Microsoft Advertising pubCenter/bing ads
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Problems?
• Only “in-app”-solutions– Ads are shown in apps– Tracking is done in apps
• How to track browser to app?
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Solution!
• Transaction based model– Click a banner (web or in-app)– Buy and download app– Open app and install gets tracked
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Mobile Performance
App 1st Open
Publisher App Store Advertiser
Mobile App
Mobile Website
Apple
Cost-per-Install
In-App Purchase
Microsoft
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Solution!
Mobile Technology Magazin 3/13Monetarisierungzanox SDK für iOS und Android
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Q&A