7 Recommendations for a Successful an App Install Ad Campaign
You are the new one in app advertising business? You are about to run, analyze and optimize your first app install ad campaign? The following information will be vital for your successful completion of the plan. There will be pointed out the most significant points you should be aware of in order to conduct your campaign properly.
1) App install campaign enhances organic boost.
Let’s face the fact that your app is not able to get known in the competitive ocean of the same good products without a great number of downloads, paid and organic as well.
The app gets organic installs thanks to the app store viewing or organic search, which means that people find your product when they start searching for something in the store using keywords or brand search, investigate the top charts or when they receive store’s recommendations to install one or another application.
Other type of installs, non-organic or paid ones, are gained via strong promoting campaigns using advertising means as well as incentivized tools, when the user is offered to install the particular product in order to get some bonuses, virtual money or other perks.
The total amount of the downloads is the valuable factor in app store optimization (ASO) – the process of analyzing and improving the app’s features in order to put in higher in the search list – it would be wise to invest some resources in paid installs in order to enhance the ranking. Such move will eventually bring also the organic downloads.
2) Difficulties in the campaign measuring process.
There were times when the campaign measuring process was easy – to do that we simply used cookies. They enable market experts to monitor users in a hidden way, evaluate the effect of the campaign and, considering the received data, manage the process, spends and take the required measures.
But with the evolving of the mobile devices everything has changed. The Apple mobile browser by default does not support cookies options. That causes additional troubles for market tracking activities.
The absence of cookies in the mobile sphere divided it into fragments. Now we have two diverse platforms like iOS and Android as well as different environment like in-app activity and mobile web. More troubles add the absence of standardization. But the saving opting in this matter is ID matching, which helps to cope with various identification methods.
3) Be careful to avoid multiple charges.
Today a last-click attribution model is the most widespread one in mobile measurement. This model means that only the last network that drove a click before download will get paid by the promoter. As a rule it happens within seven-day period. Attribution services do so as they have integration in numerous networks so they can easily monitor the conversions.
That option is very important for promoter and network in order to get the info of the place of las click. Thanks to that network can charge or not the advertiser regardless to the appearance of click. Otherwise the promoters have to pay a multiple charges to various networks which would claim to be providers of the last click and a download, as a result.
To provide yourself with accurate information you should have a decent connection in order networks send you postbacks immediately about the fact of the last click. In that case the advertisers will not be charged wrongly. But in case it happens the promotional company will get the notification that there is inadequacy between the invoice and the received data.
4) Define the “best” installs network-supplier.
The developers often face the problem when they get a great number of users thanks to the promotional campaign, but they are happened to be of a low quality. You may have a lot of installs and user database, but they may not be interested in being active ones completing app sessions and take part in in-app activities. Users have chance to download a lot of applications for free, so it is quite a challenge to drive them to in-app purchases.
Your target in this situation to define the supplier of not only installs but the provider of the prospective active users, so-called “best” installs. Such installs usually means that users, who after downloading your product bring you in-app purchases, complete app sessions and demonstrate high level of engagement in general. You can identify the useful network by checking and analyzing users’ activity and associate the particular type of it with a particular network. That is the way you can estimate the value of the definite network and its quality.
5) Do not neglect the group analysis.
In order to understand and then predict the actions of the target audience the developers often use group, or cohort, analysis that helps to get all that info. It also can be useful when you want to improve the quality of your downloaders.
Such type of analysis can provide the particular specifications of the particular group of people and measure their KPIs and other app activity. Thanks to it the promoters can provide more accurate comparing results.
For example, the promoters can compare the particular user who came from the Facebook campaign in USA or any other place with user of another group. There is an opportunity to measure their engagement and define which user brings more revenue and from which cohort he is. Then you can use the received information in order to improve your targeting tools.
Applying this type of analysis you can monitor the engagement of users of the particular group as well as their monetization activity. The received data on such questions has a great value for future improvement and optimizing of the campaign as well as targeting tools.
6) The “last touch” is not of all importance.
Conversion is influenced by a complicated process of the collaboration of various users. Each of them has a leading role in supporting of the app ranking, distribution and making other ones to do the same.
Let’s consider such situation. The prospective user find out about the app while watching the app ad on his social network. Later he or she watched the short video introducing the application. But even now it is not enough for user to download the program. But now it is in his mind. And there are more chances this user might download the app the next time he will see the ad or video. The result is the one we need – the app is downloaded and installed and we hope the user will become the active one. Analyzing the path user walk to the downloading can we give all the credit only to the last source of app information? Of course, not.
The industry is considering the last-click attribution as s standard. In can be good enough from a clear billing perspective, but it is unreal for multi-attribution.
But the absence of billing does not mean that it is less valuable. Promoters can also invest in these networks as they measure the most common conversion path in order to trace the way user found the app. All in all, these sources of information play their role as well. But if the network was not on the way to the downloading may not considered to be paid.
7) Proper linking in your marketing campaign can improve UX.
The technology of deep linking means that developers can provide users with some part of the application as well as URLs send users to the particular page of the site.
Such approach of deep linking can be a creative tool of your marketing campaign in order to make user try and then install your product. It can lead not only to the installs and some conversion but also to a better engagement of the particular user.
Deep linking provides creators and promoters with a useful data on the particular group of users that can be used in the enhancing measures. Thanks to the URLs we can get a lot of benefits from the deep linking options.