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

sofie@semetis.commaxime@semetis.com