Measuring & promoting mobile apps

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  • https://www.linkedin.com/today/post/article/20130611163526-224083-the-1-question-every-digital-marketer-should-ask
  • https://www.linkedin.com/today/post/article/20130611163526-224083-the-1-question-every-digital-marketer-should-ask
  • https://support.google.com/analytics/answer/1033867?hl=en
  • Measuring & promoting mobile apps

    1. 1. Mobile Inspiration DayMeasure & Promote18 June 2013 | Sven De Meyere & David Roose
    2. 2. The #1 question for digital marketersDid it work?
    3. 3. The top 5 tasks for digital marketersSet objectivesEstablish KPIsMonetize your goalsAnalyse & optimiseAsk "did it work?"
    4. 4. Its in our DNA!
    5. 5. MEASURE
    6. 6. Website AppsWhats different: technicallyAlways onlineUnique visitor = cookieDefault traffic sourcesPages: URLsOn- or offline? 3G or WiFi?User = installation IDApp / Play storeScreensCrashes & exceptions
    7. 7. Website AppsWhats different: metrics &dimensionsUnique visitorVisitPageviewUserSessionScreen viewNo bounce rateApp versionsInput: touch, clickwheel, …
    8. 8. It also looks different…Integration with Play Storefor acquistion metrics
    9. 9. Tip #1: give screens a nameNo address bar (URL) = nounique name by default
    10. 10. Tip #2: tag all links to the app
    11. 11. Tip #3: learn how users areconnected
    12. 12. Tip #3: learn how users areconnectedAdd "connection type" as a custom dimension[tracker setCustom:1dimension:@"WiFi"];[tracker setCustom:1dimension:@"Provider"];
    13. 13. Tip #4: default segmentsMobile traffic: contains smart phones & tablets
    14. 14. Tip #5: going hybrid? Think twice!Dont count your visitors& pageviews twice
    15. 15. The future of mobile measurementIntegration– Universal Analytics– Play storeMore tools– Google Analytics as one-stop shop– Google Tag Manager for mobileConvergence– Heatmaps?– A/B & MVT testing?
    16. 16. PROMOTE
    17. 17. Some mobile data (Belgium)22% of population has a smartphone– 72% of smartphone users never leave without it– 36% search for information daily– 62% uses their smartphone to watch videos– 13% would rather give up on television than theirsmartphone– 23% looked up information and then bought online– 21% looked up information and then bought online– Average n° installed apps: 19• +/- used 8 in last month• +/- 4 paid apps
    18. 18. Target your existing audienceSmart app banner
    19. 19. Google AdWords (enhancedcampaigns)
    20. 20. Google AdWords (enhancedcampaigns)Serve different ads, based on:– Location– Device– Time
    21. 21. Google AdWords (enhancedcampaigns)Adjust device and location bids within the samecampaign
    22. 22. Google AdWords (enhancedcampaigns)Adjust device and location bids within the samecampaign
    23. 23. Google AdWords (enhancedcampaigns)Adjust headline, description, URL and sitelinks formobile devices
    24. 24. Google AdWords (enhancedcampaigns)Set extensions to appear only during certain times ofday or on mobile devices.
    25. 25. Mobile apps can be promoted onGoogleAndroidiOs
    26. 26. Mobile conversion tracking
    27. 27. Google AdWords – Click to callMeasuring conversions from phone calls
    28. 28. In-app advertising through AdmobYour ad appears inside appsPromote your own app or websiteTarget apps on both smarthpones & tabletsReach:– 100K apps in over 150 countries– 2 billion impressions daily– 31 million impressions / day in benelux
    29. 29. In-app advertising through Admob
    30. 30. Q&A
    31. 31. Sven De Meyere - Digital Marketersdemeyere@reference.be@demeyeresvenbe.linkedin.com/in/svendemeyereDavid Roose – Team Leaderdroose@reference.be@_soulshaker_be.linkedin.com/in/davidroose

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