Getting Discovered on Google Play

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Slides presented by Chua Zi Yong at GDG DevFest KL 2012.

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Getting Discovered on Google Play

  1. 1. Getting Discovered on Google Play Follow me @chuazy
  2. 2. Getting Discovered on Google Play Follow me @chuazyAbout myself Chua Zi Yong Founder and CEO of Stream Media Developing Android since the 1.0 days Worked with many game companies like Creative Mobile and GameForge (> 10 million users)
  3. 3. Getting Discovered on Google Play Follow me @chuazyHow we got started in App Discovery?6 months ago, we launched ApplorerHelp Android users to find the best games on GooglePlay – and they MUST BE FREE
  4. 4. Getting Discovered on Google Play Follow me @chuazyWhy did we started building Applorer?
  5. 5. Getting Discovered on Google Play Follow me @chuazyVery quickly… things didn’t look so good How do I get more users for my app? **** only XX installs a day…
  6. 6. Getting Discovered on Google Play Follow me @chuazyAnd looks like this is a COMMON problem < 5% of app has > 50,000 downloads
  7. 7. Getting Discovered on Google Play Follow me @chuazySo… how to be the 5%?
  8. 8. Getting Discovered on Google Play Follow me @chuazyWe tried many methods…- Friends and family (duh)- Switching categories- AdWords- Facebook ads- Creating apps (cookie cutter) to promote Applorer- Writing to editors, blogs, news papers- Cross marketing with other apps- YouTube reviews- Social Media- Creating many apps to redirect users to Applorer- Keyword spamming (dangerous… hmmm)- App Store Optimization
  9. 9. Getting Discovered on Google Play Follow me @chuazyWe concluded with 3 key points3 key points that you definitely will need tolook into get > 1,000,000 installsI will go through in reverse order ofimportance..So that I can end of with the most importantthing =)
  10. 10. Getting Discovered on Google Play Follow me @chuazy1. SEARCH
  11. 11. Getting Discovered on Google Play Follow me @chuazyUsers have to find your app80% of Android installs are from SEARCHAppstore Search Optimization is by far themost effective in generating organicdownloads from REAL USERS
  12. 12. Getting Discovered on Google Play Follow me @chuazyKeywords, keywords, keywordsOn Android, you can modify your descriptionas and when you like.Keywords are vital in getting good organicsearch traffic to your app.Find the keywords relevant (and popular)Repeat but not spam the keywords
  13. 13. Getting Discovered on Google Play Follow me @chuazyApp name, images, package nameThey all play a part in search rankingVideos and images can increase conversionrate from search views to installsDo not make your trailer into an actionmovie – show use case, screen shots,gameplay
  14. 14. Getting Discovered on Google Play Follow me @chuazyRating and commentsApps with high rating and comments willalso be ranked higherTypically only 1-2% of users will give ratingFind ways in your app to encourage (but notincentivize) users to rate and comment onyour app
  15. 15. Getting Discovered on Google Play Follow me @chuazyOther things that may not be obvious…Google Play are tracking other factors thatare less obvious- Monthly active users- Install/Uninstall ratio- User activity levels- Bugs
  16. 16. Getting Discovered on Google Play Follow me @chuazy2. Build a Brand
  17. 17. Getting Discovered on Google Play Follow me @chuazyBy far one of the toughest thing for geeks
  18. 18. Getting Discovered on Google Play Follow me @chuazyThe world needs to know about your app!Think about brand building – how do you getkids to drink coke when they are thirsty?This is a lot of hard work- A lot of rejections- Not overnight- Not cheap (but doesn’t have to be expensive)
  19. 19. Getting Discovered on Google Play Follow me @chuazyWhat is the message?Provide a clear, concise reason why “I” should useyour appWhat is the advantage of using your appcompared to another one/none at all?All this have to be part of the product marketingmix, which you need to communicate to the world
  20. 20. Getting Discovered on Google Play Follow me @chuazyGetting to the blogs/writers/journalistsThis is a lot of hard work to build relationship withthem – but IT IS WORTHWHILEThink of the angles and marketing mix that willinterest their readersBuild real and truthful relationship as this will beyour accumulative advantage in the long term
  21. 21. Getting Discovered on Google Play Follow me @chuazyGetting to the worldAds- PR agencies (>US$20,000 per campaign)- Ad networks (CPC/CPM/CPI)Measure, measure, measure- User life time value > Cost- Retention- Activity- Purchasing power- Volume
  22. 22. Getting Discovered on Google Play Follow me @chuazyTools that you should look atAppstore Analytics- AppAnnieApp Analytics- Google Analytics for mobile- FlurryGoogle Analytics can also track download sourcee.g. search, campaign etc
  23. 23. Getting Discovered on Google Play Follow me @chuazyDo not forget your usersUsers are the best marketing mediumCreate channels where you can aggregate andengage with them on social networksThey can also give you valuable feedback to yourproduct
  24. 24. Getting Discovered on Google Play Follow me @chuazyThink of best, free games, you think ofApplorerIf your users think like this, you have succeeded
  25. 25. Getting Discovered on Google Play Follow me @chuazy3. Build a Good Product
  26. 26. Getting Discovered on Google Play Follow me @chuazyMost importantly, a good productUltimately, the product must be goodWhat you want to do is to give it a push so thatyou can create a positive cycleOtherwise, it will be a very painful and expensivejourney for you
  27. 27. Getting Discovered on Google Play Follow me @chuazyMost importantly, a good productGood ratings Loyal users Viral recommendations Media coverage Get Featured on Google Play
  28. 28. Getting Discovered on Google Play Follow me @chuazyBuild, release, gather reviews, repeatBuilding a good product is (usually) an iterativeprocessSources to get reviews:- AppAnnie- Google Analytics / Flurry- Google Play DashboardFollow the best development practices
  29. 29. Getting Discovered on Google Play Follow me @chuazyFriday Game Review / App Clinichttp://www.youtube.com/user/androiddevelopers
  30. 30. Getting Discovered on Google Play Follow me @chuazySo… today Applorer is at
  31. 31. Getting Discovered on Google Play Follow me @chuazyWe are still growing, but learningWe are learning every day how to build a betterappGrowing from 0/day to 3000/day has no magicsauce, all hard work and we all start some where
  32. 32. Getting Discovered on Google Play Follow me @chuazy Thank you!p.s. download Applorer from Google Play @ applo.re/freegames

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