1. Android App
WHAT YOU NEED TO KNOW
Learn how to improve Android app
discovery, drive more installs, and
generate long-term, loyal usage.
Mobile App Marketing
2. TO SUCCEED
MARKETERS NEED VISIBILITY.
VISIBILITY INTO THE MARKETING THAT’S
AND THE POWER TO TAKE THOSE INSIGHTS AND MAKE THEM
3. WELCOME TO THE
WAY APP MARKETING
SHOULD BE .
Where you get deep insights into the advertising that’s truly
driving your business.
And more than just insights. But a way to make those
insights highly actionable.
All in real time… When it matters most.
So you can drive more users. Get more from your ad
budget. And more for your business.
This is the way app marketing should be.
With Google Play and Fiksu.
3 | Fiksu | Mobile App Marketing eBook Series | www.fiksu.com/ebooks
4. APP MARKETERS
One of the biggest frustrations for app marketers is the
lack of visibility into what’s actually working – so we can
know how to invest our ad dollars to drive the highest user
volume at the lowest cost.
Marketing attribution to know
what’s driving your users
Which traffic sources deliver our loyal users? Which
campaigns deliver the highest average revenue per
user? What are the sources that drive our ROI positive
Deep insights into where to target
your ad spend
It’s too much a guessing game.
The power to make this intelligence
actionable in real time
Fiksu and Google Play change all that.
4 | Fiksu | Mobile App Marketing eBook Series | www.fiksu.com/ebooks
5. Now you can have the answers. And the ability to act on
Google Play does its part by providing a framework that
ties every one of your app installs back to the source ad
network and ad creative. And the Fiksu user acquisition
platform takes it to a deeper level by anonymously
tracking each user’s post-install actions and tying each
distinct action back to the traffic source within each ad
network. And Fiksu makes this intelligence actionable by
optimizing ad spend in real time to these sources.
So you can invest your ad dollars on the advertising
that’s truly driving your business.
There’s no more guessing. No more
risks. Or compromised results.
5 | Fiksu | Mobile App Marketing eBook Series | www.fiksu.com/ebooks
6. Google Play and Fiksu offer an innovative marketing
approach that can benefit your business in exceptional
new ways – ways that are different than what you may be
accustomed to with your iOS marketing program.
This eBook gives you an overview of the key Google Play
differences, and how you can exploit them to improve app
discovery, drive more installs, and generate long-term, loyal
This ebook focuses on four key differences:
1. Deeper Marketing Attribution And Optimization
2. Organic Discovery That Is “Search” Driven
3. More Cost-Effective Ad Networks
4. Immediate App Approval Process
Let’s explore each in further detail.
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7. WHAT’S DIFFERENT ABOUT
1. DEEPER MARKETING ATTRIBUTION & OPTIMIZATION
Marketing Attribution - Insights Into What’s Working
Google Play provides a marketing attribution framework that gives you insights that help you make more
informed advertising decisions.
A piece of tracking code called an “Android Referrer” anonymously “attributes” each of your app installs
back to the ad network and ad creative from which that install originated. This marketing attribution gives
you valuable marketing intelligence, while balancing the need for user privacy.
But this is just the beginning.
Google Play integrates with The Fiksu for Mobile Apps user acquisition platform to:
1) Take these insights to a much deeper level; and
2) Make them actionable in real time
Fiksu anonymously tracks each user’s post-install events (launches, purchases, registrations, game levels,
conversions, etc.), together with ad-performance variables such as rank, installs, cost, and traffic source,
for highly granular market intelligence. So you can have the information you need to make the data-driven
marketing decisions that you as a marketer need, and are accustomed to.
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8. WHAT’S DIFFERENT ABOUT
1. DEEPER MARKETING ATTRIBUTION & OPTIMIZATION
Real-Time Optimization - Turn Insights Into Results
What are insights without the power to act on them? With Google Play and
Fiksu, you have both. The Fiksu platform uses sophisticated, predictive
algorithms to convert marketing attribution into marketing action. Based
on the marketing attribution data, Fiksu optimizes your advertising to
the traffic sources that most cost effectively deliver the users who take
the actions you want. So you can spend ad dollars wisely and, most
importantly, based on performance.
· Drive high volumes of loyal users
· Achieve lower Cost Per Install (CPI)
· Monetize more users and increase ARPU
· Realize higher advertising ROI
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9. HERE’S HOW REAL -TIME
With a simple URL builder,
an advertiser creates a
unique ad link consisting
of a URL address and the
campaign variable to track.
The user clicks on the ad
and gets directed to Google
Play to download the app.
Google Play ties the users
to the source ad network
and ad creative. Fiksu ties
back to the actual publisher
within the network.
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Fiksu identifies key
interactions with the app
registrations, etc.) and ties
them back to the original
ad source and ad creative.
Fiksu uses this data to
optimize your ad spend in
real time, focusing on the
most effective sources.
10. WHAT’S DIFFERENT ABOUT
2. ORGANIC DISCOVERY THAT IS “SEARCH” DRIVEN
We all know how important organic discovery is. Organic users seek your
app on their own – without paid advertising. These users are not only
“free,” but are much more likely to become loyal users than those who
install your app after seeing an ad.
The good news for Android app marketers is that you have more tools to
drive organic users on Google Play than you do in the App Store. This is
because Google Play determines app rankings – and therefore organic
discovery – in an entirely different way that you can control.
Google Play and the App Store use very different methods of determining
rank and, therefore, affecting app discovery. In the App Store, rank is the
driving force behind organic discovery. The App Store determines rank by
the number of installs, and how recent the installs are. Apps that cannot
sustain large numbers of installs find that their rank slips quickly.
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11. WHAT’S DIFFERENT ABOUT
2. ORGANIC DISCOVERY THAT IS “SEARCH” DRIVEN
In contrast, Google Play determines rank primarily
by a search algorithm and a browse algorithm.
Search is the primary means of organic discovery
on Google Play. Approximately 75% of organic
downloads originate from a search. Of these, about
half come from searching for a brand title, and one
quarter from a generic search. Data shows that
users who find an app through search are 50%
more likely to become long-term, loyal app users.
Google Play provides a robust search capability,
making it easier for users to search for apps of
interest no matter what the rank. Rank, while
still important, holds much less sway over how
an app is discovered on Google Play. A study by
Fiksu determined that 75% of users found apps on
Google Play through a search.
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Brand search: 50%
General search: 25%
12. GOOGLE SEARCH RANK
THE GOOGLE PLAY SEARCH ALGORITHM CONSIDERS THREE VARIABLES THAT
DETERMINE AN APP’S SEARCH RANK:
Keyword In The App’s Title
The most important element for Google Play rank. The proper keyword can
increase rank 80 to 100 spots.
Keyword Frequency In The App Description
When a keyword is used multiple times in the app description, rank is
increased, often up to 20 spots. Testing has shown that the impact frequency
ends after 5 uses of the keyword.
Number Of Net Installs
Google’s ranking algorithm is skewed in favor of apps that show user
retention. The more “net” installs, the higher the rank. The Google algorithm
tracks uninstalls and takes into account only apps that remain installed.
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13. WHAT’S DIFFERENT ABOUT
2. ORGANIC DISCOVERY THAT IS “SEARCH” DRIVEN
Google Play’s search capabilities level the playing field,
allowing lesser-known apps and brands additional
opportunities to reach prospective users.
Google Browse Rank Algorithm
Browse rank in the App Store is determined by overall
installs, whether the app is retained or not. In Google Play,
browse rank is determined by the number of net installs.
The more net installs, the higher the browse rank. The
Google browse algorithm tracks de-installs and takes into
account only apps that remain installed. High volumes of
low cost installs will not help with browse rank in Google
Play – it’s all about long-term retention.
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High volumes of low
cost installs will not
help with browse
rank in Google Play,
it’s all about longterm retention.
14. WHAT’S DIFFERENT ABOUT
3. MORE COST-EFFECTIVE AD NETWORKS
To be successful in today’s competitive market, an app needs to be
backed by solid marketing and advertising programs. Just like iOS, the
Android ecosystem has dozens of third-party ad networks that perform
well to drive user acquisition.
Within the Android ad networks, there is a greater supply of ad
inventory compared to iOS. A recent analysis of available advertising
inventory shows that Android is able to deliver 12% more ad inventory
This extra inventory has driven down advertising rates substantially.
Fiksu estimates the cost of that inventory is 40% lower than for iOS.
Android marketers therefore can expect the cost to acquire a user
to be much less for Android and iOS. Lower ad costs also give you
an opportunity to have an even greater impact on your app rank and
The good news for advertisers is that, once improved rank is achieved,
the rank does not degrade once an advertiser stops spending. As
such, the advertiser continues to enjoy incremental organic downloads
beyond those generated during a campaign.
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15. WHAT’S DIFFERENT ABOUT
4. IMMEDIATE APP APPROVAL
The app market moves fast and is constantly changing.
Marketers with the ability to adapt quickly can get a
significant competitive edge.
Google Play provides the ideal environment for developers
and marketers to react quickly to changing market
dynamics because Google Play does not have an app
approval process that delays apps going live.
In contrast, updating an app can take weeks with iOS due
to the App Store’s submission and approval process, which
frequently takes more than a week.
Android developers can quickly iterate on design and test
features, promotions or offers that work best. Developers
can iterate and test designs quicker on Android, and
marketing costs are significantly lower, because you can
test and therefore learn the best marketing approaches.
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16. TIPS FOR ANDROID MARKETING SUCCESS
Exploit the Marketing Attribution
Capabilities of Google Play and Fiksu
To get the best return from your ad spend, take full
advantage of the Google Play and Fiksu marketing
attribution capabilities. This will allow you or your agency to
conduct closed-loop analysis of your advertising, and base
ongoing advertising decisions on known performance.
As you acquire users, continually track and measure the
traffic sources that generate these users, as well as
key post-download user events. Use this data to steer
your marketing toward the sources that generate your
most desired users, and at the best cost. Measure ad
performance: rank, downloads, source, cost; and measure
the post-install events important to your business:
launches, purchases, registrations, usage, game levels,
conversions, etc., in real-time.
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17. TIPS FOR ANDROID MARKETING SUCCESS
OPTIMIZE ADVERTISING IN
With the insights gained from marketing attribution, optimize your
advertising in real-time toward traffic sources that are delivering the
You can leverage the Fiksu platform to target the types of users your
business needs, in high volumes, and for the most efficient cost
possible. If you want users who make in-app purchases, Fiksu can
optimize your advertising to the sources that have generated these
users in the highest volumes. If you monetize your app by selling ads,
Fiksu can optimize your advertising to the sources that generate loyal
users who use your app repeatedly. A Fiksu optimization specialist
manages the Fiksu platform on your behalf, so there is no software to
install or learn, or additional staff required on your part.
With the combination of marketing attribution and real-time
optimization, you are virtually guaranteed a better return on your
marketing investment, and the ability to build a long-term app business.
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18. TIPS FOR ANDROID MARKETING SUCCESS
OPTIMIZE YOUR APP FOR SEARCH
In Google Play, search is the primary means of organic discovery. You can greatly influence
search rank, and therefore app discovery, by following these tips.
Keyword in the App Title
A keyword in your app title is the most important element that impacts search rank. The
right keyword in your title can affect rank position 80 to 100 spots. Identify your most
successful keyword and include it in the title. But don’t use the keyword in the title more
than once—this makes no difference.
Keywords in the App Description and Promo Text
Within the app description, frequency of keywords increases search rank. Try to use
a keyword up to five times. This can impact rank position 10 to 20 spots. Don’t use a
keyword more than five times as this does not add further benefit.
Also, include the app name in the body of the app description. Unlike iOS, the body
description is searched under Google Play.
Since updating your submission is easy and quick, you should consider experimenting with
different keywords and combinations to see which yield better results.
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19. 10 STEPS TO IMPROVE
ON GOOGLE PLAY
Define keywords that are relevant to your app
(Use Google AdWords Traffic Estimator to help you prioritize)
Include top keywords in the app title (and consider removing
your app name from the title, in order to make room for these)
Include app name and all other keywords 5 times in
Make developer and bundle name relevant to the app
(these also contribute to search)
Make app logo descriptive of app name
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Consider using competitor
keywords & app name
Use city and country names if
the description of geographies
are relevant to your app
Measure search rank for all your
Measure traffic from search on
keywords over the period of a
Incentivize users to rate your app
because user ratings can raise
an app’s rank in Google Play.
20. TIPS FOR ANDROID MARKETING SUCCESS
CONDUCT LONGER-TERM AD CAMPAIGNS
WITH SEVERAL NETWORKS
Google Play’s ranking algorithm rewards long-term user acquisition - apps that acquire and
retain users are rewarded with higher ranks. Therefore, advertising campaigns should be
run over a longer term and sustained over several months, as opposed to the short bursts
of activity often seen in the iOS market.
The best strategy is to try to work with as many traffic sources as possible. This will
enable you to reach your largest potential audience, realize the lowest-possible cost per
acquisition, and also protect your app from audience saturation.
Fiksu works with all the major ad networks, real-time bidding platforms, and incentivized
download programs. This gives you access to all the major traffic sources with just one
lightweight SDK and one reporting dashboard.
Work with Many Traffic Sources to:
• Identify the best-performing sources
• Drive installs from more loyal users
• Insulate your app from audience saturation
• Keep your costs down
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21. TIPS FOR ANDROID MARKETING SUCCESS
TEST YOUR APP PRESENTATION ON
Take advantage of the fact that you can update your app
immediately on Google Play by continually testing the way
your app is presented. Try different app titles, meta tags
and test the app name in the logo. Continually explore new
ways to describe your app, and look for new keywords. You
can apply these learnings to your iOS versions and reduce
your costs and risks.
21 | Fiksu | Mobile App Marketing eBook Series | www.fiksu.com/ebooks
22. TIPS FOR ANDROID MARKETING SUCCESS
TARGET LOYAL USERS – NOT JUST
To build a thriving app business, you need installs by loyal
users. It is loyal users who use your app repeatedly, make
purchases, register, or take other actions that tie back to
an ROI. An install, or even an app launch, does not mean
that you have a loyal user. In fact, studies show that many
users who install an app never even use it, or abandon it
after a single use.
It is loyal users on which you ultimately build your app
Loyal user acquisition also benefits your rank on Google
Play, since Google Play’s rank algorithm rewards retention.
Try to optimize your Android marketing efforts on traffic
sources that are delivering your loyal users. Use the
Google Play and Fiksu attribution capabilities to help you
understand the traffic sources driving your loyal users, and
Fiksu’s optimization capabilities to go get them.
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23. ANDROID MARKETING
SUCCESS STARTS HERE
Are you planning an Android ad campaign? Or do you
believe your current Android campaign can perform better?
Speak with an Android Marketing
Expert About Ways To:
Contact Fiksu today to get started on the path to success.
· Drive high install volumes
A Fiksu Android marketing expert is ready to speak with you
about ways to achieve the results your business needs.
· Acquire loyal users dedicated to
Many of the world’s leading app developers turn to Fiksu
for Android marketing success. Join our community of
successful app marketers.
· Monetize more users and drive more
· Achieve ROI-positive ad campaigns
Contact Fiksu today:
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· Gain high-value insights into
ad performance and key business