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  • 1. Android AppMarketing andGoogle Play WHAT YOU NEED TO KNOWLearn how to improve Android appdiscovery, drive more installs, andgenerate long-term, loyal usage. Mobile App Marketing
  • 3. WELCOME TO THEWAY APP MARKETINGSHOULD BE .Where you get deep insights into the advertising that’s trulydriving your business.And more than just insights. But a way to make those A+insights highly actionable.All in real time… When it matters most.So you can drive more users. Get more from your adbudget. And more for your business.This is the way app marketing should be.With Google Play and Fiksu.1 | Fiksu | Mobile App Marketing eBook Series |
  • 4. One of the biggest frustrations for app marketers is thelack of visibility into what’s actually working – so we can APP MARKETERSknow how to invest our ad dollars to drive the highest uservolume at the lowest cost. NOW HAVE: Marketing attribution to knowWhich traffic sources deliver our loyal users? Which what’s driving your userscampaigns deliver the highest average revenue peruser? What are the sources that drive our ROI positive Deep insights into where to targetcampaigns? your ad spendIt’s too much of a guessing game. The power to make this intelligence actionable in real timeFiksu and Google Play change all that. + =2 | Fiksu | Mobile App Marketing eBook Series |
  • 5. Now you can have the answers. And the ability to act onthose answers.Google Play does its part by providing a framework thatties every one of your app installs back to the source.And the Fiksu user acquisition platform takes it to adeeper level by anonymously linking each user’s post-install actions and tying each distinct action back tothe traffic source. And Fiksu makes this intelligenceactionable by optimizing ad spend in real time to thesesources.So you can invest your ad dollars on the advertisingthat’s truly driving your business.There’s no more guessing. No morerisks. Or compromised results.AT LAST!3 | Fiksu | Mobile App Marketing eBook Series |
  • 6. Google Play and Fiksu offer an innovative marketingapproach that can benefit your business in exceptionalnew ways – ways that are different than what you may beaccustomed to with your iOS marketing program.This eBook gives you an overview of the key Google Playdifferences, and how you can exploit them to improve appdiscovery, drive more installs, and generate long-term, loyalapp usage.This eBook focuses on four key differences:1. Deeper Marketing Attribution And Optimization2. Organic Discovery That Is “Search” Driven3. More Cost - Effective Ad Networks4. Immediate App Approval ProcessLet’s explore each in further detail.4 | Fiksu | Mobile App Marketing eBook Series |
  • 7. WHAT’S DIFFERENT ABOUTGOOGLE PLAY?1. ATTRIBUTION & OPTIMIZATION 1Marketing Attribution - Insights Into What’s WorkingGoogle Play provides a marketing attribution framework that gives you insights that help you make moreinformed advertising decisions.A piece of tracking code called an “Android Referrer” anonymously “attributes” each of your app installsback to the ad network and ad creative from which that install originated. This marketing attribution givesyou 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; and2) Make them actionable in real timeFiksu anonymously tracks each user’s post-install events (launches, purchases, registrations, game levels,conversions, etc.) together with performance variables such as rank, installs, cost, and traffic source, forhighly granular market intelligence. So you can have the information you need to make the data-drivenmarketing decisions that you as a marketer need, and are accustomed to.5 | Fiksu | Mobile App Marketing eBook Series |
  • 8. WHAT’S DIFFERENT ABOUTGOOGLE PLAY?1. ATTRIBUTION & OPTIMIZATION 1Real-Time Optimization - Turn Insights Into ResultsWhat are insights without the power to act on them? With Google Play andFiksu, you have both. The Fiksu platform uses sophisticated, predictivealgorithms to convert marketing attribution into marketing action. Basedon the marketing attribution data, Fiksu optimizes your advertising tothe traffic sources that most cost-effectively deliver the users who takethe actions you want. So you can spend ad dollars wisely and, mostimportantly, based on performance.Real-time optimizationhelps to:· Drive high volumes of loyal users· Achieve lower Cost Per Install (CPI)· Monetize more users and increase Average Revenue Per User (ARPU)· Realize higher advertising ROI6 | Fiksu | Mobile App Marketing eBook Series |
  • 9. HERE’S HOW REAL -TIMEOPTIMIZATION WORKSON ANDROID: ?utm_source=ad 2 31With a simple URL builder, The user clicks on the ad and gets directed to Google Play to download the app. Google Play ties the user Fiksu identifies key interactions within the 4an advertiser creates a to the source ad network app (launches, purchases, Fiksu uses this data tounique ad link consisting and ad creative. Fiksu ties registrations, etc.) and ties optimize your ad spend inof a URL address and the back to the actual publisher them back to the original real time, focusing on thecampaign variable to track. within the network. ad source and ad creative. most effective sources.7 | Fiksu | Mobile App Marketing eBook Series |
  • 10. WHAT’S DIFFERENT ABOUTGOOGLE PLAY?2. ORGANIC DISCOVERY THAT IS “SEARCH” DRIVEN 2We all know how important organic discovery is. Organic users seek yourapp on their own – without paid advertising. These users are not only“free,” but are much more likely to become loyal users than those whoinstall your app after viewing an ad.The good news for Android app marketers is that you have more tools todrive organic users on Google Play than you do in the Apples App Store.Google Play and the App Store use very different methods of determiningrank, and have different capabilities for supporting app discovery.In the App Store, rank is the driving force behind organic discovery. Rank isdetermined primarily by the number of installs, and how recent the installsare. Apps that cannot sustain large numbers of installs find that their rankslips quickly.8 | Fiksu | Mobile App Marketing eBook Series |
  • 11. WHAT’S DIFFERENT ABOUTGOOGLE PLAY?2. ORGANIC DISCOVERY THAT IS “SEARCH” DRIVEN 2In contrast, users find apps on Google Play via acombination of searching and browsing. While apprank is critical for generating organic users on iOS,on Google Play - search - not rank, is the primary Organic Appmeans of organic discovery. Approximately 75% oforganic downloads on Google Play originate from Discovery ona user search. About half come from searching fora brand title, and one quarter from a more generic Google Playsearch. Data shows that users who find an appthrough search are 50% more likely to become long- Brand search: 50%term, loyal app users. General search: 25%Google Play provides a robust search capability, Browse: 20%making it easier for users to search for apps ofinterest no matter what the rank. Rank, whilestill important, holds much less sway over howan app is discovered on Google Play. A study byFiksu determined that 75% of users found apps onGoogle Play through a search.9 | Fiksu | Mobile App Marketing eBook Series |
  • 12. GOOGLE SEARCH RANKALGORITHMTHE GOOGLE PLAY SEARCH ALGORITHM CONSIDERS THREE VARIABLES THATDETERMINE AN APP’S SEARCH RANK:1 Keyword In The App Title The most important element for Google Play rank. The proper keyword can increase search rank 80 to 100 spots.2 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.3 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.10 | Fiksu | Mobile App Marketing eBook Series |
  • 13. WHAT’S DIFFERENT ABOUTGOOGLE PLAY?2. ORGANIC DISCOVERY THAT IS “SEARCH” DRIVEN 2Google Play’s search capabilities level the playing field,allowing lesser-known apps and brands additionalopportunities to reach prospective users. High volumes of low-Google Browse Rank Algorithm cost installs will notBrowse rank in the App Store is determined by recent help with browseinstalls, and is driven primarily by current overall install rank in Google Play-activity. Users who install an app positively affect rank,even if they decide to uninstall it. In Google Play, browse it’s all about long-termrank is determined by the number of net installs. The retention.Google ranking algorithm takes into account only appsthat remain installed. The more net installs, the higher thebrowse rank. In short, high volumes of low cost installs willnot help with browse rank in Google Play – it’s all aboutlong-term retention.11 | Fiksu | Mobile App Marketing eBook Series |
  • 14. WHAT’S DIFFERENT ABOUTGOOGLE PLAY?3. MORE COST-EFFECTIVE ADVERTISING 3To be successful in today’s competitive market, an app needs to bebacked by solid marketing and advertising programs. Just like iOS, theAndroid ecosystem has dozens of third-party ad networks that performwell to drive user acquisition.Overall, there is a greater supply of ad inventory for Android comparedto iOS. A recent analysis of available advertising inventory shows that $Android is able to deliver 12% more ad inventory than iOS.This extra inventory has driven down Android advertising ratessubstantially. Fiksu estimates the cost of that inventory is 40% lowerthan for iOS. Android marketers therefore can expect the cost toacquire a user to be much less for Android and than iOS. Lower adcosts also give you an opportunity to have an even greater impact onyour app rank and organic discovery.The good news for advertisers is that once improved rank is achieved,rank does not degrade as quickly once an advertiser stops spending.As such, the advertiser continues to enjoy incremental organicdownloads beyond those generated during a campaign.12 | Fiksu | Mobile App Marketing eBook Series |
  • 15. WHAT’S DIFFERENT ABOUTGOOGLE PLAY?4. IMMEDIATE APP APPROVAL 4The app market moves fast and is constantly changing.Marketers with the ability to adapt quickly can get asignificant competitive edge.Google Play provides a perfect environment for appsthat need to adapt quickly to changing market dynamics.Developers can react to feedback quickly and have an appupdate available on Google Play literally in a few hours.In contrast, updating an app can take weeks with iOS dueto the App Store’s submission and approval process.Android developers can quickly iterate on designs, and canquickly test features, promotions or offers that work best.And, with Android’s lower advertising costs, it’s also a verycost-effective platform to hone your marketing approach.13 | Fiksu | Mobile App Marketing eBook Series |
  • 16. TIPS FOR ANDROID MARKETING SUCCESSTIP:1 Exploit the Marketing Attribution Capabilities of Google Play and FiksuTo get the best return from your ad spend, take fulladvantage of the Google Play and Fiksu marketingattribution capabilities. This will allow you or your agency toconduct closed-loop analysis of your advertising, and baseongoing advertising decisions on known performance.As you acquire users, use this data to steer your marketingtoward the sources that generate your most desired users,at the best cost. Measure in real-time key performancemetrics such as, rank, downloads, source, and cost. Alsomeasure post-install events important to your business,such as launches, purchases, registrations, usage, gamelevels, conversions, etc.14 | Fiksu | Mobile App Marketing eBook Series |
  • 17. TIPS FOR ANDROID MARKETING SUCCESSTIP:2 OPTIMIZE ADVERTISING IN REAL TIMEWith the insights gained from marketing attribution, optimize youradvertising in real time toward traffic sources that are delivering thebest results.You can leverage the Fiksu platform to target the types of users yourbusiness needs, in high volumes, and for the most efficient costpossible. If you want users who make in-app purchases, Fiksu canoptimize your advertising to the sources that have generated theseusers in the highest volumes. If you monetize your app by selling ads,Fiksu can optimize your advertising to the sources that generate loyalusers who use your app repeatedly. Fiksu manages this on your behalf,so there is no complex software to install or learn.With the combination of marketing attribution and real-timeoptimization, you are virtually guaranteed a better return on yourmarketing investment, and the ability to build a long-term app business.15 | Fiksu | Mobile App Marketing eBook Series |
  • 18. TIPS FOR ANDROID MARKETING SUCCESSTIP:3 OPTIMIZE YOUR APP FOR SEARCHIn Google Play, search is the primary means of organic discovery. You can greatly influencesearch rank, and therefore app discovery, by following these tips.Keyword in the App TitleA keyword in your app title is the most important element that impacts search rank. Theright keyword in your title can affect rank position 80 to 100 spots. Identify your mostsuccessful keyword and include it in the title.Keywords in the App Description and Promo TextWithin the app description, frequency of keywords increases search rank. Try to use akeyword multiple times. This can impact rank position 10 to 20 spots.Also, include the app name in the body of the app description. Unlike iOS, the bodydescription is searched under Google Play.Since updating your submission is easy and quick, you should consider experimenting withdifferent keywords and combinations to see which yield better results.16 | Fiksu | Mobile App Marketing eBook Series |
  • 19. 5 STEPS TO IMPROVEORGANIC DISCOVERYON GOOGLE PLAY1 Define keywords that are relevant to your app (Use Google AdWords Traffic Estimator to help you prioritize)2 Include top keywords in the app title3 Include app name and all other keywords multiple times in description. Use city and country names if the description of geographies are relevant to your app4 Test search rank for all your keywords5 Measure and optimize your results from search on keywords17 | Fiksu | Mobile App Marketing eBook Series |
  • 20. TIPS FOR ANDROID MARKETING SUCCESSTIP:4 CONDUCT LONGER-TERM AD CAMPAIGNS WITH MULTIPLE NETWORKSGoogle Play’s ranking algorithm rewards long-term user acquisition - apps that acquire andretain users are rewarded with higher ranks. Therefore, advertising campaigns should berun over a longer term and sustained over several months, as opposed to the short burstsof activity often seen in the iOS market.The best strategy is to try to work with as many traffic sources as possible. This willenable you to reach your largest potential audience, realize the lowest-possible cost peracquisition, and also protect your app from audience saturation.Fiksu works with all the major ad networks, real-time bidding platforms, and incentivizeddownload programs. This gives you access to all the major traffic sources with just onelightweight 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 down18 | Fiksu | Mobile App Marketing eBook Series |
  • 21. TIPS FOR ANDROID MARKETING SUCCESSTIP:5 TEST YOUR APP PRESENTATION ON GOOGLE PLAYTake advantage of the fact that you can update your appimmediately on Google Play. Test the way your app ispresented. Try different app titles, and meta tags. Testthe app name in the logo. Explore new ways to describeyour app, and look for new keywords. You can applythese learnings to your iOS versions and reduce yourcosts and risks.19 | Fiksu | Mobile App Marketing eBook Series |
  • 22. TIPS FOR ANDROID MARKETING SUCCESSTIP:6 TARGET LOYAL USERS – NOT JUST INSTALLSTo build a thriving app business, you need installs by loyalusers. It is loyal users who use your app repeatedly, makepurchases, register, or take other actions that tie back toan ROI. An install, or even an app launch, does not meanthat you have a loyal user. In fact, studies show that manyusers who install an app never even use it, or abandon itafter a single use.It is loyal users on which you ultimately build your appbusiness.Loyal user acquisition also benefits your rank on GooglePlay, since Google Play’s rank algorithm rewards retention.Try to optimize your Android marketing efforts on trafficsources that are delivering your loyal users. Use theGoogle Play and Fiksu attribution capabilities to help youunderstand the traffic sources driving your loyal users, andFiksu’s optimization capabilities to go get them.20 | Fiksu | Mobile App Marketing eBook Series |
  • 23. ANDROID MARKETINGSUCCESS STARTS HEREAre you planning an Android ad campaign? Or do you Speak with a Fiksu marketing expertbelieve your current Android campaign can perform better? about ways to: · Drive high install volumesContact Fiksu today to get started on the path to success. · Acquire loyal users dedicated toA Fiksu marketing expert is ready to speak with you about your appways to achieve the results your business needs. · Monetize more users and driveMany of the world’s leading app developers turn to Fiksu more revenuefor Android marketing success. Join our community ofsuccessful app marketers. · Achieve ROI-positive ad campaignsContact Fiksu today: · Gain high-value insights intoPhone: 1.855.463.4578 ad performance and key businessEmail: driversWebsite: www.fiksu.com21 | Fiksu | Mobile App Marketing eBook Series |
  • 24. Mobile App MarketingOnline: www.fiksu.comUS Office UK Office101 Arch Street, Suite 304 20 Hanover SquareBoston, MA 02110 LondonPhone: 855-463-4578 W1S 1JYEmail: Phone: +44 (0) 203-585-3412 Email: Copyright © 2012 Fiksu. All rights reserved. Fiksu and Fluent News are registered trademarks and the Fiksu logo is a trademark of Fiksu, Inc. Apple and the App Store are registered trademarks of22 | Fiksu | Mobile App Marketing is a registered trademark |and Inc. All other trademarks mentioned herein are the property of their respective holders. Apple, Inc. Android eBook Series Google Play is a trademark of Google,