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How to Promote your Mobile App Successfully by Sofie Van Vaerenbergh at Conversion Day 2015

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The presentation of Sofie Van Vaerenbergh & Maxime Vandenbussche at Conversion Day 2015

Published in: Marketing
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How to Promote your Mobile App Successfully by Sofie Van Vaerenbergh at Conversion Day 2015

  1. 1. 1 MOBILE APP PROMOTION HOW TO PROMOTE YOUR MOBILE APP?
  2. 2. 2 LOTS OF DOWNLOADS 100B DOWNLOADS IN 2013
  3. 3. 3 86% OF TIME SPENT IN APPS LOTS OF TIME
  4. 4. 4 $35BN IN REVENUE IN 2014 LOTS OF REVENUE
  5. 5. 5 But above all… LOTS OF REVENUE LOTS OF TIME LOTS OF DOWNLOADS MOBILE APP OPPORTUNITY IS IMMENSE
  6. 6. 6 LOTS OF APPS!
  7. 7. 7 1.2m1.5m
  8. 8. 8 TOO MANY APPS?
  9. 9. 9 TOO MANY (DEAD) APPS
  10. 10. 10 How do you get your app to be noticed?
  11. 11. 11 $5.000.000 Super Bowl ad?
  12. 12. Paid PromotionOrganic Promotion 12 App Store Optimization REALISTIC BUDGETS Retention
  13. 13. 1313 RETENTION 95% of apps are abandoned within 1 month 20% of apps are used once
  14. 14. 1414 RETENTION Continuously work in Progress..
  15. 15. Paid PromotionOrganic Promotion 15 App Store Optimization ACQUISITION
  16. 16. 16 Organic Promotion Use existing customer touch points ● Website ● Mailing ● Social Media ACQUISITION
  17. 17. ● Wide range of Networks ● Wide range of Ad formats ● Telling an engaging story 17 Focus of today’s presentation Paid Promotion ACQUISITION
  18. 18. ... WIDE RANGE OF PLAYERS
  19. 19. ... WIDE RANGE OF PLAYERS
  20. 20. WIDE RANGE OF PLAYERS
  21. 21. GOOGLE APP PROMOTION
  22. 22. Goals: GOOGLE APP PROMOTION Drive Installs Drive Awareness
  23. 23. 2323 App discovery across wide range of assets Search Watch on YouTube Play in apps Surf the web Work in Gmail GOOGLE APP PROMOTION
  24. 24. 2424 App discovery across wide range of assets Search Watch on YouTube Play in apps Surf the web Work in Gmail GOOGLE APP PROMOTION
  25. 25. 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
  26. 26. 2626 Two Formats App promotion ads  Drive app installs App extensions  Drive app awareness GOOGLE APP PROMOTION - SEARCH ?
  27. 27. 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
  28. 28. 2828 App discovery across wide range of assets Search Watch on YouTube Play in apps Surf the web Work in Gmail GOOGLE APP PROMOTION
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 3232 App discovery across wide range of assets Search Watch on YouTube Play in apps Surf the web Work in Gmail GOOGLE APP PROMOTION
  33. 33. ? 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
  34. 34. ? GOOGLE APP PROMOTION - ADMOB Image app install ad App install ad Video app install ad
  35. 35. ? 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
  36. 36. 3636 App discovery across wide range of assets Search Watch on YouTube Play in apps Surf the web Work in Gmail GOOGLE APP PROMOTION
  37. 37. 3737 ? GOOGLE APP PROMOTION - GDN  Huge reach and visibility on thousands of websites  Awareness focused  Good addition to other channels
  38. 38. 3838 ? GOOGLE APP PROMOTION - GDN Image app install ad App install ad
  39. 39. 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.
  40. 40. 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
  41. 41. FACEBOOK APP PROMOTION
  42. 42. 4242 FACEBOOK APP PROMOTION
  43. 43. Goals: FACEBOOK APP PROMOTION Drive Installs Drive Engagement
  44. 44. Goals: FACEBOOK APP PROMOTION Drive Installs Drive Engagement
  45. 45. FACEBOOK APP PROMOTION
  46. 46. FACEBOOK APP PROMOTION  Connect your app to your Facebook Page  Create your ad  Choose a Call To Action  Set your budget
  47. 47. Define your target audience… FACEBOOK APP PROMOTION
  48. 48. Use the correct targeting options… FACEBOOK APP PROMOTION
  49. 49. Testing is Key! FACEBOOK APP PROMOTION
  50. 50. Measure your App Installs FACEBOOK APP PROMOTION
  51. 51. Optimization Tips FACEBOOK APP PROMOTION  Exclude people that already have installed your 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
  52. 52. Goals: FACEBOOK APP PROMOTION Drive Installs Drive Engagement
  53. 53. FACEBOOK APP PROMOTION
  54. 54. 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. 55. 55 TWITTER APP PROMOTION
  56. 56. 5656 TWITTER APP PROMOTION
  57. 57. Goals: Drive Installs Drive Engagement TWITTER APP PROMOTION
  58. 58. 58 TWITTER APP PROMOTION
  59. 59. 5959 TWITTER APP PROMOTION
  60. 60. 6060 TWITTER APP PROMOTION
  61. 61. 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.
  62. 62. 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. 63. 63 PLATFORMS - OVERVIEW
  64. 64. 64 PLATFORMS - OVERVIEW
  65. 65. 65 USER BEHAVIOUR
  66. 66. 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
  67. 67. 6767 BUSINESS CASES IKEA Shopping App
  68. 68.  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. 69. 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, …
  70. 70. Download rate BUSINESS CASES - CREATIVES 2% 2% 4%
  71. 71. 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
  72. 72. BUSINESS CASES - RESULTS 1% CPA < 1 € > 5 € < 1 € CPC Medium High Low CTR >10% < 5% < 5% Download Rate < 2% < 2% > 5%
  73. 73. 7373 BUSINESS CASES App Promotion on Facebook
  74. 74. 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.
  75. 75. 7575 BUSINESS CASES Visuals
  76. 76. 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)
  77. 77. THANK YOU sofie@semetis.com maxime@semetis.com

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