GH_Final1.1

User Acquisition- Organic & Paid
@neerajkushwaha
Growth Hacking

I have detected a user need
I have analyzed competitor and I have detected opportunity
I have done all use cases and we have doubled checked with potential users
I have designed the app using best mobile best practices
I have approval of Google Play Store
I have a new app….
I have a new app…

Some Figures
100 New
films/Week
250 New
Books/Week
18000+ New
apps/week
More than 2 Million Apps
available in App Store
Nearly two third of apps have no
more than 100 downloads.
40% of Android apps have no
update or reviews
Some Figures

•Making Just an app isn’t enough.
•If you don’t have app marketing strategy, then you are away
from….
What does It means to us….
What does it mean to us….

63% of Apps are Discovered by App Store Search
63% of Apps are Discovered by App Store Search

What we will work on today:
● Keyword Research: Finding 100's of Keywords With The Click Of A
Button
● Analyzing Keyword
● Generating App Title
● Writing your way for Ranking #1
● How to use main keyword and secondary keyword within description
● First Impressions are Crucial
● Split Testing your Icon
● Bonus- To Increase Downloads
● App Reviews Importance and Methods
● Get Featured
● Partnership, Influencers, Marketing and PR
● Social Media Marketing
● Viral Loops & Referrals
AGENDA

Keyword Research
Create your app store meta data using the right keywords that your users might be
searching:
• Search for your primary keywords on the app store and find out who are the top
search performer.
• Find out which are the less competitive keywords with medium search volumes
you could rank higher for.
Make use of tools to guess keywords of your competitors as well as to track your search rankings over
time.
Some Keyword research tools are- keywordtool.io , AppTweak, SearchMan, MobileAction,
KeywordExtreme.com

Keyword Research- (Brain Storm Module)

Keyword Research- (Research Module)

Keyword Research- (Analyze Module)

Keyword Research- (Analyze Module) Most
Important
Guidelines for Keyword Implementation
Look through all the keywords your found from keyword analysis and find one that follows
these guidelines:
1. Never use one or two words keywords, they are too hard to rank for.
2. Always have what your app is about be your “First” word in your main keyword
3. Separate the keyword you found into two groups
• Group 1- Start with your main keyword.
• Group 2- Doesn’t start with your main keyword
Writing Title of the App
Use the Title to convey the most important function of your app. Your app listing on app
store is heavily dependent on it.

Writing Your Way For Ranking #1
App Description
• Its important to communicate your app to potential users, to the point and easy to understand
• Include every detail that you should include: omit everything unnecessary
• DO NOT REPEAT WORDS (Google Play recently changed its content policy to disallow it)
Outline
1. Introduce your app.
2. Tell them whats inside your app.
3. Describe the game and include their instructions for game play.
4. Talk about the advantage they will get when they play your games.
5. Talk about your company
6. End with engaging sentence about your game.
Writing your App Description
Other Takeaway
• Screenshots: Everyone likes to see what an app looks like. Display some eye catching
screenshots.
• Include Video: 20-60 Secs video describing main features, benefits to users makes an
impact.

Using the Keyword in Description
Main Keyword: Title
Use the main keyword 3 times within the description, make sure to add it
naturally, it has to make sense.
• In the first sentence
• In the middle of the description
• In the last sentence
Secondary Keyword
• Add your secondary keyword naturally throughout your description
• If they can’t be added naturally or if it doesn’t make sense, then don’t use
them.

Guidelines to follow when Writing Description
1. Paragraph have to make sense…..
2. Always follow Google Play rules and Policies
3. Never just have a list of keywords
4. Never have keywords within your descriptions that have nothing to do
with your app.
5. Remember you have to tell Google Play what your app is about, so they
can get it in front of the right people.
6. Please write your own description. If your copy our description or
anyone else’s you will get flagged for duplicate content and your
app WILL NOT rank.

Key Factors Affecting User Growth
PLAY
STORE
APP STORE
Downloads Y Y
Revenue (Paid Apps Only) N Y
App Strats (How Often the App is
Used)
Y Y
Number and Values of Reviews Y Y
Keyword Relevance Y Y
Recent Updates N Y
Retention & Engagement Y Y
Social Proof Y N
BackLinks Y N
Ranking Factor

First Impressions are CRUCIAL
Icon Don’ts
1. Don’t Include words. If you words you are limiting yourself to English marketplace.
2. Don’t use photo. A scaled down photo won’t transfer well into a small icon, and it will
stand out in a bad way.
3. Don’t add too many elements or unnecessary design in the icon can confuse and irritate
the viewer. Adding multiple character or too much detail to an icon makes it look muddled
and confusing when viewing it at small size screen.
Examples not to do…..

First Impressions are CRUCIAL
Icon Do’s
1. Simple is GOOD.
2. Make sure your icon matches the theme of your app. (Colors, Characters)
3. If you have a game, then choose the main character and make that the focal point of
Icon. Games like Angry Birds, and HayDay.
4. Since your icon will be seen at different sizes in different areas on different devices, be
sure that it looks just as good at the largest dimensions as it does at the smallest.
Here are some good examples…..

Split Testing
Go To Your Developer Account – Store Listing - Experiments

Split Testing Guidelines
• Experiment Boldly: Make designs that are wildly different.
• Form Hypothesis and make test basis on that.
• Know which Metric matter, download, Activation, purchase and track
religiously.

Bonus Trick- Simple Tip That Will Increase Download
Package Name
How Most People Do…..
Com.CompanyName.NameofApp
Example of the way that will help your ranking…..
Com.MainKeyword.SecondaryKeyword.

App Reviews and Ratings
User Perception
59% checks reviews before download
37% checks reviews before IAP
33% checks reviews before updating
Little/no influence for only 8%.

Android Snippet

Rank Algorithm

App Reviews and Ratings- (Beg)

App Reviews and Ratings- Rules to Follow
Rules to Follow:
1. When you post always ask for honest review.
2. Don’t ask for 5 Star rating.
3. Ask if they can play the game and leave it on their phone for at least 3 days.
Example…..
Lets exchange reviews….Rate my app and I will do the same honestly & quickly. Leave the app in
your device for at least 48 hrs. Thank you.
Groups Go to Facebook and type in App Review Exchange. Here are some that which
have had success with…
https://www.facebook.com/groups/504014746323535/ 2.
https://www.facebook.com/groups/1445272822357333/ 3.
https://www.facebook.com/groups/boostandroidapps/

App Reviews and Ratings- Rules to Follow
Connect with your users inside your app, giving them a place to vent and talk
directly to the developer. On the flip side, you want to guide happy customers to
leave positive reviews.
Integrate 3rd party tools that prompts a user to rate based upon
- How many days the app has been installed.
- Does he love your app and more…..
- How much is he/she engaged with app.
- Only Target happy users
- Only target veteran users
- Don’t break user context by forcing interactions.

Don’t Intrude
Make an app good enough for some people to love it. By nature, you’ll lose some
people along the way, but that’s OK: an app that strives to satisfy as many people as
possible will usually only get people tokinda like it, not love it.
Accumulate a huge surplus of goodwill from those customers with a combination
of step 1, usefulness, delight, and adding more functionality over time.
Make it easy to rate the app with a button that’s never annoying or in the way, like in
the Settings screen.

Ask Questions, Don’t Beg

Answer/Contact
Convert negative reviews in positive.

App Reviews and Ratings- What to Avoid
- Email you and say they can get you real reviews for this price.
- Don’t spam your users notifications and POPUPS to rate/review app.
- Don’t put reviews by yourself.
- Don’t promote your app in falsify manners with misleading ads.
- Don’t ask for app rating after your app is crashed

App Reviews and Ratings- What to Avoid

Get Featured (Do’s)
Basic Principal to follow while developing a mobile app, will help to get the app
featured (Appear on top) on app stores
- User Exp
- Beautiful and Innovative
- Well Built
- Optimum use of OS (App iOS/Google iOS functionality)
- Follows best practices
- Implement Google Product Initiatives
- Consistent Across devices
- Localized
- Get press coverage
Launch Checklist- http://developer.android.com/distribute/tools/launch-checklist.html#determine-country

Get Featured (Don’ts)
1. Apps should not use the payment provider other than
Google
2. Apps should not offer to give users in-game prizes, rewards
for giving a five star review of the app. This blatantly
disregards and cheats the app rating system.
3. Apps should not download other apps, as if it were an app
store
4. Apps should not change or remove default android buttons.

Partnership, Influencers, Marketing & PR

PR Launch Case studies
http://appflood.com/blog/ios-android-app-pr-strategy-
examples

Social Media Marketing
No matter where you are in your app development journey – from ideation to having an existing app in the
marketplace – you can immediately benefit from real-time social media interactions.
1. Build Following- If you already have large followings on your personal accounts,
absolutely use them to promote your new app pages.
2. Use hashtags – thoughtfully: Post content with appropriate hashtags so relevant
people can discover you.
3. Have a content strategy: Create a regular content cadence and tell your followers
how often you post – daily, weekly, etc – and stick to it. Your posts should include
interesting, relevant updates – not sales messages. Encourage user generated content.
4. Get feedback: The most important thing to remember about social media is that it’s a
two-way channel – not a podium where you do all the talking.
5. Reward users for connecting with your product: If you use virtual currency or items
in your app, consider rewarding users who connect with you through social media.
6. Build Community on FB/Twitter/Relevant Blog: Social media requires long-term
engagement and connection and an investment of time and attention from an app
developer.

Social Media Marketing
Good Examples of FB pages:
https://www.facebook.com/TapTheFrog
https://www.facebook.com/angrybirds
https://www.facebook.com/tradenations
Example of You Tube Video-
https://www.youtube.com/watch?v=Cu4_IwPGcHc

Social Media Marketing- Tools to Help
https://blog.bufferapp.com/mobile-apps-tools-for-marketing
Buffer: You can schedule updates to multiple accounts on Twitter, Facebook,
LinkedIn, and Google+, as well as follow-up with statistics on how each post
performed.
Tweetbot: One of the most popular Twitter clients out there, Tweetbot lets you
organize and interact with your Twitter stream in whichever way is most
productive for you.
Facebook Pages Manager: You can enjoy complete page management
controls via this Facebook app, making life super easy for admins who need to
make changes on the fly, while you’re on the go.
Flow For Instagram: Flow for Instagram solves some of these quibbles with an
iPad-specific display of your Instagram feed.

Social Media Marketing- Additional Resources
http://www.socialmediaexaminer.com/24-must-have-social-
media-marketing-tools/

Referrals and Viral Loop
Not Viral- “Please Download App here”
Viral but not Viral Loop: “This is really coo app, so I better suggest to my friend”
Plan at App development stage to implement Viral Loop.
Some Examples of Viral Loop:
1- Beat My Scores: This works best for the game when you invite your friends to beat the
score within a game.
2- Help From Friends: This strategy really works for games. This time instead of
Challenging others, you create a roadblock.
3- Jump the Queue: You setup the queue for people to get your app in advance of your app
release. Then you give them an option to jump up the queue by spreading a message on
social media.

The Multiplier- How Paid Install boost Organic Downloads
Q: How much money do you typically spend on app marketing per month?
1. $0 Per Month
2. $1 to $4,999 Per Month
3. $5,000 to $9,999 Per Month
4. $10,000 to $20,000 Per Month
5. More than $20, Per Month

The Multiplier- Paid and Organic

Is there even a relationship…….. ?
Paid Installs

Fat Wedding Between Paid and Organic Installs…….

…… Yes there is!
On average, the correlation between paid downloads
and organic downloads is 1.5x
That is for every paid download we see, we see 1.5
organic download.

But not all apps are created equal.

….. And thus, it differs by category

How to take advantage
Paid Advertising: Burst, Sustained, Alternative Channel,
Re-Engagement ?

Important Points to Note Before You Run Paid Promotion
• Measuring App Installs Campaigns Can be Tricky

Important Points to Note Before You Run Paid Promotion…..
• Beware of Double or Triple Charges (Last Click Attribution)

• Figure Out which Channel is driving “best” ROI

• Cohurt Analysis are your Friend

• The “last touch” source isn’t the only one that matters.

• Use Deep linking in your campaign for better user experience..

• Find the right tracking & attribution partner before starting paid promo.
Adjust, AppFlyer ,Ad2Campaign, Kochava, TUNE, AppSalar, Localytics, Criteo, Grab Analytics
More Details: http://www.mobyaffiliates.com/blog/top-mobile-advertising-analytics-tracking-tools/

Paid Promotion Channels
1. Facebook App Install Ads
2. Twitter App Install Cards
3. Google AdWords Mobile App Install Ads
4. YouTube TrueView App Install Ads
5. Instagram
6. Tumblr Mobile App Install Ads
7. Ad Networks (ChartBoost, InMobi, TapJoy, SponsorMobi and Many
Others)
8. Direct O&O Publishers (TOI, Cricbuzz etc).
9. Incent Promotion Partners (Rational Heads, mCent, Freecharge,
Laddo etc)
10.APK Notification Promotions.
11.3rd Party App Stores (Baidu, UCWeb, CleanMaster and Many more)
12.OEM Partnership
13.Cross Promotion
14.Programmatic Media Buying
15.Many More

Choose Your Paid Partners Wisely
Don’t Outsource to media agency

Large Ad Platforms- Cheat Sheet

3rd Party App Stores
Cross Platform App Stores: OpenAppMKT, GetJar, HandMark, Mobango, Opera,
Appia, Biskero, AppCentral, etc.
Android App Stores: GooglePlay, Appslib, Slideme, Soc.in, 1Mobile, 9Apps,
Xioami, AppBrain, etc.
Apple App Stores: App Store, Cydia, Lima, Premier App Shop,
Manufacturer Specific App Stores: Samsung Apps, LG Smart Worls, MotoDev,
Dell, Cisco, Docomo, Lenovo, Micromax etc
Operator Specific App Stores: Verizon, T-Mobile, China Mobile, Sprint, Aircel
Pocket Apps, Aircel App Centra, etc.
More List of App Stores are here- http://www.businessofapps.com/the-ultimate-app-store-list/

Media Buying Thru RTB Channel
Demo- https://rtb.sitescout.com/#splitview-1019:/advertisers/campaigns

Best Practices for Media Buying
- Define your campaign Objective (Awareness, drive sales, drive Installs,
improve engagement).
- Define expected campaign result. For Example- Increase play store
ranking by 10%, Increase Retention ratio by 20%.
- Define Target Audience. ( Segment, City, Users, Demog)
- Setup initial pricing and KPI according to your objective.
- Choose the right media channel basis on objective.
- Run pilot before committing large budget to any media partner.
- Define metrics to track performance of every media channel and
communicate upfront.
- Going CPI Vs CPC

LTV
Why is tracking LTV is critical for your app success

Isn’t tracking revenue alone enough ?

What Happens when Ad Spend Stops

Enriching Your LTV Analysis with Segments
- Work with Analytics Partner to track LTV by acquisition sources
- Identify your high value users and media sources
- Identify trends/actions that your high value users perform
- Focus on optimizing the trends/action that your high value users are doing.
- Possible events to Optimize: Opens, Logins, Add To Cart, Registrations, Search, Music
Play, Add to wishlist, Checkout Initiated, Level Achieved, Content Viewed, Shares,
Reservations. Etc.
Example:
Say you run an mCommerce app. Because you’re tracking LTV of users who perform
certain key actions, you observe that users who perform an in-app search have a higher
average LTV than users who don’t.
Now you can form a hypothesis: if you can encourage more users to search, than you can
increase average user LTV. To test the hypothesis, encourage more searches either by
sending an in-app message to users who haven’t searched, by making the search tool
more prominent, or doing something else to encourage user searches!

Driving Re-Engagement
How do you go beyond app installs and focus on dormant users
and re-engagement?

Create Targeting Segment of your audience
Create distinct strategy to re-engage with your users.

@Growthhackasia (Growth Hacking Asia)
Love To Hear
About Your
Success
Twitter Handle- @neerajkushwaha
Email: Neerajkushwaha29@gmail.com
Contact: +91-9742344408

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