how to get rapid traction for your app' - diego meller at app promotion summit berlin
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The 10 9 8 commandmentsof App Promotion
by Diego Meller
November 2013
Ultimate algorithm to decide if you need app promotion.
Start
Is your app Instagram,
Snapchat, Angry Birds, Talking Tom,
QuizUp?
Stop showing off and go enjoy the outdoors or something.
You need app promotion now!
Are you best friends with
Oprah or equivalent?
Are you a Jedi or can do actual magic?
Good…
No No No
Yes YesYes
Tested your app
with a few dozen people that are not
related to you?
They love it?
No
NoGo back to start, don’t
collect $200
Yes
Yes
App promotion is chaotic
2 million apps to compete with....
No single source with critical mass
Web
+150 Ad Networks
Mobile
~ Facebook + Google
Tracking is complexBlind Marketing Spend
So…now the commandments
1. Thou app shalt not suck
1. Thou app shalt not suck
Everything that comes after useless otherwiseSolve a problem, improve on another app.
Don’t invent new UX, just copy what works.Viral and social built into the app.Test it before spending money!
2. App Store Optimised
2. App Store Optimised
Describe it properly, make it match marketingUse the right keywords in title and description
Keep an eye on reviewsScreenshots are important, what most see
http://37signals.com/svn/posts/3553-designing-app-store-screenshots
3. Measure properly
3. Measure properly
In-app tracking ≠ Marketing AttributionUse MAT, AdEven, Ad-x, Appsflyer
Don’t use “others”Track post install events
Look at the install and events funnel
4. Set an objective
4. Set an objective
Market Share? Category Leader?1,000,000 users? $ 1,000,000 in revenues?
Viral traction / “x” K factor?
To be in the “top of the rankings” is NOT an objective
5. Only spend CPI or CPA
5. Spend only CPI/CPA
Focus on building a kick ass appA lot of companies focusing on optimisingIf you are measuring post-install, CPI ideal
You eliminate acquisition funnel risk
Install -> EventImpression -> Click ->
6. A gazillion creatives
Creatives are the key to optimization.It’s the user’s first contact with the app.
The more, the merrier. +10 per format, +25% Check http://getjampp.tumblr.com for a guide
6. A gazillion creatives
7. Know what you are buying
How much for 1kg of Android
Installs?
What determines CPI?OS/Platform (iOS, Android, etc.)Incentivized or Non incentivized?
Size of the appDaily volume objective
Country / Other targeting
Where to buyCPI Pricing? High Volume Expert level Targetting Transparency Quality
DSPs/Agreggators
RTB Exchanges
Ad Networks
Affiliate Networks
Large Publishers
Incent Networks
Cross Promotion
8. Start small!
Start with a small test budget, small countriesAnalyze results, improve the app/creatives
Take a “lean” approach
8. Start small!
So… the 8 commandments1. Thou app shalt not suck2. App Store Optimisation3. Measure the right things4. Set an objective5. Only spend CPI/CPA6. A gazillion creatives7. Know what you are buying8. Start small
Technology applied to mobile app marketing
Re-TargetingApp Installs
Programmatic Buying
Buenos Aires, Rio and London
20 People TeamIn-house developed Technology
+500,000+5B Impressions Monthly Worldwide
We manage your entire app promotion by planning, executing, tracking and optimising your mobile advertising across +100 ad networks, RTB Exchanges and large publishers.
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