Sascha Möllering | ZANOX.de AG

Monetarisierung und Bewerbung von Mobile-Apps

Contact

Sascha MölleringSoftware Engineering Team Lead

sascha.moellering@zanox.com

http://www.der-maschinenstuermer.de/

@sascha242

Agenda

• Motivation • AppStore SEO• Ad Networks• Mobile Performance• Q&A

„Riskulator“

6So, how many sales?

AppStore SEO

• Find out the phrases people might use• Check out the competition for phrases• Choose a good name for your app

AppStore SEO

• Choose matching keywords– No spamming!– No trademarked phrases

• Don’t update just to change keywords• Tools like appcodes might help

AppStore SEO

• Ask users with tools like AppiRater Plus to write reviews

• Important for sales– Nice icon– Descriptive name– Good reviews

AppStore SEO

• good SEO != good sales• Conversion rate is king!• Ship an app that is not crappy!• Not: yet another flashlight app• Ask your users for feedback!

Terms

• Publisher– tries to monetize their content– operator of a website or app– Website or app shows the ad media of an

advertiser

• Advertiser– Pays for a specific action– advertising company– provides required ad media

Terms

• CPC– Cost per Click– No further actions

• CPA– Cost per Action– Cost for a specific

action (more than a click)

– E.g.: newsletter subscription

Apple iAd

• Apple’s ad network• 70/30 split for publishers• SDK/iAd Producer/iAd Workbench• CPA/CPC based• Budget starts at 50$• Tutorial

Apple iAd

Apple iAd

Bits und so-Pocast Episode 341“Gold Edition”

iAds Test Run Ended

Google AdMob

• Google’s ad network for mobile• Split for publishers: ?• Daily budget minimum 10$• SDK/AdMob Website• CPA/CPC based• Tutorial

Google AdMob

Microsoft Advertising pubCenter/bing ads

• Microsoft’s ad network• Split for publishers: 70/30• Daily budget minimum ? • SDK/pubCenter/bing ads-website• CPA/CPC based• Text easy, display ads painful

Microsoft Advertising pubCenter/bing ads

Problems?

• Only “in-app”-solutions– Ads are shown in apps– Tracking is done in apps

• How to track browser to app?

Solution!

• Transaction based model– Click a banner (web or in-app)– Buy and download app– Open app and install gets tracked

Mobile Performance

App 1st Open

Publisher App Store Advertiser

Mobile App

Mobile Website

Apple

Google

Cost-per-Install

In-App Purchase

Microsoft

Solution!

Mobile Technology Magazin 3/13Monetarisierungzanox SDK für iOS und Android

Q&A