understanding the relationship between paid and organic campaigns
TRANSCRIPT
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Understanding the relationship between paid and organic installs
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Who I Am
Ilja GoossensDirector of Market Development
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Overview• Current state of the user acquisition market
• Two key marketing channelsPaid & organic
• Understanding the paid & organic relationship
• Improving how users find appsTop charts visibilityApp store optimization
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Current state of the UA market
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Two main channels• Paid & Organic
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Paid installs
• Paid social
• Paid search
• In-app ads
• Others
A paid install occurs when a user installs an app after clicking on an ad.
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Cost per install
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Cost per launch
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Cost per loyal user
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Organic installsAn organic install occurs when a user decides to download and app based on their interest in that app (i.e. not as the result of an ad).
• AppStore Search
• Top Charts
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How users find apps
53% of Android users and 47% of iOS users found the last app they downloaded through app store search.“
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How users find apps - survey
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Understanding the relationships between paid & organic
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Paid & organic relationship
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Paid & organic relationshipRunning paid install campaigns boosts two (of the many) specific metrics that impact an app’s rank in the app store:
● Total downloads● Download velocity
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Paid & organic relationship - study
● Anonymized data from thousands of apps● 245 day period● Apps with millions of downloads
For every paid install, how many organic installs can you expect to see?
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Paid & organic relationship - study
Every paid install
1.5Organic Installs
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Paid & organic relationship - studySize does matter
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Paid & organic relationship - study
Predicted Organic Installs = Paid Installs x <Organic Multiplier>
Category-Specific Results: The App Marketer’s Cheat Sheet
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Can the relationship between paid and organic installs reduce acquisition costs?
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Top charts - visibility matters
• If you’re ranked first, your app is downloaded
8x more than if you’re ranked tenth.
• Apps ranked in the Top 10 received
86% of downloads.
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Top charts - visibility matters
Because these organic downloads come at no additional cost to you, with every organic install the average user acquisition cost goes down.
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App Store Optimization
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What is app store optimization?
“App store optimisation (ASO) is the process of improving the visibility of a mobile app (such as an iPhone, Android, or Windows
Phone app) in an app store (such as iTunes or Google Play).”
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How to optimize your app store presence
• Research• Test• Iterate• Supplement
Our suggestions where to start:
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What to keep in mind when starting with ASO
• Understand the customer• Sustained campaigns• Continuous process• Maximize conversion
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Conclusion
• The harmonious relationship between paid and organic marketing is something that is truly unique to apps.
• Because this relationship is so strong, app marketers cannot afford to only focus on one or the other.
• Having a strong balance between paid and organic efforts is key to thriving as an app marketer.
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For more information
Understanding the Relationship Between Paid and Organic Installs
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