This article provides a comprehensive guide to performance marketing for mobile apps. We will guide you on how to design a profitable marketing plan for your application.
In the last few years, the amount of mobile users has risen dramatically due to obvious reasons. We've begun to consume more media on our phones: streaming Youtube videos, browsing for recipes, downloading fitness apps as well as listening to books on audio.
If the idea to create a mobile application for your business sparked your interest? What would you do to start the process?
When you launch a brand new app, figuring out the right plan of action for performance marketing is vital. The PPC Mobile team lead at Netpeak Agency, Sasha Shcherbina, provided detailed directions for those who are new to the field.
In this article, we'll explain Scherbina's steps and inform you about the various stages of mobile app promotion, including competitor analysis budgets, advertising MVP, and unit economics.
Marketing mobile apps can be broken down into the following elements:
Mobile apps are an additional or separate method of communication with the public.
So, each app may be completely different in monetization strategies and other goals and KPIs.
Before you begin developing the app you want to develop, I would suggest creating a list of your competitors' apps. Create a general table using some of the fields below: date of launch, the app's rating, the top spots, number of installations, revenue, and keywords.
The application's launch date, as well as its rating publicly available in the Store.
The remaining data can be gathered using these services that are specifically designed for it:
Pay attention to reviews from users to understand the preferences and requirements of the users. All of this will assist you in developing your marketing plan.
To determine the efficacy of the application, you'll need to design the MVP (Minimum Viable Product), A pilot prototype of your application.
The MVP will address the primary issue facing the user by providing core features.
At this point, you record data, assess the effectiveness of the application's cost and decide if the product is a good fit for the Market.
Soft launches are an inexpensive traffic purchase to test various hypotheses, the first step in an application's launch because there's no information to guide you. There are only hypotheses you must either verify or disprove - that's what a soft launch is.
The main reasons to use the soft launch are:
If you're looking to test something, you'll need enough information.
As an example, let's calculate the conversion rate from installation to purchase: 100 installations and two installments bring an average conversion rate of 2.2%, which is not completely cover the tissue unaffected.
It is necessary to install a large number of times to accurately measure the app's effectiveness and then draw conclusions to optimize the app's performance.
"The budget will be based on the project's objectives and market."
For large-scale projects that target an extensive audience, such as OLX, Monobank, and Rozetka, You must draw large audiences from many areas to gather representative statistics.
The amount of installs required is determined by the intended audience for your app as well as the size of the Market.
Consider, for instance, that the potential app's users are 10 million. In that scenario, you'll need to purchase hundreds (or perhaps hundreds) of downloads in order to obtain the complete data, as you can't comprehend any information with only 100 users.
In the case of, for instance, an investment tracker, your Market will be less, which means you will need to purchase smaller numbers of users to get relevant information.
Before launching the application is crucial to estimate the unit's economics to determine the required volume of traffic and then establish the goals to make the application profitable.
To make it clear, the entire unit's economics are presented as one formula:
The image above illustrates the formula used to calculate the economic unit.
"There is a very simple formula which is: If LTV is higher than CAC, The project will be profitable. If it's the opposite reverse, the project will lose money."
For instance, you could get a new user to sign up for your app for just $10. He is charged $10 for one month using the application (CAC return < 12 months) and then enjoys the app for another 12 months, for which he pays another $25, totaling $35 (LTV: CAC > 3.x).
For every $1 spent to attract more than $3 an amount, a ratio of the LTV: CAC greater than 1:3 is deemed economic "healthy."
Attribution (or tracking) It compares the app's download to the previous advertisement click that has been the catalyst for this specific action.
Analytics for mobile applications and desktop websites are different. A website that has an operational Google analytics counter will determine the exact marketing channel that attracted a brand new user.
It's different for mobile apps as there is no direct connection between installs and clicks that happens when users access an App Store or Play Market; the app disappears. Unique analytics systems and mobile trackers like Adjust, AppsFlyer, AppMetrica, Branch, Tune, and many others help to restore the connection.
"The Advertising User ID used by iOS users is known as IDFA and for Android users, GAID."
The attribution (tracking) for mobile application downloads happens in the following manner:
"SDK is a set of tools used for monitoring settings and specific actions within mobile apps. The SDK functions like any other website tag and is similar in function to Google Analytics tracking code - an element of JavaScript code that is added to the source code of the website. For every analytics system, there's an independent SDK that is integrated into the SDK."
Only developers of mobile apps can install analytics systems, and you'll have to write specific terms of Reference (ToR) for them.
The most important steps to take into consideration when working on the TOR for setting up analytics:
In addition, we collect " requests" from our entire team:
You can create the terms and conditions using the regular Google spreadsheet. The following is an illustration of a mobile movie mobile app's rules of reference.
There are a few common errors in the configuration of analytics:
"We'll create it later since the release is scheduled for the next day!"
In the process of launching a brand new project, developers might not have the time to set up analytics because of the other work when the app is released. If you upload an app to the Store with no analytics, this is an unnecessary effort since you don't have any information to further optimize the application. It's best to begin from scratch.
"The developer is able to plug in the SDK, and it's nearly completed."
If the developers can figure out how to do it by themselves, not having the information about the specific events (targeted actions) you specified the targeted actions, they'll implement the basic SDK. The kit version would not include the necessary information that you're looking for.
"I was told that Google Analytics is okay; therefore, let's add it."
Analytics platforms differ in features and cost. Google Analytics may not always be the right option. For instance, you cannot utilize it to track installs resulting from Facebook ads. AppsFlyer is more suitable for tracking this kind of data.
"Tracking payment is the top priority!" Funnel?! I've never heard of it."
The funnel should be used to determine at what point an individual user "fell off" and did not complete the intended step. For instance, 3000 people downloaded the app, but only three made the in-app purchase. If you've got a thorough outline of your event's structure, you'll be able to identify bottlenecks in your funnel and discover why only a few customers made purchases.
"Everything was carried out according to the TOR and then distributed to the retailers. Take a look!"
You must ensure whether the data has been sent to analytics in the beginning before uploading data to stores. If you're unable to do this when the process of setting up your analytics, you'll be able to collect incorrect data that could lead you to believe you're in the wrong.
Data that is corrupt is more damaging than not capturing it in the first place.
Review all the steps and pinpoint the key steps to launch and promote an app for mobile devices.
The mobile application you create must address business issues, and eventually, it will be a powerful marketing tool. Mobile marketing can be extremely effective. However, use it with care and provide your users with relevant and relevant information.
1. Put a search engine optimization plan into action.
2. buy search results.
3. Implement a strategy for app store optimization.
4. Set up paid advertisements in app stores.
5. Put social media marketing to use.
6. Make a plan for your content marketing.
7. Employ influencers.
8. Engage a PR team or marketing strategists.
9. Take part in forums on the internet.
10. Add fresh features.
11. Provide seasonal advertising campaigns.
12. Support word-of-mouth.
1. Web page. Your app must have an online presence.
2. Social media. Social media is essential for promoting apps.
3. Public relations.
4. Application Store Optimization (ASO).
5. Search advertisements.
6. Endorsements from celebrities and influencers.
7. Conventional advertising/in-store promotions.
8. Buzzworthy or word-of-mouth.
Seven out of ten free apps make money by showing advertisements and promoting other companies. If you want to use this popular strategy for monetizing free apps, you can charge: Cost per impression (CPI) or cost per mile. For each 1,000 times your advertisement is viewed, you are paid.
.5 Ways To Promote Your App Offline
1. Make use of the local app promotion power.
2. Promote the app in the media.
3. The goods promote the product.
4. QR codes must be used.
5. Make your logo visible by printing it out.
An app developer or brand would typically pay a PR agency $100 to $300 per hour for media outreach. For many industries, including the app industry, utilising the power of influencer marketing is a recent trend.
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