January 8, 9 min read

Growing profitability of your app install campaign

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Marketers have to develop their product or service to expand the users base and keep the investments under control.

Do you think you can start your business in affiliate marketing by one click, launch an ad campaign and instantly have a high performance? Well, reality brings other numbers. Huge investments in marketing are not the only way of app growth. Marketers have to develop their product or service to expand the users base and keep the investments under control.

Care of profits, especially at the initial stage, further brings more stability. Every year marketing industry shows real remarkable growth. However, this is accomplished by hard work. It is not enough to talk to your business partner and explain why your business idea is great. Let’s just say, this can happen only in movies.

source: statista.com

Digital marketers have their ways of revenue increase. Ad campaigns are managed with high analytical accuracy and well-calculated budget. These aspects are very important in performance growth. Often, markets act according to certain rules (without reference to the program they decided to choose: CPM (cost-per-mile), CPC (cost-per-click) or CPA (cost-per-action), etc.) and follow these steps to optimize their ad campaigns:

1. Don’t spend all the budget on media to make research about traffic and ad creatives.

2. Analyze the campaign, what segments are targeted deeper, what traffic sources perform better. In other words, they measure the profitability of the campaign.

3. After all, invest in well-performing affiliates and ad creatives, scale user acquisition efforts.

4. Repeat actions through each marketing channel.


According to Brian Balfour, digital marketers are always trying to make smart media buying decisions. Everyone is trying to find ways of user growth. Growing profitability allows extending and increasing your ad campaign. Trying to note that real growth of profitability brings a result of strict adherence to the plan and ongoing process of developing and improving a product or service.

If you have a plan (of course, you have one) to increase app downloads and active users, then spend a portion of your budget on experimenting. Do not divide your budget on traffic channels, but break it down between target groups to receive more insights and thoughts about your brand.

There are three types or pathways of exposure or, in fact, what you need to achieve:
Top charts (here you need a big amount of positive reviews and downloads that will help the app to raise in the list and be recommended).

Curated content (what’s hot) plays the same role as top chars, your app is recommended by others. For example, if you run an ad campaign for a gaming app you want affiliates that will send traffic from the popular games.

Search demands filigree content. Marketer has to research what words or phrases are mostly written in the search line and use them in the description of the app and other content.

How to improve your ads

Mobile marketing popularity led to changes in connection with customers. They all are through mobile channels. So, start thinking about your presence in this area if you are not there yet, or think about the upgrades you have to make to be in the top. These actions will give you the power to captivate and convert your audience better. Follow our 5 tips to be closer to your dream:

Tip#1 Think about your action plan
The first reason why you need a business plan is to note all your ideas. You have to know the answer how you are going to boost the awareness of your brand. By raising loyalty to your brand, you will have the opportunity to increase app installs. This will lead to brand popularity and a high ROI. Everything is connected like the links in a chain.



Set the goals for your business. You always have to know what you want to achieve, define what conventions will look like to your brand. Be a good psychologist. Think about what your customers can do in their smartphones, what they can search for and where. Do not neglect different types of conversion.

Conversion doesn’t mean a sale, it can be a call from the customer for more information, reading the article from your blog or a post from social media. Actually, conversion includes all the actions that can suggest subsequent contacts: subscription, signing up, downloading the app, etc. You can structure your mobile advertising campaign and track your success with a definition of your conversions.

Tip#2 Make your ads diversified
It’s not a secret that advertisements can be boring when they are repeated over and over again (except cases when ads are made for kids). It doesn’t depend on which medium you use for your marketing campaign, everything has its terms of popularity and interests. Boring ads are like money down the drain.

Make sure you and your team experiment and use different ways of conversion. Believe us, profitability will likely be higher with experiments comparing to boring, pattern-based ads that repeat multiple times and never change. People like to be interacted and act on the game principle. Try to develop a combination of dynamic HTML5, banner, video or other ad formats.

Learn how to perform your ads to make sure you use all possible upgrades to attract mobile users. According to Instapage, there are several ways of right targeting. We offer you to get acquainted with this classification:

1 type. Targeting based on needs, wants, or geo (such as country or state).

2 type. Combined targeting that includes needs, wishes and more specific geo (like city).

3 type. Targeting based on the conjunction of needs, wants, micro-geographic location (zip code), and demographic data (age, gender, income, etc.).

4 type. Targeting based on the above conditions together with general individual interests (like sports, music, technology, etc.).

5 type.  Targeting by needs, wants, micro-geographic location, advanced demographic info (political preferences, brand, cars, etc.), and narrow interests (genre of music, hobbies, famous person).

6 type. This type includes all the narrow focused targeting conditions together with historical behavioral patterns (purchase history, web pages and apps visiting, etc.).


source: slideshare.net

All these types show that advertising has lost the principal goal to show the ad to as many people as possible. Nowadays it is much important to be familiar with your customer. This inference leads us to the third tip.

Tip#3 Personalize your ads
Advertising is the way you promote your business to your target audience. To make the ad effective marketers develop strategies for messaging, ad placement and frequency. Undoubtedly, advertising plays a very important role and requires different mediums to produce positive returns. Advertising is responsible for public relations and market research.

As the business marketplace is on the verge of changes today’s customers are waiting for relevant and personalized advertising. Digital strategies that are created for everyone doesn’t work as good as before.

Keep that in mind and think about how to make your mobile advertising as personalized as possible. Be in the first need for your clients. Remarketing strategy will also help you return the customers that expressed their interest in your brand. Note it.

Tip#4 Use the power of Social Media in your campaign
Users like to spend a lot of time on their smartphones, and most of them like to browse Social Media. People can check their Facebook page more than 10 times per day.

source: spectrem.com

We are silent about the Twitter, Snapchat, and Instagram. The more you spread your ads through social media, the more interest you generate from your target audience. Due to the sheer amount of active users on social media marketers can quickly learn the importance of targeting their customers. According to Statista, by 2021 investments in media buying will grow to about $48 billion.

Social media advertising also can reach the audience at low cost. Targeting sets up the same way as advertising does in mobile. Marketing in Social Media is not just a trend. It’s a powerful industry that will help you reach the people all over the world and attract those who didn’t use the app stores before.

Tip#5 Use the most advanced targeting options
Here will be the old song about the main thing. Targeting that is launched correctly brings good results. You have to follow three simple rules. First: know your audience. The more refined your audience is, the less money you waste (attracting leads who aren’t interested in your brand).

Campaign effectiveness is determined by analyzing which platform and creative produced most actions at low cost. Today it is harder to define if the installs were high quality, considering that many apps are based on a free-to-play model. But, it is possible to do and it is useful to do.

Today analytics tools allow mobile marketers measuring and optimizing their marketing campaigns wider than customer acquisition at the initial stage. They can analyze the work of each their install and define which media buys show high quality.

Dan Kimball, a chief marketing officer of the analytic company Kontagent, named new method of measuring the performance of ad campaign. He suggested that in a short time marketers will stop measuring the first action or CPI and will start calculating PPI or profit-per-install. Eventually, it is a smarter business, according to him.

January 8, 9 min read

Growing profitability of your app install campaign

Marketers have to develop their product or service to expand the users base and keep the investments under control.

Do you think you can start your business in affiliate marketing by one click, launch an ad campaign and instantly have a high performance? Well, reality brings other numbers. Huge investments in marketing are not the only way of app growth. Marketers have to develop their product or service to expand the users base and keep the investments under control.

Care of profits, especially at the initial stage, further brings more stability. Every year marketing industry shows real remarkable growth. However, this is accomplished by hard work. It is not enough to talk to your business partner and explain why your business idea is great. Let’s just say, this can happen only in movies.

source: statista.com

Digital marketers have their ways of revenue increase. Ad campaigns are managed with high analytical accuracy and well-calculated budget. These aspects are very important in performance growth. Often, markets act according to certain rules (without reference to the program they decided to choose: CPM (cost-per-mile), CPC (cost-per-click) or CPA (cost-per-action), etc.) and follow these steps to optimize their ad campaigns:

1. Don’t spend all the budget on media to make research about traffic and ad creatives.

2. Analyze the campaign, what segments are targeted deeper, what traffic sources perform better. In other words, they measure the profitability of the campaign.

3. After all, invest in well-performing affiliates and ad creatives, scale user acquisition efforts.

4. Repeat actions through each marketing channel.


According to Brian Balfour, digital marketers are always trying to make smart media buying decisions. Everyone is trying to find ways of user growth. Growing profitability allows extending and increasing your ad campaign. Trying to note that real growth of profitability brings a result of strict adherence to the plan and ongoing process of developing and improving a product or service.

If you have a plan (of course, you have one) to increase app downloads and active users, then spend a portion of your budget on experimenting. Do not divide your budget on traffic channels, but break it down between target groups to receive more insights and thoughts about your brand.

There are three types or pathways of exposure or, in fact, what you need to achieve:
Top charts (here you need a big amount of positive reviews and downloads that will help the app to raise in the list and be recommended).

Curated content (what’s hot) plays the same role as top chars, your app is recommended by others. For example, if you run an ad campaign for a gaming app you want affiliates that will send traffic from the popular games.

Search demands filigree content. Marketer has to research what words or phrases are mostly written in the search line and use them in the description of the app and other content.

How to improve your ads

Mobile marketing popularity led to changes in connection with customers. They all are through mobile channels. So, start thinking about your presence in this area if you are not there yet, or think about the upgrades you have to make to be in the top. These actions will give you the power to captivate and convert your audience better. Follow our 5 tips to be closer to your dream:

Tip#1 Think about your action plan
The first reason why you need a business plan is to note all your ideas. You have to know the answer how you are going to boost the awareness of your brand. By raising loyalty to your brand, you will have the opportunity to increase app installs. This will lead to brand popularity and a high ROI. Everything is connected like the links in a chain.



Set the goals for your business. You always have to know what you want to achieve, define what conventions will look like to your brand. Be a good psychologist. Think about what your customers can do in their smartphones, what they can search for and where. Do not neglect different types of conversion.

Conversion doesn’t mean a sale, it can be a call from the customer for more information, reading the article from your blog or a post from social media. Actually, conversion includes all the actions that can suggest subsequent contacts: subscription, signing up, downloading the app, etc. You can structure your mobile advertising campaign and track your success with a definition of your conversions.

Tip#2 Make your ads diversified
It’s not a secret that advertisements can be boring when they are repeated over and over again (except cases when ads are made for kids). It doesn’t depend on which medium you use for your marketing campaign, everything has its terms of popularity and interests. Boring ads are like money down the drain.

Make sure you and your team experiment and use different ways of conversion. Believe us, profitability will likely be higher with experiments comparing to boring, pattern-based ads that repeat multiple times and never change. People like to be interacted and act on the game principle. Try to develop a combination of dynamic HTML5, banner, video or other ad formats.

Learn how to perform your ads to make sure you use all possible upgrades to attract mobile users. According to Instapage, there are several ways of right targeting. We offer you to get acquainted with this classification:

1 type. Targeting based on needs, wants, or geo (such as country or state).

2 type. Combined targeting that includes needs, wishes and more specific geo (like city).

3 type. Targeting based on the conjunction of needs, wants, micro-geographic location (zip code), and demographic data (age, gender, income, etc.).

4 type. Targeting based on the above conditions together with general individual interests (like sports, music, technology, etc.).

5 type.  Targeting by needs, wants, micro-geographic location, advanced demographic info (political preferences, brand, cars, etc.), and narrow interests (genre of music, hobbies, famous person).

6 type. This type includes all the narrow focused targeting conditions together with historical behavioral patterns (purchase history, web pages and apps visiting, etc.).


source: slideshare.net

All these types show that advertising has lost the principal goal to show the ad to as many people as possible. Nowadays it is much important to be familiar with your customer. This inference leads us to the third tip.

Tip#3 Personalize your ads
Advertising is the way you promote your business to your target audience. To make the ad effective marketers develop strategies for messaging, ad placement and frequency. Undoubtedly, advertising plays a very important role and requires different mediums to produce positive returns. Advertising is responsible for public relations and market research.

As the business marketplace is on the verge of changes today’s customers are waiting for relevant and personalized advertising. Digital strategies that are created for everyone doesn’t work as good as before.

Keep that in mind and think about how to make your mobile advertising as personalized as possible. Be in the first need for your clients. Remarketing strategy will also help you return the customers that expressed their interest in your brand. Note it.

Tip#4 Use the power of Social Media in your campaign
Users like to spend a lot of time on their smartphones, and most of them like to browse Social Media. People can check their Facebook page more than 10 times per day.

source: spectrem.com

We are silent about the Twitter, Snapchat, and Instagram. The more you spread your ads through social media, the more interest you generate from your target audience. Due to the sheer amount of active users on social media marketers can quickly learn the importance of targeting their customers. According to Statista, by 2021 investments in media buying will grow to about $48 billion.

Social media advertising also can reach the audience at low cost. Targeting sets up the same way as advertising does in mobile. Marketing in Social Media is not just a trend. It’s a powerful industry that will help you reach the people all over the world and attract those who didn’t use the app stores before.

Tip#5 Use the most advanced targeting options
Here will be the old song about the main thing. Targeting that is launched correctly brings good results. You have to follow three simple rules. First: know your audience. The more refined your audience is, the less money you waste (attracting leads who aren’t interested in your brand).

Campaign effectiveness is determined by analyzing which platform and creative produced most actions at low cost. Today it is harder to define if the installs were high quality, considering that many apps are based on a free-to-play model. But, it is possible to do and it is useful to do.

Today analytics tools allow mobile marketers measuring and optimizing their marketing campaigns wider than customer acquisition at the initial stage. They can analyze the work of each their install and define which media buys show high quality.

Dan Kimball, a chief marketing officer of the analytic company Kontagent, named new method of measuring the performance of ad campaign. He suggested that in a short time marketers will stop measuring the first action or CPI and will start calculating PPI or profit-per-install. Eventually, it is a smarter business, according to him.

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2019 © Evertrack. All rights reserved
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