4 Things You Need to Know to Promote Your Application

Mobile marketing and in particular app promotion is the new global trend and you should not be left behind! It's time to share your app with your audience in the most effective way.

Initially, it is worth noting that a recent BI Intelligence survey in the US found that earnings from ads for app deployment amounted to $ 4.6 billion this year and are expected to increase to $ 6.8 billion by the end of 2019. View chart: 

As a result, this type of ad is able to bring in more ROI than others. This is because it enables marketers to collect and measure all the data for each campaign, overcoming the problem of cookies and mobile complexity: different environments (mobile web, in-app), different platforms (iOS, Android, Windows Phone) and various devices (smartphones, tablets).

This data is very important for creating even more effective mobile marketing actions, with the installation of an app being just the beginning. What is essential is the movements that occur after the user has downloaded the application. But before you can collect such important information for your audience, you must first persuade them to download your application. 

Are you ready?

1. How do you get your audience to download your app?

To get your audience's attention and make them stand out from the rest of your app, you should aim to get a decent install rate for your app that comes from organic and non-organic sources.

The difference:

• Organic Installation: It refers to all installations made by organic search or searches in the app store using a keyword. This means that either they had heard about the app from somewhere or based on the top picks and app store recommendations.
• Non-organic installation: It refers to all installations made by links that came from ads outside the app store.

The combination of success:

A successful recipe never consists of just one ingredient - unless it is chocolate. And in the case of app promotion,  the "secret to success" lies in the use of both channels. By doing App Store Optimization ( ASO ) - the corresponding SEO, but for the app store  - you can achieve a higher percentage of organic app installs. Since high installation rates play such an important role in ASO, investing in ads that will increase the installation rate in an organic way will not do you any harm. On the contrary, as 1 non-organic plant leads to 3 new organic plants.

2. Which business model should your mobile campaign follow?

There are 4 basic business models for app install advertising :

• CPM (Cost per Thousand): cost per 1,000 ads
• CPC  ( Cost Per  Click): default value for each click
• CPI ( Cost per Impression ): a predetermined amount  for each installation of your app
• CPA ( Cost per Action ): a predefined amount  for each action the user performs within the application
  

Marketers usually prefer the CPA because although more expensive it helps them gain better insight than their audience. Beyond that the decision is yours!

3. Where to start?

If you are working on a specific budget and want a fast, easy and effective solution then we would suggest you first run your ad in the following media:

• Facebook / Twitter

With the tools offered by both of these social media channels, you can target your campaign based on demographics or other data that may be of interest to you. But to be able to get the analytics you need, you either have to put the SDK they give you in your campaign or use an SDK software from a certified partner.

• Google AdWords

App install campaigns can be quite effective especially for those who can afford a relatively low budget. Running your campaign through Google AdWords allows you to focus on specific keywords and invest more money when you have achieved the best optimization for your keywords.

This tool is suitable for long-running campaigns that target a large audience.

• YouTube True View Ads

For larger budgets, YouTube offers the " True View Ads" feature where you can show your app to a targeted audience that interacts.

4. How will I measure success?

Once you have decided on the model and medium on which to base your campaign to better promote your application, you will need to monitor and measure the effectiveness of the mobile marketing actions you are pursuing.

The good news is that every ad-marketing tool offers its own analytics tools. As with Facebook ads, here you need to collect metrics, study them and optimize them to optimize your ads to get the best results possible.

You can see!

The digital environment is not just in favor of mobile but in particular mobile applications. Because of this, it is very difficult for one application to stand out from the others. That's why you need to make the right decisions based on your mobile marketing strategy - always based on data from analytics - in order to differentiate yourself from the competition and invest your budget ineffective promotion campaigns.