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Use data-driven app marketing to get your app to rank #1 in the App Store and increase ROI

Use data-driven app marketing to get your app to rank #1 in the App Store and increase ROI. Agenda. What we will talk about today. Explore three paid models of traffic providers Define the process of developing a strategy Introduce a short term solution to maximize results

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Use data-driven app marketing to get your app to rank #1 in the App Store and increase ROI

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Presentation Transcript

  1. Usedata-drivenappmarketingtogetyourappto rank #1 in theApp Store andincrease ROI

  2. Agenda What we will talk about today Explorethreepaidmodelsoftrafficproviders Definetheprocessofdeveloping a strategy Introducea shorttermsolutiontomaximizeresults The longtermsolution Drivingresults: casestudy

  3. Understand the 3 paid models

  4. CPC Cost Per Click, howsafeisit? • Pro: • Good targeting options • Easy to buy • Con: • High risk • Low transparency • Click fraud

  5. CPI Cost Per Install, howsafeisit? • Pro: • Affordable way to drive installs • Low risk • Sometimes good targeting • Con: • Beware of incentivized traffic • Traffic sources unknown • Hard to scale • Not easy to buy

  6. Fixed Placement Whatyouhavetoknow • Pro: • Short time period • Impact on rankings • Very low eCPI • Con: • No targeting • Medium user quality • Not scalable • Short time period

  7. Develop a strategy

  8. Developing a strategy Fourstepsto a successful mobile marketingstrategy Step 1 Define targets Step 2 Know your KPIs Step 3 Set up tracking Step 4 Develop your campaign plan

  9. Step 1: Definetargets GOALS Increase registrations / / / / / / / / Improve rate of in-app purchases by 70% Increase retention rate Rank #1 in the App Store in U.S.A. Increase CLV Increase average return per user Get 20K new downloads in Malaysia Improve revenue by 70%

  10. Step 2: Knowyour KPIs / / / / / / / IAP Levelcompletion Subscription CPI Socialinteraction Activeuser Cost perregistration

  11. Step 3: Set uptracking Understandandmeasureyourcampaigndata

  12. Step 3: Eliminate inaccurate tracking Wrong data leads to wrong marketing decisions Inefficient ad spend allocation Incorrect KPIs Inaccurate tracking Reported Future investment per publisher Reported wrong Actual Actual Money is invested in publisher with highest CPI

  13. Tracking solutionsforappmarketing • Only works on in-app traffic, not web traffic Overview of the currently most discussed solutions in the market Not availableanymore * Algorythm essential criterionfortrackingaccuracy. Trademob‘smatchingalgorithmshows a 95% accuracyrate. ** Privacy settingsdisablingcookietrackingstronglyreducetrackingaccuracy. First apps using Cookies have been rejected by Apple due to bad user experience

  14. Develop a campaign plan Take these easy steps

  15. The short term solution

  16. smartBoost Instantlygeneratesthousandsofnewappusers Paiddownloads Investment volume Organicdownloads Ranking Virality, sizeoftargetgroupandinstalleduserbaseofan appall affectthe ideal campaigncourse! 2 3 4 5 6 7 2 3 4 5 6 7 8 9 1 Days Weeks Pre-Flight

  17. The long term solution

  18. Buildupuserbase & collectdata Withsophisticated conversion tracking and campaign analytics Which KPI is important for my business? Which channel did this user come from? How can I monitor my ROI efficiently? How much did this user spend with us? What does this correlation mean? How much did I pay for acquiring this user? How do I optimize my marketing spend across all possible sources? How valuable is this user? Is my data reliable & consistent?

  19. Multi-level campaign optimization Optimizationof ad networks, publishersandcampaignparameters CPI without optimization 13% Ad network- level optimization 14% Overall CPI reduction of 70% on average Click fraud protection/blacklisting 12% Publisher-level optimization 31% Multi-level campaign optimization eliminates inefficient ad spend and investment in useless or fraudulent clicks. Campaign-parameter-level optimization Level 1 Level 2 Level 3 Level 4 Level 5

  20. Long termoptimization Results: Betterconversionrates, lower CPI andmoretraffic CPI USD $ 4.50 5 63% CPI improvement 4 CPI 3 $ 1.70 CPI CPC CPI 2 Budget allocation CPI CPI CPC CPC CPI F. P. CPC 1 CPC CPC F. P. F. P. F. P. F. P. F. P. Weeks W4 W5 W9 W10 W1 W2 W3 W6 W8 W7

  21. Learn by example

  22. Case study: Wordblitz forFriends A high ranking after app launch instantly builds up user base 1st launch in the App Store

  23. Case study: Wordblitz forFriends A well-planned & executedboostgenerated >130,000 newusers

  24. Readytogetmoreusers?

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