You are the owner of an app. An app with an excellent UX and UI, created with a detailed analysis of the market, demand and competitors. But at the time of release, potential users know nothing about it. So what should you do to make your app known and start downloading?
One of the fastest and most effective options is to launch a paid promotion. By this kind of promotion we mean creating a marketing strategy, the main purpose of which is to increase the number of downloads and sales within the app, as well as interaction with users throughout the whole life cycle: from getting to know the app to active use and purchases within.
Whether the app has been on the market for years or you’re just launching it, paid promotion unlocks huge growth potential for your product. With a well-designed marketing strategy and a comprehensive approach, you can increase your profits from the app by 2 to 10 times.
Mobile app analytics
Every product owner who wants to understand how their app is growing uses analytics.
How do people respond to your app? Which features are being used the most? Is there something in the way of their convenience?
All of these questions can be answered with analytics.
Analytics can also help you find out:
- What types of devices are people using the app on?
- How do users behave? What are they doing in your app?
- How many users return in a day/month/three months?
- How much time do they spend in the app? How quickly do they close it or switch to another app?
- Where are your users, what languages do they speak, what gender are they and what age are they?
- How many people use your app daily? On a monthly basis?
- What is the average revenue per user?
Promotion in UAC (Universal App Campaign)
Universal App Campaign is a campaign that is designed to promote Android apps on the Google search network and partner sites.
This type of campaign covers a large set of placements: Google Search, Google Play, YouTube, contextual media network, in-app advertising, recommendations in Google Search, search partners’ websites and so on.
When launching a campaign, there is an option to use several formats of banners:
- HTML5 – banners with animations, usually attract more attention than static banners, but are limited in places of display due to a fixed size.
- Graphic – banners with static images. Adaptive media ads generate many combinations for different ad sizes, increase reach.
- Video creations – best tell the story of you or your product, but work in a limited number of placements.
To run a campaign, the first thing you need to do is connect analytics for apps. If you’re only running ads on Google, the free Firebase is fine. Next, import conversions into Google Ads.
It’s imperative to determine the purpose for which you’re setting up the campaign. This will help in choosing the best strategy:
- Increasing the number of installs will help increase the number of downloads of the app. Installations for Android on Google can be tracked without connecting an analytics system. It’s enough just to link your Google ads accounts to Google Play.
- Performing certain actions in the app. This option is suitable for retention and reactivation of users who have already downloaded the app.
- Increasing the value of actions in the app. Will help to focus on those users whose overall value is likely to be maximum.
Promoting mobile apps on Facebook
Another powerful tool for mobile app marketing is social networks. This is where Facebook comes in.
To launch, you need to choose a separate type of campaign that is designed to increase the number of installations or targeted actions in the app.
Types of ads
Campaigns for app promotion are shown on Facebook, Instagram, Audience network, etc., and the ads consist of the following elements:
- Graphic banners
- Video creations
Features of setting up and working
To start promoting apps, you first need to register your app on Facebook for developers. Next, install the SDK (Software development kit)*. This will allow you to monitor the events in the application and transfer information to the system for analysis and optimization of the campaign.
When setting up the campaign, decide on a strategy:
- Increase app installs;
- Increase in-app actions;
- Increase the number of clicks on the link.
Select the desired audience parameters (geo, age, interests, etc.) and add items to the ad.
Publish the campaign and it will launch shortly.