5 important things to know before you run an app install campaign
The explosive growth in mobile usage, specifically in app usage, has created an ultra-competitive marketplace. A whopping 1.4 million apps are on both the App Store and Google Play. In such an environment, app marketers face a difficult challenge as they battle hundreds or even thousands of direct competitors for user attention.
If you’re one of those marketers who is thinking about running, analyzing, and optimizing their very first app install ad campaign, keep on reading. We’ll touch on some of the most important things to know before you run an app install campaign for the first time.
Running app install campaigns boosts organic growth.
The main route for applications to get noticed in a shark-invaded competitive scene is by producing a volume of introduces from both organic and paid sources.
Organic installs originate from app store investigation or search. That implies individuals find an application after they scan for a related keyword or brand search, take a gander at top applications per group, or get a tip to download the application through an app store’s highlighted recommendations.
Non-organic or paid installs are installs that were driven by dynamic advancements, particularly in a promoting effort or through a boosted arrange, where clients are incited to download and introduce an application in return for virtual money or another motivator.
Measuring App install campaign is difficult
Cookies empower online advertisers to precisely and secretly track clients, measure the effectiveness of their crusades, and settle on keen choices about their promotion spend.
At that point, the mobile revolution flipped around things – the Cookie wasn’t supported on applications or on Apple’s Safari program, which implied a significant piece of the market couldn’t be followed.
Without the cookies, the mobile world is profoundly divided: there are both diverse operating systems (iOS, Android) and various environments (in-application, mobile web). To exacerbate the situation, there’s no normalization. Fortunately, there are approaches to precisely draw an obvious conclusion by utilizing a few recognizable identification methods: ID matching (e.g. Apple’s IDFA, Google Advertising ID), Google Play Referrer, and fingerprinting.
“Last touch” source isn’t the only one that matters.
Multiple touchpoints across the consumer journey influence the conversion of any prospective lead — each playing a pivotal role in introducing a product/brand to a user, keeping the product/brand top of mind prior during the decision-making phase and leading a user to seal the deal.
If marketers are able to measure the most common conversion paths that lead users to install their apps, they should continue to invest in these contributing networks. ADOHM helps understand the entire lead journey of the consumer instead of the default last touch attribution, ADOHM follows the multi-touch attribution model.
Deep linking – a tool for better user experience
Deep linking is a technology that enables developers to send a user to a particular part of their app, similar to the way that URLs allow a user to go to a specific page of a web site.
With deep linking, the developer can use ad creative and calls-to-action that send the user to a specific app screen that is tied to the campaign in question, rather than the app’s home screen. This creates a non-disruptive user experience with higher engagement.
Figure out which ad network drives the “best” installs.
The most common problem in app install campaigns is when a network delivers enormous no. of new users to an app only to find out that they’re low quality. The marketer’s user base would have grown, but many of the users would not have had any active session on the app nor completed any in-app actions. In an environment where most apps are free and therefore rely on in-app purchases to drive commercial success, that’s a big problem.