App Advertising and Marketing Tips from AppFlood
AppFlood is an app advertising network that allows Android and iOS developers to directly control the monetisation and distribution aspects of their mobile business and provides a platform to buy, sell and exchange mobile traffic. The team at Appflood has acquired quite a bit of knowledge about app marketing and advertising through running their network and gathering data about what works and what doesn’t and by working with individual publishers and developers. As a result, they are able to create lots of good content on their blog covering app advertising and monetisation. Recent posts have covered everything from using the right keywords during app store optimisation to why mobile video ads are so popular in the industry.
Below we’ve summarised and highlighted some of the key points from some of their articles:
AppFlood provides four key app marketing tips to indie developers who simply don’t have the budget to spend on promoting their new app. The main goal is to monetise their app (either on Android or iOS), but without the funds, it comes down to using the host of free resources out there instead. Summarised, the four key tips provided in the article are the following:
- 1. Public Relations tips: The central aim here is putting together and creating a press kit that impresses people – this can be via a YouTube video, a more traditional PDF sent out through emailing, or even using a press kit template like the ones on Storyboard. It’s about making sure the key points are contained within the press kit, finding journalists’ emails to distribute it to, and making friends with the writers at industry events.
- 2. Promoting apps with social media the right way: Promoting an app on social media isn’t just about making people like the app’s new Facebook page, in fact, that won’t get app marketers very far. The aim is to make sure viral features, like asking friends for extra lives, are being implemented into the app and across Facebook’s platform. Documenting the app development process and sharing it on social media is a good idea as well, while using Reddit carefully or reaching out to celebrities may also be beneficial.
- 3. Optimise a mobile app to beat the competition: The use of the right keywords is hugely important in making sure a developer’s app is optimised for the app store they are submitting to. It’s about looking for niche keywords, but it’s also important to position the app’s keywords close to any major competitors – ASO tools can help here. The use of A/B testing is also necessary, as is choosing the right app category, getting users reviews for your app, and submitting to alternative app stores – we have a comprehensive guide on this here.
- 4. Rally eager early adopters: The use of attracting early adopters should not be underestimated. Giving people early, exclusive access works in an advertiser’s favour: early adopters can be used to test an app, can spread the word, and can become some of the most loyal users. Websites like Erlibird can help here by generating early support and acquiring new email subscribers.
Advertisers may struggle with all the abbreviations that are part of the monetising process – even veteran advertisers may find that difficult. This presentation describes what Cost-Per-Mille (CPM), Cost-Per-Click (CPC), and Cost-Per-Install (CPI) mean, along with the pros and cons of each.
CPM, CPC AND CPI Explained
The Cost-Per-Mille (CPM) is effectively the agreed bid price for every 1,000 times that an ad is displayed on the mobile device. The Cost-Per-Click (CPC) is what advertisers pay per click with a cost-per-click campaign. Lastly, the Cost-per-install (CPI) is when app marketers only pay when a user downloads their advertised app. The slideshow below can further help app marketers to understand the differences between the abbreviations.
There are eleven ways to improve a developer’s chances with app store optimisation at the core of it, say AppFlood. A summary of the 11 key points:
- A game needs to be really polished before it launches, as the quality is now so high.
- The marketing needs to be spot on from the first day – the marketing should actually begin along time before the game has even launched.
- Make sure the product is great and be merciless in self-criticism to get it there.
- The marketing should be performed by the developer of game – nobody knows it better. Get someone to handle the marketing in house.
- Use social media the right way: reward users with virtual currency or goods and real benefits if Tweets and likes are given out on Facebook and Twitter.
- Give the brand a voice. Create a brand that seems to live and breath, and has real emotional appeal to the fans/users. Create communities and speak to them.
- The game is not a one-off purchase, it’s a service. Update the game at special times of the year – so Christmas and Valentine’s Day updates are important. Ask the community.
- Cross-promotion is important. Exchange installs with others to get things moving.
- Make small games and give them away for free. Use these free games to advertise the ‘real’ game.
- Get a list of journalists and sell them the game idea. Make it ready to be reviewed.
- Watching charts is important, but don’t get obsessed with them – 86% of all in-app revenue comes from the stuff outside the charts.
Some of the best performing ad creatives based on CTR are identified here. The ad creative is the representation of everything the app is – it also serves as a cheap and efficient way to increase user downloads for those on a tight budget. A summary of the four top ad creatives follows:
- Ayakashi: Ghost Guild: A free role-playing game that has a strong ad creative because of an eye catching call to action button, high quality artwork and a well positioned descriptor.
- MoboMarket: A Real-time updated app market that has a top ad creative because of optimised ad sizes, a carefully designed call to action download button and clear value proposition.
- Opera Browser: The famous web browser for mobile phones features a strong ad creative because there is a screenshot of the app in action, it has a clean and uniform design and a short and punchy descriptor.
- Little Empire: A 3D strategy mobile game that has a strong ad creative because of its highly engaging artwork. The artwork features exciting in-game characters battling, and the title and call to action are small so they do not interfere with the user’s engagement level.
That is just a small extract from all the content on the Appflood blog covering app advertising and marketing and we’ll be publishing more summaries including the next one, which will focus on App Monetization.