When designing a marketing strategy for an app, developers are faced with a challenge in choosing tools, methods, and platforms. App store optimization, social media promotion, pitching to bloggers and media, and content strategy are all efficient parts of app promotion. However, app install campaigns are still bread and butter for app developers, and they are often used as an ultimate app marketing method.
While additional promotional methods (PR, ASO) are intended to create long-terms support, paid user acquisition resolves urgent needs, including; increasing app ranking, building an active user base, and acquiring more visibility in the app store in a short time
There is only one problem with an app install campaign: its cost. Today, you need to spend, on average, $3.50 to acquire an individual user who will open an app at least three times(Fiksu Index). Even then, there is no guarantee this user will turn into engaged, paying customer.
Can an app get install volume and increase ranking without spending enormous budgets?
Yes. Here is a good illustration from AppBooster platform: a case study of the financial app Barchart.
Top 20 Campaign Case Studies
The Barchart Stocks, Futures and Forex financial apps is a niche utility app that offers free access to real-time financial information and market news.
Barchart’s vital goals were to increase visibility in the App Store, be discovered by potential users, and attract organic traffic.
AppBooster launched an incentive traffic boost campaign, concentrating a substantial number of installs in a short period of time. As a result, the app made it into TOP 20 chart in the app store and received a substantial uptick in organic traffic.
The TOP 20 chart in the Free iPhone Finance Apps category:
Overall campaign performance: The app remained in the TOP 20 chart for 24 subsequent hours as well as 20 subsequent hours in the TOP 50 chart:
The TOP 20 chart in the Free iPhone Finance Apps Performance Graph
The Pros and Cons of Incentive Traffic
Although incentive traffic has proven to be an effective tool for increasing app ranking, it still has a somewhat questionable reputation. For example – what if incentive installs are made by bots? What if my app is banned from the app store?
The truth is: incentive traffic is perfectly legal with installs made by real users. It is different from non-incentive traffic in that users get some kind of reward for installing an app.
Incentive traffic has its own advantages and serves various purposes:
- It’s a fast decision that brings instant results. You can quickly generate many installs and increase app ranking.
- An incentive traffic campaign is perfect for an app launch. Securing a large amount of installs in the first days of launch will get app to top charts quickly and ensure great discoverability.
- Incentive traffic is much cheaper than non-incentive (average CPI is $0.20 for Android and $0.40 for iOS). It’s the most optimal tool for app promotion, when your budget and time are limited and you don’t have enough expertise to manage and optimize several campaigns at once.
As we often see at GOWIDE, a combination of incentive and non-incent traffic is a rational and cost-effective method for app promotion. First, a rewarded installs campaign from AppBooster quickly increases the number of installs and app discoverability. After that, a low-volume non-incentive campaign helps to acquire users with a high LTV (life time value) that turn into engaged and loyal customers.
There are several issues app developers face when launching incentive campaign including:
- numerous traffic providers who sell traffic with uneven quality and from different GEOs.
- The necessity of testing and implementing multiple tracking links as a result.
AppBooster is designed to solve these problems for app developers. It provides a single platform for managing incentive traffic from several sources with real-time pricing based on the CPI model. It also has a free “Tracking link checker” tool – it checks the tracking link for any GEO and platform and help to do this quickly and efficiently.
As with any other user acquisition channel, the success of incentive traffic campaign depends on the quality of the traffic and the partner’s expertise.