The mobile app market is fiercely competitive and every company tries to gain an edge in the marketing department. This has led to an explosion of marketing channels and techniques within the app world, techniques ranging from ASO, to content marketing and mobile app install ads. In this article, we’re going to talk about install ads, which have taken social media platforms by storm. Twitter, Facebook and YouTube have implemented this feature and so far it seems to be paying off. Let’s take a look at how you can gain the most exposure by using mobile app install ads.
Create a Strategy
As with anything marketing-related, you have to come up with an initial strategy. How much do you spend, which platforms do you use? All of these have to be taken into consideration before you start. Once you’ve come up with the technical and financial side of the strategy, you want to find a way to implement AIDA (Attention, Interest, Decision, Action). In other words you have to figure out how to catch your users’ attention, generate enough interest with your offer, encourage the decision to install and then call to action.
The ad itself will draw most of its power from the image you will use. If you’re familiar with mobile app install ads, you know that the image is the largest part of the ad. Your image has to pack enough of a punch to draw attention and encourage a download.
The second part of an install ad is the text. While it may seem like a minuscule, insignificant amount, the right words can go a long way. This is why you want to hire a professional copywriter, and test, test, test. You can write the text yourself if you’d like to save the money on the copywriter’s fee, but trying multiple variations of the text is essential.
Some general rules of thumb for install ads in general are:
- Always follow the recommended image sizes for your Twitter and Facebook ads, otherwise you risk stretching or compressing the image too much, resulting in a bad ad.
- For pictures, clarity, quality and relevancy are paramount.
- While you can draw attention by using strident colours and outrageous designs, you run the risk of lowering your chances of a conversion. Stick to simple designs that showcase your app’s strengths for the best results.
- Be aware of the posting limits. For Twitter, you can use 140 characters and 1 picture, while Facebook ads come with a 25 character headline, 90 characters of text and 6 pictures.
- Consider retargeting when it comes to Facebook and Twitter ads
Using YouTube TrueView
If a picture is worth a thousand words, then a video is worth a thousand pictures. With YouTube TrueView, you can advertise your app before a user watches a YouTube video. These install ads are particularly effective because they allow you to showcase functionality and list benefits in a much more compelling fashion. YouTube also has the ability to target an audience based on a variety of factors, including location, gender, age, device, interests and more.
Mobile app install ads are a new marketing channel that allows developers to market much more effectively through social media. These ads offer a significant benefit because they skip several steps and allow users to download an app directly from the ad. When considering a mobile marketing strategy, install ads should be at the top of your list.
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