Google’s best practices for mobile app install campaigns

Posted by Osaze Osoba | September 15, 2016 | AdWords Hacks, Agency Tips, Mobile Marketing
app-install-best-practice

If you’re the typical developer or SME owner, you probably just spent a ton of time and money building this app. Now its time to push this baby out to the world and get awesome feedback. But wait, how are you going to do that? And how do you ensure that you get the most bang for buck?

Lost of people face this dilemma everyday. And its exhausting. As a marketer that has helped build an app from a little over 4,000 to over 200,000 downloads, I can tell you it is.

But Google has come up with a few suggestions they think can help you out. I’d chip in one suggestion though, before continuing with the rest.

(My tip) Be sure to track installs & events

Nothing is worse than not knowing what converts. It’s the scientific advertisers nightmare. And that is exactly what happens when you don’t have the appropriate SDKs installed to attribute app installs. In a lot of cases (surprisingly), people still install individual SDKs from different platforms. And then they end up with an app that is like 15MB. In today’s world, attribution partners rule.

Attribution partners are connected to almost all major platforms and integrate all SDKs in one. Which means that you have both Google’s and Facebooks SDKs in that little snippet of code. You can also get partners that include ad networks like AdMob. I personally like Adjust, because of it’s in-depth dashboard data. All in all, be sure that your app can tell you who did what, when and why.

And here are the 12 tips from Google

1. Track beyond the app install

Tracking in app conversions can save your life! Like I said before, knowing what customers are doing on your app is of vital importance. At Zoto, we never really tracked app downloads, it was never a metric to discuss at a management level meeting. The mos important KPIs turned out to always be cost per registration, transaction attempt rate and cost per transaction. Those are the things that counted towards our bottom line.

Ignore tracking in-app conversions and you very well could just close shop and go home. Read more about tracking in-app conversions here

2. Decide what’s valuable to your app

What’s valuable to me might not be of any reasonable value to you. So be sure to check for the most important app events to look out for. Take a game app as an example, number of signups might be important. But more important might be the amount of time spent per session, or the average level a user gets to before they churn.

Your most valuable app events will be those that can directly be tied to your end goal. Things like “Add to cart”, “Checkout”, “Subscribe” etc. Click here to read more about valuable events

3. Promote your app

I’m sure you already guessed this one. In most cases, the “build it and they would come” principle doesn’t apply to apps. You’d need to fund campaigns to drive installs of your app, just ensure you get a good Cost Per Install (CPI). On an average, aim for about $0.50 and definitely less.

Start with the Universal app campaigns

These are a few of many tips, continue reading more tips from Google here.

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Osaze Osoba
About The Author

Osaze Osoba

Osaze is an engineer by design, but he bailed for Marketing. Probably one of the only guys you know who'd insure his laptop. He's that much of a geek, but he denies it. He also loves scientific advertising and trains a lot.

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