Mobile

A Beginners Guide to Mobile App Advertising

Before we proceed with our discussion, a few questions need to be answered for taking full advantage of this article:

  • Have you created an app for your business?
  • Got it published on the App Store?
  • Enabled your app for an easy search on App Store, through App Store Optimization (ASO)?

If you think that your job is over by positively answering the above questions, then you are miserable wrong. It might look simple but to be seen and stand out differently amongst million others apps is not a child’s play. In fact, there are high chances for your app to be rejected by users by choosing competitor’s app or probably not even seen at all.

In this article, we will have a detailed discussion by touching on mobile app advertising from a perspective lot of you might have missed out or possibly overlooked upon.

Mobile App Install Ads: Introduction

Imagine that you are providing a shortcut to download your app from the App Store, which normally would take a long route. How would you feel when people, while roaming around on social networking sites, happened to click your mobile app install ad by chance that directly takes users to your app install link on App Store.

The main purposes of these install advertisements is to get traffic traction from a large horde of social media lovers. They mainly appear on the news feed of social media channels such as Facebook, Twitter, Google, and other top-notch social networking sites. Such an ad divided into 4 parts: name, description, image, and call to action in the form of a button.

In-App Advertisement: Another version of mobile app install ad

You see these mobile apps install ads within another app. It is a superlative way to get noticed by getting your app featured on another highly popular app. An extremely popular app has follower base in millions. With people connected to the web all day long, imagine your app ad been seen by these millions, within the popular app.

One they click, they are taken directly to the mobile app download page, which otherwise would not have been possible if they have gone traditional way. Here you can opt for three types – interstitial ads, notification ads, and advanced overlay ads.

Social media channels offering mobile app install ads:

1. Facebook

– It is the world’s No. 1 platform in terms of users with more than 1.2 billion members.
– It is used by almost 50% of top grossing apps found on App Store & Play Store.
– Short campaigns help in laser targeting audience limited to specific geographical regions, age groups, and preferences.
– Two types of ads to deal with – install ads that take users to app store download link, and engagement ads that enable users to open the app.
– Three types of audience to deal with – custom audience to target specific demographics, lookalike audience with people similar to ones already using the app, and device based targeting that takes into account the type of device used to install the app.

2. Twitter

– No. 2 platform in terms of users after Facebook with more than 500 million members.
– Real time campaigns help in reaching out to people currently tweeting on Twitter.
– Two types of ads to deal with – install ads that take users to app store download link, and engagement ads that enable users to open the app.

3. Google

– World’s No. 1 search engine with more than 1 billion average monthly users searching out their queries.
– Most ideal for long term campaigns with an aim to target a broader section of global audience.
– Three types of options you can choose from – Google Search Engine showing your ads on search engine result pages (SERPs), Google Display Network that shows your ad all over Internet with websites having Adsense, and Google’s YouTube Trueview showing ads just before videos start.
– Two types of ads to deal with – install ads that take users to app store download link, and engagement ads that enable users to open the app.

Some important statistics to prove our point

– Mobile App Installs percentage has increase by an astounding 182% from its inception.
– 350 million is the total number of installs that took place through Facebook mobile app install ads.
– Facebook generates $1-$10 in revenue with every single app download through their advertisement campaigns.
– By the end of 2019, the revenue generated because of mobile app ads installs will touch almost $6.8 billion.
– CTR on tablets exceeds that of smartphones by 44%.
– Mobile app ads work two times faster than the ads present on mobile web.

Important points to remember

– Try out pilot campaigns first before implementing major promotional campaigns to gauge which ones work best in your favor.
– Only right kind of targeting and segmentation will help your campaigns achieve success.
– With every progressing campaign, it is important to improvise on the past ones. This will ultimately bring down your per impression, or visitor cost.
– Always focus on retargeting to boost your conversions.
– Time of the day is a key to engage with the users. Being present to communicate with users at right time is critically important.
– Have right analytic tools already in place to track your app growth.

Try launching your first mobile app install ad campaign

You can surely get yourself started creating your preliminary mobile app install ad campaigns using above strategies. They have not only been tested but also have lead apps to success. Remember, mobile ad install ads work only when you have an amazing app in place with good quality design and robust development. More importantly, you need to follow a systematic approach right from creating an app to launching advertising campaigns. With booming social media, and networking between people worldwide, it is only a matter of time when all the apps will switch to social media ad campaigns instead of spending elsewhere.

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Shivani Ajmerani works for Fusion Informatics Ltd., a mobile applications development company that offers Custom iPhone, iPad and android application development services. She loves leveraging the immense potential of the Internet to achieve corporate goals.

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