Android App Marketing and Google Play

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1 Android App Marketing and Google Play WHAT YOU NEED TO KNOW Learn how to improve Android app discovery, drive more installs, and generate long-term, loyal usage.

2 TO SUCCEED, MARKETERS NEED VISIBILITY. VISIBILITY INTO THE MARKETING THAT S TRULY WORKING. AND THE POWER TO TAKE THOSE INSIGHTS AND MAKE THEM ACTIONABLE!

3 WELCOME TO THE WAY APP MARKETING SHOULD BE. Where you get deep insights into the advertising that s truly driving your business. And more than just insights. But a way to make those insights highly actionable. All in real time When it matters most. So you can drive more users. Get more from your ad budget. And more for your business. This is the way app marketing should be. With Google Play and Fiksu. A+ 1 Fiksu Mobile App Marketing ebook Series

4 One of the biggest frustrations for app marketers is the lack of visibility into what s actually working so we can know how to invest our ad dollars to drive the highest user volume at the lowest cost. Which traffic sources deliver our loyal users? Which campaigns deliver the highest average revenue per user? What are the sources that drive our ROI positive campaigns? It s too much of a guessing game. Fiksu and Google Play change all that. APP MARKETERS NOW HAVE Marketing attribution to know what s driving your users Deep insights into where to target your ad spend The power to make this intelligence actionable in real time + = 2 Fiksu Mobile App Marketing ebook Series

5 Now you can have the answers. And the ability to act on those answers. Google Play does its part by providing a framework that ties every one of your app installs back to the source. And the Fiksu user acquisition platform takes it to a deeper level by anonymously linking each user s post-install actions and tying each distinct action back to the traffic source. And Fiksu makes this intelligence actionable by optimizing ad spend in real time to these sources. So you can invest your ad dollars on the advertising that s truly driving your business. There s no more guessing. No more risks. Or compromised results. AT LAST! 3 Fiksu Mobile App Marketing ebook Series

6 Google Play and Fiksu offer an innovative marketing approach that can benefit your business in exceptional new ways ways that are different than what you may be accustomed to with your ios marketing program. This ebook gives you an overview of the key Google Play differences, and how you can exploit them to improve app discovery, drive more installs, and generate long-term, loyal app usage. This ebook focuses on four key differences: 1. Deeper Marketing Attribution And Optimization 2. Organic Discovery That Is Search Driven 3. More Cost-Effective Ad Networks 4. Immediate App Approval Process Let s explore each in further detail. 4 Fiksu Mobile App Marketing ebook Series

7 WHAT S DIFFERENT ABOUT GOOGLE PLAY? 1. ATTRIBUTION & OPTIMIZATION 1 Marketing Attribution - Insights Into What s Working Google Play provides a marketing attribution framework that gives you insights that help you make more informed advertising decisions. A piece of tracking code called an Android Referrer anonymously attributes each of your app installs back to the ad network and ad creative from which that install originated. This marketing attribution gives you valuable marketing intelligence, while balancing the need for user privacy. But this is just the beginning. Google Play integrates with the Fiksu Mobile App Marketing Platform to: 1) Take these insights to a much deeper level; and 2) Make them actionable in real time Fiksu anonymously tracks each user s post-install events (launches, purchases, registrations, game levels, conversions, etc.) together with performance variables such as rank, installs, cost, and traffic source, for highly granular market intelligence. So you can have the information you need to make the data-driven marketing decisions that you as a marketer need, and are accustomed to. 5 Fiksu Mobile App Marketing ebook Series

8 WHAT S DIFFERENT ABOUT GOOGLE PLAY? 1. ATTRIBUTION & OPTIMIZATION 1 Real-Time Optimization - Turn Insights Into Results What are insights without the power to act on them? With Google Play and Fiksu, you have both. The Fiksu platform uses sophisticated, predictive algorithms to convert marketing attribution into marketing action. Based on the marketing attribution data, Fiksu optimizes your advertising to the traffic sources that most cost-effectively deliver the users who take the actions you want. So you can spend ad dollars wisely and, most importantly, based on performance. Real-time optimization helps to: Drive high volumes of loyal users Achieve lower Cost Per Install (CPI) Monetize more users and increase Average Revenue Per User (ARPU) Realize higher advertising ROI 6 Fiksu Mobile App Marketing ebook Series

9 HERE S HOW REAL-TIME OPTIMIZATION WORKS WITH GOOGLE PLAY AND FIKSU:?utm_source=ad 1With a simple URL builder, an advertiser creates a unique ad link consisting of a URL address and the campaign variable to track. 2 3 The user clicks on the ad and gets directed to Google Play to download the app. Google Play ties the user to the source ad network and ad creative. Fiksu ties back to the actual publisher within the network. Fiksu identifies key interactions within the app (launches, purchases, registrations, etc.) and ties them back to the original ad source and ad creative. 4Fiksu uses this data to optimize your ad spend in real time, focusing on the most effective sources. 7 Fiksu Mobile App Marketing ebook Series

10 WHAT S DIFFERENT ABOUT GOOGLE PLAY? 2. ORGANIC DISCOVERY THAT IS SEARCH DRIVEN 2 We all know how important organic discovery is. Organic users seek your app on their own without paid advertising. These users are not only free, but are much more likely to become loyal users than those who install your app after viewing an ad. The good news for Android app marketers is that you have more tools to drive organic users on Google Play than you do in the Apple's App Store. Google Play and the App Store use very different methods of determining rank, and have different capabilities for supporting app discovery. In the App Store, rank is the driving force behind organic discovery. Rank is determined primarily by the number of installs, and how recent the installs are. Apps that cannot sustain large numbers of installs find that their rank slips quickly. 8 Fiksu Mobile App Marketing ebook Series

11 WHAT S DIFFERENT ABOUT GOOGLE PLAY? 2. ORGANIC DISCOVERY THAT IS SEARCH DRIVEN 2 In contrast, users find apps on Google Play via a combination of searching and browsing. While app rank is critical for generating organic users on ios, on Google Play - search - not rank, is the primary means of organic discovery. Approximately 75% of organic downloads on Google Play originate from a user search. About half come from searching for a brand title, and one quarter from a more generic search. Data shows that users who find an app through search are 50% more likely to become long-term, loyal app users. Google Play provides a robust search capability, making it easier for users to search for apps of interest no matter what the rank. Rank, while still important, holds much less sway over how an app is discovered on Google Play. A study by Fiksu determined that 75% of users found apps on Google Play through a search. Organic App Discovery on Google Play Brand search: 50% General search: 25% Browse: 20% 9 Fiksu Mobile App Marketing ebook Series

12 GOOGLE SEARCH RANK ALGORITHM THE GOOGLE PLAY SEARCH ALGORITHM CONSIDERS THREE VARIABLES THAT DETERMINE AN APP S SEARCH RANK: 1 Keyword In The App Title The most important element for Google Play rank. The proper keyword can increase search rank 80 to 100 spots. 2 Keyword Frequency In The App Description When a keyword is used multiple times in the app description, rank is increased, often up to 20 spots. 3 Number Of Net Installs Google s ranking algorithm is skewed in favor of apps that show user retention. The more net installs, the higher the rank. The Google algorithm tracks uninstalls and takes into account only apps that remain installed. 10 Fiksu Mobile App Marketing ebook Series

13 WHAT S DIFFERENT ABOUT GOOGLE PLAY? 2. ORGANIC DISCOVERY THAT IS SEARCH DRIVEN 2 Google Play s search capabilities level the playing field, allowing lesser-known apps and brands additional opportunities to reach prospective users. Google Browse Rank Algorithm Browse rank in Apple's App Store is determined by recent installs, and is driven primarily by current overall install activity. Users who install an app positively affect rank, even if they decide to uninstall it. In Google Play, however, browse rank is determined by the number of net installs. The Google ranking algorithm takes into account only apps that remain installed. The more net installs, the higher the browse rank. In short, high volumes of low cost installs will not help with browse rank in Google Play it s all about long-term retention. High volumes of lowcost installs will not help with browse rank in Google Playit s all about long-term retention. 11 Fiksu Mobile App Marketing ebook Series

14 WHAT S DIFFERENT ABOUT GOOGLE PLAY? 3. MORE COST-EFFECTIVE ADVERTISING 3 To be successful in today s competitive market, an app needs to be backed by solid marketing and advertising programs. Just like ios, the Android ecosystem has dozens of third-party ad networks that perform well to drive user acquisition. Overall, there is a greater supply of ad inventory for Android compared to ios. A recent analysis of available advertising inventory shows that Android is able to deliver 12% more ad inventory than ios. This extra inventory has driven down Android advertising rates substantially. Fiksu estimates the cost of that inventory is 40% lower than for ios. Android marketers therefore can expect the cost to acquire a user to be much less for Android and than ios. Lower ad costs also give you an opportunity to have an even greater impact on your app rank and organic discovery. The good news for advertisers is that once improved rank is achieved, rank does not degrade as quickly once an advertiser stops spending. As such, the advertiser continues to enjoy incremental organic downloads beyond those generated during a campaign. 12 Fiksu Mobile App Marketing ebook Series $

15 WHAT S DIFFERENT ABOUT GOOGLE PLAY? 4. IMMEDIATE APP APPROVAL 4 The app market moves fast and is constantly changing. Marketers with the ability to adapt quickly can get a significant competitive edge. Google Play provides a perfect environment for apps that need to adapt quickly to changing market dynamics. Developers can react to feedback quickly and have an app update available on Google Play literally in a few hours. In contrast, updating an app can take weeks with ios due to the App Store s submission and approval process. Android developers can quickly iterate on designs, and can quickly test features, promotions or offers that work best. And, with Android s lower advertising costs, it s also a very cost-effective platform to hone your marketing approach. 13 Fiksu Mobile App Marketing ebook Series

16 TIPS FOR ANDROID MARKETING SUCCESS Exploit the Marketing Attribution TIP:1Capabilities of Google Play and Fiksu To get the best return from your ad spend, take full advantage of the Google Play and Fiksu marketing attribution capabilities. This will allow you or your agency to conduct closed-loop analysis of your advertising, and base ongoing advertising decisions on known performance. As you acquire users, use this data to steer your marketing toward the sources that generate your most desired users, at the best cost. Measure in real-time key performance metrics such as, rank, downloads, source, and cost. Also measure post-install events important to your business, such as launches, purchases, registrations, usage, game levels, conversions, etc. 14 Fiksu Mobile App Marketing ebook Series

17 TIPS FOR ANDROID MARKETING SUCCESS OPTIMIZE ADVERTISING IN TIP:2REAL TIME With the insights gained from marketing attribution, optimize your advertising in real time toward traffic sources that are delivering the best results. You can leverage the Fiksu platform to target the types of users your business needs, in high volumes, and for the most efficient cost possible. If you want users who make in-app purchases, Fiksu can optimize your advertising to the sources that have generated these users in the highest volumes. If you monetize your app by selling ads, Fiksu can optimize your advertising to the sources that generate loyal users who use your app repeatedly. Fiksu manages this on your behalf, so there is no complex software to install or learn. With the combination of marketing attribution and real-time optimization, you are virtually guaranteed a better return on your marketing investment, and the ability to build a long-term app business. 15 Fiksu Mobile App Marketing ebook Series

18 TIPS FOR ANDROID MARKETING SUCCESS TIP:3 OPTIMIZE YOUR APP FOR SEARCH In Google Play, search is the primary means of organic discovery. You can greatly influence search rank, and therefore app discovery, by following these tips. Keyword in the App Title A keyword in your app title is the most important element that impacts search rank. The right keyword in your title can affect rank position 80 to 100 spots. Identify your most successful keyword and include it in the title. Keywords in the App Description and Promo Text Within the app description, frequency of keywords increases search rank. Try to use a keyword multiple times. This can impact rank position 10 to 20 spots. Also, include the app name in the body of the app description. Unlike ios, the body description is searched under Google Play. Since updating your submission is easy and quick, you should consider experimenting with different keywords and combinations to see which yield better results. 16 Fiksu Mobile App Marketing ebook Series

19 5 STEPS TO IMPROVE ORGANIC DISCOVERY ON GOOGLE PLAY Define keywords that are relevant to your app (Use Google AdWords Traffic Estimator to help you prioritize) Include top keywords in the app title Include app name and all other keywords multiple times in description. Use city and country names if the description of geographies are relevant to your app Test search rank for all your keywords Measure and optimize your results from search on keywords 17 Fiksu Mobile App Marketing ebook Series

20 TIPS FOR ANDROID MARKETING SUCCESS CONDUCT LONGER-TERM AD CAMPAIGNS TIP:4WITH MULTIPLE NETWORKS Google Play s ranking algorithm rewards long-term user acquisition - apps that acquire and retain users are rewarded with higher ranks. Therefore, advertising campaigns should be run over a longer term and sustained over several months, as opposed to the short bursts of activity often seen in the ios market. The best strategy is to try to work with as many traffic sources as possible. This will enable you to reach your largest potential audience, realize the lowest-possible cost per acquisition, and also protect your app from audience saturation. Fiksu works with all the major ad networks, real-time bidding platforms, and incentivized download programs. This gives you access to all the major traffic sources with just one lightweight SDK and one reporting dashboard. Work with many traffic sources to: Identify the best-performing sources Drive installs from more loyal users Insulate your app from audience saturation Keep your costs down 18 Fiksu Mobile App Marketing ebook Series

21 TIPS FOR ANDROID MARKETING SUCCESS TEST YOUR APP PRESENTATION ON TIP:5GOOGLE PLAY Take advantage of the fact that you can update your app immediately on Google Play. Test the way your app is presented. Try different app titles, and meta tags. Test the app name in the logo. Explore new ways to describe your app, and look for new keywords. You can apply these learnings to your ios versions and reduce your costs and risks. 19 Fiksu Mobile App Marketing ebook Series

22 TIPS FOR ANDROID MARKETING SUCCESS TARGET LOYAL USERS NOT JUST TIP:6INSTALLS To build a thriving app business, you need installs by loyal users. It is loyal users who use your app repeatedly, make purchases, register, or take other actions that tie back to an ROI. An install, or even an app launch, does not mean that you have a loyal user. In fact, studies show that many users who install an app never even use it, or abandon it after a single use. It is loyal users on which you ultimately build your app business. Loyal user acquisition also benefits your rank on Google Play, since Google Play s rank algorithm rewards retention. Try to optimize your Android marketing efforts on traffic sources that are delivering your loyal users. Use the Google Play and Fiksu attribution capabilities to help you understand the traffic sources driving your loyal users, and Fiksu s optimization capabilities to go get them. 20 Fiksu Mobile App Marketing ebook Series

23 ANDROID MARKETING SUCCESS STARTS HERE Are you planning an Android ad campaign? Or do you believe your current Android campaign can perform better? Contact Fiksu today to get started on the path to success. Speak with a Fiksu marketing expert about ways to: Drive high install volumes A Fiksu marketing expert is ready to speak with you about ways to achieve the results your business needs. Many of the world s leading app developers turn to Fiksu for Android marketing success. Join our community of successful app marketers. Contact Fiksu today: Phone: Website: Acquire loyal users dedicated to your app Monetize more users and drive more revenue Achieve ROI-positive ad campaigns Gain high-value insights into ad performance and key business drivers 21 Fiksu Mobile App Marketing ebook Series

24 Online: US Headquarters Fiksu, Inc. 31 St. James Avenue Suite 1150 Boston, MA Phone: EMEA Fiksu, Inc. First Floor 130 City Road London, EC1V2NW Phone: APAC Fiksu, Inc. 61 Robinson Road #13-01 Robinson Centre Singapore Phone: Copyright 2012 Fiksu. All rights reserved. Fiksu and Fluent News are registered trademarks and the Fiksu logo is a trademark of Fiksu, Inc. Apple and the App Store are registered trademarks of Apple, Inc. 22 Fiksu Mobile App Marketing Android is ebook a registered Series trademark and Google Play is a trademark of Google, Inc. All other trademarks mentioned herein are the property of their respective holders.

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