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With over a million apps on iOS and Android, the biggest problem that developers face is User Acquisition. A quick guide to help indi developers on user acquisition and the most cost-effective ways to do it
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User Acquisitionfor Mobile Apps
Rohit Nair, Head –Knowledge Gaming, Games2win
Why should an app acquire users?
1) Visibility!!
Great Launch + Sustained downloads for a longer period
2) Stability of downloads
Download numbers are relatively consistent after a particular rank is established . (-10% to +10% )
3) Generate Revenue
User acquisition is most important after LTV (Life time value) of a game has been determined.
More downloads = More Money
How many downloads are ‘Valuable’?
Free downloads required
Paid downloads required
Free downloads per category
How do we acquire users??
Three Parts of User Acquisition
• Install Volume • Conversion Rate %• User Quality
1) Conversion Rate (CR)(X axis): Clicks/Installs
2) User Quality(Y axis): User Quality scores are calculated by analyzing the number of sessions, in-app events, purchases and retention
3) Volume(Bubble size): New users’ volume
Jargons explained
1) Search
Search
Pros• Best Quality of users (as they are looking for a game)
Cons• Low Quantity• Low Conversion Rates
Comments:• Use Adsense for Mobile to advertise on Google Search
(Highly untapped. Low volume but great Quality users)• User CPC campaigns
Search here means mobile web search and not appstore search.
Search (Appstore search) Pros• High Conversion Rates• High Quality of users
Comments• Dependent on Download volume (+velocity) + Ratings :
nothing else! • Appstore SEO like web search depends heavily on download
traffic as much as hygiene
Must use: appcod.es , straply.com, searchman to compare and name apps and keywords
2) Ad Networks
Ad Network Buying
CPC CPI
Ad NetworksPros• Deliver strong volume
Cons• Conversion rates lower• Quality of users lower
Comments:• Best suited for Mass market apps and Games • Always use CPI against CPC
Available Networks(listed in the following slides)
LTV OptimizersLTV Optimizers help you to get the best return out of multiple ad networks by splitting total spend and analyzing the returns.
LTV-Optimizers are easy to use and just need an SDK installed into your app
What apps should try
Facebook MoPub Mmedia Admob
CPC (Cost per Click)
What we should try
Flurry
CPI (Cost per install)
Facebook Advertising
Believed to be the most cost effective Install mechanism
Average CPI in the US around $2
$0.50 - $3.00 seem to be the standard CPIs across industries and Ad networks!
Flurry’s Appcircle allows you to target specific type of users
3) Incentivized
Traffic
Incentivized Traffic
Pros• Highest Conversion rates
Cons• Conversion rates lower• Quality of users lower
Comments:Best suited for Mass market apps and Games
Incentivized + Non Incentivized
Due to the Low quality of users acquired from Incentivized , these companies are now moving to Non Incentivized user acquisition (like any other ad network)
NativeX and Tapjoy now function as normal ad networks + provide acquisition depending upon the level of activity in the app
4) App Discovery Platforms
App Discovery PlatformSuccess Stories
Final Comments
1) User acquisition is not a science, it’s an art 2) User acquisition cannot be mastered with a
single campaign, this is an iterative process till you figure what works best for YOUR app
3) App discovery platforms are expensive but a great start to any app launch
4) Talk to agents of different networks to get the best deal and figure what will work for YOU
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