AdMob Developer Day: Promoting Your App (Homan)

Promote your App with AdMob

Agenda

App promotion overview

• Paid Ad Overview

• Campaign Creation & Targeting Options

• House Ads

Campaign Strategies

• Increase daily download volume and free v. paid app promotion

– White Noise Case Study

• iPhone Burst campaigns – BATTLE BEARS & Slingshot

Cowboy Case Studies© 2010 AdMob, Inc. Confidential & Proprietary

App promotion Overview: How it works

Battle Bears Ad in Flixster App Battle Bear’s App Download Page Installing the Battle Bears App

© 2010 AdMob, Inc. Confidential & Proprietary

House Ads

• Enable you to promote your app on your own inventory using either unfilled ad requests or a fixed percentage of your ad requests.

• Ads are shown at no cost other than inventory use.

• Available for both iPhone and Android applications.

AdMob offers 2 ways to promote your application:

Paid Ads

• Ads run across our network of 11,000 iPhone and Android applications and 7,000 mobile websites.

• Pricing is on a cost-per-click (CPC) model and budgets are set by you.

• Use to reach a large audience on a variety of different publishers.

Paid Advertising v. House Ads


Depending on the campaign goal, you may choose to use both paid & house ads

Campaign Creation – Paid Ads


Get started by clicking ‘Create New Ad Campaign’

Get started by clicking ‘Create New Ad Campaign’

Then enter all necessary information about your new ad campaign

Then enter all necessary information about your new ad campaign

Ad Group Creation – Paid Ads

The first step in creating an ad group is choosing the goal of the ad.


Ad Group Creation – Paid Ads

Targeting settings are set at the ad group level:


Device Targeting

Device Targeting

OS Targeting

OS Targeting

Country & DMA Targeting

Country & DMA Targeting

Carrier/WiFi Targeting

Carrier/WiFi Targeting

Ad Creation – Paid Ads

You can create and preview new ad variations easily:


Choose 38 x 38 iconChoose 38 x 38 icon

Set CPC for individual adSet CPC for

individual ad

Select ad type &

name ad

Select ad type &

name ad

Enter 35 characters of

ad text

Enter 35 characters of

ad text

Ad Group View


From the ad group view, you can preview ads, check status and check metrics at the ad level

Campaign Creation – House Ads

House ads are created from the ‘Sites & Apps’ tab in your AdMob account.


House Ads Creation – iPhone App Example


Ad Name and Ad TextAd Name and Ad Text Ad previewAd preview

iTunes URL of app you are promoting

iTunes URL of app you are promoting

Choose 38 x 38 iconChoose 38 x 38 icon

House Ads Targeting


Country TargetingCountry Targeting

Device & OS Targeting

Device & OS Targeting

Where do you want house ads to show?

Where do you want house ads to show?

New User Acquisition


iPhone Ad Download Flow

Battle Bears Ad in Flixster App Battle Bear’s App Download Page Installing the Battle Bears App


Android Ad Download Flow


Acquire New Users through App Promotion

Advertising offers a cost effective way to acquire users

• Set your own CPC bid

• Set your own budget

• Target only specific devices or OS versions

• Target only specific countries or regions

• Track performance with download tracking


Promoting Free Version v. Paid Version

Free apps convert on average 8% of the time, compared to 1% for paid apps

We recommend using advertising to promote a free version of your app and encouraging upgrades through house ads


Free to Paid Upgrade Strategy – White Noise Lite


Goal of campaign was to drive significant download volume of White Noise Lite at a cost below $1/install. Secondary goal was increasing sales of the paid version of the app, White

Noise.

AdMob Solution:

• Utilized download tracking to understand what ad copy was most effective in driving installs

• Focused advertising budget on ad variations with high conversion rates

• Used house ads to drive users to upgrade to White Noise (paid version)

White Noise Lite - Results• 19.25% conversion rate and $0.20 CPI

• White Noise Lite saw a 392% increase in daily download volume

• White Noise saw a 168% jump after the big advertising push as new users began upgrading to the paid version of the app

• New user upgrades drove White Noise to #51 in Top Paid overall


392% free DL increase392% free DL increase

168% paid DL increase168% paid DL increase

iPhone Burst Campaigns


App Store Dynamics


• Discovery is difficult with >170,000 apps in the App Store

• The majority of app discovery happens through browsing the top ranked applications on a mobile device and only top 50 free and paid apps show on top lists

• Driving significant download volume in a short period of time (1-3 days) is proven to increase rank in the App Store

• Getting ranked is critical to the success of your app and the only way users will download your app in large numbers

Users most often discover new apps by browsing App Store

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Survey Question: How do you discover the apps you decide to download? (select all that apply)


Responses are from AdMob iPhone network survey asking users how they are finding new apps. Full report at available at metrics.admob.com.

http://metrics.admob.com/

Most searching/browsing for apps is done on the mobile device

Survey Question: Where do you usually search or browse for apps?


Responses are from AdMob iPhone network survey asking users how they are finding new apps. Full report at available at metrics.admob.com.

Note: Question only asked of respondents who selected “Searching for a specific type of app” or “Browsing through top Android Market/App Store rankings” in previous question

http://metrics.admob.com/

Burst Campaign Download Goals


Using paid downloads to drive rank will have secondary impact of increasing organic download volume

Estimated download volume needed for Top 100 ranking:

Once in the Top 50, volume of organic downloads will increase significantly

App Store Position Est. # Downloads Needed

Top 10 ~50k – 150k

Top 25 ~30k – 50k

Top 25 – 50 ~17k – 30k

Top 50 – 100 ~10k – 17k

Sub 100 Free 100s – depending on category popularity

SOLUTION• AdMob CPC text ads aimed at driving downloads of the free app in a

burst campaign: high volume of downloads in short period of time• iPod touch targeting reached mobile gamers

BATTLE BEARS Campaign Goals & AdMob Solution


GOAL• Push BATTLE BEARS Free into the

Top 100 Overall Free Apps• Reach Top 50 Free Games• Generate increased sales of the paid

app• Boost the ranking of the paid app

Campaign Results

Daily Downloads

• Daily Free App download volume increased by 1000% • Daily Paid App download volume increased by 300%

Overall Ranking

• Overall free app ranking improved from <150 to #59 • Overall paid app ranking improved from #102 to #29

Games Category Ranking

• Games category free ranking improved from #147 to #31

• Games category paid ranking improved from #64 to #14

Top Grossing

• Paid App reached #82 in Overall Top Grossing app list


Campaign Impact on FREE App


Burst campaign effect: Free Download Volume


Burst Campaign Effect: Battle Bear’s Free App Ranking


Campaign Impact on PAID App


Burst Campaign Effect: Paid Download Volume


Burst campaign Effect: Paid App Ranking


"Our major update to BATTLE BEARS was released during a very competitive Holiday season. With the help of AdMob, we launched a weekend burst campaign for BATTLE BEARS Free which catapulted both our Paid and Free versions back into the Top 50."

---Benjamin Vu, Founder of SkyVu


Burst Campaign Timing

At launch• Combine all marketing efforts at launch to push high initial

ranking• Take advantage of ‘New’ status in App Store

When you release an update• Timing an advertising campaign with an update will maximize

downloads during a short period

Position Maintenance• Focus paid marketing efforts on regaining position when

organic volume begins to decline• Manage cost/install of paid and organic downloads


Slingshot Cowboy – Please welcome Vadim!

Slingshot Cowboy by Digital Prunes:• Slingshot Cowboy was #1 in Free Games and #2 in the App

Store overall last August

• Vadim and AdMob ran a burst campaign to refresh ranking and drive new app installs

Campaign Results:• The first day of the campaign generated 4k additional

downloads and raised ranking to #87 in games

• On day 2 the campaign generated 2k additional downloads and propelled Slingshot Cowboy to #37 in games and #61 overall

• Being discoverable before the weekend was key – the app continued to climb to #2 in free games and #3 overall in the App Store

• AdMob conversion rate was 24.36% with a CPI of $0.32


Parting Thoughts

• AdMob is a mobile advertising expert. We have the experience, technology, and people to help you succeed.

• We can help drive a ranking increase or help you build your user base in a cost effective way.

• We have a cross platform solution with significant iPhone and Android reach.


Documents

AdMob Developer Day: Promoting Your App (Homan)