There's an app for that - Mobile App Launch Checklist #SESSF

There’s An App For That

Jennifer Wong | SES San Francisco 2013 | #SESSF

Jennifer WongDirector of MarketingHasOffers & MobileAppTracking [email protected] @Jenerationy

If you build it, they may not come…

Last July, Apptrace found that 400,000 of the then-650,000 iOS apps were “zombies” that had not been downloaded even once.

If you promote it, you may not retain them…

While nearly 1 billion apps get added to devices every month, one in four of them are never used again.

If you retain them, you may never make money…

The average app download makes its developers 17.5 cents

Mobile App Launch Checklist

• The App-o-sphere• Promotion: Organic App Marketing

& Mobile App Advertising• Tracking & Attribution• Monetization• Reporting and Refining




MARKET YOUR APPS EVERYWHERE

APP STORE OPTIMIZATION

SEO vs. ASO

On-Page: Title Tag H1, H2, H3 URL

Off-Page: Link building Anchor text Social

SEO vs. ASO

On-Page Title Tag Hi, H2, H3 URL

Off-Page Link building Anchor text Social

Metadata Title of the App Developer Name Description Screenshots

Off-Metadata Downloads Velocity Ratings Reviews Link building

APP ADVERTISING

The BIG spenders

The up and comers

Ad Networks

Social Advertising

In-App

PPC




HOW DOES TRACKING WORK?

Tracking Link/URL:

• App traffic includes device identifiers such as MAC Address, Apple's IFA, ODIN

• Web traffic includes header information such as IP address, Device Type, Device OS, etc.

http://hastrk1.com/serve?action=click&publisher_id=100&app_id=500&ios_ifa=AAAAAA-BBBB-CCCC-4444-555555555555

http://hastrk1.com/serve?action=click&publisher_id=100&app_id=500&ios_ifa=AAAAAA-BBBB-CCCC-4444-555555555555

Tracking Link/URL:



App Store Redirect:

• The user is redirected to the iTunes App Store or Google Play.

• This is a seamless experience that should not launch a browser.

• Google allows the passing of a referrer ID through the URL

Tracking Link/URL:



App Store Redirect:

• The user is redirected to the iTunes App Store or Google Play.

• This is a seamless experience that should not launch a browser.

• Google allows the passing of a referrer ID through the URL

App Install/Open:

• User downloads the app and opens it for the first time.

• An SDK (code in the advertiser's app), collects any device identifiers and web information to match back to the Tracking Link.

WHY DO YOU NEED PROPER ATTRIBUTION?

Example 1: One Advertising Source

Publisher 1 App Store App

Click of Ad Download

Publisher 1 SDK notifies them of the install


Publisher 1

App

Click of Ad


3 days ago

App Store

Download

Publisher 2 Click of Ad

1 day ago

Example 2: Multiple Advertising Sources

If we did not attribute the install to the publisher of the ad that was clicked last, then:• The advertiser would be paying 2x plus for a single install of just once (if charging

advertiser on CPI).• If the publisher is charging CPC or CPM, they still generally use install attribution for

optimization; so their optimization would be based off inaccurate information.

Publisher 1

App

Click of Ad

Attribution technology notifies Publisher 2 of the install

3 days ago

App Store

Download

Publisher 2 Click of Ad

1 day ago

Attribution technology attributes

install

Unbiased Attribution




MethodsMethod How it works Best for these app

categoriesConsiderations

Pay to Play User pays to download your app

Games, Entertainment, Utility, Navigation, News

- If users pay up-front, they will be less tolerant to in-app ads or purchases






Fremium Free access to your app with a paid upgrade option to gain access to additional features

Games, News, Social Networking, Music

- A good way to get your app off the ground









In-App Advertising

Ads run on space sold within your app. Revenue is based on number of impressions & clicks.

Games, News, Entertainment

- App needs to have high user volume and engagement









In-App Advertising

Ads run on space sold within your app. Revenue is based on number of impressions & clicks.

Games, News, Entertainment

- App needs to have high user volume and engagement

In-App Purchases User purchases merchandise – virtual goods, badges, awards, privileges - in your app once they have downloaded it.

Games, Lifestyle, News

- App requires loyal following willing to pay for virtual benefits




Funnels

What are the important flows and goals in your app that you want users to follow and complete.

Cohort Report

Are there data patterns with groups of users?

Retention

What is the length of engagement of your users over time?

Loyalty

How frequently are users coming back to your app?

Lifetime Value

What value are users contributing to your bottom line?




Jennifer WongDirector of MarketingHasOffers & MobileAppTracking [email protected] @Jenerationy

Technology

There's an app for that - Mobile App Launch Checklist #SESSF