How to Supercharge App Installs & Engagement with PPC

By Ed Leake

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There’s a big, sorry statistic stalking app developers the world over.

According to Google’s data “60% of apps have never been downloaded”, and with over 1 Million apps in each store there’s massive wasted potential.

So how then, can you guarantee you don’t fall in to the same trap as those 60%?

By using pay per click (PPC) marketing.

Facebook, Google Search, Google Play, YouTube and AdMob all have over 1 Billions users each.

No matter how broad or niche, that’s a massive potential audience for your apps.

But before we jump across to AdWords or Facebook and throw money at them, first you need to identify the value of installs. This will set the target for all campaigns.

Setting Yourself up for a Win

The goal is CPI, Cost Per Install. Also known as the conversion, or even CPA (Cost Per Acquisition).

For the sake of this example, we’ll use the right lingolet’s talk CPI.

You might be thinking, what’s a good CPI? No one can tell you, and even if they could they probably wouldn’t give you their secret anyway. Your CPI boils down to your numbers; your pricing structure, your installation rate and your lifetime value.

Let’s get a baseline in place using the three primary scenarios:

1. You offer a free app with a premium version

The free-to-premium app model works, but when you’re just starting out it can be very tricky to project your install to purchase rate.

If you have no current or historical data, take a look at the average conversion rate data to get an idea and set expectations.

If you already have installs then you know your numbers, great.

First you take your free to paid install conversion rate. For the sake of simplicity let’s say its 10% and your app costs $5.

That means to break-even you must get app installs for $0.50. That’s your max CPI.

You should also factor is any cross/upsells you make to your other apps which can increase your revenue. And on the negative side, your overheads (fixed costs) that pull that max CPI down.

Either way, you have a target to hit.

2. You offer a paid only app

Simpler to understand and relatively easy to project, how much does your app cost and how many people install it?

Again, use the above link to the conversion rate study (if you don’t already have data) and calculate your CPI.

3. You offer a shopping/transactional app

Running a store that has it’s own app? Then hopefully you’re tracking in-app purchases and you know the average order value and lifetime value of your app customers.

That sets your CPI.

Oh and whilst we’re on the subject, here’s a quick tip for ecommerce store owners; in your order confirmation emails (that typically see 70-80% of your customers open), drop a link to your app install in there.

Recent customers are more likely to install than any other audience, and with no cost to you too.

Purchase confirmation emails are so underused… but that’s a whole different topic entirely.

Finally, be realistic.

Before we dive in to the PPC tactics, don’t expect miracles week Go to the full article.

Source:: Business 2 Community

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