Strategies to Improve App Revenue Via User Quality
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The document discusses strategies for improving app user quality, emphasizing the importance of optimizing for high-quality users rather than merely focusing on install counts. It highlights six key strategies, including monitoring user quality from various sources, collaborating with media partners to reduce uninstall rates, and recognizing signs of fraud in campaign data. Overall, the document advocates for a shift in app marketing towards attracting and retaining users who generate revenue.
Strategies to Improve App Revenue Via User Quality
- 1. Thanks to for publishing this content first. SIX WAYS TO IMPROVE THE QUALITY OF YOUR APP USERS By Jim Nichols VP-Marketing, Apsalar
- 2. Optimize Marketing to Revenue Not Install Counts: Every marketing program goes through a process of optimization to improve performance. In the past, many app marketers optimized to partners and programs that drove the most installs. But cheap users aren’t necessarily quality users. The best media partners attract users who stay with an app and buy. Two years ago, I worked with a company with greats install counts, but flat revenue. The problem was that they were optimizing to focus more spending on vendors that drove cheap, low quality installs. When the company adjusted its optimization models to favor slightly more expensive media partners that drove quality users, revenue grew. People Be Cautious about Incentivized Installs: One way media partners drive lots of app downloads quickly is via incentivized install programs. These campaigns offer users rewards for installing an app. For example, a farm game might offer fast-growing “atomic seeds” if the user downloaded an app for a muffler chain. Many people might install the app for the super seeds – but most probably wouldn’t become regular muffler app users. When a partner gets incentivized right, they find users who are predisposed to wanting an app. For example, a hunting game that offered a discount if the user downloaded a sporting goods retailer app. Just be careful of incentivized programs that pair your app with unrelated properties. 1 3 2 2Copyright © 2017 All rights reserved worldwide. | www.apsalar.com As someone who works for a large app marketing measurement company, I see how many apps set their goals and strategies. A few years ago, app marketing focused almost exclusively on driving massive install counts. But the industry has matured. Many brand leaders now focus on attracting fewer but higher quality users. High quality users stick with an app. Most important: they make purchases and drive revenue. After all, 100,000 regular buyers beat 10 million installers that don’t use an app. Here are six great strategies to get you started improving your app user quality. Introduction Monitor User Quality from Sites Other than the App Stores (“APKs”): In the Android universe, app publishers can make their apps available for install in venues other than Google Play. An Android Package Kit (APK) makes apps portable -- ready for download on other app stores. Some third-party app stores drive great installs. But others are havens for fraudsters to drive up install counts from faked mobile devices. Others may illegally grab your SDK and subcontract to media partners to secretly provide installs. Watch your data for lots of APK installs with no subsequent launches or purchases. Just look for lots of installs that DON’T take place in Google Play or the App Store.
- 3. Collaborate with Media Partners to Improve Uninstall Rates: By comparing the rate at which users uninstall your app across partners, you can identify media companies that deliver durable users. But don’t automatically flush companies at the first sign of high uninstall rates. By partnering with these media providers, you may be able to identify the sources of lower quality users. For example, an ad network may unknowingly work with a specific publisher engaging in fraud. If you alert them to the high uninstall rate they are driving, you can work together to see if one or a few publishers in that network are the responsible parties. The network will cut the site(s) from your plan and campaign performance will improve. Monitor and Respond to Signs of Fraud: As media spending in our category increased, so has fraud. Often, you can easily spot fraud in your campaign data. Look for disparities between metrics that are easy to fake – like ad clicks – and metrics that matter, like installs and purchases. For example, a campaign that drove huge numbers of clicks but relatively few purchases. About a year ago, I worked with a retailer that was testing a new media partner. In one week, the partner generated 6 million ad clicks, but only 100 app installs. Clearly, 60,000 clicks per install showed that something fishy was happening across the network. The brand cut the media company from their plan and put the money to better use. 3Copyright © 2017 All rights reserved worldwide. | www.apsalar.com Recognize that Many Quality Users are Made Not Born An install is just the first step of cultivating a profitable long-term user relationship. Craft a marketing program to keep users engaged and buying. Perhaps most important is to ask users for permission to deliver push notifications – those little messages that tell you about app news and offers. A variety of industry sources have shown that people who opt-in to receiving push messages are 2-6 times more likely to stick with an app. Further, you can also use re-engagement advertising to reach all users. A growing number of media providers can target your users as they browse via mobile. They use the media exchanges to pinpoint desirable audiences by matching device IDs to people actually browsing online in real-time. For example, you can deliver ads to people who have placed items in your app shopping cart but left without buying. The right message can get them to return to complete their purchases. These are just a few strategies you can use to attract and monetize quality users. Consider the unique characteristics of your app and app category and define a broad set of tactics to get the job done. Because install counts aren’t going to help you if your KPIs are tied to revenue. 4 5 6
- 4. About Apsalar Apsalar Mobile Marketing Cloud helps app marketers solve their biggest challenge: attracting and developing profitable, loyal users. Rely on Apsalar to optimize installs, analyze the business, build high-performing audiences, and distribute audiences to partners for customized marketing efforts like engaging new users, winning back uninstallers, and closing cart abandoners. FOR MORE INFORMATION, VISIT https://apsalar.com or email info@Apsalar.com. In the US you can also call 877-590-1854 Copyright 2017, Apsalar, Inc. All rights reserved. Apsalar and the Apsalar logo are trademarks of Apsalar, Inc. All other brand names and logos referenced herein are property of their respective owners.