This document provides tips for increasing app downloads through paid advertising. It discusses using different ad formats like banners, interstitials, and rich media to engage users. It emphasizes targeting ads to the right users, tracking conversions, and running experiments to optimize campaigns. The key recommendations are to use a variety of ad formats, provide clear information on ads, target users strategically based on location, interests, and device, integrate conversion tracking from the start to analyze performance, and experiment with budgets and targeting to maximize ROI.
3. Incentivized
Advertising
Display Search
Advertising Advertising
Provide
1.Paid Get users to “Search”
Installs review friendly
description
Get users to And many
rate the app more methods
2.Cross 3.organic
Promotions
Installs
…how would you increase your app’s visibility?
4. ORGANIC INSTALLS
PAID INSTALLS
TOTAL # OF INSTALLS
TIME SINCE APP LAUNCH
Paid vs Organic Installs
5. Use Different Ad Provide Adequate
5 essentials to Formats Information on
maximizing the the Ads
impact of paid
advertising
Target the right Track conversions Run Experiments
users
7. Different Ad Formats
Banner and HD Banner
‣ 320x48,300x250 and 320x50 for older smart phones for smaller
screen size
Benefits of using ‣ 640x96 and 640x100 for newer smart phones with larger screen size ;
1024x768 for tablets
different ad
formats:
1. Engage with user
Interstitial
with different ‣ Interstitial ads (320x480) are a powerful yet non-intrusive way of
showing your ads to the user
formats
‣ Multiple engagement points and calls to action possible
2. Less user fatigue
3. Reach large user
base due to Rich Media & Video Ads
maximum scale
‣ Highly engaging HTML5 ads with various user interactions
‣ Embedded video units for increased engagement
8. Regular Banner
& HD Banners
Regular Banners HD Banners
Click Through Rate (CTR) 0.52% 1.75%
Conversion Ratio (CVR) 1.85% 1.97%
‣ CTR: CTRs tend to improve by 20-30% on
average peaking at around 70%
improvements.
‣ Conversion Rates: Click to conversion rates
improved by 7-10%
9. Regular Banners vs Interstitials
10x more real-estate 5x
CTR
4.5%
0.9%
Banner Interstitials
4.5x
Conversions*
55K
12K
Banner Interstitials
* Conversions for 50M impressions
10. Rich media mobile ads have the highest click-
though-rates, compared to any other ad format.
13. ‣ Refresh your creative at regular
intervals to avoid user fatigue
(recommended: once in 2 weeks)
‣ Use a combination of regular and HD
Key Takeaways Banners to leverage real estate
smartphones with large screens
‣ Leverage Interstitial ads smartly
‣ Budget permitting, opt in for Rich
Media ads as well
15. Have an interesting Rating is a big motivator for
and catchy tile image people to click on ads
Add the rating of Provide the Category, Size,
your app to the ad and description of the app
Provide a clear Call To Action for
the user
State clearly whether the app is
a free or a paid app (together
with the price)
Things you don’t want to miss showing on your ad
16. AD IS NOT CLEAR WHAT NO CLEAR CALL TO
GETTING THE AD IS FOR ACTION
CUT OFF
Examples of Bad Ads
18. A wide range of targeting parameters are available. Choose wisely!
Retargeting Device
Behavioral Context
Demographics Geography
Historical Category
19. ‣ Android developers need to exclude
devices on which the app is not
supported
‣ Use special targeting features such as
Some
Geo Targeting or Demographic
targeting wisely.
pointers for ‣ If your app is >30 MB, target only
Wi-Fi as your users cannot download
targeting a large app on 3G
‣ Run an experiment with broad
targeting first. Work with your ad
network to analyze the data and then
identify the segments that deliver
the best results.
20. Example of Requirement: A taxi company wanted
to increase downloads of their
good
application by users who tend to use
their services
targeting Solution: They targeted their ads at
users in airports of all tier 1 cities in
a specific country.
The banners shown to users in each
city carried localized information,
such as specific destinations in that
city
Results: The CTR saw an increase
from 1% to 4% with the targeted ads.
The developer received thousands of
new downloads from the campaign
22. Know where users are coming from
Why
Conversion Know which segment provides better
ROI
Tracking
Optimize campaigns based on above
23. What to keep in
mind while
‣ Not reliant on UDID alone
choosing a good
‣ Works Across Web & Apps
conversion tracking ‣ Tracks any Conversion
platform ‣ Tracks Post Install Events –
Subscriptions, In-App Purchase,
User Sessions etc.
‣ Multiple Event Tracking
‣ Easy Integration
‣ Integrates with your ad network for
campaign optimization
‣ Real-Time Dashboard
24. • Non reliant on UDID alone • Requires integration of an SDK into
• Uses accurate Device Fingerprinting the application
technology
• Can track all conversions
• Can track post install events
• Can track LTV of Users using InMobi’s LTV
Platform
• Works on both web and app inventory –
meaning larger coverage
• Uses an API and does not require an • Is dependent on UDID, ODIN1
additional SDK within the app • Can track conversions only when
• Can track post install metrics Device ID is available
• Provides visibility into user LTV by
passing the User ID
Integration Options Available – SDK vs S2S
25. Our Recommendation – Digital Fingerprinting
‘Device Recognition’ technology Device Fingerprint is read without
identifies the device uniquely changing the native app user experience
User sees an ad & User is taken to User downloads &
clicks on it the app store launches the app
26. Serve Ad Track Conversions
Optimization
Calculate performance & CPD
of campaign
Identify segments where ad
is performing best
Self-Learning Network For Continuous Optimization = Better ROI
28. Experiment with recommended budgets
for 5 days to find your ideal spend
Experimentation Ongoing – Maintain CPI
29. ‣ Put aside an early budget for
experimentation
‣ Choose what works best for
Experiment you and launch a full fledged
campaign based on results from
the experiments
‣ Run with a flexible CPC in
order to achieve scale while
maintaining CPI
30. ‣ Figure out ideal spend to
get maximum conversion at the
Top 3 Focus best ROI
points during ‣ Integrate with the ad network
Experimentation andconversion tracking
Phase platform right from the
beginning to collect critical data.
‣ Analyze data to see which
segment converts well