The 2nd course in the From Web to Native Apps: Advanced Mobile Marketing course about user acquisition and techniques for finding customers.

7. ABOUT BRANCH
$113 million in funding across 4 rounds
100+ Employees, 60% engineering
Offices in SF, NYC, India, Russia,
Brazil, UK
24,000 apps across the globe using links
2+ billion monthly users

10. Mapping User Acquisition Channels
if you’re working on a native mobile app,
you need an effective distribution plan.

11. Cost Per Install Is Rising
Cost per Install is rising, average number of ratings is plummeting

12. Paid Ads (FB, Instagram)
PROS:
- Can be scaled and optimized
- Very extensive reach
- Highly targeted on specific audiences
- Predictable performances
CONS:
- Very expensive and highly competitive
- Hard to achieve ROI
- High churn rate
- Ads must be continuously updated
- Often low quality traffic
Optimization at scale requires clean
attribution data.

13. Emails
PROS:
- Cost-effective
- Easy to scale
- Easy to track
- Can be fully automated with “if-then”
logics
CONS:
- Too much noise
- Spam issues
- Could impact your brand reputation
- Hard to drive users to the app
- Legal issues (privacy)
Emails work better for driving engagement
more than new users. Make sure to deep
link your content to the app!

14. ASO
PROS:
- Majority of users discover new apps
from the App Store
- High ASO = high volume of installs
- Easy to maintain high rank once
reached
- Like SEO, keywords are crucial.
Categorization also has big impact
CONS:
- Takes a lot of time and iterations to
get it right
- Builds up over time
- Highly competitiveFocus on keywords, description,
category and visual.

15. User Referrals
PROS:
- Referred users are normally of very
high quality
- Low CPI
- Can become viral if your product
allows it
CONS:
- Virality must be built into the product
- Only very active and engaged users
will share your app to their
connections
Make it very easy to share. Provide
2-ways incentives.

16. Organic Social Media
PROS:
- Cost-effective
- Easy to automate (Buffer, Hootsuite)
- Doesn’t require advanced expertise
- Viral effect
CONS:
- Audience is built overtime
- No control on audience quality
- Very time-consuming, must keep
content fresh day after day
If you are not automating your social
media strategy, starts today.

17. Mobile Web
IF YOU HAVE A TOP RANKED
WEBSITE, YOU HAVE A TOP
RANKED APP!
The majority of the traffic for some
of the top apps on the platform
comes from their website.
Google is giving away approximately
$1 billion dollars per month worth of
installs with its organic search
traffic.

18. Leveraging MWeb for App Growth
Leveraging Google organic searches for low cost app installs

19. Why Taking Users to the App?
Native app users convert 3X more compared
with mobile web.
User experience is significantly improved in
mobile apps → higher user retention, 20x
more engagement.

52. User Acquisition Strategy - Core Elements
IDENTIFIED AUDIENCE
KPIs
DISTRIBUTION STRATEGY
TESTING PLAN
CORE MESSAGE ANALYTICS & ATTRIBUTION

58. Questions?
morganb@gmail.com
growthhacker.com
branch.io
franco@branch.io