Guest Post: Types Of Traffic

There are hundreds of advertising networks, agencies, and platforms that offer traffic for mobile apps. It can be difficult to commit to a choice, especially when your marketing budget is limited and you don’t have enough expertise in mobile marketing to evaluate your options.

Every types of networks has its pros and cons. It never hurts to do market research and ask other developers for recommendations on Quora, Gaming Insiders and thematic subreddits. First, an app developer should understand what to look for: the type of traffic, the target audience, volumes, and primary goals.

The secret to efficient user acquisition consists of three components:

1. Defining your current goals (launching app, user base growth, increasing engagement, etc.)
2. Choosing a reliable ad network that meets your needs
3. Analysis and optimization

In this post, we’ll show you how different types of traffic serve for specific stages of an app marketing campaign.

1. A burst campaign for an app launch

The App Store launch is a crucial period for an app. In order to attain visibility on saturated markets, the app needs a burst campaign – where a substantial number of installs can aggregate in a short period of time. This strategy allows us to bring the app to an increased app ranking and receive organic downloads from users who browse the app stores.

Incentivized traffic serves the purposes of a burst campaign perfectly. It costs two to three times less than non-incentive traffic, and the user gets some kind of reward for installing an app. However, statistics show that around 30% of incentive traffic installs turn into loyal users.

In order to avoid fraud and bot traffic, it’s important to choose a safe and reliable platform to buy incentive traffic from. Trusted networks include Supersonic, NativeX and the self-serve platform AppBooster.

2. A sustainable campaign for user base growth

After the app has been launched and (hopefully) reached the top charts on the App Store, it’s time to think about starting a sustainable campaign. Sustainable campaigns have two main goals: first, it helps to support the app’s ranking with install volumes; second – it builds a user base for an app.

A large, active user base is necessary for app monetization. From all acquired users, around 34% turn into engaged players or customers and as little as 2.2% of users will pay. This means that an app should acquire new users on a consistent basis, both through promotional activities such as PR and content strategy and from paid campaigns.

During this stage, the app developer can test several acquisition channels and optimize campaigns in order to reach a lower CPI (cost per install), as well as diversify risks. Try Facebook and Instagram app install ads, programmatic buying, and mobile CPA networks.

3. Premium traffic to increase engagement

As the mobile app market becomes more and more saturated, app developers concentrate on retaining users and increasing their rates of engagement. Users abandon most apps after using them 3-4 times. Apps can retain users through a proper onboarding process and push notifications. One more solution to the issue of low retention rate is to acquire premium traffic that brings users with a high lifetime value.

Be sure to seek out agencies and networks that create customized campaigns, tailored to the client’s niche audience to maximize premium traffic. Using their expertise, tools for precise targeting like Lookalike Audience, and campaign optimization, premium traffic networks can help to significantly increase the app’s retention rate and increase engagement. Ad formats also matter: video, native and social network ads work are much more efficient than standard banners and interstitials.

 

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Eugine Dychko

Bio: Eugine is a Content Manager at ComboApp. She has 4 years of experience in marketing and content writing and strong understanding of remarketing, app monetization and social media promotion. Eugine is passionate about providing insight into latest trends of mobile app industry and online advertising.

 

InstallTracker Manual – Creating links for media sources

InstallTracker provides the ability to monitor the quality of media sources by many parameters (events, geography, returning visits and etc.).

For each media source, a unique link is created (it’s usually called a tracking link) and is used to attract potential users to an application page in Google Play/AppStore. Visitors coming through this link are being “marked” (impersonal parameters of their devices are being recorded into InstallTracker data base).

At the moment of an application installation (the first start) the program checks its data base if there is such a device among those which came recently through the link. If a device with similar parameters is in “the waiting list“, then the installation is marked as “non-organic”, and the used media source is assigned to exactly this installation for the further analysis in reports.

Continue reading InstallTracker Manual – Creating links for media sources

Traffic – the oil of the digital age

In digital marketing traffic is a stream of Internet users moving somewhere, for example, to your application’s page in AppStore or Google Play.

How is traffic created?

Where are people come from? Dozens of ways, from advertising banners to quite complicated schemes (affiliate programs, invitations, and etc.), about which we’ll be telling you in this and the next posts. Now let’s start from something simple. Today we’ll approach a little to understanding the base of mobile traffic and study its main sources.

Well, your application is in a store, SDK InstallTracker is integrated, subscription is paid, and you even saw first test installs in statistics.

Let’s go further.

Almost 80% of the time a mobile applications marketer usually spends on interactions with the traffic sources (media sources), accounting & control of conversion and other parameters (retention, geography, facilities, and etc.)

What is a traffic source?

You’ve got an application, placed in AppStore, Google Play or on your web-site (in the case of its distribution as an Android-APK file).

Your application is being installed by users (we hope so, at least).

How do your potential users come to the application’s page?

In mobile industry there are two main definitions of traffic – “organic” and “non-organic”. Hereinafter you’ll be meeting these terms all the time.

Common concepts of the traffic types:
ORGANIC – that one which comes naturally without the app owner’s efforts. NON-ORGANIC – the one which was paid.

Likewise for the math, where 2+2 doesn’t always equal 4, mobile marketing has its own higher levels of understanding, where organic
will be pretty paid, but non-organic will be bought for the money which haven’t been initially included into your business-plan. We’ll return to these stories in our next posts. Now let’s just accept as axioms: ORGANIC – free traffic, NON-ORGANIC – paid traffic.

Where does organic traffic come from?

You’ve put your app in a store, added description, key-words and so on. If the app is somewhat interesting for anyone and it does anything useful, it will be found through the search service and installed. Moreover AppStore and Google Play have app directories, categorized by topics and being visited by your potential customers. An app position
in a store depends on numerous factors, for example, average number of installs for a certain period (day/week/month), number and quality of feedbacks, marks, and etc.

Besides directories, the coolest apps get to the featured ones, hot of week, and etc. Getting to tops may be somehow manageable and a relatively prospective action, but getting to the featured is surely a result of a special magic, because it’s made only by store editors. Whether you find editors’ contacts or you create a product editors
would like to watch themselves, all these will be considered as organic traffic.

If an app is somewhat interesting, reviews with links to it will show up on web-sites. It’s up to you how to do these reviews and how much money you spend on them.

Surely, your app will have a web-site. Moreover most apps are developed as “mobile version” of already existing web-projects. The audience comes to these web-projects from smart-phones and tablets. Calculate them. Tell them about your app. Send them to store.

Invitations. Let’s suppose your app has the button “Tell friends”. By clicking this button a user sends an inviting message to all friends, along with a link to App Store/Google Play. You can also give awards for attracted users, for example, giving some additional functions or “electronic goods”, which are usually available only after a payment.

Sources of non-organic (paid) traffic

If your work in mobile marketing is not a hobby (though there are some examples of mega-successful products made in free time), you definitely have a certain budget for promoting your app.

There are some main ways to attract paid traffic to an app’s page.

1. Direct areas with commercial ad placement – web-sites, apps, paid reviews, and etc..

2. Advertising networks – payment for clickthroughs or banners’ views, less often – for installations or any other events from an attracted user’s side.

3. Installs providers – payment for installations or any other events from an attracted user’s side.

4. Advertising agency – payment for clickthroughs or banners’ views, or for installations or any other events from an attracted user’s side.

In the next post we’ll be studying closely different ways of attracting commercial non-organic traffic.

GETTING STARTED

For a start you should register in the system.

It’s not as difficult as higher mathematics – just click “Sign Up” on the front page (http://installtracker.com) and get to the appropriate form: http://installtracker.com/signup.php

Fill fields “Email” and “Password”, and then click “Proceed”. If the email you entered hasn’t been used before, a new account will be created, and you’ll be able to enter the system.

The next step – registering your app.

In the left menu there is the button “Add new app” – click it to get the list of platforms.

If you’re not a tech pro, please, consult your programmers to choose the right one.

After choosing the platform, you get to the form with two fields:

– Application name
– URL in store

The first one is pretty clear, but the second can raise some doubts if you distribute an app not from a store or your app is still under development.

If your Android-app is being distributed from your web-site, just indicate the web-site. If your app is under development (and you have no web-site yet), indicate any address but remember to change it before the beginning of your promo campaign.

Attention! To change an app’s URL, contact the InstallTracker tech support service.
As soon as your application was succesfully added, you should integrate SDK InstallTracker. SDK InstallTracker is a program interacting with InstallTracker servers (sending information about installs and events).

Here is the information to be shared with your developers: http://installtracker.com/sdk.php

For the integration you need APP KEY (a unique id of your application), which you should also pass to your developers.

How to get the APP KEY:
Click your app’s name in InstallTracker account. 2 blocks will show up then – “Statistics” and “Settings”.

Click “Settings”. Click “Integrate The SDK” in the right set of buttons.

Here you’ll see a line like this “Your APP KEY: d13be21004118eb5fa85f8bd08224282”.

Pass it, as it is, to your programmers.

Now you should wait for the integration completion and SDK’s new version in stores.
Key point #1
For iOS developers: read carefully the following manual before sending any app to App Store: http:/installtracker.com/sdk-ios-manual.php

Key point #2
All statistics are collected and shown only through paid subscription. You should upgrade your account to work with reports.

SDK has been added, account has been paid, so we’ll be waiting for the placement of the new version in stores.