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.
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.