AdMob Developer Day: Promoting Your App (Homan)
Transcript of AdMob Developer Day: Promoting Your App (Homan)
Promote your App with AdMob
Agenda
App promotion overview
• Paid Ad Overview
• Campaign Creation & Targeting Options
• House Ads
Campaign Strategies
• Increase daily download volume and free v. paid app promotion
– White Noise Case Study
• iPhone Burst campaigns – BATTLE BEARS & Slingshot
Cowboy Case Studies© 2010 AdMob, Inc. Confidential & Proprietary
App promotion Overview: How it works
Battle Bears Ad in Flixster App Battle Bear’s App Download Page Installing the Battle Bears App
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House Ads
• Enable you to promote your app on your own inventory using either unfilled ad requests or a fixed percentage of your ad requests.
• Ads are shown at no cost other than inventory use.
• Available for both iPhone and Android applications.
AdMob offers 2 ways to promote your application:
Paid Ads
• Ads run across our network of 11,000 iPhone and Android applications and 7,000 mobile websites.
• Pricing is on a cost-per-click (CPC) model and budgets are set by you.
• Use to reach a large audience on a variety of different publishers.
Paid Advertising v. House Ads
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Depending on the campaign goal, you may choose to use both paid & house ads
Campaign Creation – Paid Ads
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Get started by clicking ‘Create New Ad Campaign’
Get started by clicking ‘Create New Ad Campaign’
Then enter all necessary information about your new ad campaign
Then enter all necessary information about your new ad campaign
Ad Group Creation – Paid Ads
The first step in creating an ad group is choosing the goal of the ad.
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Ad Group Creation – Paid Ads
Targeting settings are set at the ad group level:
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Device Targeting
Device Targeting
OS Targeting
OS Targeting
Country & DMA Targeting
Country & DMA Targeting
Carrier/WiFi Targeting
Carrier/WiFi Targeting
Ad Creation – Paid Ads
You can create and preview new ad variations easily:
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Choose 38 x 38 iconChoose 38 x 38 icon
Set CPC for individual adSet CPC for
individual ad
Select ad type &
name ad
Select ad type &
name ad
Enter 35 characters of
ad text
Enter 35 characters of
ad text
Ad Group View
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From the ad group view, you can preview ads, check status and check metrics at the ad level
Campaign Creation – House Ads
House ads are created from the ‘Sites & Apps’ tab in your AdMob account.
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House Ads Creation – iPhone App Example
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Ad Name and Ad TextAd Name and Ad Text Ad previewAd preview
iTunes URL of app you are promoting
iTunes URL of app you are promoting
Choose 38 x 38 iconChoose 38 x 38 icon
House Ads Targeting
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Country TargetingCountry Targeting
Device & OS Targeting
Device & OS Targeting
Where do you want house ads to show?
Where do you want house ads to show?
New User Acquisition
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iPhone Ad Download Flow
Battle Bears Ad in Flixster App Battle Bear’s App Download Page Installing the Battle Bears App
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Android Ad Download Flow
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Acquire New Users through App Promotion
Advertising offers a cost effective way to acquire users
• Set your own CPC bid
• Set your own budget
• Target only specific devices or OS versions
• Target only specific countries or regions
• Track performance with download tracking
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Promoting Free Version v. Paid Version
Free apps convert on average 8% of the time, compared to 1% for paid apps
We recommend using advertising to promote a free version of your app and encouraging upgrades through house ads
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Free to Paid Upgrade Strategy – White Noise Lite
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Goal of campaign was to drive significant download volume of White Noise Lite at a cost below $1/install. Secondary goal was increasing sales of the paid version of the app, White
Noise.
AdMob Solution:
• Utilized download tracking to understand what ad copy was most effective in driving installs
• Focused advertising budget on ad variations with high conversion rates
• Used house ads to drive users to upgrade to White Noise (paid version)
White Noise Lite - Results• 19.25% conversion rate and $0.20 CPI
• White Noise Lite saw a 392% increase in daily download volume
• White Noise saw a 168% jump after the big advertising push as new users began upgrading to the paid version of the app
• New user upgrades drove White Noise to #51 in Top Paid overall
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392% free DL increase392% free DL increase
168% paid DL increase168% paid DL increase
iPhone Burst Campaigns
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App Store Dynamics
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• Discovery is difficult with >170,000 apps in the App Store
• The majority of app discovery happens through browsing the top ranked applications on a mobile device and only top 50 free and paid apps show on top lists
• Driving significant download volume in a short period of time (1-3 days) is proven to increase rank in the App Store
• Getting ranked is critical to the success of your app and the only way users will download your app in large numbers
Users most often discover new apps by browsing App Store
Searc
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News a
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Other
Survey Question: How do you discover the apps you decide to download? (select all that apply)
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Responses are from AdMob iPhone network survey asking users how they are finding new apps. Full report at available at metrics.admob.com.
Most searching/browsing for apps is done on the mobile device
Survey Question: Where do you usually search or browse for apps?
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Responses are from AdMob iPhone network survey asking users how they are finding new apps. Full report at available at metrics.admob.com.
Note: Question only asked of respondents who selected “Searching for a specific type of app” or “Browsing through top Android Market/App Store rankings” in previous question
Burst Campaign Download Goals
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Using paid downloads to drive rank will have secondary impact of increasing organic download volume
Estimated download volume needed for Top 100 ranking:
Once in the Top 50, volume of organic downloads will increase significantly
App Store Position Est. # Downloads Needed
Top 10 ~50k – 150k
Top 25 ~30k – 50k
Top 25 – 50 ~17k – 30k
Top 50 – 100 ~10k – 17k
Sub 100 Free 100s – depending on category popularity
SOLUTION• AdMob CPC text ads aimed at driving downloads of the free app in a
burst campaign: high volume of downloads in short period of time• iPod touch targeting reached mobile gamers
BATTLE BEARS Campaign Goals & AdMob Solution
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GOAL• Push BATTLE BEARS Free into the
Top 100 Overall Free Apps• Reach Top 50 Free Games• Generate increased sales of the paid
app• Boost the ranking of the paid app
Campaign Results
Daily Downloads
• Daily Free App download volume increased by 1000% • Daily Paid App download volume increased by 300%
Overall Ranking
• Overall free app ranking improved from <150 to #59 • Overall paid app ranking improved from #102 to #29
Games Category Ranking
• Games category free ranking improved from #147 to #31
• Games category paid ranking improved from #64 to #14
Top Grossing
• Paid App reached #82 in Overall Top Grossing app list
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Campaign Impact on FREE App
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Burst campaign effect: Free Download Volume
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Burst Campaign Effect: Battle Bear’s Free App Ranking
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Campaign Impact on PAID App
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Burst Campaign Effect: Paid Download Volume
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Burst campaign Effect: Paid App Ranking
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"Our major update to BATTLE BEARS was released during a very competitive Holiday season. With the help of AdMob, we launched a weekend burst campaign for BATTLE BEARS Free which catapulted both our Paid and Free versions back into the Top 50."
---Benjamin Vu, Founder of SkyVu
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Burst Campaign Timing
At launch• Combine all marketing efforts at launch to push high initial
ranking• Take advantage of ‘New’ status in App Store
When you release an update• Timing an advertising campaign with an update will maximize
downloads during a short period
Position Maintenance• Focus paid marketing efforts on regaining position when
organic volume begins to decline• Manage cost/install of paid and organic downloads
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Slingshot Cowboy – Please welcome Vadim!
Slingshot Cowboy by Digital Prunes:• Slingshot Cowboy was #1 in Free Games and #2 in the App
Store overall last August
• Vadim and AdMob ran a burst campaign to refresh ranking and drive new app installs
Campaign Results:• The first day of the campaign generated 4k additional
downloads and raised ranking to #87 in games
• On day 2 the campaign generated 2k additional downloads and propelled Slingshot Cowboy to #37 in games and #61 overall
• Being discoverable before the weekend was key – the app continued to climb to #2 in free games and #3 overall in the App Store
• AdMob conversion rate was 24.36% with a CPI of $0.32
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Parting Thoughts
• AdMob is a mobile advertising expert. We have the experience, technology, and people to help you succeed.
• We can help drive a ranking increase or help you build your user base in a cost effective way.
• We have a cross platform solution with significant iPhone and Android reach.
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