3. September 2016

Performance App Marketing

Performance Marketing is the foundation to expand your customer base and increase awareness of your product or brand. Media Buying for this purpose (i.e. user acquisition through the purchase of app installations) is very complex depending on the marketing strategy, product and market situation. This is where we step in providing a comprehensive service: From strategy development and selection of traffic channels to optimizing campaigns and reporting, we got you covered.

We take over the conception, the entire implementation and control of your performance app marketing strategy. We advise, create and manage multichannel campaigns for you. In any case, all of these activities require a decent Tracking-Setup within your app.

Different Types of Mobile App Traffic

Paid Social
Social networks such as Facebook and Twitter are usually on top of mind of the majority of Mobile Marketing Managers when it comes to setting up Performance Marketing Campaigns for their apps. Naturally, the consequent demand is reflected in the prices of an install through those networks. Therefore it is essential to efficiently target and optimise one’s campaigns so that they stand out of the flood of marketing campaigns the users are confronted with every day.

RTB (Real-Time-Bidding)
A new trend when it comes to app marketing is the increasing rise of RTB platforms as well as providers which are specialised in acquiring app installs through the big SSPs (Supply Side Platforms). Special algorithms as well as machine learning play an important role when it comes to identifying the right moment to bid on a user and therefore win the auction.

Ad Networks (in-app/non-incent)
Traditional ad networks which are directly connected to a great number of publishing apps still represent the largest source of in-app traffic. Unfortunately, they represent the most in-transparent traffic source at the same time – tracing the actual source of the acquired traffic is an impossible endeavour in most cases.

Paid Search
Mobile marketers should make use of paid search from Google and Apple to increase traffic and conversions With Universal App Campaigns (UAC), mobile campaigns can be run on Google’s manifold app and web features. UAC’s also include ads in the Google Play Store. In the App Store, app publishers can use Apple Search Ads for advertising.

Successfully Retargeting Customers​

User acquisition is only one side of the coin. Once your app registers thousand of installs you should immediately consider how to re-target your newly acquired customers. Meaning, to target existing app users with the help of so called re-marketing providers (deeplinking allows us to re-direct the user back into the app). App Retargeting should be used in addition to your existing mCRM campaigns. You should target users who do not engage with push notifications or haven’t opted in in the first place. It therefore allows your to ensure that costly acquired users keep on using your app.

The Risk of Fraud in Mobile Traffic​

There are many different types of fraud when it comes to acquiring mobile traffic (bot networks, click fraud, claiming of organic traffic…) and some of them are difficult to identify. Therefore it is essential to keep an eye on the most common indicators of fraud when acquiring traffic. We are happy to provide further recommendations on how to spend your marketing budget efficiently and make sure it doesn’t get into the wrong hands.

Integrated performance marketing with full-service benefits

Traffic Strategy

Designing an integrated performance app marketing Strategy with regard to suitable performance channels such as Paid Social (Facebook, Twitter,…), RTB (Real-Time-Bidding), Paid Search (Google), In-App ad networks.

Creatives

Creation of digital advertising media considering channel specifications.

Setup & Traffic Generation

Setting up accounts and campaigns.

Measurement

Integration of tracking- and analytics activities.

Management & Optimization

Campaign management, optimizing ad creatives and constant monitoring

Analytics

Conception and management of automated reportings.

In a joint effort with clients we develop the right performance strategy, advise on the best and most reliable traffic sources and minimize losses due to fraud traffic. Furthermore we offer training in all areas related to app performance marketing, so you can manage your own media buying successfully in-house. We support clients with a team of performance app marketing specialists who are experienced in performance marketing for various app verticals. Get in touch and we will help you get the most out of your advertising campaign.

Request Performance App Marketing Support

Consult. Implement. No Buzzword Bingo