How to make the most out of resources for improving app downloads and regular usage. Our guide to Android App Marketing.
Apps and mobile marketing are the cutting edge of digital marketing right now as the smartphone revolution shows no sign of slowing down. However, like most technological platforms, it’s vital that you understand how to market it if your app is to have any success; in this post we will be looking at the best practices on marketing and optimising your app on Google Play.
Insights into Android App Marketing
A vital part of Android app marketing is to use insights, which help you to determine where and how you are succeeding in order to better target the desired market. This is best done in real time, so that you can immediately act upon what’s working and drive more users.
Fiksu can be used in conjunction with Google Play in order to ensure that you get the best results from your app marketing efforts. Fiksu is a “team of entrepreneurial mathematicians, technologists and online marketing veterans” who have worked with some big-name players in the industry.
Fiksu means smart in Finnish and although the company have been going since 2008, they renamed and rebranded last year to better reflect the services they offer. In order to get the best out of Google Play, which provides a framework which ties app installs back to the source, the Fiksu app works in conjunction with this by linking each user action and tying it back to the traffic source. They work together with a tracking code called “Android Referrer”, making for much better insights into what is working for your app and advertising revenue (if applicable).
According to Fiksu, real-time optimisation is key to making sure your app performs to the best of its potential, they say that it offers the following benefits:
•“Drive high volumes of loyal users”
•“Achieve lower Cost Per Install (CPI)”
•“Monetise more users and increase Average Revenue Per User (ARPU)”
•“Realise higher advertising ROI”
This works alongside Google Play search which means you have more tools at your disposal to drive organic discovery; in iOS, apps that can’t achieve high installs will find their ranking slipping quietly away.In Google Play, finding an app using a combination of searching and browsing will push an app up the ranks as search is the primary means of organic discovery, much like Google itself, I suppose. According to a Fiksu study, around 75% of organic app downloads originate in search, figures also show that users who find an app through search are “50% more likely to become long-term, loyal users”.
Google Play Search – Android App Marketing
The three most important elements in optimising your app for Google Play Search are determined by three variables, which the Play algorism considers in order to rank an app.
•Finding the right keyword and ensuring that it’s in title and relevant – this can increase ranking by 80-100 spots.
•Rank can also be increased by using the keyword multiple times in the app description, taking your app up to 20 spots higher.
•Google Play favours those apps that are installed and retained – the more installs, the better ranked it is, lots of uninstalls ranks you lower, having lots of different apps won’t help, it’s all about getting one to the top by ensuring you give your users what they want so that they retain the app.
•Test and measure your keywords to ensure that you can further optimise them.
The beauty of using Fiksu alongside Google Play is that developers can quickly see in real time where they are losing ground and where they are winning. This allows them to swiftly make changes that will make a difference and really pin down their target market effectively.
Of course, this may take a little bit of experimentation to get right, so it’s vital that you see how your app is performing; changing and adapting meta tags, keywords and titles as you go along to further optimise an app that isn’t performing as well as it should, keeping in mind loyal users who will build your audience.
Since Android is the most popular mobile OS on the market right now, this is something worth bearing firmly in mind when entering your app into Google Play. Whilst you can optimise your iOS app in much the same way, the iOS platform is not as open as Android, so is not as simple to optimise. Further, iOS doesn’t use search, which Google of course, is famous for, so if you’re developing for both platforms, try to remember to apply different marketing methods with each.