Finding app marketing strategies that work for your particular budget can often be a difficult task, and it can be hard to predict how successful a strategy may be before you’ve already dished out a large cut of your budget into it. However, there are methods to ensure that you receive decent enough results to keep your app profitable indefinitely. In this article, we are looking at how to identify different app marketing strategies that work for your personal projects.
Improving App Store Ranking
There are two major app install sources that you should keep track of; paid installs and organic installs. Organic installs are downloads that come straight from the app store, without any marketing or advertising involved. Paid installs are downloads that involve advertising and/or marketing.
If you rank high enough in the app store, you could potentially see 4-5 organic installs per paid install, which shows that organic search is still incredibly important in the app store game. The only two ways to improve your app store ranking is through bringing in more downloads and high ratings, and improving your app description, app title, screenshots and so forth through app store optimization.
You can always try to put more effort into your ASO, but there’s only so much you can do within the app store before you need to start looking at app marketing strategies that work to bring in more installs from other sources.
If you focus on improving your app store ranking, you will see a large increase in downloads from organic search, so if you decide to choose this route, using burst campaigns or networks that offer low value users will help you to reach higher download count.
Targeting the Right Audience
Whilst there are many great app marketing strategies that work to bring in low-cost paid installs, you may want to research a little into what kind of audience can bring in the most profit over their life time instead.
You could use Google mobile ads or other personalized advertising, but you may be missing out on unseen potential. For example, if you have a cooking app, you might want to look at creating advertising opportunities with websites that focus on cooking; this way you are opening up your app to users who will actually be interested in your application, which should lead into receiving more paid installs from users that have true value.
Compared to using app marketing strategies that work to bring in as many low-value users as possible, this one can often be the safest bet; you can spend as little as you want and still bring in new users that should help to bring in a steady stream of revenue to cover your ad spend.
Bringing in Low Risk Users with Profitable LTV
If you are on a budget, it’s incredibly important to target the right audience and work towards receiving users with the highest LTV margins (life-time value) as possible. Whilst it’s possible to gain a large amount of users with burst campaigns or similar app marketing strategies that work to bring in low-value users quickly, these types of users are typically not going to directly help you make much profit.
However, focusing on small niche audiences can be a difficult way to bring in large numbers of users, so instead you may want to look at the lowest value users that still have a high enough LTV to cover your marketing costs.
Typically, you will want to look at your ad sources, monitor what paid installs are coming through these streams, and then keep an eye on just how much these users are making you over time. You want to find a sweet spot between low-cost installs and low-value users. Generally, the cheaper the user the better, because you will be able to bolster your app download count and bring in many more users from organic search, but you do want to ensure that you are making profit or at least covering your marketing expenses from your new users.