Incent app installs are a great way for your app marketing if you just got your app up on the stores and now you wonder how to promote them.
This Guide will lead you through the most basic Idea of App Promotion, the two Models of Incent and Non-Incent App Installs.
Incent App Installs and Non-Incent App Installs – The differences:
What exactly are the differences between Incent App Installs and Non-Incent App Installs?
What are the Pros and Cons of these kinds of App Marketing Strategies?
What are Incent App Installs (Incentivised Application Installs)?
Incentivised app installs are commonly referred to as a process where the audience is incentivized to engage with an advertisement to receive some kind of reward.
The kind of advertisement and the reward can range greatly, from rewarded video ads to offerwalls, depending on the developer and publisher.
This kind of advertisement is often used to start getting some traction for an app on the stores and the platform as a whole.
Mostly, the users will interact with the app up to a certain point, so that they will just receive the reward that they are after, but it is still possible to acquire direct new active users with this method, if the user is intrigued by the app and has fun or a high value using it.
Incent App Installs: Advantages and Disadvantages of Incentivized App Marketing
The two main areas that incent app installs shine in are the costs and the guaranteed traffic.
Incent App Installs are always guaranteed as they do not use a marketing space that could be used otherwise and therefore creates a cost for the ad network (like banner ads for example) and they are probably the most cost-effective way to promote an app.
They can be used to significantly boost app installs in short time frames and can, therefore, be used to target high rankings in the App Stores.
For the opposite end on the scale, there are some negatives involved with incent installs, including a reduced lifetime value intended for users. When users are incentivized by the reward, they may install your request without actually wanting to use the app. This often can lead to uninstalls for the app after only a few days, which will surge your uninstall rates from the app store. While this is usually a negative aspect associated with incent app installs, you must also consider if your app is able to hold large audiences after burst frames, as every app simply needs publicity to be recognized by the stores and the possible users. If you are confident with how audiences will engage with your app, incent installs could be just what you’ve been looking for.
What are Non-Incentivised Installs?
Non-Incentivised adds refers to the other end of the spectrum, to traffic that is certainly generated when no reward is offered to the user. This type of traffic is created when users decide to engage with an advertisement anywhere (social media with influencer marketing or other apps) with no promise of any incentive. In other terms, they are merely choosing to get involved with the app using the ad due to personal interest.
Non-Incent Installs: Advantages and Disadvantages
Generally, non-incent installs are the higher cost advertising option in comparison to incent app installs. Non-incent app installs can take longer to drive results, meaning this might not be the best option for you if you intend to accomplish a “Top New” ranking just after launch, in order to find more exposure and publicity and more organic installs this way. When contemplating whether incent or maybe non-incent installs are better to your campaign, it is important to consider your finances, resources and a certain goal you set for the campaign. This goal can either be a certain ranking for a new app (where we would advise you to focus more on Incent app installs) or higher second level engagement and higher lifetime value of each user (Where we would advise you to focus more on Non-Incentivized App Installs).
Pros and Cons of Incent App Installs and Non-Incent App Installs
Our recommendation is a marketing campaign which includes both incent app installs as well as non-incent installs. Incent traffic is a guaranteed way to boost your apps install numbers you launch your app, allowing you to rank within the App Store “Top Lists”, giving you the exposure that new apps need to create organic traffic from the App Stores as it is one of the main success factors besides ASO. Once your current initial launch time period is complete, a combination involving both incent and non-incent installs can help you to maintain download rates and ensure that your app is still receiving adequate high-quality site visitors, which will create higher rankings in specific search terms and drives your ASO.
What else can be done to Promote Apps?
Not every part of the app marketing needs to involve massive marketing budgets and if you can only to run an incentivized marketing campaign, you can combine it with other, free strategies, like free websites that you can use to promote your app. We feature 10 of the best websites to promote new apps free in this post.
Another great way to receive high amounts of traffic, which can be used perfectly in conjunction with every other marketing campaign is the so-called ASO. ASO stands for App Store Optimization, a term that describes the usage of the App Stores Page to target specific search keywords that will drive traffic to your app. We highly recommend that you focus ASO as one if not the main priority in your marketing activities as the search results of the App Stores are the biggest traffic source for apps. Some Tips for your ASO and a how-to for your app description can be found in this post.
An overview of the most important sources for app discovery
Another free and excellent way to get free traffic is social media. It can help you increase organic app installs and can earn you great app reviews. A good example are games. With interactive high scores, that can be shared or tweeted on social media. Tweets and shares are also important in other parts, depending on your core features: Communication with colleagues, activity rates of the app and so one. Just Tweet about your app, get involved with Facebook groups that are highly relevant for your app and share your story, your app link and create a following around you that is interested in you and your apps.
It is almost impossible to finish an app without browsing Android forums while you search for answers to your concerns. At the same time being a member of a group allows you to share not only your opinion but also insights from your app. Also, in this case, there are multiple chances to make your app known but we will give you some examples of very popular communities among Android developers.
Some more strategies on how to promote your app for free can be found in this post as well.
What to think of when creating a mobile marketing strategy?
Now you know how to promote your app, but what do you need to make your marketing campaign a success?
We can identify four Steps that will make your campaign a true success:
Step 1 – Define your targeted group of users
To think of what your audience could be is always the first step when creating a mobile marketing campaign. Make a particular point to detail your target audience’s mobile habits. Are they gonna complete a purchase on a smartphone? Is the main percentage of their web usage happening on mobile devices?
Some interesting points:
- 56% of B2B buyers use mobile devices often to get to the vendors content.
- 95% of grown-ups use their mobile device primarily to access content or pieces of information.
- 65% of all email is first opened on a mobile device.
- 48% of all users begin their internet sessions on a search engine
It is always good to measure how users approach your app. You can monitor that by using Google Analytics.
Step 2 – Set Goals for your campaign
Before you can work on running a successful mobile marketing campaign, you have to be sure what “successful” means for your efforts. Here are some examples of questions you can ask yourself to determine worthy goals:
- Are you already doing something for mobile? Because this defines your starting point
- If you are already advertising on mobile devices, how are your campaigns performing?
- How will a mobile marketing campaign fit into your overall marketing strategy? You should have a reason in mind why you want to go to mobile.
- What group of users are you targeting for?
- How can the mobile media channels get connected with your already existing channels?
Step 3 – Choose your KPIs
Just as with every other marketing efforts, mobile marketing campaigns also need to get optimized and tested. Think about what is realistic and measurable KPIs to define the success of your campaign. Like we gave examples before, you can measure the Costs Per Install, Return on Investment, Conversion Rate and many more. In order to choose the right KPI you should ask yourself:
- Do I want to increase the Conversion Rate?
- Do I want to increase the traffic or the sales directly?
- Does our brand need to improve general awareness?
Step 4 – Monitor the mobile metrics
It is important to get as much information as possible on how the customer/user engages with your product. Therefore you can get the help of various tools:
If you published your app via Google Play Store you have great possibilities to get insights on how and which user gets in touch with your app. You can get useful data with the help of Google Analytics, or in the developer console itself.
- What is the conversion rate for play store page visit to app install for your app?
- How many visitors do you get from AdWords-campaigns and how do they convert?
- You can set every mobile marketing ad with a specific UTM-Tag and the Developer Console will show you in detail for which ad how many users are visiting and converting into app users.
- How many visitors are coming from Google Search?
- How many visitors are coming from third-party referrers?
If you published your app via iTunes for Apple devices using iOS, you can implement the code into your application which gives you the possibility to get data on how (potential) users approach your app with the help of Google Analytics.
The crux of the retention
App Retention is one of the key factors of a successful app. The problem with incent app installs is that most of the time, the users will delete your app as soon as they get there reward. It can, however, help you get loyal users for a fraction of the cost of other app advertising methods.