AppPromoTip8_PaidMedia

App Promo tip #8: Get ahead with paid advertising

In this eighth app promotion tip together with our friends at App Promo, we look at how you can succeed in paid advertising, whether it’s mobile, online, or printed. To ensure the money invested into advertising is well spent, be sure to go in with an objective carrying a clear message. It’s also important to keep your ad simple, and to know who your ad is targeting. With the right preparation, your ad launch can easily boost your marketing campaign efforts. Read further to learn how you can make the most out of paid media.

Unlike some of the other marketing opportunities we have outlined in our series of developer tips, advertising almost always requires funds to include in your marketing plan. However, paid advertising can be both a strong method to create discovery en masse and to gain valuable insights on keywords and your demographic. 

Create a successful ad
If you have some budget available, you can purchase ad space via the many ad networks that exist, such as AdMob, Inneractive, Tapjoy, Flurry and AirPush. Most are self-serve and are easy to access and utilise. In order to maximise return on your investment for your ad purchase, most of your effort should go into creating your ad.

Before creating any ad, make sure you have a clear idea of your campaign objective. For the most part, this will be to increase downloads for your app. Whatever the objective, make sure you keep your ad creative focused on achieving the copy you or the ad agency writes to the image you select.

Keep your ads simple
There is not very much real estate to play around with for most of your ad opportunities, so you won’t want to clutter your ad with a lot of copy, busy backgrounds or too many images. Many ad networks cap the character limit image size, forcing you to be extremely creative in how you get your message across.

Despite character and image restrictions, you will need to play around with copy and design to ensure that your ad grabs attention and is enticing enough to meet your objective. Images are the first thing that catches a user’s eye online, and they play a powerful role in the feeling and mood you are trying to convey with your message. It could also be a good idea to mention your pricing, or call out the promotion you are advertising in your ad. This is especially useful if your app is free or if a price change, such as a giveaway or discount, is in place for your product.

Above all else, include a strong call to action. If you are looking for downloads of your app, make sure you say, “Download this app”.  Be clear on what you are asking your audience. Ads are not the place to be vague, so don’t be afraid to be direct and ask for what you are looking for from this ad campaign.

Select the ad opportunities best suited for your audience
When it comes to advertising online, there are many opportunities to consider. Think about who your audience is and where they are more likely to find you, in order to make your decision on where to spend your budget. Here are some of the most effective places with which to start your advertising initiatives:

  • Paid Search – Search ad opportunities like Google’s AdWords allows you to purchase simple text or text and image ads. This is a great way to test out your SEO strategy and the results from these campaigns should always go back into making future search decisions.
  • Facebook Ads – These ads are best known for their social reach as interactions with the ad appear on users’ walls, causing a ripple effect with their networks. Facebook ads also allow for extremely specific targeting based on the wealth of information it knows about its users.
  • Twitter - Promoted tweets and followers are ad opportunities to consider with this social network.
  • YouTube - Paid promotion of your demo video or your channel connected acts similar to AdWords with the ability to choose keywords. The public is now seeing YouTube as much a powerful search engine as it is a social network.
  • Mobile Ad Networks – Since your product is mobile, it makes complete sense to advertise using this medium. Mobile ads see much higher click through rates (CTRs) but have the most limited space to express your message.
  • Incentivised app advertising – Although this area has been under some heavy scrutiny from some OEMs, purchasing ads which reward users with points within in-app game experiences for clicking or even downloading your app has proven to be quite successful for many app owners

Always target your ads
Almost all ad networks will allow you to target your ads based on demographic. Always take advantage of this feature when trafficking your ad. This will, of course, mean that you will need a good idea of who your audience is for your app. For ad opportunities, like Facebook, this will not only mean the basics like country, gender, age group and education level but also includes interests, marital status and workplace or occupation.

At launch, the choices you make for your demographic will most likely be based on stereotypes, commonsense and experience. But as your app matures in the marketplace and through the various marketing and ad campaigns your run you should be looking to the data available to you to refine your target.

Test your ad to gauge its success
Testing your ads is an important tactic to ensure that you are maximising your budget. It’s extremely common to traffic one or two campaigns that have minor changes between the two to understand what works and doesn’t work. This method is called split-testing and should become a common practice to exercise when purchasing an ad campaign.

When split-testing ads you will want to keep on top of the metrics your ad provider has available for you in order to make decisions on what is working and what needs to change. Split-testing works by taking a single ad campaign and running multiple versions of that ad with minor changes. The easiest and usually the most effective thing is to change the ad image you decide to run with your message.

Before making any decision on the ads you are testing, let them run for a while. A couple of days is usually all you need to see what response you are getting from the ads you have running. Look at the click through rate (CTR) as the key metric for success with your ads. Compare this interaction between ads and keep those that work and kill those that are not maximising your budget.

So Android developers, what ad engines work best for your? What kind of planning do you do for your ad campaigns? Let us know your experiences in the Comments section below.

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App Promo is a leading app marketing and strategy firm whose goal is to assist developers and app owners in succeeding in the business of applications. App Promo provides services geared towards increasing discovery, optimising revenue and ensuring better positioning of applications to set them up for success. 

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