Mobile has changed the way that we interact with almost every business in the world today, so it’s critical that developers make the most of the innovative advertising opportunities mobile marketing unveils. Mobile app install ads are relatively new and on the rise. These are advertisements that direct users straight to an app store listing where they can download the app—a big asset considering the saturation of app stores these days.
Why App Install Ads Are a Must
Mobile app install ad revenue exceeded $4.6 billion in 2014. Because these ads are generating big numbers for publishers, it’s logical to assume they’re doing the same for advertisers. App install ads are responsible for around 30% of mobile ad revenue currently, and projections put their revenue at $6.8 billion by 2019.
- Tempt users with a trial
The average user doesn’t have the time or motivation to sample several competitors before purchasing, so getting someone to simply try out your product is a struggle in itself. How do you plan on gaining customers if you’re not among the most popular and visible on the market? That’s where app install ads can help. Put your most impressive features in a small trial version they can fiddle around with before committing. Users put stock in their first experience with a product, and they’re more likely to download if you hook them in with minimal effort on their end. - Increase overall downloads
There are two types of app store downloads: organic and inorganic. When users browse the app store and download an app they’ve found, that’s organic. This type of discovery typically relies on app popularity rankings and user ratings, and an app with a dozen ratings instills far less trust than one with hundreds. New apps are at a major disadvantage—they lack the downloads and ratings to top the list, which simultaneously prevents them from being discovered organically. That’s where inorganic discovery—users downloading an app they were directed to from an outside source—can make a significant impact. If new apps bump up their download numbers, they’ll gradually move up the list. App install ads make that happen seamlessly, reducing if not eliminating alternatives and minimizing user effort. - Gain high, measurable ROI
App install ad results are effectively measurable. Since you’re paying per install instead of CPC or CPV, you can keep track of how many direct downloads you’ve gotten from them, and thus how effective they are in your marketing campaign. On top of that, you only pay per install, not views that don’t lead to results.
How to Make the Most of Ads
- Consider the location. The first thing to recognize about ads: they’re not cool. Users inherently distrust them, so if you’re throwing your ad in their feed, make it look like it belongs there. Your ad should blend well with the colors, theme, and layout of the site it’s displayed on.
- Leverage your brand. If you’re a trusted brand name, embed your company logo in ads so users instantly identify it. And even if you’re not a brand name they’d know or trust, you can build your logo’s integrity and recognition by including it.
- Gain momentum. After your app has been in the store for some time and has a good deal of downloads to its name, use that number to your advantage. A lot of top ads boast about these figures.
- Choose your words wisely. Before publishing the ad, think about your target audience. Is the ad’s purpose to attract new customers, retain existing ones, or both? Carefully plan its wording to reflect that purpose.
- Bring your app to life. Screenshots and GIFs that bring your app to life are great additions to an ad. This employs the trial strategy mentioned above. Users get a taste of what’s in store, which tends to trump lesser messaging.
- Be visual, not vocal. Reduce text and up imagery as much as possible. Visuals serve you better in drawing users.
- Promote your product. If you’re offering any promotions or discounts, it’s worthwhile to mention them in your ad. But remember, potential customers won’t care about the promotion if they don’t care about the product. So stay away from the “promo ad”— it should remain a “product ad” that entices people toward your app and just mentions the promotion as an extra draw.
- Let others talk for you. Embed a user testimony into your ad.. Books feature critic reviews on the front and back. That’s called using the voice of others to send your message, because it’s more trustworthy coming from someone else.
- Create a creative, strong call-to-action. Once you’ve designed your ad’s content, you need a strong, direct call-to-action inviting them to download. Be short and sweet. Be innovative. Be direct. For example, “Try It Free” sells better than “Sign Up.”
- Target the right people. One of the key things about app install ad marketing, like all other forms of marketing, is targeting the right audience. Study demographics to identify your target market. Facebook, Twitter, and almost all other mobile app install ad platforms offer advanced targeting options. For example, on Facebook you can not only narrow by age, gender, profession, or location, but you can also target based on site behavior and interests.
