Android app-marketing-and-google-play

Android App
Marketing and
Google Play
WHAT YOU NEED TO KNOW

Learn how to improve Android app
discovery, drive more installs, and
generate long-term, loyal usage.

Mobile App Marketing

TO SUCCEED,
MARKETERS NEED VISIBILITY.
VISIBILITY INTO THE MARKETING THAT’S

TRULY WORKING.
AND THE POWER TO TAKE THOSE INSIGHTS AND MAKE THEM

ACTIONABLE!

WELCOME TO THE
WAY APP MARKETING
SHOULD BE .
Where you get deep insights into the advertising that’s truly
driving your business.

And more than just insights. But a way to make those

A+
insights highly actionable.

All in real time… When it matters most.

So you can drive more users. Get more from your ad
budget. And more for your business.

This is the way app marketing should be.

With Google Play and Fiksu.

1 | Fiksu | Mobile App Marketing eBook Series | www.fiksu.com/ebooks

One of the biggest frustrations for app marketers is the
lack of visibility into what’s actually working – so we can
APP MARKETERS
know how to invest our ad dollars to drive the highest user
volume at the lowest cost. NOW HAVE:
Marketing attribution to know
Which traffic sources deliver our loyal users? Which
what’s driving your users
campaigns deliver the highest average revenue per
user? What are the sources that drive our ROI positive
Deep insights into where to target
campaigns?
your ad spend
It’s too much of a guessing game.
The power to make this intelligence
actionable in real time
Fiksu and Google Play change all that.

+ =

Now you can have the answers. And the ability to act on
those answers.

Google Play does its part by providing a framework that
ties every one of your app installs back to the source.
And the Fiksu user acquisition platform takes it to a
deeper level by anonymously linking each user’s post-
install actions and tying each distinct action back to
the traffic source. And Fiksu makes this intelligence
actionable by optimizing ad spend in real time to these
sources.

So you can invest your ad dollars on the advertising
that’s truly driving your business.

There’s no more guessing. No more
risks. Or compromised results.

AT LAST!

Google Play and Fiksu offer an innovative marketing
approach that can benefit your business in exceptional
new ways – ways that are different than what you may be
accustomed to with your iOS marketing program.

This eBook gives you an overview of the key Google Play
differences, and how you can exploit them to improve app
discovery, drive more installs, and generate long-term, loyal
app usage.

This eBook focuses on four key differences:
1. Deeper Marketing Attribution And Optimization
2. Organic Discovery That Is “Search” Driven
3. More Cost - Effective Ad Networks
4. Immediate App Approval Process

Let’s explore each in further detail.


WHAT’S DIFFERENT ABOUT
GOOGLE PLAY?
1. ATTRIBUTION & OPTIMIZATION
1
Marketing Attribution - Insights Into What’s Working

Google Play provides a marketing attribution framework that gives you insights that help you make more
informed advertising decisions.

A piece of tracking code called an “Android Referrer” anonymously “attributes” each of your app installs
back to the ad network and ad creative from which that install originated. This marketing attribution gives
you valuable marketing intelligence, while balancing the need for user privacy.

But this is just the beginning.

Google Play integrates with the Fiksu for Mobile Apps™ user acquisition platform to:

1) Take these insights to a much deeper level; and
2) Make them actionable in real time

Fiksu anonymously tracks each user’s post-install events (launches, purchases, registrations, game levels,
conversions, etc.) together with performance variables such as rank, installs, cost, and traffic source, for
highly granular market intelligence. So you can have the information you need to make the data-driven
marketing decisions that you as a marketer need, and are accustomed to.


GOOGLE PLAY?
1. ATTRIBUTION & OPTIMIZATION
1
Real-Time Optimization - Turn Insights Into Results

What are insights without the power to act on them? With Google Play and
Fiksu, you have both. The Fiksu platform uses sophisticated, predictive
algorithms to convert marketing attribution into marketing action. Based
on the marketing attribution data, Fiksu optimizes your advertising to
the traffic sources that most cost-effectively deliver the users who take
the actions you want. So you can spend ad dollars wisely and, most
importantly, based on performance.

Real-time optimization
helps to:
· Drive high volumes of loyal users
· Achieve lower Cost Per Install (CPI)
· Monetize more users and increase Average Revenue Per User (ARPU)
· Realize higher advertising ROI


HERE’S HOW REAL -TIME
OPTIMIZATION WORKS
ON ANDROID:

?utm_source=ad

2 3
1
With a simple URL builder,
The user clicks on the ad
and gets directed to Google
Play to download the app.
Google Play ties the user
Fiksu identifies key
interactions within the 4
an advertiser creates a to the source ad network app (launches, purchases, Fiksu uses this data to
unique ad link consisting and ad creative. Fiksu ties registrations, etc.) and ties optimize your ad spend in
of a URL address and the back to the actual publisher them back to the original real time, focusing on the
campaign variable to track. within the network. ad source and ad creative. most effective sources.


GOOGLE PLAY?
2. ORGANIC DISCOVERY THAT IS “SEARCH” DRIVEN
2
We all know how important organic discovery is. Organic users seek your
app on their own – without paid advertising. These users are not only
“free,” but are much more likely to become loyal users than those who
install your app after viewing an ad.

The good news for Android app marketers is that you have more tools to
drive organic users on Google Play than you do in the Apple's App Store.

Google Play and the App Store use very different methods of determining
rank, and have different capabilities for supporting app discovery.

In the App Store, rank is the driving force behind organic discovery. Rank is
determined primarily by the number of installs, and how recent the installs
are. Apps that cannot sustain large numbers of installs find that their rank
slips quickly.


GOOGLE PLAY?
2
In contrast, users find apps on Google Play via a
combination of searching and browsing. While app
rank is critical for generating organic users on iOS,
on Google Play - search - not rank, is the primary
Organic App
means of organic discovery. Approximately 75% of
organic downloads on Google Play originate from
Discovery on
a user search. About half come from searching for
a brand title, and one quarter from a more generic
Google Play
search. Data shows that users who find an app
through search are 50% more likely to become long- Brand search: 50%
term, loyal app users.
General search: 25%
Google Play provides a robust search capability, Browse: 20%
making it easier for users to search for apps of
interest no matter what the rank. Rank, while
still important, holds much less sway over how
an app is discovered on Google Play. A study by
Fiksu determined that 75% of users found apps on
Google Play through a search.


GOOGLE SEARCH RANK
ALGORITHM
THE GOOGLE PLAY SEARCH ALGORITHM CONSIDERS THREE VARIABLES THAT
DETERMINE AN APP’S SEARCH RANK:

1 Keyword In The App Title
The most important element for Google Play rank. The proper keyword can
increase search rank 80 to 100 spots.

2
Keyword Frequency In The App Description
When a keyword is used multiple times in the app description, rank is
increased, often up to 20 spots.

3
Number Of Net Installs
Google’s ranking algorithm is skewed in favor of apps that show user
retention. The more “net” installs, the higher the rank. The Google algorithm
tracks uninstalls and takes into account only apps that remain installed.


GOOGLE PLAY?
2
Google Play’s search capabilities level the playing field,
allowing lesser-known apps and brands additional
opportunities to reach prospective users.
High volumes of low-
Google Browse Rank Algorithm cost installs will not
Browse rank in the App Store is determined by recent help with browse
installs, and is driven primarily by current overall install rank in Google Play-
activity. Users who install an app positively affect rank,
even if they decide to uninstall it. In Google Play, browse it’s all about long-term
rank is determined by the number of net installs. The retention.
Google ranking algorithm takes into account only apps
that remain installed. The more net installs, the higher the
browse rank. In short, high volumes of low cost installs will
not help with browse rank in Google Play – it’s all about
long-term retention.


GOOGLE PLAY?
3. MORE COST-EFFECTIVE ADVERTISING
3
To be successful in today’s competitive market, an app needs to be
backed by solid marketing and advertising programs. Just like iOS, the
Android ecosystem has dozens of third-party ad networks that perform
well to drive user acquisition.

Overall, there is a greater supply of ad inventory for Android compared
to iOS. A recent analysis of available advertising inventory shows that

$
Android is able to deliver 12% more ad inventory than iOS.

This extra inventory has driven down Android advertising rates
substantially. Fiksu estimates the cost of that inventory is 40% lower
than for iOS. Android marketers therefore can expect the cost to
acquire a user to be much less for Android and than iOS. Lower ad
costs also give you an opportunity to have an even greater impact on
your app rank and organic discovery.

The good news for advertisers is that once improved rank is achieved,
rank does not degrade as quickly once an advertiser stops spending.
As such, the advertiser continues to enjoy incremental organic
downloads beyond those generated during a campaign.


GOOGLE PLAY?
4. IMMEDIATE APP APPROVAL
4
The app market moves fast and is constantly changing.
Marketers with the ability to adapt quickly can get a
significant competitive edge.

Google Play provides a perfect environment for apps
that need to adapt quickly to changing market dynamics.
Developers can react to feedback quickly and have an app
update available on Google Play literally in a few hours.

In contrast, updating an app can take weeks with iOS due
to the App Store’s submission and approval process.

Android developers can quickly iterate on designs, and can
quickly test features, promotions or offers that work best.
And, with Android’s lower advertising costs, it’s also a very
cost-effective platform to hone your marketing approach.


TIPS FOR ANDROID MARKETING SUCCESS

TIP:1
Exploit the Marketing Attribution
Capabilities of Google Play and Fiksu

To get the best return from your ad spend, take full
advantage of the Google Play and Fiksu marketing
attribution capabilities. This will allow you or your agency to
conduct closed-loop analysis of your advertising, and base
ongoing advertising decisions on known performance.

As you acquire users, use this data to steer your marketing
toward the sources that generate your most desired users,
at the best cost. Measure in real-time key performance
metrics such as, rank, downloads, source, and cost. Also
measure post-install events important to your business,
such as launches, purchases, registrations, usage, game
levels, conversions, etc.



TIP:2
OPTIMIZE ADVERTISING IN
REAL TIME

With the insights gained from marketing attribution, optimize your
advertising in real time toward traffic sources that are delivering the
best results.

You can leverage the Fiksu platform to target the types of users your
business needs, in high volumes, and for the most efficient cost
possible. If you want users who make in-app purchases, Fiksu can
optimize your advertising to the sources that have generated these
users in the highest volumes. If you monetize your app by selling ads,
Fiksu can optimize your advertising to the sources that generate loyal
users who use your app repeatedly. Fiksu manages this on your behalf,
so there is no complex software to install or learn.

With the combination of marketing attribution and real-time
optimization, you are virtually guaranteed a better return on your
marketing investment, and the ability to build a long-term app business.



TIP:3
OPTIMIZE YOUR APP FOR SEARCH

In Google Play, search is the primary means of organic discovery. You can greatly influence
search rank, and therefore app discovery, by following these tips.

Keyword in the App Title
A keyword in your app title is the most important element that impacts search rank. The
right keyword in your title can affect rank position 80 to 100 spots. Identify your most
successful keyword and include it in the title.

Keywords in the App Description and Promo Text
Within the app description, frequency of keywords increases search rank. Try to use a
keyword multiple times. This can impact rank position 10 to 20 spots.

Also, include the app name in the body of the app description. Unlike iOS, the body
description is searched under Google Play.

Since updating your submission is easy and quick, you should consider experimenting with
different keywords and combinations to see which yield better results.


5 STEPS TO IMPROVE
ORGANIC DISCOVERY
ON GOOGLE PLAY
1 Define keywords that are relevant to your app
(Use Google AdWords Traffic Estimator to help you prioritize)

2 Include top keywords in the app title

3 Include app name and all other keywords multiple times in description.
Use city and country names if the description of geographies are relevant
to your app

4 Test search rank for all your keywords

5 Measure and optimize your results from search on keywords



TIP:4
CONDUCT LONGER-TERM AD CAMPAIGNS
WITH MULTIPLE NETWORKS

Google Play’s ranking algorithm rewards long-term user acquisition - apps that acquire and
retain users are rewarded with higher ranks. Therefore, advertising campaigns should be
run over a longer term and sustained over several months, as opposed to the short bursts
of activity often seen in the iOS market.

The best strategy is to try to work with as many traffic sources as possible. This will
enable you to reach your largest potential audience, realize the lowest-possible cost per
acquisition, and also protect your app from audience saturation.

Fiksu works with all the major ad networks, real-time bidding platforms, and incentivized
download programs. This gives you access to all the major traffic sources with just one
lightweight SDK and one reporting dashboard.

Work with many traffic sources to:
• Identify the best-performing sources
• Drive installs from more loyal users
• Insulate your app from audience saturation
• Keep your costs down



TIP:5
TEST YOUR APP PRESENTATION ON
GOOGLE PLAY

Take advantage of the fact that you can update your app
immediately on Google Play. Test the way your app is
presented. Try different app titles, and meta tags. Test
the app name in the logo. Explore new ways to describe
your app, and look for new keywords. You can apply
these learnings to your iOS versions and reduce your
costs and risks.



TIP:6
TARGET LOYAL USERS – NOT JUST
INSTALLS

To build a thriving app business, you need installs by loyal
users. It is loyal users who use your app repeatedly, make
purchases, register, or take other actions that tie back to
an ROI. An install, or even an app launch, does not mean
that you have a loyal user. In fact, studies show that many
users who install an app never even use it, or abandon it
after a single use.

It is loyal users on which you ultimately build your app
business.

Loyal user acquisition also benefits your rank on Google
Play, since Google Play’s rank algorithm rewards retention.
Try to optimize your Android marketing efforts on traffic
sources that are delivering your loyal users. Use the
Google Play and Fiksu attribution capabilities to help you
understand the traffic sources driving your loyal users, and
Fiksu’s optimization capabilities to go get them.


ANDROID MARKETING
SUCCESS STARTS HERE
Are you planning an Android ad campaign? Or do you Speak with a Fiksu marketing expert
believe your current Android campaign can perform better? about ways to:
· Drive high install volumes
Contact Fiksu today to get started on the path to success.
· Acquire loyal users dedicated to
A Fiksu marketing expert is ready to speak with you about
your app
ways to achieve the results your business needs.
· Monetize more users and drive
Many of the world’s leading app developers turn to Fiksu
more revenue
for Android marketing success. Join our community of
successful app marketers.
· Achieve ROI-positive ad
campaigns
Contact Fiksu today:
· Gain high-value insights into
Phone: 1.855.463.4578 ad performance and key business
Email: sales@fiksu.com drivers
Website: www.fiksu.com


Mobile App Marketing

Online: www.fiksu.com

US Office UK Office
101 Arch Street, Suite 304 20 Hanover Square
Boston, MA 02110 London
Phone: 855-463-4578 W1S 1JY
Email: sales@fiksu.com Phone: +44 (0) 203-585-3412
Email: sales-uk@fiksu.com

Copyright © 2012 Fiksu. All rights reserved. Fiksu and Fluent News are registered trademarks and the Fiksu logo is a trademark of Fiksu, Inc. Apple and the App Store are registered trademarks of
22 | Fiksu | Mobile App Marketing is a registered trademark |and www.fiksu.com/ebooks Inc. All other trademarks mentioned herein are the property of their respective holders.
Apple, Inc. Android eBook Series Google Play is a trademark of Google,

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