How to Choose a Mobile Advertising Platform to Promote Your App
The world of mobile app promotion is maturing. It’s not just about reaching as many people as possible and generating a launch spike in downloads – it’s about reaching the people who matter and making your app successful over the long term by optimizing for customer lifetime value.
One of the best ways to do this is by using mobile advertising – but how can app developers decide which mobile advertising platforms are right for them? There are many mobile ad platforms out there and it can be difficult for developers to decide which ones to go with – unlike the online advertising space, which is dominated by Google, there is no single dominant mobile advertising platform.
Here are a few tips for how to choose the right mobile advertising platform to support your app promotion strategies:
Focus on Your App Promotion Goals
Different mobile advertising platforms have different strengths and features, depending on what you’re hoping to accomplish. The first step to choosing a mobile advertising platform begins by identifying your own advertising goals. If your strategy is to “spike” your game into the top 25, then you will need pretty much as much traffic as you can get. To break into the top 25 free apps in the App Store requires around 40,000 downloads per day!
But, if like most developers, you don’t have hundreds of thousands of dollars to throw around, you will need to be more targeted. Assuming that you are not expecting to generate a spike of tens of thousands of downloads, you will want to select one or more advertising platforms that give you the best chance of reaching your target audience. There are a few features to consider, such as:
- Geography: Most mobile advertising platforms have specific geographic ranges – so if you want to target users in certain countries or locations, check to see what are the primary markets for each network that you are considering, to make sure that the mobile advertising platforms can deliver the right target country that you’re trying to reach.
- Type of Network: You can choose a mobile advertising platform that publishes your ads on various small sites and apps (known as a “blind network”) or a “premium blind network” which puts your ads on a more targeted selection of higher-traffic sites and apps (but at a higher price), or a “premium network” (where you can choose the sites where your ads will run).
- Type of Advertising: Mobile advertising platforms offer a variety of app advertising, such as paid keyword search ads, display ads, and in-app advertising within other developers applications. Make sure that each advertising platform offers the options that you prefer.
- Pay per click, pay per impression, or per action? There are three main types of mobile advertising platforms – pay per click (CPC), where you pay every time someone clicks on one of your ads; pay per thousand impressions (CPM), where you pay a flat rate based on the number of people who see your ad, whether or not they click on it; and cost per action/cost per acquisition (CPA), where you only pay when someone takes the full step of clicking through and downloading your app/signing up/becoming a customer. Each of these options has its own unique advantages, depending on how you want to set up your app promotion campaign and how much you’re willing to pay.
Target by Demographics
Many mobile advertising platforms offer some increasingly sophisticated demographic targeting options. Especially if your app is a casual game, you will have quite a few ways to reach exactly the right kind of customers who are likely to be interested in your app. Many of the mobile advertising platforms offer demographic targeting, including Millennial Media and Admob – for example, Admob makes it possible to target by age and gender.
If your app is not a game, then we recommend being even more targeted with the users that you try to reach. One way to do that is by using Facebook’s mobile app install ads, because they allow app developers to target prospective users based on their interests in addition to demographics. For example, if you had a new sushi
cookbook app, you could target people on Facebook with interests in “sushi” and “cooking.”
Join a Mobile App Promotion Network
In addition to paid advertising options, you should also consider joining a mobile app promotion network to drive additional installs. Services like the GameHouse Promotion Network help you to drive app installs quickly and easily – and without having to spend money on app promotion!
Join the conversation. What are the most effective mobile advertising platforms that you’ve tried? Is there anything you decided to do differently after an initial effort didn’t work as well as you’d hoped? Leave a comment and let us know what you think.