Presentation for Facebook Developer Circles Delhi NCR on Marketing the Mobile applications the right way. The presentation covers nuances of organic and paid media. The crux was to discover unconventional ways to promote mobile application for a developer.

1. KARAN LUGANI
Author, Syncers
Marketing Your Mobile Apps
the Right Way

2. © Karan Lugani© Karan Lugani
The Number Game
Total Number of Applications listed on Google Play Store
Total Number of Applications listed on App Store
1.8M
1.5M
*Business of Mobile Apps

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Number of new android applications going live on Play Store every day
1,000
*Business of Mobile Apps

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How to Stand out from the Crowd and Market Your
Mobile Application?

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Mandatory Thought: Solve a Real Problem

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Solve a Real Problem
• Saves time by summarizing stories to 60
words
• Personalizes news feed for you

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Marketing Mobile Applications
Free Methods
• SEO
• Contests
• Promotions
Paid Methods
• SEM
• Media Buying
• Activations
• Referrals
Earned Media
• Word of Mouth
• Ratings

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SEO for Mobile Applications

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• Application Title
• Application Category
• Keywords
• Application Description
• Ratings
• Developer Account Name
SEO for Mobile Applications

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• Application Title
– Research on Google Keyword Tool
– Should be related to the app
– Select the one with maximum searches
– Character Limit : 25 Characters (visible on screen)
SEO for Mobile Applications
• Keywords
– Research on Google Keyword Tool
– Competitor Insight and Analysis

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• Description
– Maintain Keyword density as 1-2%
– Mix of Main Keyword and Long term keywords
– Add main keyword in the initial description lines
SEO for Mobile Applications
• Ratings and Developer Account Name
– Ratings cannot be controlled but are an important factor for organic ranking
– Keep the Developer Account name related to the application genre

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SEO for Mobile Applications
Google even considers Developer Account Name as one of the ranking factors for
mobile applications

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Contests & Promotions

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Social Media Contests to increase Mobile App Downloads
– A slight increase in downloads
– Users download application to win the gratification
– Non-Targeted Audience
– Focus is on Quantity instead of Quality
– Can lead to uninstalls once the contest is over
– Volume of downloads depend on various factors
Contests & Promotions

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Contests & Promotions

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Search Engine Marketing – Avenues and Insights

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• Google AdWords is Google's advertising system in which advertisers bid on
certain
keywords in order for their clickable ads to appear in Google Search
• Split test with various combinations on Adwords:
o CPM Campaign on Display Network
o CPC Campaign on Search with a landing page
o CPI Campaign on Play Store
Google AdWords
SEM

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Best Practices Check List
• Test and Test to know best Bidding mechanism for your campaign
• CPI can go as low as Rs. 7 per download
• Target main and related keywords
• Test different copies
• Test within categories on GDN network
• Map the uninstalls with Analytics and tracking tools and then calculate the ROI
Google AdWords
SEM
What has worked the best for me?
Cost Per Install campaigns on Play
Store

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Paid Media – Facebook Ads

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Paid Media – Facebook Ads
To get new downloads:
App Install Campaign
To target existing users to
use the application:
App Engagement
Campaign

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Image Ads
Paid Media – Facebook Ads
Video Ads

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Image Ads
Paid Media – Facebook Ads
Video Ads
• Best suited for App Install Campaigns
• Call to Action: Install Now!
• Photo should be Eye-Captivating
• If optimized promptly, can bring down
CPI to as low as 15 INR with targeted
audience
• Best suited for App Engagement
Campaigns
• Call to Action: Use Now, Read Now,
Watch Now!
• Add CTA to the end of the video
• Engage with users on in festive season,
fresh news break and aggressive
promotions
*Results can been varying for different genre

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Paid Media – Facebook Ads
Best Practices Check List
• Experiment with Location Targeting, Behavioral Targeting and Interest Targeting
• Deep insight and sharp shoot targeting. (Ex: High Spenders, Connected on Mobile Data)
• Explore Carousel ads to maximize benefit
• Photo and Copy is the key in Facebook Ads
• Remarket
• Explore both Video and Image format
• Experiment with a lead page to compare with CPI campaign
What has worked the best for me?
Remarketing with Company’s Website
“A” visited 3 days ago. Remarketing him to install mobile application using Facebook ads have
worked wonders with low Cost Per Install and highly targeted audience.

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Media Buying – Dive into App Installs via Media

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Incent
Media Buying
Non-Incent
• When people get paid money, a prize,
or some kind of reward to do something
like play a game, install an app,
complete a video ad view
• Incentivizing the user to prompt action
• Cost Effective
• Boosts Installs
• Non-targeted Users
• High Uninstall rate
• High quality users who are choosing to
engage with your app, purely because
they like what they see
• Audience engages naturally with the ad
and installs the application
• High Cost per Install
• Slow growth rate
• Highly Targeted Users
• Low Uninstall Rate

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Incent
Media Buying
Non-Incent

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Incent
Media Buying
Non-Incent
Cost per Install: 10-30 INR
Placement:
• Games
• Pay Per Download Sites
• Offer Websites
Cost per Install: 25-100 INR
Placement:
• Blogs
• News Websites
• As a banner in mobile applications
What has worked the best for me?
When launching a campaign, start it with Incent to increase downloads and shoot in Top
Rankings on the Play Store and App Store. Then, start with high quality non-incent campaign

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Media Networks in India
Media Buying

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Let’s Get Creative

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Email Signature
– Add a brief line and download link in your email signature
Let’s Get Creative – Email Signature

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Let’s Get Creative – Email Signature

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Let’s Get Creative – Email Signature
The Maths
– Let’s say you send 10 emails in a day which are read by the recipient
– 300 mails in a month and let’s say the CTR is 5%
– 15 free downloads in a month
– The introduction and download link of the mobile application
increases your chances of getting eye balls
– Be a Shameless Marketer – Enjoy free promotion!

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Let’s Get Creative – Zomato
Advertising on
Adult Networks

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Let’s Get Creative – Uber
Referral System

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Let’s Get Creative – Roposo
College Kiosk
and Events

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Let’s Get Creative – Amanjot
Collaboration
with Brands

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Let’s talk Future

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Welcome to the Future!
Progressive Mobile Apps
Open House Discussion

43. Any Questions?
• karanlugani@gmail.com
KARAN LUGANI
Author, Syncers