April 4, 2017
For a mobile app to flourish, it is must achieve consistent organic growth. Obtaining “organic traffic” is often a long and strenuous process. While it’s encouraged to work on developing organic traffic for downloads, your app’s downloads can also be boosted with paid marketing.
Paid marketing increases your app’s visibility and primes the pump, in layman’s terms. It can successfully jumpstart your organic traffic flow. Research by Localytics shows that paid methods of acquiring mobile app users first became popular in 2014. Even though organic downloads remained prominent all through 2015, the role of paid user acquisition in app promotion still grows daily.
A lot of Android app development platforms offer app developers the chance to pay for boosting app download frequency and user acquisition. It also works in helping to monetize the app in the process. You should take a look at the various popular paid app marketing services and learn some things about planning your paid marketing and monetizing campaign.
The following is why you should consider paid marketing as an effective development and promotion route for your mobile app:
1. Paid Marketing Pricing Structures
The first thing to consider when planning a venture like this is how you’ll consistently pay your users. There’s a whole load of pricing structures available these days. So, we’ll whittle it down to the more conventional models for you to decide on which is best for you.
CPC (known as cost-per-click) or PPC (known as pay-per-click)
With this model, you will pay a user each time an ad is clicked. This method is not 100 percent efficient since it doesn’t convert users accordingly. But on the plus side, this model gets you low-cost traffic and a free advertising presence and impressions by paying for these clicks.
Mille is Latin for thousand. So, in this case, it means cost-per-thousand. It’s the model that requires payment for 1,000 impressions (displays) of an ad. The CPM model is more cost-efficient than the pay per click model of gaining traffic. It is effective when you’re pretty sure that your ads are more than capable of producing a high “click-through-rate” (CTR) or you’re trying to increase the visibility of your brand.
This method involves paying the publisher of an ad only when the ad leads to an app install. It’s considered to be among the most effective and relatively easy ways of promoting a mobile app.
CPA (known as cost-per-action or acquisition) or PPP (known as pay-per-performance)
Here you pay some users who carry out an activity of their choice – like completing a purchase – after clicking on your ad.
This model is essential for video ads because you just pay for a number of views.
2. Incentivized and Non-incentivized Users
There are two types of users that can be attracted with your paid marketing services – incentivized and non-incentivized.
People like to be rewarded for their services, hence the term incentive. Incentivized users are rewarded for the completion of an action. This category of users mostly helps you to boost your download numbers thus boosting your chart rankings. They are not expected to stick around for the long haul.
Unlike incentivized users, non-incentivized users are attracted by ads that speak to their true needs for your brand of the app rather than monetary reward.
There is no best type of user you should use, so it’s advisable to invest in the both of them.
Paid app marketing services will increase your app’s success rate significantly. So, when choosing a service, choose wisely and only after proper research has been carried out.
Harnil Oza is CEO of Hyperlink Infosystem, a mobile app development company with a team of the best Indian app developers delivering the best mobile solutions mainly on Android and iOS platforms. He regularly contributes his knowledge on leading blogging sites.