Month: May 2016 (page 1 of 2)

Google AdWords is testing a MAJOR update to ads search display


It’s no news that Google loves A/B Testings, from the whole user interface to the color of their weblinks, Google knows that every part of the display can make a huge difference in their numbers, and we got a chance to have glimpse at one test that can be a HUGE update for adwords..

This morning, like every Monday, we analyzed our Supreme Media website AdWords reports and optimized our campaigns for the coming week on the “App Store Optimization” keyword. From here nothing new, we were checking at the results on our campaign in Singapore. When we started to make some tests with the “keywords planner tools” to check our positions on Singapore market, we came across something that we can consider a HUGE change in the way Google Adwords is displaying their results in the Google Search Engine

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It didn’t take you a second to see the difference did it? here’s a bigger picture. 

From Yellow to Green.. AdWords is finally testing the last thing that was drawing a limit between sponsorized links and organic results: The yellow “ad” pin in front of the link. What consequences this update can have ?

1 . The Competition and the “Fairness”

It is not a secret that Google has a huge leadership on the search engine market, so huge that any moves in an adwords campaign position for any company can have a big impact for their revenues. From press associations around the world (Google News dependency) to the regular company that sells flights tickets and gets behind a “Google Flights” adwords campaign, loads of company already complained about the Google AdWords Leadership and the “fairness” of the competition. This Yellow pin, this tiny little piece of pixels is what historically and, nowadays in the global consciousness, made the separation between the “Ads first position result” and the “organic first position result” and kept the peace between David and Goliath.

You had the same feeling ?  Yes, at the first sight, it looks like there is no “ads”…

2. More Clicks for Advertisers

If it looks like regular results, it will click more ! Well at least at the beginning. As every UI updates, users will slowly make the difference time after time and will avoid the clicks but still, a better integration and a “normalization” of the Adwords ad display can only significantly increase the amount of clicks for the advertisers… and so the conversions ?

3. Higher Revenues for Google Adwords

Clicks = money when it comes to Google Adwords, so more clicks equals much more money. Now It’s time for Google to analyze the quality behind those clicks and if they can still value on the potential target they sell to their advertisers.

Some screenshots and articles have been around about this testing since April but we figured that the “green” version is displayed 1 out of 50 requests, which means around 2 % of their users, we still don’t know if it’s a worldwide test. We think at Supreme Media that this updates will be a game changer for the advertisers

Tell us what you think in the comments below…

Visit our website to get in touch with one of our experts here !

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CPI drops in April (AGAIN) as the spring lull hits mobile

The cost of acquiring loyal mobile app users fell in April as the frenzied competition among app publishers subsided in the spring.

Fiksu, a mobile marketing company, said in a report that its monthly indices showed a spring lull hit in April, as the cost to acquire a loyal user (who opens an app three times or more) fell to $2.51, down 22 percent since March and 8 percent year-over-year. As seen in past years, April results have typically fallen below those of preceding months. Characteristic spring decline, combined with the steady slowdown of the app frenzy that accompanied the early “wild west” days of app marketing, meant marketers who were focused on the right audiences were able to keep costs down, Fiksu said.

In tandem, volume fell 7 percent since last year, to 7.5M daily downloads, according to the Fiksu App Store Competitive Index, which tracks the average aggregate daily downloads of the top 200 free iOS apps. Since this decline in downloads would have reduced ad inventories and put upwards pressure on costs, this month’s results show other dynamics were at play. A key contributor was advertisers getting smarter and shifting to audience-focused targeting, Fiksu said.

“An increasing number of ad technology providers are making it easier to get good targeting data, reach the right people and test different creatives — ultimately resulting in advertisers showing ads to the right people and obtaining better user loyalty,” said Micah Adler, CEO of Fiksu, in a statement. “While this may not be representative across the entire industry yet, it has certainly impacted our index results. We encourage all brands to treat mobile as more than just a sideshow, as they will see the investment pay back considerable dividends.”

Mobile ad spending is expected to more than double from 2016 to 2021, growing from 48 percent to 70 percent of all digital advertising spend, according to the Forrester Data Mobile Advertising Forecast.

This increase in spend raises a question of where the dollars will go. According to Morgan Stanley, 85 percent of every incremental online ad dollar is destined for Facebook or Google in the first quarter of 2016, according to AdExchanger. However, Jim Payne, CEO and founder of MoPub, noted in the same article that a portion of spend is staying away from Facebook, particularly among marketers who understand what long-term user acquisition is all about.

“This point is spot on,” according to Tom Cummings, client accounts director at Fiksu, in a statement. “Marketers have a love/hate relationship with Facebook: they net excellent results, but are increasingly dependent on the platform as a single source for their ad spend and are seeing margins shrink. In response, advertisers are working to expand the process of acquiring and successfully engaging users across multiple channels, and this is a strategy that will ultimately pay off for them.”

Looking ahead, Fiksu said that, as brands and advertisers get smarter and more analytical about audience targeting, it’s important that they continue diversifying spend and tracking media costs carefully. Separating the cost per loyal user metric from media costs means some marketers will pay more for installs at the outset, but earn loyalty downstream and see better ROI long-term. In addition, if they’re able to apply the same audience targeting across multiple networks, marketers should consider diversifying spending to make sure they’re getting the most efficient results.

Get the best CPI with Supreme Media here !

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Back-End Secrets For App Store Optimization

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If you’re not pursuing organic installs with app store optimization, you’re leaving money on the table. Join our powerhouse panel of ASO experts to learn how to boost those installs by up to 20 percent ! 

Get A Free ASO Consultation here

Whether you’re publishing game or utility apps, Yetizen CCO Japheth Dillman says that far too many marketers are neglecting even the most basic optimization strategies.

“Ninety-nine percent of the developers on the app store are still very elementary with their knowledge of app store optimization,” says Dillman, Of course, he’s referring to the kind of techniques that are essential to boost all-important organic installs. And if you’re missing out, it’s costing you money.

Organic installs traditionally have the highest engagement and the highest monetization. “And as you increase your ranking,” Dillman says, “you have a multiple-effect on gaining those organic installs –generally between three to 10 times multiple as you go higher in the app stores.”

“The app store has been around for awhile and there’s lots of information out there,” Dillman continues, “but developers are overlooking the basics in search of boosting their install numbers overall.

Even small, simple changes can have a powerful effect, he notes. As an example, he points out how many screen shots on the app store show a hand holding a device. That’s a real mistake, he says, comparing it to real-estate sales strategy.

“Just like when you show a house, if you have a lot of personal items sitting there from the owner, buyers have a psychological barrier to envisioning themselves in that house.” The same thing applies to the app store. When potential users see someone else’s hand holding a device in the screen shot, they won’t associate themselves with using that app.

Of course, there are back-end optimization strategies that developers need to be pursuing as well. With the CMO of Google Play and the author of the iOS app store algorithm as mentors for Yetizen’s acceleration program, Dillman and his team have been able to leverage unique knowledge that most developers and marketers aren’t privy to in order to impact placement and ranking in the store.

Consider that Google Play, for instance, uses geotargeting when it scrapes the web for social media mentions of your app. If your app is mentioned in a specific geo location — say for example, Japan — and someone in Japan is searching the app store, your app is ranked higher.

“So to take advantage of that as a developer going after a regional release,” he says, “instead of getting PR mentions globally, go after bloggers that are specific to that region, and that will get you an increase in ranking in that specific region.”

Tools like Testnest, he says, can show you exactly how huge an impact optimization can have on your app.

“By changing screenshots, descriptions, icons, or titles,” Dillman says, “you can see anywhere from half a percentage up to a ten percent increase in clickthrough and install rates per change you make.” As you begin to initially optimize your app store listing, you’ll see huge jumps. “If you’ve got ten million installs,” he says, “five percent on a single change is a huge impact.”

Check out here to estimate FOR FREE how many downloads could App Store Optimization bring to your App ! 

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Are Tablets Dead?

The following is a guest contributed post by Milo Trzcinski, Director of Client Services at Pocket App.

Six years after the release of the iPad, a once booming market is on the verge of a massive shift, one that not many predicted. For those who visited Mobile World Congress, the world’s largest mobile conference earlier this year, you had a better chance of spotting the odd person wearing Google Glasses than any new tablet devices.

According to the recent industry analysis conducted by IDC, the tablet market was down by as much as 10.1%, last year, with an estimated 206.8 million tablets shipped. That’s down from 230.1 million shipped in 2014. These stats are a bit better if you look at other research numbers, which estimate that 224.3 million tablets were shipped in 2015, compared to 242.2 million in 2014—a decline of only 8.1%.

I can remember how folks were excited about the Nexus 7, but this year, it seems big electronic companies aren’t even trying to release new tablet devices. Excluding Lenovo’s attempt at getting into the lower end tablet spectrum and Huawei’s launch of the Matebook (which technically isn’t a tablet), tablet devices weren’t even mentioned by the likes of Samsung, Sony, HTC or LG. With these big brands not having any immediate plans in this space, does this mean that consumers don’t care about tablets anymore?

Cannibalised by large screen smartphones

The shift away from tablets can be in part explained by the ever growing rate of smartphone

Adoption, and with the introduction of larger devices, now known as the phablet, it seems that many users are more than happy binging on Netflix via their plus-sized mobiles. The first Samsung Galaxy had a 5.3 inch display, meaning that what was considered at the time to be a phablet is now an average sized mobile device. So big phones have become a norm and are often seen as a deterrent for anyone considering the purchase of a tablet – it’s just easier to deal with one device instead of two.

With an estimated 50% of Android tablets shipped last year featuring a 7inch display, the threat of larger screen smartphones is a clear factor in the decline of tablet sales.

Usage patterns

If we take a closer look at the market, it becomes clear that tablets are now a commodity. With perfectly adequate tablets now available for less than £100, little to no differentiation between devices and a saturated market, it’s becoming increasingly harder for companies to make a profit on them.

With the introduction of the iPad, nobody was sure how often users would want to upgrade their tablets – would the pattern be closer to a smartphone or an elongated cycle, more reminiscent of laptop usage cycles?

Now we seem to have a better understanding of this industry, as identified by Apple’s own Tim Cook, the usage cycle of iPads is `longer than an iPhone, probably between an iPhone and a PC.` Chances are, you have a tablet at home and you mainly use it for browsing the internet, watching Netflix or some light reading during family time. Tablets have become a shared family device, with relatively light usage and software upgrades keeping the devices current, the need to replace them is declining.

Laptops are a tougher rival than predicted

With the rapid success of the iPad and subsequent Android tablets flooding the market, many pointed to the upcoming demise of laptops. However, the industry didn’t anticipate the rise in smartphone screen size, which in turn has resulted in tablets looking more like a luxury device and making laptops hard to resist.

Google’s recent introduction of its Chromebook range and new lower price point for entry level notebook devices have hurt tablet sales across established Western markets, with consumers opting to replace their laptops rather than investing in a luxury tablet which does pretty much everything their shiny smartphone can.

So where’s the innovation or the way forward?

When looking at all the tablet devices available on the market, it’s hard not to notice the iterative approach in their improvements on previous models. New tablets genuinely lack exciting and innovative features, which in turn are a significant upgrade factor, especially visible in the early adopter groups.

On the other hand, what’s left to introduce? Larger screen resolutions; haptic feedback; personalized tablets aimed at specific demographics such as children or gamers? There is no clear upgrade direction within this market, which can easily change with the introduction of interconnected homes or perhaps a shift from the current consumer focus to target schools and businesses with tablet devices.

It is becoming clear that tablets are facing a tough time, however they can still make a comeback if companies analyze the usage patterns closely and address the current market’s needs. Tablets need to clearly differentiate from both smartphones and laptops, providing users with a distinctive, personalized experience. That said, if nothing changes, tablets will be further cannibalized by the increasing rate of smartphone adoption and forever sit on the shelf next to other luxury goods.

More marketing advice here

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8 Best Practices for Mobile Gaming User Acquisition

The following is a guest contributed post from Maïwenn Joncour, Campaign Manager at AdBuddiz.

This study presents the lessons learned from 10 interviews of major gaming advertisers on mobile. The goal is to identify key success factors and new trends within the mobile UA (User Acquisition) space. The following summary aims at helping any individual wanting to acquire gamers on mobile today. You can get in touch with our team of mobile experts here for more insights !

8 BEST PRACTICES

  1. Try Various UA Partners

Most of the studios we interviewed work with 5+ UA partners: 4 of them said that they have between 5 and 20 partners.

  1. Find Transparent & Direct Partners

Advertisers mainly work with 2 types of UA partners to get transparent and direct traffic: ad networks (like Supreme Media) and social media platforms (Facebook, Twitter).

Transparency is a key factor when choosing a new partner. 3 out of 10 advertisers require the app names of the publishers when choosing an UA partner. 5 out of 10 do not recommend working with affiliation platforms.

  1. Optimize Your Campaigns

All 10 advertisers keep track of several KPIs to optimize their campaigns : in-app purchases, retention… 2 main optimization tools are identified : blacklist/whitelist publishers and apply a different (Cost Per Install) per publisher.

A 3rd tool, automatic optimization, is highly appreciated. 7 out of 10 advertisers use post-install event optimization, meaning that the UA partner automatically pauses traffic sources that don’t reach the KPI target.

  1. Dabble In Video Ads

8 out of 10 advertisers declare that video is the best ad format in terms of performance (volume of installs) and KPIs (retention, in-app purchases).

2 ad formats co-exist: rewarded and non-rewarded videos. With a rewarded video, the user earns some virtual item in the app he is using in exchange for viewing the video ad. Advertisers notice similar performance on both ad formats.

  1. Maximize Cross Marketing

Cross Marketing is a way to promote your other apps within your own app.

There are various ways to do Cross Marketing: banners within the game, emails, push notifications… Some studios set a specific CPM (Cost Per Thousand) floor under which they prefer to do cross-promotion rather than monetizing their traffic through advertising.

  1. Prepare For RTB Take Off

7 out of 10 advertisers have launched RTB (Real Time Bidding) campaigns. Only 1 of them considers it a success. The interviewees told us that RTB is not ideal for them as they are used to CPI acquisition. However, everyone agrees to see a high potential in the future for RTB.

  1. Investigate Retargeting

The goal of retargeting is to reengage high-quality users who stopped playing a game, by displaying ads to them. As a studio, you can choose to promote among these high-quality users the same game they stopped playing, or a new similar game of yours. You can do it via Facebook or RTB.

  1. Target Tier 2 And 3 Countries

In advertising, targeted countries are usually divided into 3 categories with different pricing.

Although most advertisers focus their UA efforts on Tier 1 geos (US, Canada, Australia…) because they can potentially generate higher revenues, 6 out of 10 advertisers have bought traffic from Tier 2 (Europe, Taiwan…) or Tier 3 geos (Southeast Asia, latin America…). They can benefit from lower competition and CPI.

CONCLUSION

Quality is a big focus : advertisers are definitely going towards less, but transparent and trustworthy partners. In addition, acquiring new users is equally as important as reengaging its users through new tools like RTB, retargeting or Cross Marketing.

Get in touch with Supreme Media for your Acquisition Campaigns ! 

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MAJOR KEY TO SUCCESS: Benefits of ASO and Google Play Store Optimization

The following is a guest contributed post from Beata Green, Managing Director of HeadChannel. Just as a website that’s been optimized for the search engines is easier for users …

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The following is a guest contributed post from Beata Green, Managing Director of HeadChannel.

Just as a website that’s been optimized for the search engines is easier for users to find, so are applications that have been optimized for an app store. But why is it so important to implement ASO?

Why Is ASO Important?

If you want to get your app seen, you must submit it where it’s most likely to be explored, tried or downloaded. And 63% of app discoveries occur through app store searches, making these the largest channels available for the discovery of your app.

What ASO Does

ASO, or app store optimization improves the visibility of an app via the high ranking of the app in a particular app store’s search results and rankings, resulting in a higher number of downloads for that application.

Elements of Successful ASO

Successful ASO requires the consideration of several items when listing an app for download.

Name and Description

Any app title should be concise, but should also explain the purpose of the app. This is also the place for keywords. Descriptions should also contain keywords so that your app is easy for users and bots to find. Typically, the character limit for app descriptions is 4,000, and so being concise is crucial.

Icons

The icon associated with an app is ultimately the visual representation of what that app can do for users. A well-designed app will make it recognizable by potential users, as well as help to increase the ratings, reviews and downloads your app gets.

Categorising Your App

The category and type you choose to place your app under should be as accurate as possible, as it will communicate to bots what your app does. The right category is also important; since you can only choose one, ensure it is relevant.

Demo and Screenshots

More downloads and reviews could very well be the result when you offer users a free demo. Providing screenshots is another way for users to peek inside your app, removing any guesswork on their part.

Google+

Including a Google+ plugin within the app is a good idea, as it will reach Google+ members. The more +ratings your app receives, the more visible it will be in the Google Play store.

Why Visibility in the Google Play Store Requires Attention

Getting an app seen and downloaded in the Google Play Store is different from the process involved with an iOS app store, for example. This is because the Google Play Store’s engine has an algorithm which is driven by semantics, while the iOS store’s algorithm is driven by phrases. As such, there are several key differences.

First, the Google Play Store has no field for keywords.  Therefore, including as many keywords as possible in the app description field is recommended.

Google Play also has a social media aspect, which is Google+. This allows for the possibility of far more impact as far as +1 ratings go. This social factor carries much weight, as users will trust those users who have given a + rating to an app.

There is only one category on Google Play for games and apps, but the site will add a list of the similar apps downloaded by users.

ASO Is an Ongoing Process

The process to optimise an application for high app store rankings is as detailed and can take as long as optimizing a web site for high rankings in a major search engine. Tweaking and monitoring must occur on a regular basis over a period of time. The investment of both time and effort will result in a channel that consistently drives traffic to your app, effectively solving the problem of your app being found.

Visit our website for a free audit with Supreme Media here !  

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Google “Instant Apps” : Is App Streaming A New Model For The Market ?

Instant Apps brings the mobile web and apps closer together, providing app functionality without the download.

google-io2016-generic1-1920Today at Google I/O the company introduced what it’s calling Google Instant Apps — for Android. Simply put, it’s a way to bring app experiences to the mobile web and provide access to deeper app functionality without a download.

Without knowing much right now about the technology, Instant Apps appeared to me be a new manifestation or evolution of App Streaming, which most people haven’t yet experienced. Triggered by a simple link (or deep link), users are taken to the relevant part of the Android app in question — Buzzfeed video was demo’d.

I say this is like AMP for apps because Google has created a much faster way to access app content and functionality. This is not unlike the idea behind AMP, where Google pre-downloads or caches content pages for faster loading. With Instant Apps, app content is rendered in a modular way; only parts of the app are made available.

Upon completion of the desired task or content, the consumer can be given a prompt to download the full app. This then becomes another way for Android developers and publishers to get their apps in front of people without the front-end friction of downloads before content can be accessed.

In a retail or product context these modular app components can function like landing pages. One could even imagine Instant Apps being linked from PLAs or other search or display ads. Users would then be taken via deep link into an Android app experience without the app actually being on the user’s phone. This allows, for example, an app-like checkout process to tap into Android Pay for expedited checkout.

In order to get this to work developers must “modularize” their apps, which could take as little as “a day of work,” depending on the complexity and structure of the app. According to Google:

You modularize your app, and Google Play downloads only the parts that are needed, on the fly. And when you do upgrade, your app will be available to more than a billion users on Android devices going back to Jelly Bean.

Google said it has tested the functionality with only handful of partners: BuzzFeed, B&H Photo, Medium, Hotel Tonight, Zumper and Disney. Instant Apps holds some significant and very interesting implications for the mobile user experience and for app developers and publishers in terms of how they market and expose apps to users

And you ? What do you think of “Instant Apps” ? Tell us in the comment section !

Get in touch with Supreme Media ! Our website here !

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5 EASY WAYS TO REDUCE YOUR FACEBOOK ADS COST FOR APP INSTALLS

I’m sure that you have seen the data out there about how effective Facebook ads are. Here’s a post that we shared on Twitter about how 95% of social media marketers in a survey said that Facebook gave them the best ROI, compared to other social media networks.

View image on Twitter

The bottom line is that Facebook should be the first platform that you consider when looking to do paid app promotion.

Even if you are pretty good at Facebook ads, there is usually room for some experimentation and improvement.

Regardless of how much experience you have with Facebook ads, in this post, we will take a look at some things that you can do to reduce your Facebook ads cost. We hope that it helps you get more installs for your money.

Just like most things in marketing, many times, you will need to do a lot of testing before you find something that works well. Until then, it’s all about testing your ideas cheaply.

…and Facebook is one of the best platforms for that.

It’s a Big World, Bigger Than You Might Realize

View of city from air

Sitting at our desks, the world may seem pretty small when we are connected to the internet. Since we learn about news events almost instantly, I think it can be easy to lose sight of how big the world really is.

..or even just one city.

So the next time you are on an airplane, take a couple of minutes to look down and get a real feel for how many people are in that tiny part of the world below you.

Are there hundreds of thousands of people? Millions?

This exercise will help you see how much money you could be wasting by targeting very broad demographics. For example, how many people in that one city block are a potential user of your app?

The answer is probably: a very small percentage.

So it is vital that you identify the very specific characteristics of someone who might be more likely to use your app. Here are 5 areas where you can start experimenting.

1. Target Very Specific Geographic Areas

Most of us have been there…

You create a Facebook ad and you think that targeting one country is “highly targeted.”

Psssh, you can do so much better!

For example, if you have an app that gives people vegan recipes, do you think you would be better off targeting:

San Francisco, California

or

Atlanta, Georgia?

Well, it might not be what you think.

Does City Targeting Really Reduce Facebook Ads Cost?

Sure, San Francisco will probably have more potential users of a vegan app, but there is also more competition. You will probably get cheaper app installs in Atlanta because people with vegan apps (or apps in general) are not targeting that city.

When I tried it in Facebook, that was certainly the case. I setup a generic fake ad for a real vegan app, just to get an idea of how much app install ads would cost.

Sure enough, in San Francisco, Facebook recommends bidding $2.22 per install.

SF Facebook Ads cost

In Atlanta, Facebook recommends bidding $1.72 for the exact same ad.

Atlanta Facebook Ads cost

Obviously, conversion is another story. But targeting the right city can result in a huge savings, in this case, 22.5%.

What Cities Should You Target with Facebook Ads?

There are a few places to find out where your users are coming from. The best places to start are usually your app analytics solution, Google Analytics and Facebook Insights.

For example, here is a sample of our Google Analytics website data for US traffic. Since we specialize in creating app marketing videos, our first inclination would be to go after people in California and New York, since that is where a lot of startups are located.

When we look at our data, sure enough, those are the biggest sources of traffic. So we would certainly drill down and target cities in those states.

US Traffic

But since that was our first thought, it is likely that our competitors are thinking the same thing. So where is another location that might still be a pretty big source of customers, but have much less Facebook advertising competition?

Florida cities

Sure enough, Miami might be a good place to test our Facebook ads. From there, it is all about testing and refining the target audience even more…

2. Dial in Your Demographic

That brings us to demographic targeting. Again, you might be targeting too broad of an audience.

It’s kind of like ASO. If you have a racing game, targeting “racing” is way too broad. But target “muscle car street race” and you might be on to something.

Having a Custom or Lookalike Audience will help (see #5 below), but what if you don’t have one? Not to worry, you can still get some great demographic information from other sources.

Since we already talked about Google Analytics above, let’s focus on Facebook Insights. Here is what the demographics of a Facebook Page might look like.

Facebook fans

So assuming that you have enough fans to be statistically significant, you can get a very good idea of who you should be targeting. In this example, all targeting should probably be done at the 25-34 year old demographic and you should probably primarily target males, but females should certainly not be ignored.

In some industries, like finance, your audience will be up to 95% male, so in that case, you should probably ignore the female demographic altogether. The opposite is true in industries like beauty, where your demographic is going to be almost all female.

But that is just the first step, there are so many other things that your audience is interested in, that may not be intuitive. For example, here is some data from our site.

affinity categories

Since we make marketing videos for app developers, you might think that we should target mobile enthusiasts first. But no, it seems like targeting movie and TV lovers might be a good angle to experiment with. Even photographers might be a good demographic.

The less obvious your targeting, the higher your chance of lowering your ad costs.

3. Stay in Control of Bids

It can be tempting to let Facebook “optimize” your ads. But keep in mind that if you give Facebook that much freedom, they are going to take it.

After all, they are in business to make money…and you said it was OK. It will be your fault, if you don’t stay in control.

So try to control as much of the bidding process as possible.

It is like trading stocks. If you enter a trade on a market order, you essentially give the broker the license to steal from you.

A few cents here and there adds up. However, if you use a limit order, your entry price will not be higher than your limit price (usually) and you will pay what you want to pay.

Same thing with Facebook ads. If you don’t enter a maximum price, you give the Facebook free reign to do whatever they want.

Bid amount

In all fairness, their algorithm does try to get you the best price, but it does take a few days for it to “learn” your audience (which costs money) and then you will see your ad costs drop.But then again, you never know what is really going on behind the scenes, so it is best to stay in control.

4. Forget CPM (Cost Per Thousand Impressions)

As you have probably noticed from the sections above, it will take some work to dial in your ideal audience and ad messaging. While you are figuring that out, you don’t want to be paying money for ads that don’t convert.

So start off with cost per install (CPI) because it is the easiest (and cheapest) way to see what is really working. Once you get more advanced, you can start experimenting with CPC and CPM.

Facebook makes CPM the default because it makes them the most money. It is up to you to change it to what is in your best interest.

5. Use Custom Audiences and Lookalike Audiences

audience

A website is very important for Facebook ads. Installing a Facebook pixel on your website will allow you to retarget people who visit your website, with Facebook ads.

More importantly, Facebook can also build a larger audience, based on the overall profile of your current audience. This is great for websites that don’t get a ton of traffic.

You can also further refine a Lookalike Audience by country and determine the size of the audience.

Lookalike audience settings

This will make your targeting even more precise and usually lower the cost of your ads.

Sometimes drastically.

It also has the added benefit of being a business asset. You can target your Facebook audience with offers from affiliate partners or even related apps.

To see who is using a Facebook Pixel on their website, you can install the FB Pixel Helper for Chrome. It will also allow you to see if your pixel is working properly.

FB Pixel Helper for Chrome

Conclusion

So those are a few of the best ways to lower your Facebook ads cost. There is certainly a learning curve when it comes to Facebook ads, but if you can get over that initial hump, it can be very rewarding.

The key is to keep your costs as low as possible until you figure it out.

Get in touch with Supreme Media here and our Mobile Experts to get further tips with your Facebook campaign.

Got any other Facebook Ads tips? Let us know in the comments below…

 

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Apple reportedly takes only 2 days instead of a week to review iOS apps

iOS developers are all too familiar with the harrowing week-long wait that Appleputs them through while it reviews their submissions to the App Store. That can put a lot of pressure on people working on short deadlines.

But of late, the company seems to got much quicker at vetting apps. According to AppReviewTimes, which keeps tabs on this sort of thing with anecdotal data from users, the mean approval time has fallen to just under two days in the past two weeks, down from 8.8 days a year ago.

The site looked at review time reports tweeted by 326 developers in that time. Apple declined to comment on the quicker response time, but it may not be a coincidence that it’s sped up its process just a month ahead of its developer conference.

Google, on the other hand, takes only hours to review Android apps submitted to its Play store, because part of the process is automated by software that checks for viruses, malware and content violations like sexually explicit images.

Have you found Apple to be quicker with iOS app reviews lately?

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App downloads are in decline as user acquisition costs drop 8%, says Fiksu

Fiksu logo

The latest March Fiksu Index from mobile marketing firm Fiksu, shows that the app download hype is slowing down as user acquisition costs fell $3.21 – a drop of 8% since February. Fiksu defines loyal users as those opening an app three times or more.

Loyal user acquisitions costs drop 8% month-on-month

fiksu

Source: fiksu.com

Another indication of the slump is the App Store Competitive Index which declined 7% between February and March 2016 and 11% year-on-year to 7.6m downloads.

The App Store Competitive Index dropped 11% from 2015

fiksu

Source: fiksu.com

Whilst apps may have previously dominated consumer time on mobile, that trend is slowing down and 88% of users spend their time within just five apps. In addition, a comScore study highlights that smartphone users aren’t searching for apps to download on a regular basis anymore.

For marketers this has meant learning to target people who are already associated with a brand or specific app, by incorporating lookalike and persona targeting instead of just employing re-engagement tactics.

Lifetime app users have become more important than the sheer number of app installs. In line with these findings, Fiksu has announced the retirement of its Cost Per Install (CPI) Index. The company writes:

“With today’s mature app market, CPI is no longer a good gauge of an apps’ success: targeting, tactics, and competition in specific categories can dramatically shift CPI for any one app campaign.”

It won’t get rid of the CPI metric altogether since it can still be useful to measure ROI and compare user acquisition costs, but the rewards for finding loyal users have become a greater goal.

Micah Adler, CEO, Fiksu, adds:

fisku-micah-adler-r225x

“As the app market has evolved, so has our analysis and measurement of what is influencing it. Today, marketers need to be segmenting their users more precisely and analyzing their results to reflect that user segmentation as well. App users aren’t a single, monolithic group, and that’s why advertisers can’t measure against a single cost per install. Smart marketers should be willing to spend different amounts for users that have different lifetime values.”

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