7 Things That Could Kill Your App Marketing Campaign

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Partner Post - Gummicube Big Data Analytics for Mobile & ASO

Posted: January 29, 2018

While most marketers will attempt to do everything under the sun to ensure their app’s success, few bothers to consider why their marketing campaign fails in the first place.  In mobile app marketing, sometimes implementing the smallest changes can drastically impact their conversion rates. However, being too cautious and never executing a marketing strategy could hurt it even more.
A successful mobile app marketing campaign is the sum of all its parts – no single strategy alone can keep a campaign alive. A developer’s marketing campaign needs to work dynamically along with a strong App Store Optimization strategy to increase the app’s visibility in the app stores. If a developer typically sees poor results or low conversion for their app, then consider these seven things that could be killing your marketing campaign:

Neglecting to Update an ASO Strategy 

Not updating an apps metadata often could lead to a slowdown in conversion, or worse. Developers should consider updating an apps ASO at least once a month, including the title, keywords, main description, short description (Google Play) and a Promotional Text (iOS). Updating these key elements to align with what users are searching for will result in a higher download rate and your app will thank you for it.
However, there is a limit on how often an app can be updated. It’s important to allow at least a few weeks for changes to index and to monitor how those changes are performing. However, if you notice a change shows immediate negative impact after only a short period of time, then It might be time to consider updating again.

Placing Little Importance on Creatives

The quality of an app’s icon, screenshots and videos can make or break its conversion rate. Since creatives are one of the first things a user will see when viewing an app, they should be unique, informative and exciting. A user should be able to understand an app’s basic features at a glance and never have to study the icon or screenshot to determine the purpose of the app.

Not Experimenting with Marketing Trends

The start of the new year is the perfect time to take advantage of current marketing trends. It’s important to diversify strategies not only for user retention, but to target new users through innovative advertisements as well. Currently, playable ads and live streaming are popular trends for Q1 2018.

Not Utilizing Paid Campaigns

Paid Search channels such as Apple Search Ads and Google AdWords are a vital part of the user acquisition funnel. Search Ads allow developers to target users by bidding on keywords to place their ad in front of browsers, further enhancing an apps’ visibility against similar apps in the market.
Similarly, developers should also utilize Google AdWords Universal Ad Campaign (UAC) to promote their app across various ad platforms including Google Search, Google Display Network (GDN), YouTube, and the Google Play Store.
If Paid Search is not a part of your marketing plan, then you may want to reconsider. There’s a good chance that competitors are already bidding on keywords relevant to your app, further hurting the chances of increasing visibility and acquiring new users. In an overcrowded app ecosystem, being able to distinguish yourself from others within the same space is vital to one’s survival.

Forgetting to Retarget Potential Users

Just because a user didn’t convert in the past doesn’t mean they should be completely written off. Experiment with different marketing tactics to persuade mobile browsers to hit the install button. It’s never too late to retarget a potential user.

Not Offering Value Added Content 

Creating Value Added Content for your audience is a great way to increase user retention. When you provide curated content or offers, it entices users to interact with the app regularly, turning casual users into loyal users.
You can offer content like useful tips & tricks, extra tools, in-app offers or push notifications to increase user interaction and maintain loyalty.

Cutting Back on Spending Too Much

Being economical is good for business, but it can be detrimental to a campaign if you slash a budget too much. Q1 is a good time to spend more on your marketing campaigns since advertisers tend to cut back on their marketing budget at the beginning of the year, driving down the demand for traffic. Therefore, advertising costs are typically lower.
Q1 is the perfect time to experiment. Due to the decline in demand for ad traffic space, ads have a higher probability of getting displayed in front of potential users at a lower cost, maximizing your ad investment.
You may even find new strategies that you can apply later in the year!

Key Takeaways 

Being conservative may save money now, it can also be detrimental when running a marketing campaign for an app. It’s not enough to focus on only one aspect of marketing, but instead to incorporate many different strategies to form a well-rounded campaign. Take advantage of various platforms like Search Ads and Google AdWords while experimenting with new marketing trends. Always keep your eyes open for new strategies while keeping your current ones in mind. When it comes to mobile app marketing, a variety of strategies will help your app flourish.
Click here if you want to know more about Gummicube and how a strong App Store Optimization strategy looks like.

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