Which option is better for your app promotion campaign? Incent or non-incentivized traffic? What is the optimal blend of rewarded versus organic installs for your successful app monetization? How do you maximize your campaign’s results and ROI?
Although the concept of incentivized traffic for app install campaigns is still actively debated in the industry, we at GOWIDE are striving to find the ideal recipe between both techniques to meet our clients’ user acquisition goals. Let’s analyze the advantages of incent and non-incent mobile traffic campaigns!
Should we start with basics? What is an incent traffic? Incent traffic is 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, fill out a survey or whatever the reward is typically virtual currency or a game item, an upgrade, or a discount in an online shop.
The main goal of an incent traffic is to get a large number of installs for an app within a short period (less than a day) of time. When surfacing in the overall Top 10 or 25 or reaching the top of a category, the app will see an organic uplift in traffic that compensates the cost of buying incent traffic. Our platform’s targeting options allow you to direct a relevant user base and boost the number of installs quickly so that the app will rise up on the App Store charts. Another important advantage is that installs generated from incent traffic sources are extremely cost effective, as Cost-Per-Install (CPI) for rewarded installs is significantly lower than that of non-rewarded CPI. Whether you are conducting a burst launch campaign or trying to maintain a daily user flow in order to avoid drops in the Top charts, you need to have a reliable traffic partner that has the capacity to acquire users across incent traffic sources quickly. An incent traffic campaign provides app developers an opportunity for their local app to beat big brand apps on the local App Store.
As for non-incent traffic, its main advantage is associated with the high user LTV. A non-incent campaign allows you to engage an audience targeted by a more data-driven granulated approach. Generally, non-incent based campaigns can lead your CPI to be as high as $3 – $4. Incent based marketing campaigns can lead to much lower costs. The price is highly dependent on the Vertical/Geo/Gender/Device and availability of such traffic for a precise date. Of course, when comparing user loyalty rate of incent and non-incent campaigns, you will certainly get a higher loyalty rate from users generated from a non-incent campaign but the cost of such a campaign will be proportionally higher. The big advantage of an incent campaign is the ability to bring you downloads and improve your app store rank within a very short period of time and bring you an organic boost shortly after.
What we recommend is using your budget wisely. Find the right combination of incent campaigns and non-incent based strategies, which will be the most appropriate for your app. With a non-incent campaign you will get loyal app users bringing you long lasting profits. Incent campaigns can bring in a traffic boost that can then help to improve any long sustaining marketing efforts you already have in place. Overall, incent campaigns work well when they are used within an integrated marketing strategy. Only a good marketing mix will on one hand help you to reach the Top charts and increase your app downloads through organic app search, and on other hand bring you happy and loyal app users.
How do we do it at AppBooster? Our dedicated team will provide you all the necessary support guiding you to choose the optimal combination of incent and non-incent traffic for your app according to your goals, resources and time frames. Incent campaigns are set on a self-serve basis via our AppBooster platform. Non-incent campaigns require a more personalized approach due to extended targeting options and ad formats, which is why they are performed on the Managed Buys model. Our goal is to provide our clients a transparent, real-time reporting dashboard to enable them to see their spend and user quality by traffic source.
Oles Dzyub, Branded Content Manager at GOWIDE
You can find out more at the AppBooster website here.
Posted: July 15, 2015