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The average online user is exposed to anywhere from 6,000 to 10,000 ads every day.
May 13 2022
Mobile devices are changing the way people consume content so much so that these new behaviors are influencing what makes an ad effective.
Often ad is the first thing that a user will see. It really sets the tone for your brand. So, we really need to get it right from the beginning to get the best chance of user acquisition and building brand and then users tended to download and enjoy your app.
A creative strategy developed in partnership by marketers and product managers establishes clarity about the purpose of an app and how to best position it for maximum traffic.
How could your app grab the users' attention at the very beginning? Here we’d like to help you get the most out of your creatives and grow your use base faster.
Mobile creative strategy means unique selling proposition (USP), audience profile, motivational drivers and main visual elements of your mobile app or game altogether in one place.
Creative strategies bring all of these components together into one document which we call a canvas.
One of the benefits of using such a canvas in the ad creative process is that it speeds up the precess of generating concepts that how we want to present the app.
It also offers your endless opportunities to conduct never-ending testing of different marketing creatives (videos, icons, and screenshots) which will uncover the best form that attracts the target audience the most all the time.
We distill 5 to 8 product elements into a Unique Selling Proposition (USP). Your USP is a powerful and inspiring sentence for packaging and presenting a product. Foe example:
Clash Royale: I'm Against You
Go Forward! : Become an Auto Gladiator
Master Fitify: The Most Customizable Weight Loss Workout Plan
This USP is then represented by a key visual that you can think of as a "poster" for your app or game. Effective key visuals express USP without words and serve as a guide for all your marketing efforts. It provides guidance on the subject matter, art style, and mood you want to present consistently to your audience across multiple channels.
Including key information about your audience in the canvas is critical. Focus on having the main motivational drivers.
The audience and their motivators are then reflected in visual elements representing your product that match the audience’s needs.
The magic of Canvas is that it makes the process of generating new ideas for mobile ads or store listings so easy. You just need to start combining motivators with visual elements that, like LEGO bricks, can be pieced together to help you develop a new creative angle.
Here's an example from the Sims mobile game. The drive for self-expression combined with visual elements of fashion and style come together in the key message "Create Unique Sims."
Every potential customer or user will have an impression of your app or game from a variety of information they collect over time. We can describe the core communication flow based on the standard hierarchical model AIDA, which is still relevant after more than a century of development.
Here's how AIDA works on mobile:
Attention - Mobile Ads, first 3 Seconds
Interests – Mobile Ads, 10-20 seconds remaining
Desire – Product details, explore usually within 10 seconds
Actions - Store Listing, Install App
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You can use this as a marketing tactic, mobile video ads can make viewers aware of the game and roughly 60% of what the game is about. The store listing structure is then targeted to 90% of the time convince users to install the game. Ideally, the gameplay would be overcompleted and exceed expectations by 120%.
It should be clear that any major inconsistency between the previouly mentioned touchpoints can damage or destroy the fragile mental picture created by the user. It will have a negative impact on conversion rates.
Consistent user flow leads to better conversion rates and higher quality traffic. Ultimately, you'll attract users who retain better, spend more, and cost less to acquire. All thanks to a solid creative strategy that acts as a beacon for marketing teams.
Connecting ASO and UA also supports interactions from your campaigns and store experiments. A strong and successful ad creative on Facebook can serve as inspiration for updating your store listing, and vice versa. For example, a successful store experiment might become the core idea of a new Facebook ad. Not only that, but sometimes, marketing can even influence product design.
Now we have a comprehensive mobile creative strategy. Analyzing the performance of creatives is critical to understanding how to optimize them.
These 4 metrics can help you identify when to optimize your creative performance:
Click-through rate (CTR)
Conversion rate (CVR)
Installs per Million Impressions (IPM)
Quality indicators (e.g. retention, IAP)
Click-through rate (CTR) – The number of people who clicked on your ad (into your store) from all users who watched your ad. A high CTR indicates that the creative is highly engaging and engages viewers. A low click-through rate means that users aren't interested in downloading apps after watching ads.
Conversion rate (CVR) – The number of users who downloaded the app from all the people who clicked on the ad. A high CVR can mean that the store layout, image, or text matches what the user just saw in the ad, and they're still interested, which causes them to download the app. A low CVR can mean that users see something they didn't expect in the store itself (bad reviews, unpopular content, large apps) and therefore decide not to download the app.
Installs per Million Impressions (IPM) – The number of users who downloaded the app from all users who watched the ad. The IPM KPI combines CTR and CVR. The higher it is, the stronger the creative performance.
Quality indicators (e.g. retention, IAP) – Quality is the most difficult indicator to identify. There is often a trade-off between quality and IPM. The highest quality users come from the most authentic ideas for gameplay, but this type of creativity can produce lower IPM performance. Non-authentic ideas, on the other hand, lead to higher IPM, but may have lower user quality. The key is to continue testing to unlock the full potential of your creative strategy.
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