Here the most important point:
1) work with as many traffic sources as possible (reach the largest potential audience)
2) focus on acquiring downloads from loyal users:
- define the characteristics of your loyal user
- automate the tracking of these loyal users characteristics
- identify the traffic sources that generated these loyal users
- steer your ad spend toward these traffic sources
- track all of your users' interaction with your app
3) drive and track downloads from organic users:
- measure the organic lift (relationship between conversions, rank and the effect both have on generating organic users)
Apple App Store
In the App Store, ad-driven downloads improve rank, which allows more users to discover your app organically and, in turn, increase organic downloads. Therefore, conversion to organic lift in Apple’s App Store is the ratio of organic downloads per ad-driven downloads.
Android Market
In the Android Market, app usage is key to driving organic downloads.
As you acquire new users, the app’s usage increases. As that usage increases, so does the app’s rank within the Android Market. This improved ranking is what yields the higher number of organic downloads. The good news for advertisers is that, once improved rank is achieved, the rank does not degrade the minute an advertiser stops spending.
4) determine your optimal category and rank position to maximise cost per loyal user
- cateogory: most apps fit in multiple categories
- rank - in category: depending on the category (for example if it is wide or not), set a optimal rank target (example: go into the top 25)
- rank - overall: Both the Apple and Android stores measure overall rank across all categories. This overall rank is highly visible in both app stores and, as a result, the overall rank can have a dramatic effect on organic lift. App Marketers seeking the highest possible organic lift ratio may be better served seeking the optimal overall rank position regardless of category rank.
5) Understand the number of loyal users generated from each traffic source
6) Insulate yourself from variations of available traffic at a given bid (the cost of traffic can variate day by day. The same traffic one day can cost 5cpc and the day after 10cpc. Tracking traffic variation helps to prevent the fluctuations and spend better the money)
7) define lifetime value per user
8) define cost per conversion
9) target best performing day of the week
10) track ad performance based on downloads
11) define your app title with the goal of conversions (decide the app name also in function of the searches on the app store. E.g. include functionalities on the app name)
12) write your landing page copy for consumption on mobile devices
13) test different creative (a/b testing with ads)
14) use short and punchy ad copy
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