Can the relationship between paid and organic installs reduce acquisition costs? - Ilja Goossens,...

Can the relationship between paid and organic installs reduce acquisition costs?

Who I Am

Ilja GoossensDirector of Market Development

Attribution

Measurement URL Mobile Ad App Marketplace Install & Attributed

Overview

• Current state of the user acquisition market

• Two key marketing channelsPaid & organic

• Understanding the paid & organic relationship

• Improving how users find appsTop charts visibilityApp store optimization

Current state of the UA market

Two main channels

• Paid & Organic

Paid installs

• Paid social

• Paid search

• In-app ads

• Others

A paid install occurs when a user installs an app after clicking on an ad.

Cost per install

Cost per launch

Cost per loyal user

Organic installs

An organic install occurs when a user decides to download and app based on their interest in that app (i.e. not as the result of an ad).

● AppStore Search● Top Charts● Features● Web Search● Word of Mouth

How users find apps

68% of Android users and 68% of iOS users found the last app they downloaded through app store search.“

How users find apps - surveyWhere U.S. phone users found the last app they downloaded

How users find apps - surveyMotivation by Search/Director Download

Understanding the relationships between paid & organic

Paid & organic relationship

Paid & organic relationship

Running paid install campaigns boosts two (of the many) specific metrics that impact an app’s rank in the app store:

● Total downloads● Download velocity

Paid & organic relationship - study

● Anonymized data from thousands of apps● 245 day period● Apps with millions of downloads

For every paid install, how many organic installs can you expect to see?

Paid & organic relationship - study

Every paid install

1.5Organic Installs

Paid & organic relationship - studySize does matter

Paid & organic relationship - study

Average Organic Installs = Paid Installs * Organic Multiplier

Category-Specific Results: The App Marketer’s Cheat Sheet

Can the relationship between paid and organic installs reduce acquisition costs?

Top charts - visibility matters

• If you’re ranked first, your app is downloaded

8x more than if you’re ranked tenth.

• Apps ranked in the Top 10 received

86% of downloads.

Top charts - visibility matters

Because these organic downloads come at no additional cost to you, with every organic install the average user acquisition cost goes down.

App Store Optimization

What is app store optimization?

“App store optimisation (ASO) is the process of improving the visibility of a mobile app (such as an iPhone, Android, or Windows

Phone app) in an app store (such as iTunes or Google Play).”

How to optimize your app store presence

• Research• Test• Iterate• Supplement

Our suggestions where to start:

What to keep in mind when starting with ASO

• Understand the customer• Sustained campaigns• Continuous process• Maximize conversion

Conclusion

• The harmonious relationship between paid and organic marketing is something that is truly unique to apps.

• Because this relationship is so strong, app marketers cannot afford to only focus on one or the other.

• Having a strong balance between paid and organic efforts is key to thriving as an app marketer.

Questions?

ilja@tune.com @1lja