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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.
