App Marketing agencies in London

Marketing features: web vs mobile

The fun part will begin when you have already created your application. It needs to be uploaded to the store, configured and promoted - if you think that you can do everything by analogy with the web version, you are very mistaken. Marketing and analytics for mobile is different from the web.

Let's start with app marketing in London. In the application, all traffic is divided into two parts - paid and organic.

With paid traffic, everything is clear - these are all channels where you pay money. The main sources are Facebook and Google. Then there are advertising and partner networks, local sources for each specific country (for example, LinkedIn in the UK).

You need to select creatives, segment audiences and optimize bids in the same way as in the web version. But in applications, the usual contextual advertising is almost completely absent. Recently, Google Ads switched to UAC (Universal App Campaign), where you can only influence the ad text and the bid that you are willing to pay for the action taken inside. In turn, the Yandex context does not provide large volumes in mobile.

Organic traffic depends more on brand strength and page optimization - ASO (App Store Optimization, which is analogous to SEO in mobile). ASO includes working with store page meta data.

There are services for testing metadata like Splitmetrics or Storemaven. They help you understand which options for icons, screenshots, descriptions give a large conversion.

To analyze the positions of a mobile application by keywords, you can use ASOdesk or AppFollow. The services are paid, but there are limited trials. For clarity, I attach the ASOdesk screen below.

Markup of major events

To analyze traffic and compose funnels, you need to mark the entire user's journey before buying. It all starts with the first opening of the application, then the path is built from choosing a store, searching for an item, adding it to the cart to going to the checkout and payment screen. The task of the funnel is to show the weak points in the conversion. Event markup will also help with buying traffic so that you can predict conversions in the early stages.

Meta data for download in the App Store

At this stage, we made an application page in the store, composed texts, wrote keywords and rendered screenshots. The most important thing is to highlight your main advantages for the consumer and display them graphically and in texts. It will not be superfluous to look at the materials of competitors, this may lead to new ideas.

Keep in mind that App Store keywords are very different from SEO or web keywords. Each platform has different rules for keywords. For words to be appropriate, you need to correctly evaluate:

what queries the user can search for you;
what is the competition for this keyword;
how much traffic for a keyword and other parameters.
This is a voluminous topic, the guys from AppFollow write about it in detail in the blog.

Buying traffic

The fastest and most scalable way to get your first customers is to launch paid traffic (Facebook, Instagram, myTarget). To do this, you need to prepare creatives, segment the audience and test various hypotheses.

If the company has specialists, you can do it yourself. But if not, there is always the opportunity to contact a competent app marketing agency in London. And better - to several at once and compare the results of their work.

For example, you have a test budget of 900,000 pounds. You can divide it between 3 companies, 300,000 each, and compare the results of the work. When discussing conditions with a contractor, you need to clearly understand what cost you are willing to pay for a user, this is all decided in advance.

After launch, the project receives the first figures for conversions, installation cost and others, which can already be operated with further promotion.