Checklist: how to prepare your app for promotional activities
Have you recently realized that it’s time for paid promotion to a large audience? In this post, we will help you take the first steps, set up an ad campaign on Facebook, we will tell you how to implement the SDK, track ad performance, and at what step it is crucial not to forget about ASO.
Here comes ASO
Before launching paid ad campaigns, make sure that you’re fully armed — the importance of app optimization is enormous. You need to work on your keywords, metadata, text and graphic ASO, analyze your competitors and maybe even have time to do some A/B tests. Don’t forget that if you «land» users on the unworked store listing with poor reviews and unpresentable screenshots, no potential clients will install your app. But it is not the end of the work on ASO — use a combination of paid traffic attraction and ASO to get a beneficial result.
We are sure that it will be appealing for you to promote on a platform with a large audience and a large number of potential paying users. Facebook is the most popular social network in the world, with approximately 2.8 billion monthly active users. The company also owns four of the largest social media platforms, each with over 1 billion monthly active users: Facebook (the main platform), WhatsApp, Facebook Messenger, and Instagram.
Besides, it’s not a secret that Facebook’s ad capabilities have no analogues yet — the algorithms are really smart and configured so that the advertiser (that is, you) is satisfied in the first place.
Not all apps can be promoted on Facebook. Check the official restricted content so you don’t get banned.
So, let’s study how to start promoting on this platform and attract new users.
Attribution and analytics
Before you start setting up ad campaigns, you need to think about where you will monitor the ad campaigns performance, as well as the paths of users who came from the ads. It is necessary to track not only the external attraction of users to the app, but also to assess how much paid users perform the actions you need. Let’s take as an example several services for analytics and attribution tracking, but we recommend using one service at a time — the data will always be slightly different, but we don’t need to clutter up apps.
There are analytics services like Mixpanel, Amplitude, Firebase. Using them you can:
- track a funnel in the app;
- see what/where/how/when something breaks;
- find out which features you need to implement and what — to remove.
Traffic analytics (traffic attribution). It is necessary to see which ads brought you a user, and which ones — a customer. Services: Adjust, AppsFlyer, Flurry.
Optimization analytics in app stores — our beloved ASO.
After picking the right services to keep your eyes on the ball, let’s take the basic steps. The first step is to register as a Facebook developer. If you’re not a developer, then share this link with a specialist to configure settings on the App Dashboard. After this you need to choose a platform — iOS or Android and set up Facebook SDK.
Implement the SDK
The SDK is an analog of a pixel, only for mobile apps. This tool collects information about user actions, allows you to add the necessary app events, optimize for installs and work with deep links.
With deep linking, you can send people from the dynamic product ads directly to the product page, rather than to the app home page. Make sure that IDs match on the platforms.
Why add the app events if it’s optional
In fact, adding an SDK is optional, like adding a pixel, but then why all this? Without these tools, you will launch campaigns with your eyes shut and your hands tied — you will simply waste money not knowing what for and what to do next.
The SDK and app events are a strong recommendation for algorithms to show your ads to the very people who are most likely to take a conversion action. Besides, after several ad campaigns launches you will have individualized target audience groups thanks to the information you got from the SDK and logged events.
Types of events:
If you need manual setting, then the developer needs to disable the Automatically Logged Events and get code for a Standard or Custom event, it’s all here.
Don’t forget to check if everything is configured correctly. For this, you need to enter your bundle identifier in the App Ads Helper and click Test Events.
It’s also important to keep in mind the latest changes related to iOS 14.5. Apple now prohibits apps from collecting and sharing certain data unless the person using an iOS 14 device gives permission to track.
Selecting and setting up ad campaigns
Step one: before launching any ad campaign (you can do it even at the step of implementing analytics) you need to create a media plan and define metrics which will help you understand whether you are achieving your goals or not. Metrics are individual for each project and depend on your goals and timing of ad campaigns. Exactly for this, you need a media plan and KPI, so that you have something to rely on.
There are two types of metrics: product and marketing. It is more important for you to pay attention to marketing metrics to understand how effective your ad campaign is.
- CTR (click through rate) — it shows how relevant the ad to the selected audience;
- CPC (cost per click) — it shows the amount you pay for each click;
- CPI (cost per install) — it shows cost per install;
- CPA (cost per action) — it shows cost per action where action is, for example, an in-app purchase.
If you delve, you can check several product metrics (DAU, MAU, and the like) to understand how your paid users behave in the app, how much revenue they bring you and, in general, how much your ad investment is paying off.
Testing ad campaigns and tracking ad performance
We have already warned you that before launching, you always need to create a media plan or make some KPIs so that you have a solid base with forecasts. But what to do if, after launching several ad campaigns, you realize that the results are far from the KPIs?
«I suggest you work in the hypothesis format. We did a predictive analysis and, let’s say, set ourselves 500 downloads from the Facebook feed at a price of 100 rubles per download. But in fact, we got 400 downloads for 200 rubles.
Okay, we record the result and immediately start testing new hypotheses: other creatives, texts, proposals for the audience. I recommend testing one hypothesis at a time, for example, you can change the banner. If the result again does not satisfy our expectations, then we test another. So, sooner or later, we will find an option that works better. If eventually the results don’t deliver on hopes, that’s okay — that’s called experience. Now we have data that we can use for the future ad campaigns. But you should check, maybe the problem is not in ad campaigns, but, for example, in the technical side».
Here are new trends in targeted advertising and effective life hacks — for your inspiration.
Do not forget that advertising also helps to move on positions in app stores and to swing indexing. Use Checkaso tools to check your position. Sign up for a demo or try our free 7-day trial.