{"id":8822,"date":"2016-10-18T12:37:00","date_gmt":"2016-10-18T12:37:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8822"},"modified":"2023-09-20T06:27:10","modified_gmt":"2023-09-20T06:27:10","slug":"7-tips-for-optimizing-mobile-app-install-campaigns-from-setup-to-analysis","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/7-tips-for-optimizing-mobile-app-install-campaigns-from-setup-to-analysis\/","title":{"rendered":"7 dicas para otimizar campanhas de instala\u00e7\u00e3o de aplicativos m\u00f3veis, da configura\u00e7\u00e3o \u00e0 an\u00e1lise"},"content":{"rendered":"<p>Mobile app install campaigns are like carefully tuned machines: every part needs optimization to prevent an explosion (in your ad budget, of course). From compiling the creatives to interpreting analytics into actionable insights, you\u2019ve got to get it all right to succeed.<\/p>\n\n\n\n<p>We put together a list of seven tips, from the start of a campaign to the last detail, that may be handy for marketers to keep everything running smoothly.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Continually optimize your creatives<\/strong><br>Ad text is great for A\/B testing. Words are cheaper and easier to change than any other part of an ad. Build a vocabulary from what works for you: product marketers, for instance, impart urgency with words like \u201cnow\u201d, \u201churry\u201d, and \u201cquick\u201d. Tenjin\u2019s&nbsp;<a href=\"https:\/\/blog.tenjin.io\/take-advantage-of-google-adwords\/?__hstc=105908124.1a56e3730f6f13e43c32fb5b1a8ca535.1695012124209.1695095732931.1695118029670.8&amp;__hssc=105908124.87.1695118029670&amp;__hsfp=2360007836\">keywords analytics<\/a>&nbsp;feature is great for tracking the clicks, installs and ROI of specific words. Creatives benefit from the same testing, as well as the use of tools like&nbsp;<a href=\"https:\/\/sensortower.com\/solutions\/ad-intelligence\">Torre do sensor<\/a>, which can help keep you up to date on your competitors\u2019 creatives.<\/li>\n\n\n\n<li><strong>Identify segments that convert<\/strong><br>Tools like Facebook Audience Insights and Google Analytics help you create ads based on the habits and preferences of your core demographic. For example, the bridal destination Bridestory&nbsp;<a href=\"https:\/\/fbcdn-dragon-a.akamaihd.net\/hphotos-ak-xft1\/t39.2365-6\/12995586_1034174629991378_829414156_n.pdf\">chose Instagram<\/a>&nbsp;as an ad platform after learning about their audience\u2019s preferences for visual content, with creatives based on knowledge of their target\u2019s likes. Through demographic research, the company was able to&nbsp;<a href=\"http:\/\/www.appvirality.com\/blog\/instagram-ads-finale-cheaper-cpi-solution-app-marketers\/\">lower CPI by 50%<\/a>&nbsp;versus other channels.<\/li>\n\n\n\n<li><strong>Choose ad networks that balance conversions and CPI<\/strong><br>Good app install marketers aren\u2019t obsessed solely with high conversion rates: installs mean nothing if users immediately churn. Marketers should study user analytics to determine which ad networks offer users that engage in post-install activities, such as spending in-app or interacting with ads, and balance this engagement against CPI.<\/li>\n\n\n\n<li><strong>Be religious about CPI and LTV<\/strong><br>Letting your CPI creep above the lifetime value of users is as good as burning money. Unless you\u2019re the Joker, you should make sure that you\u2019re calculating LTV conservatively \u2014 a subject we&nbsp;<a href=\"https:\/\/blog.tenjin.io\/ltv-101\/?__hstc=105908124.1a56e3730f6f13e43c32fb5b1a8ca535.1695012124209.1695095732931.1695118029670.8&amp;__hssc=105908124.87.1695118029670&amp;__hsfp=2360007836\">recently covered<\/a>. Since LTV can be difficult to accurately estimate, most marketers calculate it for a period of time a user definitely had the app, such as 30 days or 180 days.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-marketing\/Screen%20Shot%202016-09-17%20at%2012.17.48%20AM.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Optimize your store pages<\/strong><br>On decently-performing app listings,&nbsp;<a href=\"https:\/\/www.chartboost.com\/blog\/2016\/04\/mobile-game-devs-guide-app-store-optimization\/\">about 60%<\/a>&nbsp;of users decide to install at first glance. Less is an emergency; more is a major competitive advantage. Think of it this way: if a user who liked your ad enough to click it bails out at your store listing, you\u2019re losing as much (or more) money as if they never clicked at all. To improve, you can try&nbsp;<a href=\"https:\/\/support.google.com\/googleplay\/android-developer\/answer\/6227309?hl=en\">Google Experiments<\/a>, or use paid tools like&nbsp;<a href=\"https:\/\/www.storemaven.com\/\">StoreMaven<\/a>&nbsp;ou&nbsp;<a href=\"https:\/\/splitmetrics.com\/\">Splitmetrics<\/a>&nbsp;to optimize vital assets like your icon and first screenshot.<\/li>\n\n\n\n<li><strong>Don\u2019t focus only on one-click attributions<\/strong><br>Today\u2019s consumers can jump from social to website to app store in their quest for more information, before downloading an app or making a purchase. Your budget shouldn\u2019t just go to the first or last point of contact.&nbsp;<a href=\"https:\/\/segment.com\/academy\/collecting-data\/an-introduction-to-multi-touch-attribution\/\">Atribui\u00e7\u00e3o multi-toque<\/a>&nbsp;determines the value of each network, which helps marketers determine how to allocate future spend.<\/li>\n\n\n\n<li><strong>Try interactive ads<\/strong><br>Finally, a peek into the future: \u201crich media ads\u201d are a format that includes video, audio, or other elements that persuade viewers to interact with content. While some marketers have been talking about rich media for years, mobile is increasing the likelihood that rich media will actually succeed. For example, clothing brand Macy\u2019s reported a&nbsp;<a href=\"http:\/\/www.inmobi.com\/advertise\/case-studies\/macys\/\">134% increase<\/a>&nbsp;in purchase intent by letting consumers browse products and locate stores within the ad. We\u2019ve also spotted game leader Machine Zone using these ads for Mobile Strike. As always, it\u2019s worth experimenting with innovative new networks and formats \u2014 you never know when you\u2019ll find a gold mine.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-marketing\/Screen%20Shot%202016-09-17%20at%2012.33.40%20AM.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<p>At every step of your campaign, you\u2019ll need attribution, tracking and A\/B testing for visibility into what is and isn\u2019t working. With Tenjin, you can see ROI, LTV, and CPI effortlessly, no matter how many ad networks or channels you\u2019re using. For more information, reach out to&nbsp;<a href=\"mailto:info@tenjin.io\">info@tenjin.io<\/a>&nbsp;para mais pormenores.<\/p>","protected":false},"excerpt":{"rendered":"<p>Mobile app install campaigns are like carefully tuned machines: every part needs optimization to prevent an explosion (in your ad budget, of course). From compiling the creatives to interpreting analytics into actionable insights, you\u2019ve got to get it all right to succeed. We put together a list of seven tips, from the start of a&#8230;<\/p>","protected":false},"author":7,"featured_media":8798,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8822","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practices"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>7 Tips for Optimizing Mobile App Install Campaigns From Setup to Analysis - Tenjin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/pt\/blog\/7-tips-for-optimizing-mobile-app-install-campaigns-from-setup-to-analysis\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 Tips for Optimizing Mobile App Install Campaigns From Setup to Analysis - Tenjin\" \/>\n<meta property=\"og:description\" content=\"Mobile app install campaigns are like carefully tuned machines: every part needs optimization to prevent an explosion (in your ad budget, of course). 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