When it comes to web and app based types of businesses - they wary a lot in their general marketing strategy. From this presentation you can:
- Get the differences between them in LP, Tracking, Analysis etc;
- Learn about ASO; MMPs, Paid acquisition for applications;
- Understand which type of paid promotion is better for different web+app businesses
3. 1. Main differences between Web and App marketing
2. Landing Page
3. Funnel
4. Paid Media Mix
5. Analysis
6. Web + App marketing
Agenda >>
4. WEB
PERFO =
the focus is on
selling the need for
a final product
APP
PERFO =
the focus is on
selling the need for
an app first before
emphasizing the
final product
5. >> WEB VS APP BASED BUSINESSES
WEB APP
WEBSITE APP PAGE IN STORE
PIXEL SDK
GA4 FIREBASE, AMPLITUDE
GA4, BUSINESS MANAGERS MMP, BUSINESS MANAGERS
META, GOOGLE, TIKTOK etc META, GOOGLE, TIKTOK, ASA etc
SEO ASO
DV360 APPLOVIN, IRONSOURCE
LANDING PAGE
TRACKING
PRODUCT ANALYSIS
ORGANIC ACQUISITION
MARKETING ANALYSIS
PAID ACQUISITION
PROGRAMMATIC
1-PARTY DATA
BASED ON ACTIVITY ON WWW BASED ON ACTIVITY IN APP
7. Apps require installation , while
websites are readily accessible
through servers and an Internet
connection, making them instantly
available to users.
>> LANDING PAGE
9. What goes with that
optimization of the
landing page and AB testing
>> LANDING PAGE
10. >> WWW
Website relies on SEO (search
engine optimization) as a key
strategy. With effective SEO, your
website can achieve higher rankings
on search engine results pages.
>> APP
ASO (App Store Optimization) is the
equivalent of SEO with primary
objective - improving of the visibility
and discoverability of your app within
app stores.
Landing page optimization
>> LANDING PAGE
14. App acquisition typically takes place at the
early stage of the funnel , while for a
website, conversion tends to occur towards
the end of the funnel.
>> FUNNEL
20. >> PAID MEDIA MIX
Android
iOS
7 PLN
31 PLN
24 PLN
17 PLN
23 PLN
15 PLN 19 PLN
Works really good
for Android, iOS -
should be tested
and optimised
CPI may be similar,
but iOS is generally
slightly cheaper
With a good
creatives and
optimisation CPI can
be similar, but iOS is
slightly cheaper
Only iOS
21. >> PAID MEDIA MIX
SKAdNetwork /
StoreKit Ad Network /
SKAN ?
22. >> PAID MEDIA MIX
SKAN
Apple's privacy-focused framework that
provides privacy-preserving method for
advertisers to understand the effectiveness
of their ad campaigns without directly
accessing user-level data
23. SKANetwork (4.0) pain points >>
>> PAID MEDIA MIX
1. Aggregate data
2. Postback delays = longer attribution window
3. No view-through attribution (Click-through attribution pre-defined,
but you can see both click-through and view-through attribution e.g
in Meta)
4. Fraud
24. 1. Campaign should be divided per operation system
2. For iOS you have limitations - only 9 campaigns per account with
max 5 ad sets
3. While set-up the campaign - you should always remember to target
only available operating systems (like Marshmallow, or iOS 14+)
4. You can send people to Custom Product Page/Store listing
META >>
>> PAID MEDIA MIX
25. >> PAID MEDIA MIX
1. UAC (Universal App Campaign) is an automated campaign,
therefore you have less elements you can influence (video-only
campaign may be implemented with Google rep)
2. Retention campaigns are employed after reaching 250K
installations per system, but before you can run campaigns
with a in-app events bidding.
3. Make sure you add all possible assets for excellence score
(statics, videos, texts, html5)
GOOGLE >>
26. >> PAID MEDIA MIX
1. Similarly to Meta, For iOS you have limitations - only 11 active
campaigns and 2 ad groups per campaign*
2. Consider launching TikTok Smart campaign for Android
3. Exclude current users
4. Create separate content for this placements and consider
testing organic content, if you have one
TIKTOK >>
*You also have 11 campaigns for Pangle
27. >> PAID MEDIA MIX
1. You should consider additional placements (e.g Apple
Search; AppNexus)
2. Programmatic (DV360) less effective, in case of the app
can be beneficial as an awareness campaign mainly
3. Google Search is less valuable, but should not be forgotten
about in media mix
OTHER CHANNELS >>
29. >> ANALYSIS
MMP*
*Mobile Measurement Partner
a third-party service that specializes in
tracking and attributing mobile app
installations and user actions to specific
marketing campaigns.
31. >> ANALYSIS
SDK
AD PLATFORM
MMP
SDK serves as a
bridge between the
developer's app and
the ad platform
MMP SDK
MA SDK
Additional
META SDK
TIKTOK SDK
MMP SDK
MA SDK
Additional
34. >> main marketing focus on website
acquisition for both cold & warm audience
>> Promotion of app only to the current
customers
{Scenario #1}
>> WEB+APP PERFORMANCE MARKETING
35. >> marketing budget is
splitted
>> website traffic is
optimised for purchase
>> app traffic for
installation
{Scenario #2}
Web
Traffic
>> www
Mobile
Traffic
>> www and
app
>> WEB+APP PERFORMANCE MARKETING
36. >> marketing budget is
splitted
>> website traffic is to
www
>> all mobile traffic to
the app
{Scenario #3}
Web
Traffic
>> www
Mobile
Traffic
>> App
>> WEB+APP PERFORMANCE MARKETING
37. >> use app as fully
organic source and skip
marketing activities
around application
{Scenario #4}
Website
traffic
App
Traffic
+
>> WEB+APP PERFORMANCE MARKETING
38. Which web + app marketing strategy
you should choose?
Scenario 1
Maczfit
X-kom
App promoted to
current customers,
while web is the
main source of
traffic to new
customers.
Scenario 2
Delio
Olx
Scenario 3
Airbnb
Scenario 4
Zara
>> WEB+APP PERFORMANCE MARKETING
Budget is splitted
between web and
app traffic.
Mobile traffic sends
to application, while
website the straight
to the www.
App is not
promoted in paid
advertising and
exists as organic
source.