Mobile app install is one of the many tedious tasks for an online marketer. It becomes even more difficult, if it is a client that provides services such as finance, automobile loan, etc. Various networks like Google Display, Facebook, Twitter, Instagram and other ad networks run app install campaigns. The performance of the campaign depends on the app you are promoting. The cost per install on Android devices is much cheaper than iOS devices, as the reach of Android is over 80% in India, whereas iOS has just about 5-8%. That’s because Android devices are cheaper and more user friendly.
We wanted to run a mobile app install campaign for our own product LuckyStars App. We created the strategy and decided to promote the app on Google, Facebook & Instagram. We allocated specific budgets for each platform. We conducted a market research before making all campaigns live, as our core target audience was young people (18 to 35 years).
Let’s understand the LuckyStars App: Lucky Stars is a ‘Win Free Gifts Through Lucky Draws’ mobile app that registered users can participate in for free, without having to pay anything or buy any products or services. The Draws that are held periodically, offer users a chance to win exciting gifts, by answering a simple question to participate. This app has been conceptualized and designed by Interact Mobile Technologies (IMT), Mumbai. Read More: http://www.luckystarsapp.com/.
The main objective was to excite and motivate consumers to download the app, knowing that the Free Gifts being offered would encourage their participation in the draws. We wanted to track the installs coming in from each platform, so we integrated the respective conversion tracking code, SDK in the mobile app.
Let’s examine the performance of the Google Adwords
App Install Campaign:
We were disappointed with the results. The cost per install for Android devices was around INR 90. We expected the ‘per install’ at INR 40 but that didn’t happen. We didn’t get the expected results because the Google Display Network displays ads on millions of mobile apps but they don’t have full control over them.The target CPA was INR 45 and actual CPA was INR 89, which is almost double.
Now let’s examine the performance of the Facebook App
You need to integrate SDK in the Facebook developers account to install the code in the Google Play SDK, as it helps facebook to optimize the app install campaign.
We ran the campaign without SDK integration at first and it didn’t perform because the campaign couldn’t be optimized for more installs. We ran a campaign with a direct Google Play App URL and the cost per install was around INR 40-50. Then we integrated the SDK in the Facebook Developers account and the result was outstanding. We started getting more than 1000 installs every day. We were able to get a per install on Android devices, at around INR 8. What this means is that one first needs to integrate SDK and then run the app install campaign.
Let’s see the two campaigns here:
The cost per install for Android devices, on Google and Facebook are quite different, as Facebook is a social media site, while the Google Display network is a collection of millions of sites. Based on the figures we got, we would strongly recommend that you allocate a greater budget on Facebook than Google, for app install campaigns.
The performance of the app install campaign purely depends on the app you are promoting. Some apps are able to get the app installed at a lower cost, while some at a much higher cost, as a number of factors come into play, like the app size, the app platform, compatibility, offered services, etc. An App install campaign performs better on Facebook than Google because Facebook is a social media site where users spend more time, so the ads get more exposure.