MTC 2013 monetarisierung
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Nach wochenlanger Arbeit und nervenaufreibendem Approval-Prozess ist die Killer-App jetzt endlich im Store gelandet. Und jetzt? Die Downloadzahlen sind deutlich unter den Erwartungen, und etwas muss getan werden! In diesem Talk wird dargestellt, welche Möglichkeiten der Bewerbung existieren und welche Fallstricke es auf den unterschiedlichen Plattformen zu umschiffen gilt.
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MTC 2013 monetarisierung
- 1. Sascha Möllering | ZANOX.de AG Monetarisierung und Bewerbung von Mobile-Apps
- 2. Contact Sascha Möllering Software Engineering Team Lead sascha.moellering@zanox.com http://www.der-maschinenstuermer.de/ @sascha242
- 3. Agenda • Motivation • AppStore SEO • Ad Networks • Mobile Performance • Q&A
- 5. „Riskulator“
- 7. AppStore SEO • Find out the phrases people might use • Check out the competition for phrases • Choose a good name for your app
- 8. AppStore SEO • Choose matching keywords – No spamming! – No trademarked phrases • Don’t update just to change keywords • Tools like appcodes might help
- 9. AppStore SEO • Ask users with tools like AppiRater Plus to write reviews • Important for sales – Nice icon – Descriptive name – Good reviews
- 10. AppStore SEO • good SEO != good sales • Conversion rate is king! • Ship an app that is not crappy! • Not: yet another flashlight app • Ask your users for feedback!
- 12. Terms • Publisher – tries to monetize their content – operator of a website or app – Website or app shows the ad media of an advertiser • Advertiser – Pays for a specific action – advertising company – provides required ad media
- 13. Terms • CPC – Cost per Click – No further actions • CPA – Cost per Action – Cost for a specific action (more than a click) – E.g.: newsletter subscription
- 14. Apple iAd • Apple’s ad network • 70/30 split for publishers • SDK/iAd Producer/iAd Workbench • CPA/CPC based • Budget starts at 50$ • Tutorial
- 15. Apple iAd
- 16. Apple iAd Bits und so-Pocast Episode 341 “Gold Edition” iAds Test Run Ended
- 17. Google AdMob • Google’s ad network for mobile • Split for publishers: ? • Daily budget minimum 10$ • SDK/AdMob Website • CPA/CPC based • Tutorial
- 18. Google AdMob
- 19. Microsoft Advertising pubCenter/bing ads • Microsoft’s ad network • Split for publishers: 70/30 • Daily budget minimum ? • SDK/pubCenter/bing ads-website • CPA/CPC based • Text easy, display ads painful
- 22. Problems? • Only “in-app”-solutions – Ads are shown in apps – Tracking is done in apps • How to track browser to app?
- 23. Solution! • Transaction based model – Click a banner (web or in-app) – Buy and download app – Open app and install gets tracked
- 24. Mobile Performance App 1st Open Publisher App Store Advertiser Mobile App Mobile Website Apple Google Cost-per-Install In-App Purchase Microsoft
- 25. Solution! Mobile Technology Magazin 3/13 Monetarisierung zanox SDK für iOS und Android
- 26. Q&A
Editor's Notes
- - SEO: Search Engine Optimization
- - SEO: Search Engine Optimization
- First app for financial risk management for iOSBlack Scholes, Asset Allocation, etc.Heavy optimizations (runtime, algorithms, memory)App submitted to store, press releaseSales: 6
- http://de.fotolia.com/Content/Comp/45065211
- - SEO: Search Engine Optimization
- http://de.fotolia.com/Content/Comp/55335763
- iAd Producer: to create AdsiAd Workbench to create and manage campaignsCPA: Cost per Acquisition or Action, zieht, wenneinedefinierte Action stattfindet (download)CPC: Cost per ClickEffective Cost Per Mille (Thousand): Total revenue divided by the number of impressions, multiplied by one thousand. “Per mille” means per thousand impressions, or loads of an advertisementAdvertisers bid to show their ads on apps in the AdMob networkauction is run for every impression to determine the winnerAdmobpredicst what the ‘expected CPM’ (eCPM) of that ad impression will beThe developer sets a minimum eCPM and Admob will only serve ads to their app that meet or exceed that level. Der effective CPM odereCPMmisst die effektivenKosten pro 1000 Impressions und wirdalsSteuerungskennzahlim Performance Marketing eingesetzt.
- http://de.fotolia.com/id/49897610