Strategic-wise we are having two goals. App Installs and Traffic to our Website promoting the App (Performance).

As a third one should be addressed using Social Media Management Campaigns, for further Branding of the App.

The first one is App installs by measuring KPIs such as Conversion Rate, Cost per Acquisition, User’s Retention Rate, Daily Active Users, Monthly Active Users, Sessions Length, of course ROAS and eventually taking all spent into consideration, ROI.

These data can be collected through Google Universal App Installs Campaigns, Facebook App install Campaigns and Firebase if available.

The selection of countries and targets for these campaigns can be made after carefully identifying through both the App platforms (Android and iOS), for the specific Demographics and locations already have shown interest in the App.

Tactics:

Pay-Per-Install Campaigns – Google Universal App / Facebook App Installs, leading directly to Google Play store or App Store depending on the device, triggered when used from mobile, via search or Display Network for Google and via Targeting from Facebook.

Pay-Per-Click Campaigns – Google Ads / Facebook Ads for specific keywords when search from desktop, by leading to Website and using specific targeting for Facebook platform.

Sponsored App in Marketplaces – The App will be sponsored in marketplaces for both Android and iOS, for specific keywords.

Keeanō