Each day at work, GoGoChart’s app marketing specialists receive a diverse range of questions from our clients in different industries when promoting their apps: consumer brands, ecommerce, trading apps, digital / virtual banks, gaming and so on. In Hong Kong, because the app ecosystem is still developing, we found it necessary to popularize the knowledge of this industry and some of our best practices.
This article lists out parts of the frequently asked questions from our clients and tries to answer them in view of our years of experience and proven track record.
We are only granted a limited amount of budget to promote our apps, what do you suggest us to do? Where should we start?
GoGoChart’s answer: Awareness building for your app is the top priority. At this stage, a minimum of 3-month digital campaign on paid channels is recommended to build up the app awareness first, which normally is referred to as “UAC”: universal app campaign, which is Google’s first asset-based app install campaign type. An asset is any ad component, such as an image, text, or video, and in UAC they’re treated as individual building blocks. Facebook ads are also proven to be an effective channel especially for those mass consumer-driven products or promotions on an app. Clients can evaluate the campaign performance easily through CPI (cost per install) and CPM (cost per mile).
But the consensus understanding is that Apple Search Ads (ASA) helps attract more loyal and active users compared with other app promoting tactics, why do I still need to allocate my budget on other channels?
GoGoChart’s answer: During an app marketing journey, the wider marketing theory also applies – that users are acquired through a funnel shaped process, where the lower (or narrower) it goes, the more loyal potential customers are. ASA is at a relatively low (narrow) position of the funnel, although it means higher chance of engagement or install, top-funnel level app marketing efforts (such as UAC) need to be deployed first to get users “down the funnel” for more targeted tactics like ASA. While each channel plays a different role, it’s hard to define which one is “more important” as no effective brand or app awareness building can be achieved without a holistic and consistent approach.
For many brands’ apps especially those who are new to the market, the first key thing is to boost the visibility and impression, then it comes down to the “discoverability” – whether your app is searchable on app stores, and whether consumers would like to download and use the app after its being discovered. All the processes during the entire journey are interlinked and indispensable to each other. In addition, consumers’ attention span is getting shorter nowadays, requiring brands to promote their apps in a more constant manner to keep themselves competitive in the market.
We have already invested in outdoor advertising for our app and the impression is massive, do I still need to invest in App Store Optimization (ASO) and ASA?
GoGoChart’s answer: OOH (out of home advertising) is a good way to boost brand awareness to a massive amount of consumers, but the impression itself doesn’t guarantee download or install. Brands need dedicated resources and expertise to optimize their ASO and ASA strategy for more quality app engagements. This past article from us breaks down how ASO works.
How do you guarantee that you can help meet our KPI in three months?
GoGoChart’s answer: Firstly we communicate with clients before any campaign is deployed, we ask the right questions to understand client needs, objectives, KPIs and budget available, from there we set out directions of where this campaign should start and go. No app is the same so we customize each campaign to make sure the expectation is aligned and results are desirable.
How to track in-app activities after users download and start using our app?
GoGoChart’s answer: To understand how consumers are getting along with your app, we work with multiple global MMPs (mobile measurement partners) such as AppsFlyer, Adjust and Google Firebase. Each of them has their own focused areas, and we give suggestions to clients based on our in-depth understanding on both sides.
Talk to our experts to tackle the common questions encountered by app marketers: call +852 6319 2613 or email [email protected].
About GoGoChart
GoGoChart, a tech enabled mobile marketing company headquartered in Hong Kong, being the Google App partner in Hong Kong, its mission is to become the world’s leading mobile marketing technology brand. Since its establishment in 2016, the company has helped over 2,000 brands and apps in more than 60 countries optimize and promote their apps. it has also evolved into an all-rounded digital marketing service provider after winning trust from thousands of brands. Key clients of GoGoChart include Fortune 500 companies, blue chip listed companies and SMEs from the finance, consumer, ecommerce and gaming sectors.
GoGoChart was awarded the Hong Kong Technology Fast and Rising Star Program organized by Deloitte both in 2019 and 2021, the Best Use of Mobile Online Campaign (inaugural season) by Interactive Advertising Bureau Hong Kong (iAB HK) in 2021, and officially became an Affiliated Member of The Association of Accredited Advertising Agencies in 2021. The company’s regional teams are situated in the Philippines and mainland China.
