Mobile Brand Marketing

Every company, which uses a brand marketing strategy, wants its product to be famous and well known. Statista predicts that more than 2,3 billion smartphone users will be on this planet in the year 2017. This fact makes the mobile sector an essential keystone of the most brand marketing campaigns. In this article, we want to give you a general overview of the assets and possibilities you have to leverage your brand recognition.

Display Advertising

The most common way to use mobile marketing as a tool to increase brand awareness is the so called non-incent advertisement. These types of ads have a long history and their roots reach back to classical non-digital marketing. We will now give you information about the most common non-incent advertising assets.


A banner ad is a rectangular graphic ad, either text or image based. It is placed on the side edges of a mobile interface and stays on screen while the user interacts with the app.

Ad servers deliver those banner ads to a certain application or website. If a banner ad is displayed, the user can click on it and is then taken to the App Store or a corresponding landing page.

Interstitial Ads

According to the IAB (Interactive Advertising Bureau), advertisers can place interstitial ads before, in between or after the primary content experience. In any case, there should be a natural break, for example when the user is navigating between content. On the contrary, ads that overlay or cover the content a user is looking at interrupt the user experience and aren’t considered interstitial but pop-up ads.

Video Ads

Since all forms of moving images or active content are really popular these days, video ads are a great format choice for mobile ads. They embody an opportunity to effectively reach a high percentage of mobile users.

The IAB generally distinguishes between three different forms of video advertisements:

  1. In-Stream: The video ad appears pre-, mid- or post-roll within the environment of a video content the user chose to watch, e.g. a video on YouTube.
  2. Out-Stream: The video ad appears within other content that either includes text or images.
  3. Other Non-Video Environment: The video ad appears in other content environments like in-feed or between content lists. Additionally, the advertiser can place his/her video ad within another display advertisement.

Native Ads

A native advertisement matches its environment in an application or on a website visually and behaves consistently with the native user experience. Like this, the advertisement should feel just like natural content to the user and it should avoid distracting the content experience.
Well-known examples for platforms, which use this type of advertising are social networks like Facebook, Twitter, Instagram and Tumblr.
Furthermore, they can appear in many different ways:

  • Content Recommendation
  • Search Ads
  • In-Feed Ads
  • Promoted Listings
  • In-Ad With Native Elements
  • Custom Ads

The main goal of native ads is to address the target audience to an enjoyable extent without being obtrusive.

Rich Media Ads

The idea of rich media ads is to encourage users to interact and engage more with the ad by combining different features like video and audio. Additionally, users can activate certain effects where an ad expands, floats etc.

Social Media

Social Media is very suitable to increase the popularity and the awareness of a brand. A good brand promotion strategy is a good start – but another part of the effort can be shouldered by influencers and marketers who make sure the audience gets to know your brand.

Social media brand promotion combines the basics of marketing with the far reaching access offered by social media.

Advertisers have to decide which platform would reach out to their target audience in the most effective way.

With Linkedin and Tumblr as exceptions, most other social media platforms are used with smartphones and tablets.

How do people use social media platforms © Statista

 We will now give a comprehensive overview of the biggest platforms and how to increase your brand’s awareness.


Facebook is by far the largest and farthest-reaching social media platform.

There are 2 main promotion strategies:

  • Advertisers can choose to use a Facebook feature to their advantage by creating a page. However, this may pose the risk of not having the reach nor the impact a client wants for their product.
  • Sponsored or paid advertisements on Facebook allow the site to advertise to users directly: This strategy provides a more forward and personal approach, as most marketing efforts are tailored to a user by assessing his/her interests.


Twitter has a penchant for allowing products and content to go viral almost overnight.

For promoters this platform opens a large range of possibilities. Twitter not only offers a wider audience which is simpler to access, but also offers the added benefit of interpersonal communication with the consumers.

Many consumers use Twitter to directly address large franchises and companies with their queries and complaints, and often get quick, individual replies. This makes the Twitter audience one that could allow most efficacy when running social media brand promotion.


Instagram is the largest visually-oriented social media network. Of the 500 million monthly active users, many have made successful careers out of posting pictures and featuring products as a form of paid promotion.

For the promotion of a brand on Instagram, some advertisers may hire users with significant followers and reach, and have them get the message across. Instagram has proven to be remarkably effective and popular for social media brand promotion.

Own App

Another step is creating your own app for mobile devices to advertise your brand. This is most suitable for brands and companies, which are also working the field of ecommerce. In the last years, the revenue from mobile sales has risen by over 600%.


The Growth of Mobile Commerce © ayeT-Studios

With existing ecommerce companies (i.e. Amazon or eBay), the chance a user will look for another shop to make a purchase is much smaller. Also, the owner of the app can use push notifications to inform his/her users about new products, sales or other special events.


ayeT-Studios offers an all-in-one service for brands. We use the most advanced techniques and present advertisers a very efficient self-service platform, which can leverage their brand’s awareness.

Which Factors Affect the App Store Rankings?

Whether you choose to develop an app for Android or for iOS – to stand out you have to reach a good position in the store charts.

In this article, we will analyze in detail, which factors affect the app store rankings in Apple’s App Store and the Google Play Store – and how.

The App Store Ranking Factors

Naturally, neither Google Play nor the Apple App Store disclose their ranking algorithms publicly. Thus, we can not be absolutely sure about which criteria actually influence the ranking of your app.

Nevertheless, we composed a list of factors many people believe to have an effect on the app store rankings.


The number of downloads is a key factor for your app’s ranking in both app stores. The more users download and install your app, the better your position in the app store ranking.

If you have a good marketing strategy and promote your app effectively, you can even increase your downloads. Learn here, how you can help your app to a ranking boost.


Your app’s revenue has no influence on your ranking, at least in Google’s Play Store. The reason for that is the unwillingness of most Android users to pay for apps. Therefore, free apps account for the majority of app downloads in the Play Store.

The situation in Apple’s App Store is the exact opposite: here, the users pay significantly more often for their preferred apps. Hence, the amount of revenue will most likely affect the app’s ranking – at least within the Top Charts “Paid Apps”.

App Usage

Observe closely how your users are interacting with your app! At that, App Starts – how often your users open the app – are especially important. This is a critical factor since not only the amount of downloads affects your ranking but how often users actually use your app. Additionally, this data is helpful for measuring app engagement and retention.

Ratings and Reviews

Your app’s ratings and reviews are important for multiple reasons. On one side, they influence decisions of downloading the app or not. The majority of users is more inclined to download an app that has many positive ratings and convincing reviews.

On the other side, this study shows a connection between positive reviews and changes of the app store rankings. The gist is that the better the ratings of the app, the lower the likelihood of a worse ranking.

Keyword Relevance

At this point, we face a very important part of App Store Optimization: selecting the right keywords for your app. It is important that your keywords represent the features and the benefit of your app while being relevant for search queries. This is necessary for users to be able to find your app later in the app store. This aspect is a ranking factor for both the App Store and Play Store.

However, watch out for keywords that are overly popular. Oftentimes, the competition for these keywords can be way too high and you seldom have the chance of reaching a good app store ranking.

Read this article to find out how you can still find the perfect keywords for your app.


Many people assume that an update temporarily improves the app ranking in the App Store, unlike in the Play Store. However, every update has to pass through its own review and approval process. Similar to the initial launch of the app, Apple could reject it at this point as well. One little hint: you only have the possibility to change your app store keywords and other metadata in combination with an update.

So: plan every update and make sure that it works smoothly and offers an improved experience for your users. Then, an update is a good opportunity to receive new and positive ratings and reviews.

Retention and Number of Uninstalls

While the number of downloads has a positive effect on the app ranking, the uninstalls seem to have a negative impact in the Play Store. For instance, the chance for a feature in the category “Top New Free Apps” decreases. Interesting to know: such a feature is only possible within the first thirty days after the app launch.

Thus, it is necessary to publish a bugless app that users want to interact with straightaway. For that, you need a precise pre-launch strategy, that increases engagement and decreases the amount of uninstalls.


In both app stores, the ranking position depends on the country. On one hand, there are country-specific rankings, and on the other there are global rankings.

In terms of country-specific rankings, the decisive factor is localisation. This includes important changes for different versions like translating text to the respective language or adopting regional formats for time and date. Also, a very important step is the cultural adaption of the app. Regarding the use of symbols and colors, different cultures could have different meanings for them as well. Furthermore, you have to change the characters and, for some countries, the reading direction. As an app developer, you can’t forget these steps to ensure that you address users with different origins correctly.

Social Proof

This factor rather applies to the Google Play Store since Apple doesn’t consider any social media at this point. Google takes all activities relating to your app into account that happen within the Google+ network or other social networks like Facebook and Twitter. They most likely affect your app store ranking positively since they underline your app’s relevance and quality.


Like social proof, backlinks are only a factor in the Play Store. Similar to SEO, backlinks probably have a positive effect on your Play Store Ranking. However, that depends on the quality, amount and relevance of the backlinks that lead to your Play Store page. The better these three criteria, the more this factor affects your app ranking for the better.

But be careful: Even though relevant backlinks can benefit your app, irrelevant links could do more harm than good. Therefore, you have to establish a process to monitor and retrace all backlinks to your Play Store page.

Overview of the App Store Ranking Factors

Finally, we want to give you an overview of the important app store ranking factors and which store considers them.

Play Store App Store
Revenue (only paid apps)
App Starts (usage)
Number & Value of Reviews
Keyword Relevance
Recently Updated
Social Proof

Differences in factors, which influence your rank in the app stores © ayeT-Studios

With the help of this table, you can figure out which factors you have to optimize in order to reach a good ranking in your chosen app store.


What is Location Based Marketing?

Location-based marketing (or location-based advertising) is one of the new and trending topics in the mobile advertising world. Advertisers use the possibility to track users locally and provide location-based advertisements on their mobile devices.

Types of Location Based Marketing

In general, there are two concepts in location-based marketing: push and pull. You can categorize the push approach into two categories: Firstly, the not requested service is more frequently used. This means the user will get án advertisement based on his/her location until he/she decides not to get them anymore.
Secondly, the user can allow certain advertisers which or how many advertisment he/she receives.
The other case is the pull approach in which users are looking for a specific information, like a restaurant close to them. Advertisers who have a location based advertising strategy, can then provide the users with coupons or specific ads to get them to their store.
Location-based advertising is closely related to mobile advertising, which is divided into four types:

  • Messaging: like SMS or through the help of an messaging service like WhatsApp,
  • Display: Banners, Interstitials or
  • Search
  • Product placement

How Does Location Based Marketing Work?

Should advertisers want to use push-based LBA, they have to collect data of their potential users, like mobile phone number, email address, first name or other relevant informations.

When having all the necessary data together, the advertiser sends a message asking the user to confirm a subscription for a location based advertising service. If he/she agrees, the company can now provide them with rewards and geographically based offers.

Location based marketing according to the pull model gets in touch when the user is looking for location based information. Companies specialized their service and implemented i.e listings of yellow page companies. Thus, the user sees advertising on his portable device in response to his/her queries.

With the help of ayeT-Studios, you can also target your app marketing campaign to specific countries. Just select from our drop down menu!

What is the Benefit of Location Based Marketing

The most obvious benefit of location based marketing is the accuracy with which users are targeted. For example, if a user buys a specific book in a bookstore and accepts to be in the LBA program, the store can easily retarget the user when he/she is close to the store and present similar books or another book from the same series. The user is much more likely to visit the store again.

The second benefit of location based advertising is the fact that it makes the advertisement personal; it responds to the actual location of a customer and thus has a smaller chance to be recognized as spam.

A third benefit is the humongous amount of location based data collected. Advertisers can use services of data companies to enrich their marketing companies and scale their campaigns to reach out to many more potential customers.

Examples of Location Based Marketing Techniques

In the last part of this blogpost, we want to go a bit deeper and describe some of the possible location based marketing techniques:

Geo-Aware Targeting

Geo-Aware Targeting can be described as the origin of location based advertising, since it first appeared in the year 2010. With the help of geo-targeted data (given by the mobile provider) advertisers can display advertisements in real time on the screen of users who are close to a certain location. This advertising method is very effective to lead customers into a store.

Hyper-Contextual Targeting

Hyper-contextual Targeting is the next level of Geo-Aware Targeting because it combines and interprets different sets of data to a contextual result. This method is used to generate a meaningful advertisement for the user and tries to get direct purchases for the advertiser.

An example of hyper-contextual targeting could be a banner campaign in a suburb area, in which crime rates have been rising. A provider of security systems could target people living in this area and even get his/her banner delivered in the evening and night where the need for safe spaces is more imminent.

Place-Based Targeting

This location based advertising method refers to targeting a specific area in a specific time frame. The best and easiest example would be a big sports match at a stadium. Advertisers with a sports-related background could easily profit if they display advertisements to visitors of the match during this particularly time frame.


This implies setting up a virtual “fence” around a targeted location using longitude and latidude information. This method is trying to get foot traffic i.e. to your store. If you own a shop in a mall you want the visitors to recognize your place. By setting the virtual fence around the borders of the mall, you can offer visitors coupons and special prices. When you own a restaurant you can also run your campaign around lunch or dinner time.


The fourth LBA method is special because it does not necessarily aim at potential users when they are close to your store, but it targets customers who are close to your competitors businesses. This method is often used by companies of the financial sector, telecommunications or restaurants.

ayet-Studios offers advertisers the option to target specific countries for their app marketing campaigns. It is very fast, easy-to-use and effective. Try it yourself!



How to Boost the Rank of Your App

If you already have an app in the app stores, you should always look for new users. The most effective way to acquire new users constantly is a good position in the app stores.

There are some possibilities to boost your rankings in the app store. Some of them are for free and for some of them you have to pay. In this article, we will show you the best practises to choose from.

How Does Your App Rank in the Stores Right NOW?

At first, you have take a look at how your app is currently ranking in the app stores. The most important thing to know is how good your selected keywords rank in the charts. (If you want to read a more detailed guide on how to find the most fitting keywords read here) Google and Apple both do not provide details of where which keywords ranks in the charts. So you have to get that information from an external provider. We can recommend to use the service of AppAnnie or Sensor-Tower. A basic version of their service is available for free so you can try whether it works for you or not without spending any money.

Free possibilities to boost the ranking of your app

Free, in most cases, means free of charge, but not free of investment. The money you save has to be spent equivalently in time you have to put into work.

What you surely already know is the importance of app store optimization. (If you read here, you will find a very detailed guide on how to do app store optimization the right way)
You can make the biggest impact on organic installs and rankings when updating the store page of the app. If you found out for which keywords your app is ranking, you have to decide whether these keywords fir your marketing strategy. Maybe you found some keywords in the ranking, which you didn’t even know about! 
When updating the description, short description, screenshots and promo videos, the ranking algorithm is very likely to improve the rankings of your app to see whether the new features appeal to the user. You can also implement a feedback function in your app. The ranking algorithms of both app stores are rewarding highly rated apps with excellent visibilities in their stores.

Paid possibilities to boost the ranking of your app

The possibilities to boost your app in the app stores with the help of money are borderless. It is simple but true: the more users your app has, the higher your app’s app store rank will be. So when you spend money on advertising your app, in most cases your rankings will also improve.
There are two options on how you can acquire new users: You can reward them to use your app or you choose the non-incent way.
Rewarded installs have many faces. A very famous way to use rewarded installs is to use this advertising method in another app. Many games use lives or tires in their game cycle. So, the publishers of these apps let their users watch short videos, banners or even visit an app store page in exchange for the possibility to continue the gameplay. The other way to reward the users is to directly pay them to install and/or use the app of another developer. Mostly, this is organized by an offerwall where the users can see what they get to earn what kind of reward.

ayeT-Studios offers an all in one service where you can combine the advantages of rewarded and non-incent advertising to bring users to your app and therefore boost the rankings of your app.

All in all, we would suggest to combine all the methods we mentioned in this post to have the biggest impact. So, you should culminate all of your marketing efforts. Update your app store page, implement a review-CTA, buy banner and video ads and also reward other users to get impressions and leads. This way you can sky rocket your user flow and the rankings in the app stores.

The Most Common Mobile Ad Formats for Mobile Advertising

Whether you’re interested in in-app advertising or want to advertise on a mobile website: you need the right advertising format! In this article, the mobile ad formats available for mobile advertising campaigns and guidelines for their creation are shown and discussed.

Incent Mobile Ad Formats

First, we want to explain a few formats you can use for incentivized advertising campaigns. Incentivized campaigns are supposed to encourage the users to interact with the displayed ad by offering a reward in return.


An offerwall is a display of advertisements that features other apps and oftentimes can be found within apps. These ads are mainly part of incentivized install or engagement campaigns. With install campaigns, the user gets a reward when he/she downloads the app and completes its installation. When choosing engagement campaigns, the user has to accomplish a specific action inside the app before he/she gets a reward. Possible actions can be the completion of a specific level or the process of setting up a new account for an app.


Rewarded Video

A rewarded video is a modified video ad designed for an in-app environment, offering users rewards such as coins, credits or an extra life or playtime in return for viewing the clip. However, the download itself is not incentivized and users choose to install the app themselves. Therefore, rewarded videos represent a mixture of incentive and non-incentive advertising.

Rewarded Video has quickly become one of the fastest growing ad units in digital marketing because they:

  • are completely opt-in and do not damage the user experience
  • increase user engagement
  • help developers to increase their revenue
  • and provide higher viewability rates for advertisers.

Additionally, rewarded video ads create a win-win situation for developers and users, since they balance monetization and user experience. On one hand, users only have to watch if they want to get a reward; hence it doesn’t distract or disrupt the user experience. On the other hand, app developers still have the possibility to monetize their app with advertisements.

Non-Incent Mobile Ad Formats

With non-incent mobile ad formats, advertisers can address and catch the attention of users that are truly interested in their product. Since they don’t get a reward for downloading the app, the install is completely by choice and most likely a lasting decision. In the following, we will explain a few formats that fit into this category.


A banner ad is a rectangular graphic ad, either text or image based. It is placed on the side edges of a mobile interface and stays on screen while the user interacts with the app.

Ad servers deliver those banner ads to a certain application or website. If a banner ad is displayed, the user can click on this banner and is then taken to the App Store or a corresponding landing page. Since the format of banner ads is largely accepted, advertisers can easily place their advertisements in apps or on websites and publishers can accept ads from most advertisers.

Banner ads are usually paid via cost per impression (CPI), cost per click (CPC) or cost per action (CPA) and mostly aim to promote a brand or to activate or reactivate users. They have been the most popular form of mobile advertising for the last years but now seem to lose some popularity as Native and Video Ads become more popular.

Interstitial Ads

According to the IAB (Interactive Advertising Bureau), advertisers can place interstitial ads before, in between or after the primary content experience. In any case, there should be a natural break, for example when the user is navigating between content. Contrarily, ads that overlay or cover the content a user is looking at interrupt the user experience and aren’t considered interstitial but pop-up ads.

Additionally, the IAB guidelines require a clear close button that is available from the appearance of the ad. This also means that they disapprove of a countdown users have to endure before allowing them to close the ad.

Video Ads

Since all forms of moving images or active content are really popular these days, video ads are a great choice for a mobile ad format. They embody an opportunity to effectively reach a high percentage of mobile users.

The IAB generally distinguishes between three different forms of video advertisements:

  1. In-Stream: The video ad appears pre-, mid- or post-roll within the environment of a video content the user chose to watch, e.g. a video on YouTube.
  2. Out-Stream: The video ad appears within other content that either includes text or images.
  3. Other Non-Video Environment: The video ad appears in other content environments like in-feed or between content lists. Additionally, the advertiser can place his/her video ad within another display advertisement

Native Ads

A native advertisement matches its environment in an application or on a website visually and behaves consistently with the native user experience. This way, the advertisement should feel just like natural content to the user and avoids distracting the content experience.

Well-known examples for platforms that use this type of advertising are social networks like Facebook, Twitter, Instagram and Tumblr.

Furthermore, they can appear in many different ways:

  • Content Recommendation
  • Search Ads
  • In-Feed Ads
  • Promoted Listings
  • In-Ad With Native Elements
  • Custom Ads

The main goal of native ads is to address the target audience to an enjoyable extent without being obtrusive.

Rich Media Ads

The idea of rich media ads is to encourage users to higher interaction and engagement with the ad by combining different features like video or audio. Additionally, users can activate certain effects where the ad expands, floats etc.

For instance, these are all creative types available at Google’s DoubleClick Studio:

  • Expanding
  • Interstitial
  • Banner
  • Banner with floating
  • Multi-directional expanding (MDE)
  • Multi-floating interstitial
  • Push-down
  • Peel-down
  • Video

You can visit Google’s Rich Media Gallery for more detailed information and real examples for each of these types.

All in all, rich media ads are much more complex than traditional formats like banners. With the help of HTML5 technology, advertisers can layer multiple types of content. Videos, games, tweets and many more formats can be included in just one ad.

Visit our website to learn which dimensions and formats we support for each ad type that we offer.

The Advantages of In-App Advertising

Developers oftentimes use in-app advertising as a strategy to monetize their free app. In this article, we will explain how in-app advertising works and which ad formats are the most common to implement into an app.

How Does In-App Advertising Work?

With in-app advertising, app owners have the opportunity to sell advertising spaces to advertisers and publishers to make a profit with their app. The real-time-bidding market mainly controls and determines the whole process. In other words, every time the app is loading, the highest bidder of a real-time auction can place his/her ad within the sold advertising space of the app. You can provide your own advertising spaces for advertisers through ad networks or ad exchanges.

The biggest advantage of in-app advertising is the direct interaction of the user with the app as the ad is displayed. This is why most people will react to the ad as opposed to traditional display advertising where it might even be overseen. Nonetheless, there are reasons to be careful: you have to balance the amount of advertising and content! If the user feels suffocated by ads, he might react annoyed and abandon the app.

Since most mobile users spend their time within mobile apps, the in-app advertisements will most likely reach great audiences. A good example for effective in-app advertising is Facebook: as of April 2015, the company made over 70% of their advertising revenue through mobile devices. If done right, it will definitely pay off!

The Different Ad Formats for In App Advertising

In the following, we will take a closer look at the most common and established ad formats for in-app advertising.

Banner Ads

A banner ad is a rectangular ad that either includes images or text. It is placed on the side edges of a mobile display and stays on screen while the user interacts with the app or website. If the user clicks on the banner, it takes him/her directly to the App Store or another corresponding landing page.

The banner ad is a largely accepted format, hence advertisers can place their ads in most apps or websites. In turn, publishers are able to display the ads of most advertisers.

Rich Media Ads

The purpose of rich media ads is to encourage users to higher interaction and engagement with the ad by combining different features like video or audio. Additionally, users can activate certain effects where the ad expands, floats etc.

All in all, rich media ads are much more complex than traditional formats like banners. With the help of HTML5 technology, advertisers can layer multiple types of content. Like that, they can include videos, games, tweets and many more in one single ad.

Native Ads

A native advertisement matches its environment in an application or on a website visually and behaves consistently with the native user experience. Well-known examples for platforms that use this type of advertising are social networks like Facebook, Twitter, Instagram and Tumblr.

The main goal of native ads is to address the target audience to an enjoyable extent without being obtrusive.

Interstitial Ads

Interstitial ads are full screen ads that cover the interface of an app. They typically appear at natural transition points without interrupting the user flow. These points could be between different activities or after the completion of a level.

Usually, the user has the choice to either tap the ad or close it and return to the app.

Video Ads

Video ads can either be displayed pre-, mid- or post-roll, for example on YouTube. In apps, they can appear at natural transition points or breaks similar to interstitial ads.

A special form of video ads is the rewarded video. It is specifically designed for in-app environments and offers users a reward in return for viewing a short video.

Which Is the Best Ad Format?

Many forms of in-app advertising, like reward-based or opt-in videos, go way beyond traditional banners and desktop display formats. Since they are more engaging, adapted to current consumption habits and uniquely positioned to combat ad fraud, they are highly effective.

However, the right format is different from advertiser to advertiser and depends on the purpose of their marketing campaign. For instance, advertisers who want to bring attention to their product will choose larger formats like interstitials that cover and require more space. Therefore, it is important to offer a wide range of spaces for different in-app advertising formats.

Tips on How to Advertise an App Effectively

After developing and launching your mobile app, the next step on your checklist is to advertise it! To catch your potential user’s attention, this is extremely important. In this article, we want to explain how to advertise an app and introduce some tools that simplify the management process.

Popular Strategies to Advertise an App

In the following, we want to introduce you to the most popular and common strategies for advertising an app. They include free as well as paid tactics and you can decide which one best fits your app and budget.


App store optimization, also known as ASO, is the cornerstone of advertising an app. With ASO, you can optimize your app and perfect its app store features, relating to both appearance and findability.

By implementing suitable keywords in the title and description of your app, you can increase ranking position in the app stores and ensure that users find it easily.

Furthermore, by designing a unique and memorable icon together with screenshots and maybe even a video, which explains the benefits of your app, you can convince the user to download your app. Learn more about this topic here.

Word of Mouth

Since most people make a buying decision based on recommendations and suggestions of people they know, word of mouth publicity is very important for an app. Make sure, your users are content with your app and encourage them to review or recommend it to others.

You can even give them the opportunity to share it directly with their friends – which leads us to our next point.

Social Media

Social Media is a great tool to connect all users of an app – and alert others who haven’t discovered it yet. On one hand, you can include options for users to interact within the app or communicate with them on Facebook. On the other hand, you can suggest to them to invite their friends and share the experience together – potentially with a reward in return.

Now that you learned about how you can use social media for free, let’s look at a few paid options.

Facebook Ads

Facebook is probably the best choice for advertising an app through social media since it has the widest reach. In 2016 alone, it had 1.71 billion monthly active users – with 56% of them logging in more than once per day. Another advantage is the possibility of addressing users on a personal level since you can aim the ad at a specific target group and their interests.

Twitter Ads

Besides Facebook, Twitter is also a great tool to reach new users. Though the ad placement works similar to Facebook, Twitter has a big advantage: here you can communicate easily with the users who react to your ad.

Influencer Marketing

With so-called influencers, like YouTubers and Instagrammers, you can reach a unique group of users, who follow and trust their idol. You can let them advertise your app to their followers by posting videos or pictures featuring your product. Additionally, you can choose influencers with a significant reach and ask them to review your app.

Search Ads

Both the Google Play Store and the Apple App Store offer their own ways for you to advertise an app.

Under Android, you can make use of sponsored Search Results, which are search ads on Google Play. They enable developers to heighten the users’ awareness for their apps resulting in more frequent and easier discovery by users.

With Search Ads in the App Store, developers can place their app above other search results. Keep in mind though, they’re only available in the U.S., UK, Australia and New Zealand. You can create a Search Ad Campaign with Apple’s self-service dashboard and there is no minimum spend or additional costs, unless the user taps the ad. Apple has set a bidding system for this feature, which makes it possible to set a price according to your current budget. You can check out Apple’s website for more detailed information.

Traditional Advertising / In-Store

Of course, you can use traditional methods to advertise your app as well! For instance, your ads can be broadcasted on TV or the radio – which will grant you great reach albeit require a much higher budget.

If you run a store, for example a clothing store, and create a mobile app for that purpose, you can advertise your app locally. This way, customers who visit your shop take notice of your app and may use it to purchase something later on in the convenience of their home.

Helpful Tools for Advertising an App

Now that you received a first impression how to advertise an app, learn how to organize and monitor your campaign with the following tools.

Advertising Campaign Management

The term advertising campaign management combines all steps from planning a strategy to finding the right user segment for the product and addressing them appropriately. More specifically, you approach the general public through advertising in the media, while reaching out to existing users personally, e.g. via e-mails. The last step is to evaluate the results of the campaign.

With different software and programs, like advertising dashboards, advertisers can access their campaigns’ reporting and measure their performance across different metrics and assets. This data helps advertisers to identify optimization opportunities and subsequently to adjust the campaign.

Ad Targeting

Ad targeting, also known as targeted advertising, is a method of tailoring adverts to a specific target group or user segment. Therefore, you analyse the past behavior, demographics and psychographics of your users and create ads according to this data. By doing so, you can address your users and appeal directly to their interests.

This method assists you in finding the right users, who will respond positively to your app and reduce the chance of annoying uninterested users. This also prevents you from investing in ineffective advertising campaigns.

Advertising Dashboard

Advertising dashboards are a helpful tool to measure and supervise the key metrics of an advertising campaign. This indicates where you have to make improvements early on in your campaign. For example, when you detect a poor click-through-rate for some ads, you know that you have to optimize them.

And remember: the sooner you can identify and solve problems with any part of your advertising campaign the better your results in the end. Therefore, constant monitoring of your campaigns is a big part of the success of your app!

Blue line illustration concept of repair services, business support and maintenance project

Free Tracking SDK for Android CPI and CPA Now Available

Many customers have been asking us lately if it is possible to drive high volume campaigns for Android without a third party tracking provider like AppsFlyer, Adjust or TUNE.
So far we sadly had to answer with “No, we can’t”.
However, we are aware that as a small publisher paying for tracking on top of every install can be hard on your budget. Therefore, we are happy to announce that things have changed:

We now provide Free Tracking for Android CPI and CPA Campaigns


Using a tracking SDK can help you in many ways:

  • It will enable us to guarantee that every user opens the app at least once after the download.
  • It helps us to prevent fraud on a higher level than ever before.
  • You can create CPA campaigns using our tracking solution not only to track all installs but also to start engaging the users on a whole new level.
  • The campaigns will be able to be scaled to provide you really large numbers of of installs

So, before you decide to save money on a third party tracking provider please recapture the big PROs for using them.
The legitimacy of third party tracking basically stems from two things:

  1. They provide great infrastructure with very little downtime and sophisticated analytics.
  2. They are a neutral third party, setting a common ground for metrics that advertisers and publishers can agree upon – especially when disagreeing on campaign outcomes.

Therefore, we highly recommend using a tracking SDK. If you want to cut the costs for third party tracking, we are more than happy to offer you our new, totally free tracking solution.
Integration is very easy and should not take more than 5 minutes, with just an 11kb library and 2 lines added to your project.

Screenshot of dashboard of ayeT-Studios. Feature "ayeT SDK" is selected and highlighted in red.

How to select the Free Tracking SDK in the ayeT-Studios dashboard © ayeT-Studios

You will find a complete integration guide when setting up a campaign in our dashboard and when choosing “ayeT SDK” as your preferred tracking.

Start Your Android Campaign with Our Tracking SDK Now!

If you have any questions or comments regarding our service, please reach out to one of our Account Managers or email

Stay tuned for further improvements at ayeT-Studios!


app marketing costs

App Marketing Costs and How to Calculate Your Budget

Fulfilling your dream of being a successful app developer is not sorcery: It takes hard work, dedication and making the right decisions. After writing the code for and designing your app, you also have to consider your app marketing costs and how to spend your budget most effectively.

We have mentioned the different ways to calculate your budget many times on this blog. However, in order to give you a complete overview of this topic, we have listed the most important calculations in this article and seperated them in two categories:

  1. Calculations involving capital, whether spent on or received by your customers.
  2. Calculations on how frequently a user interacts with your app.

Firstly, select your key performance indicators (KPI), which enable you to make smart business decisions about the direction of all current app related projects. Which KPI’s are important totally depends on you and your company.

Following this, we are going to present some of the most common budget calculations with regards to your user acquisition strategy.

Calculations Including App Marketing Costs and Revenue of Your User Acquisition

These kinds of calculations only work retrospectively, meaning that you need data from previous user acquisition campaigns or you need to analyze your running campaigns. This is a very interesting aspect because you get numbers to calculate the app marketing costs and a relation to other parts of the development process.

Let’s assume this: You can spend $10,000 for your marketing campaign. What will the outcome be?

Cost Per Install

The Cost per Install (CPI) measures the app marketing cost that you carry for ads that trigger an installation of your app.

CPI varies much according to the ad formats you use. If you are using non-incent banner ads, you will most likely pay much more for each install than when buying downloads via an incentivized offerwall. If you use an incentivized offerwall, you can calculate exactly how many installs you will get for a certain amount of money.

So, if you use a professional advertiser and agree on a price i.e. of $0.20 per install, you can generate 50.000 installs with your marketing budget of $10,000 – a very clear result when calculating the app marketing costs.
Cost per install: The amount of money spend for advertisment / # of new installs directly tied to ad campaign

Cost Per Acquisition

It is often called Cost Per Action, too. This simple but very interesting formular helps in calculating app marketing costs because you can measure very clearly how effective your marketing efforts are. It is not limited to a specific model like CPI or CPAU.

For the mobile advertising industry, this pricing type is more commonly used for setting actions like completing a tutorial, reaching a certain level, registering an account or subscribing for a newsletter.

The defined action can be as specific as needed.
Cost Per Acquisition: costs / # of acquisitions

Cost Per Active User

The Cost per Active User measures the app marketing costs that you need to spend in order to reach users that will use your app actively.

Every company needs to define for themselves what ‘active’ means. In this case, you might also hear the term ‘retention rate’. (Click here for more information regading retention rates.)

CPAU is always higher than CPI, since it is not realistic for all bought installs to convert into an active user. If you spent $10,000 for your marketing and generated i.e. 50,000 installs and 10% of these users turn into active users, you spent 2$ per active user – if this is the KPI you are looking for.

Active users are more likely to generate revenue for your busines, making your user acquisition efforts very valuable.
Costs Per Active Uer: Amount of money spend for the ad / #of new active users in response to ads

Average Revenue Per User

The Average Revenue per User is the amount of revenue each of your active customers (on average) contributes in a specific period of time.

This is a very good indicator in two ways:

  • You can see how much money you get from a special group of your users that are very engaged with your app.
  • When calculating ARPU and including normal users, you get insight about at which point normal users are converted to active users – a good side effect when calculating app marketing costs.

Average Revenue Per User: Total Revenue generated within a given time frame / total # of active users within a given time frame

Customer Lifetime Value

The Customer Lifetime Value (CLTV) makes you predict how long your customer uses and generates revenue within your app and therefore, how much the user is worth for you.

It should always be your goal to improve app features that are the most likely increase the Customer Lifetime Value of your users. Most of the time this translates into improving retention rate, session duration and total usage time per user for your app.

The opposite might be the case, however, if you operate a shopping. For example, the session duration will be reduced by optimizing the check out process after a user has added an item to his/her basket.

This faster check out process might result in shorter session durations but higher CLTV in the long run. Thus, be aware of what KPI’s you have to measure and improve exactly.

With the CLTV in mind, you are now able to calculate how much you can spend for every user in order to still make profit – this is what the calculation of your app marketing cost is about.

The CLTV depends on three factors:

  • Monetization (how much customers contribute to your mobile revenue),
  • Retention (level of engagement a customer has with your app) and
  • Virality (sum value of additional users a customer will refer to your app)

This graph shows what the customer lifetime value consosts of: Monetization , Retention and Virality

What Customer Lifetime Value (CLTV) depends on © ayeT-Studios

If you want to calculate the CLTV, use the following formula:
Customer Life Time Value : Average Revenue Per User *(1/Churn rate) + (referral value)

Following this link, you can read an article on how to find the right mobile ad format for your product.

Return on Investment

Return on Investment signifies the profit you make with your app in comparison to your investment. You take a look at this at the end of your user acquisition campaign because it summarizes your efforts in making money by acquiring new users for your app.

In our case, we assumed $10,000 for app marketing costs. Let’s say the total revenue was $12,000, so your ROI for user acquisition was $2000. A high ROI means that your profit is way higher than your investment.

As long as your ROI is a positive value, you are not making losses. Be aware that you might want to measure additional spendings to CLTV and Ad Spending like all other costs of the business you operate (rent, HR, infrastructure and so on).
Return on Investment: ((Total Revenue - Total Cost)/(Total Cost))*100

Conversion Rate

There are many different ways to calculate your conversion rate; it all depends on your goals and what is important for you.

You might want to measure more than just one conversion within your conversion funnel from user acquisition to revenue generated to calculate the app marketing cost. That way, you would be able to improve your app on a more sophisticated basis.

There are at least two conversions we find worth measuring for almost any app type:

  1. Installs / Active Users: You can calculate the number of users that installed your app based on your user acquisition campaign and then decided to take specified actions to convert into an active user.
    Conversion Rate: # of installes genereated in a given time frame / # of new active users in a given time frame
  2. Active Users / User Generated Revenue: You can calculate the number of users that are using the app and then decide to take action and to generate revenue, for example by doing in-app purchases.
    Conversion rate: # people using the app / # of people generating revenue

Calculations not Inlcuding App Marketing Costs

You can get very useful information to calculate your app marketing costs the right way without looking at financial aspects.

Important factors for your budget calculation are, for example

  • how often users interact with your app.
  • at which point you lose their attention.

Churn Rate

With the churn rate you can calculate the number of users that delete your app in a specific period of time. It is a valuable indication of your users’ satisfaction.
Chrun Rate: # of customers lost in a given period / # of customers at the start of a given period

Monthly Active User (MAU) / Daily Active User (DAU)

These are your key users. Try to get as much information about this group as possible because it will help you improve your app.
Daily Active Users: # of users who opened app in a day ; Montly Active Users: # of users who openedapp in a month

Retention Rate

This element indicates the percentage of customers you are retaining. The retention rate is not a defined term, you can measure different factors according to what you want to learn.
Retention Rate: # of users who use the app in a set time period / # of users who use the app in a previous time period

Daily Sessions Per DAU

Daily sessions per DAU helps you to determine whether or not your customers are returning to your app as often as you want them to.
Daily Sessions Per Daily Active User: # of dailly sessions / # of daily active users


This is an indicator for how many users engage with your app and a good measuring tool for you if you provide bigger updates for your app.
Stickiness: # of daily active users / # of monthly active users

Session Length

If you measure session lengths, you can quantify the depth of a user’s relationship with your app.

App Launch / Load Time

Users want a fluent experience with your app, so keeping this number as low as possible is necessary.
As result, the KPI’s including money for calculations are not the only way to succeed. You need to know the behavior of your users; why and when they use your app.

Click here if you want to know more about the right way to promote your app.


In summary, we can state that calculating your app marketing costs (or the use of them) is not only limited to the factor of profit or revenue.

Retention rate, daily sessions per active users or session length are significant factors for the success of your app – and for the success of your business.

Try to aim for the KPI, which is most useful to your app marketing campaign and in this light, plan how to use your budget.

We at ayeT-Studios are an experienced team and can help you calculate the costs of your app marketing and lever your user acquisition.

Beneath, you can find information about our pricing:

(starting at)
(starting at)
CPI 0,07$ 0,15$
CPE 0,30$ 0,30$
CPA (Signup, Registrations) On request On request
Rewarded Video (CPV) 0,020$ 0,020$
Rewarded Video (CPM) 0,50$ 0,50$


(starting at)
CPC 0,02$
CPM 2,00$
CPV 0,02$
Devices for mobile marketing © FirmBee/

Mobile Marketing – Leverage Your Marketing Campaign

We live in a mobile world! In our daily routine, we constantly use our mobile devices (smartphones and tablets). This trend gives marketers many new and exciting possibilities to advertise their products. Today, they can run a mobile marketing campaign in an attempt to capture the great potential of the mobile world.

On this chart you can see how the number of global users exceeds the number of desktop from 2007 untill 2015. A good point to do mobile marketing.

The number of mobile users exceeded the number of desktop users in 2014 © ayeT-Studios

Mobile devices are not only used to play games, watch videos or chat with friends but mobile commerce is growing more and more every year. So, users get used to spending money on their mobile device.

On this chart you can see how fast mobile retail commerce is growing. One of the most important reasons to do mobile marketing!

Mobile Retail Commerce is growing rapidly © ayeT-Studios

In the following article, we want to give you an idea of which mobile marketing options you have, and how to use them to leverage the success of your product.

What is Mobile Marketing

The meaning of mobile marketing is already contained in its name: It is a non-static, non-local way to promote your product. It is a broader term for a digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS, social media and apps. In short: It aims to reach potential customers on their personal mobile devices.

What Does Mobile Marketing Aim to Do?

When reaching out to the personal device of a customer, you should have in mind where your advertisement will redirect your user to. Basically, you have two options for redirecting your users when they interact with your mobile ad: A website – if you are advertising goods and services or running your business with the help of a mobile website; or a page of a corresponding app store – if you are advertising an app. Some marketers, like Amazon, operate a mobile website and an app in order to sell goods to customers. They are likely to set up campaigns to trigger traffic for their mobile website as well as campaigns to trigger user acquisition for their app. Keep in mind that those two campaign types are much different in nature regarding set up, target, user flow and tracking.

In order to allow the customers the most appealing experience, not only the used advertising assets should comply with the conditions of mobile devices, also the website or app store page should be optimized.

Mobile Friendly Website

Mobile friendliness means various things:
The content on your website should not be too big. This way, the page can load quickly and the user does not have to wait. Obviously, the page should not contain any mobile specific errors, like links to other pages, which are not mobile friendly or faulty HTML-code. You should also make sure that your page can be viewed horizontally and vertically. Furthermore, avoid arranging your website in a way that users need to scroll horizontally.

To check whether or not your site is mobile-friendly, you can use a tool provided by Google and see in what way your website can be optimized.

Another crucial factor why you should consider to make your website mobile-friendly is the importance of the user experience. For the best user experience, engaging with your website should be flawless. If there are issues, the chance that the user will engage with your product or buy it, decreases significantly.

Since Google made mobile-friendliness a factor for the ranking of a website, you really should make the effort to get a good position in the search results.

Appealing App Store Page

App store pages itself are made to fit on any screen of a mobile device. Nonetheless, there are various options to make the store page special and let visitors download your app.

Name of the App

The name of the app is one of the first things a user recognizes when he or she is coming to your app store page. It should be catchy and unique and furthermore include one main keyword. The name should also indicate the purpose of the app and represent its main message.


The icon is also one of the first things a user will see, so you should create an extraordinary and distinct one thats every user can understand and recognize easily. It should invite the user to visit your page in the app store and finally download your app.


If you managed to get users to your app store page, you can now show them what your app is capable of in detail. The description should be well-structured and show clearly what the app is about. Try to keep it simple and inviting and list the main features and functionalities of your app.

Feature Graphics, Screenshots and Videos

A picture is worth a thousand words! At least if you add screenshots that make it easier for users to understand what your app is about. Great screenshots emphasize the app’s sales arguments and its unique selling point.

Which Channels Can Be Used to Do Mobile Marketing

At this point, you know what to look out for when designing your your mobile website or app store page. Now, we want to show you different channels you can use to advertise your product with the help of mobile devices. Additionally, we will explain what you have to keep in mind when creating a mobile marketing campaign.

E-Mail Marketing

Email campaigns are one the most effective ways to use mobile marketing. About 54% of all emails are opened and read on mobile devices. And 69% of these are instantly being deleted if they are not optimized for mobile devices.

This chart shows how the distribution on a percentage basis of how emails are opened and that emails are mostly opened on mobile devices. A good reason to use mobile marketing!

On this chart, you see how the opening rate of mails on mobile devices exceeds the opening rate on desktop pcs © /

If you plan to use an email campaign, there are certain things to keep in mind:

  • The “from“ field should be optimized to have a maximum of 23 characters displayed correctly. The subject line should consist of a maximum of 38 characters.
  • If you want to include a CTA (call-to-action), position it early in the message and make buttons at least 44×44 pixels wide, so that they are easy to “tap”.
  • Try to integrate coupons or benefit programs. Users in the digital era are very likely to use them or refer them to their friends.

The user is very likely to leave a page if it doesn’t fit on his screen, or takes too long to load. Therefore your CTA should always lead to a landing page, which is also optimized for mobile devices. Make sure to include metrics to measure the success of your campaign. Keep the design simple and include clear image buttons – the fewer fields you have, the better! Always keep the images re-sizeable for different devices. The page should also look well horizontally and vertically. Email marketing works great to get users to your mobile website and to your app store page.

SMS Marketing

Using SMS in your marketing campaign is a good idea because you reach the customer on his/her device directly. There are some facts that make SMS marketing interesting:

  • The open rate of 98% is significantly higher than email (22%).
  • Close to 50% of users in the U.S. make a direct purchase after engaging with an SMS-branded text.
  • It is conjectured that SMS are up to 8x more effective at engaging customers than other types of media.

When thinking about the benefit of reaching out to a personal device of a customer, you should also choose a specific style of words:

  • It’s better not to use slang and abbreviations.
  • Be very clear who is sending the message.
  • Keep the text under 160 characters to only send one message.
  • Offer the recipient something that has a real value.
  • Insert a clear call-to-action.

Like Email-Marketing, SMS-Marketing works very well in getting customers to your mobile website or app store page on mobile devices.

App Based Marketing

Mobile devices are mostly used with applications. Many of these apps are free but still have to generate revenue for the developer. So, many developers decided to monetize their app with the help of showing advertisements while the user interacts with it. In the next paragraph, we will describe which in-app advertising methods are available on the market.


Banners are the founding stone of mobile advertising and improved a lot in the past years. They are displayed at some part of the screen, with a standard size of 350×50 pixel. In contrast to the beginning when users thought of banners as disruptive, nowadays, they can be implemented much more effectively in the context. The prototype of web banners was developed really early on. Today, banners don’t have to be static, they can be animated, have a sound-layer or even get the information of a live-stream!


You could also call an interstitial a full-screen banner because it is displayed on the whole screen. By this, more information can be provided and users receive an immediate impression of the product.


In the last years, mobile videos have had a real boost. According to eMarketer, the numbers of mobile video ad budget spend in 2014 doubled in comparison to 2013 – from $720 Million to $1.5 Billion. This progress shows the huge potential mobile videos have as app promotion service. Due to the duration of the video, more context can be shown to your audience.

Rewarded Video

An option for using mobile video ads in an incentivized way are so-called rewarded videos, where users receive a reward for watching the whole video.


This is the modern type of banner, where ad components are displayed. When choosing the right place and structure of the ad, it can be very effective: Users won’t be disrupted when being online and will see the ad as part of the app.

Rich Media

Rich media is a digital advertising term for an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content. While text ads sell with words and display ads sell with pictures, rich media ads offer more ways to involve an audience with an ad. The ad can expand, float, etc. You can access aggregated metrics on your audience’s behavior, including number of expansions, multiple exits, and video completions to get granular data on the success of your campaign.


This ad format describes a page in an app where different offers are shown to the users. They can choose and complete an offer and receive a reward in exchange. Offer types may vary, from downloading and using a mobile app to watching a short advertisement about a certain product to completing a quick survey. It is always a good idea to scale the size of the reward according to the amount of work a user has to do to fulfill the task.


These are alerts and messages delivered by apps to the user. The messages appear on the home screen of a user device even if he/she didn’t open or isn’t engaged with a specific app. The user needs to have downloaded an app and agreed to allow push notifications, which 70% of the users do.

Some examples of push notifications:

  • Personalized messages based on the user’s profile
  • Reminders
  • Promotional messages
  • CTA for a specific goal or event


QR codes allow customers to scan a 2D image with their phone, which leads them to a webpage without entering a URL. This kind of marketing is a good mixture of classical offline and mobile marketing, because you can lead users from i.e. billboard or print magazines to your mobile appearence.

Most of the previous ad formats can also be used on mobile websites itself to advertise your product or app. We will show you which formats fit for which products in a table below.


The Costs of Mobile Marketing and How to Calculate the Budget

To calculate the costs of your marketing efforts, you have to determine the most important KPIs (key performance indicators) for your business. You should just ask yourself what you’re aiming to achieve with your mobile marketing campaign.

This can be, for example:

  • Do you want to increase mobile traffic of your mobile website?
  • Do you want to increase the conversions of email messages?
  • Does your brand need to improve its general awareness?
  • Do you want to increase the sales on mobile devices?

Below, you will find some of the most established indicators on how to calculate your budget.

Return on Investment

Return on investment signifies the amount of additional profit you make with your mobile marketing campaign. So, look at this at the end of your mobile marketing efforts since it summarizes how much money you’re making through advertising.

Return on Investment: User Acquisition

You can use this formula to calculate the revenue you generate by advertising either a product, service or an app.

Conversion Rate

This KPI is very important because converting a visitor into a customer is the ultimate goal of any marketing campaign – and with this formula you can calculate it very easily. However, a completed purchase is not always the only conversion you want to achieve. A newsletter subscription, the setup of an account or even a (potential) customer clicking on your ad, can also be a conversion you want to trigger.

Cost Per Install

This KPI is used to calculate when you’re advertising an app. The Cost per Install, or CPI, measures your expected app marketing costs for ads that trigger an installation of your app. CPI varies a lot according to the ad formats you use. If you are using non-incent banner ads, you will most likely pay much more for each install than when buying downloads via an incentivized offerwall. If you use an incentivized offerwall, you can calculate exactly how many installs you get for a given amount of money. Nevertheless, buying an install doesn’t necessarily mean you are also buying a loyal user that spends money for your product. Therefore, other KPIs were established to measure user engagement more precisely.

If you want to get to know more about app marketing specialized KPI’s, read this article!

What to Think of When Creating a Mobile Marketing Strategy

When thinking of developing a mobile marketing strategy, you should keep in mind what kind of targeting options mobile devices offer you.

Here are 4 Steps you can follow:

Step 1 – Define Your Targeted Group of Users

Thinking of what your audience is should always be the first step when creating a mobile marketing campaign. Make a particular point to detail your target audience’s mobile habits. Are they going to complete a purchase on a smartphone? Is the main percentage of their web usage happening on mobile devices?

Some interesting points:

It is always good to measure how users approach your website. You can monitor that with Google Analytics.

Step 2 – Set Goals

Before you can work on running a successful mobile marketing campaign, you have to be sure of what “successful” means for your efforts. Here are some examples of questions you can ask yourself to determine worthy goals:

  • Are you already doing something for the mobile market? This defines your starting point.
  • If you are already advertising on mobile devices, how are your campaigns performing?
  • How will a mobile marketing campaign fit in your overall marketing strategy? You should have a reason when you want go to mobile.
  • What group of users are you targeting?
  • How can mobile media channels get connected with your already existing channels?

Step 3 – Choose your KPI’s

Just like all other marketing efforts, mobile marketing campaigns also need to get optimized and tested. Think about what realistic and measurable KPIs are to define the success of your campaign. You can measure the Costs Per Install, Return on Investment, Conversion Rate and many more. In order to choose the right KPI you should ask yourself:

  • Do I want to increase the Conversion Rate?
  • Do I want to increase the traffic or the sales directly?
  • Does our brand need to improve the general awareness?

Step 4 – Monitor the Mobile Metrics

It is important to get as much information as possible on how the customer/user engages with your product. You can get help of various tools:

Metrics of Your Mobile Website

Google Analytics can help you measure mobile usage of your website:

  • The data about conversions can indicate whether or not the landing page should be optimized for mobile devices.
  • With Google’s given data, you can see how well your audience engages with the content.

When adding the Device Category field to the Site Content dashboard, you can quantify the traffic to each individual page on your site. You can also get information on which mobile page is most viewed, which device is most used and see how much web traffic you have compared to desktop PCs.

Metrics of Your App

If you published your app in the Google Play Store, you have great possibilities to get insights on how which user gets in touch with your app. You can get useful data with the help of Google Analytics or pull it from the developer console itself.

  • What is the conversion rate for play store page visit to app install for your app?
  • How many visitors do you get from AdWords-campaigns and how do they convert?
  • You can set every mobile marketing ad with a specific UTM-Tag and the Developer Console will show you in detail how many users visit which ad and convert into app users.
  • How many visitors come from Google Search?
  • How many visitors come from third-party referrers?

If you published your app in the App Store for iOS devices, you can implement code into your application, which gives you the possibility to get data on how (potential) users approach your app with the help of Google Analytics. Click here if you want to learn how to do this!

To Put it in a Nutshell

At the end of this article, we want to give you an overview on the mobile marketing ad formats available and which product they are most suitable for.

Mobile Website App




Rewarded Videos


Native Marketing

Rich Media Advertising

Push Notifications


This table shows which mobile marketing format fits which product.

As you see, most of all mobile marketing ad formats can be used to promote products, services and apps.