The massive growth in mobile app usage generated competition in the marketplace. Today the Google Play Store has 2.56 million applications, while the Apple App Stores has 1.85 million applications. These apps account for the lion’s share of games industry revenue, give access to the world’s canon of music, and help users manage diaries, documentation, and payments.
In this highly competitive fight for relevancy, you need a creative and engaging marketing strategy to promote your app. App install ads are a highly effective means of enhancing your app’s visibility in the app stores, increasing its rank, bolstering organic traffic, and driving installs.
Educational Applications:
Educational trends adapt to the changing time; the digitalization wave and e-learning made knowledge accessible from anywhere, facilitating the learning process. Now, everyone has access to information through mobile phones. Therefore, mobile e-learning applications are gaining populating by the day.
Educational applications offer modern learning techniques, address the psychology of students, and facilitate the delivery of information; they gamify concepts offering challenges through puzzles and games. They also help educators keep track of students’ and learners’ performance and report automated grading. These applications save a tremendous amount of travel time and provide references that are easy to download. They are also cost-effective and offer a wide range of payment options.
So if you have an educational application, native advertising must be part of your marketing strategy. It establishes brand awareness and builds trust by leveraging viewership, credibility, and value of respected editorial publishers, featuring your applications’ ad to millions of unique users alongside relevant content. This will deliver relevant referral traffic and significantly increase your app installs.
Noon Academy:
Noon Academy is a mobile application that offers an online social learning platform enabling students to study in peer groups, compete with one another, and request top tutors on demand. It creates a social e-learning platform; it operates in 8 countries, serving 16 million students and empowering 100 thousand teachers.
Noon Academy constantly aims to reach and engage more students, raise its brand awareness and emphasize the importance of e-learning. It also works on increasing the number of app downloads which is a parameter of success. To do so, it decided to explore the world of native advertising to generate leads, and boost its app downloads.
Noon Academy marketeers used Speakol’s top-notch targeting options to customize their campaigns and target their intended audience.
Strategy:
- Set the campaign objective to app install.
- Used location targeting to launch a campaign targeting Egypt specifically.
- Used contextual targeting to target the education and training sections in particular and exclude other irrelevant content categories to narrow down the target audience.
- Used device targeting to target mobile phones both iOS and Android, and exclude desktops.
- Set the campaign duration for a month, so they can continuously assess the campaign performance, as well as modify and optimize the resources to achieve the best results.
- Opted for “Choose Right! Choose the Education Your Children Deserve” as an ad title, which urges parents to take action, and prioritizes childrens’ quality of education appealing to their emotions.
During this month, the campaign obtained 60 thousand clicks, over 10.6 million impressions, and close to 900 leads, with a very reasonable CPL (cost per lead).
Variance:
Variance is a comprehensive Egyptian platform that aims to empower youth through online courses that develop their skills and abilities and prepare them for the labor market. It also aims to facilitate communication using online conferences and video conferences.
To engage more youth and encourage them to use their platform, they launched a Digital Empowerment Initiative offering 500 LE worth of courses to all new users to explore and register for up to 3 courses or use their virtual video conferences services. To reach out to new users and increase their app downloads, Variance decided to incorporate native advertising as part of their marketing strategy.
Strategy:
- Set the campaign objective to conversions.
- Used location targeting to launch a campaign targeting Egypt specifically.
- Used contextual targeting to target the education and training sections in particular and exclude other irrelevant content categories to narrow down the target audience.
- Used device targeting to target mobile phones both iOS and Android, and exclude desktops.
- Set the campaign duration for a week.
- Opted for “Enjoy 3 Free Courses from Variance” as an ad title. The use of “Free Courses” is an engaging phrase to encourage users to try this platform and explore their courses.
- Used an attractive visual highlighting the cashback value once you register
During this week, the campaign obtained 28.5 thousand clicks, 3.5 million impressions, and close to 800 conversions/ app installs for a very reasonable CPL (cost per lead).
General Tips:
- Known your product and application. Answer the question “why does my app exist?”, “what is my edge over the competition”.
- Identify your objective, and what is more important to your business: brand awareness, or app installs and conversions.
- Use buzz words and engaging visuals.
- A/B test your campaign parameters to optimize your resources and reach the most convertible version.
If you are trying to market your real estate project, do not hesitate and explore the world of native advertising.
