Originally Posted On: App Burst Campaigns: 6 Things to Know | AdAction.com
App burst campaigns can drive visibility to your app. Working in concert with app store optimization (ASO), you can reap the rewards of organic and non-organic downloads. While this form of advertising is popular, mobile app marketers still have questions. So, we’ve put together a quick review of six things to know about burst campaigns.
First, let’s start by defining exactly what a burst campaign is. It’s an aggressive media spend over a very short period of time with the goal of exposing the app to the largest audience possible. So instead of spending the budget over a period of time, the burst campaign uses it to create the “burst effect.”
Burst or boost campaigns usually have short timeframes with a big advertising spend push. Most of the time, these last for two to three days.
As users download your app based on your ads, the happy consequence of rising in the app store rankings occurs, which leads to more visibility. Since many users look to the category charts for app ideas, they may see your app and decide to try it out.
There are many ideal times to burst. It all depends on your goals and your app. Many mobile app marketers use them when the app launches. Just make sure your app’s been through thorough testing and bugs aren’t present. Burst campaigns can be event-specific, as well. Sports apps may leverage them at the start of the season, while shopping apps may see a good opportunity in Q4 around holiday gift-giving.
Yes, usually those with broad appeal do well with bursts. Apps that cross generations and other demographics are a good fit. If your app is very niche, you’ll probably want to engage in other user acquisition (UA) strategies.
You’ll need a robust network that has enough traffic for you to realize positive ROAS (return on ad spend). When working with your mobile app marketing partner, ask about traffic sources so you get the best results.
The most significant difference is the algorithm. The Apple App Store relies on the frequency of installs for ranking, making it the preferred channel. Google Play is a different animal, using an algorithm similar to Google’s search engine ranking. The App Store also has less volatility in rankings than Google Play.
You can get the inside scoop on everything burst by downloading our eBook, The Ultimate Guide to Burst Campaigns for Mobile App Marketers. Get all your questions answered in this handy guide!
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