Ipad · Promotion

What is the best way to promote paid iPad app?

Nabil Orfali COO, Certified Sitecore Developer, CSM, Visionary and Entrepreneur at TechGuilds

April 11th, 2013

I'm helping a startup to promote a business planning iPad app called Stratpad. We've got more than 10,000 downloads a month paid and free, most of which due to highest rating in the AppStore, and we want to expand.

I tried many paid campaigns (AdWords, AdMob, Flurry) spending around $80 a day but none of them seem to be a profitable campaigns.

Anyone was successful finding a profitable paid campaign for paid apps?

Your thoughts are much appreciated.
Nabil
A great idea is 1% of the work. Execution is the other 99%. In this course, we’ll teach you how to conduct market analysis, create an MVP and pivot (if needed), launch your business, survey customers, iterate your product/service based on feedback, and gain traction quickly.

Matt Monday Partner at STRV

April 11th, 2013

Hi Nabil, I'm guessing that Stratpad hasn't been featured by Apple yet. I used to work on the App Store editorial team (I was the third person to join the global team, second person in the US) so if you're interested in figuring out a way to better position your app for the editorial team, I can help you there. Best, -Matt _ _ _ Matt Monday @karmastore 419.304.8339

Ayush Jain

April 16th, 2014

Hi Nabil,

This is Ayush, CEO & Co-founder of Mindbowser, a Mobile Development Studio based out of Amherst, MA. We have developed more than 200 apps till date.

Coming to your question about how to promote your paid iPad app. Today the most successful App monetization strategy is "Freemium App Model". Freemium apps generate over 92% of the total app revenue where as paid apps have experienced 29% decline in app revenue in 2013. Some my advice will be to convert your paid app into Freemium app. 

 Freemium Apps are the apps/games which are free to download and use. But there is a catch. Some of the functionalities are locked down which can be accessed only after a user pays for them. Functionality lock down can be of various types. Apps like WhatsApp and Solid Explorer are free to use for a limited amount of time only. It’s not only about functionality lockdown though. Certain apps like SoundHound have in-game advertisements which can be slightly irritating at times to the users reducing the overall user experience.

Freemium monetization model became so popular that a lot of paid apps/games pivoted to the freemium model in the past couple of years. WhatsApp, which was a paid app when it was released for the iPhone, turned to freemium model when it was released for Android devices. WhatsApp grew by leaps and bounds after adopting the freemium monetization strategy, so much so that WhatsApp messages sent everyday surpassed the total number of SMS sent and received throughout the world everyday.

Benjamin Young

April 11th, 2013

What's your upsell conversion ratio? How many free versions that people try end up converting to a paid version? How much is your paid version?

With that I can get an understanding of what price you would need to acquire free users at.

Hans Gill

April 11th, 2013

How about promoted news feeds / news feed ads in Facebook which take you directly to the app store? Hans Gill @hansgill Founder Simpleous.com An Indian Singles Network

Craig Weinberg Vice President, Mobile Strategy at 3Q Digital

April 11th, 2013

Hi Nabil, I happen to specialize in paid mobile media and I could perhaps offer some help here. Maybe we can connect soon and chat. Best, Craig

Matt Moore Co-Founder & iCEO at CrowdMob Inc.

April 11th, 2013

Well, to toot my own horn, my company CrowdMob does exactly that. We're integrated with Flurry for install tracking too, so you wouldn't have to do any extra integration. They key is to find the similar apps / contexts that your potential users are already at. Then you go and bid on specifically them. That's what our RTB engine does, at least :) Of course, you're competing against the advertisers that vie for the same users, so your average LTV per user can be really important. Are you looking more for entrepreneurs, or for directors at large corporations? I could envision either one wanting to make business plans. 

John Rodley

April 11th, 2013

Might pay to take a look at Fiksu - www.fiksu.com. They're smart guys and when I talked to them they made some bold claims about user acquisition costs vs other networks and roll-your-own.  Haven't used them myself - I was talking to them about other things.  Whatever you find out, would love to hear how it plays out.

Nabil Orfali COO, Certified Sitecore Developer, CSM, Visionary and Entrepreneur at TechGuilds

April 11th, 2013

Hi Benjamin - Our conversion rate from Free to either paid or in-app extras is 5% at $25 each. The average revenue from all free downloads is $1.25 per download.

We have three paid versions: $9.99, $34.99, and $54.99 : http://www.stratpad.com/price-editions/ 


Matt Moore Co-Founder & iCEO at CrowdMob Inc.

April 11th, 2013

Does that LTV per free download include all the downloaders from Adwords / Flurry / other campaigns? Best, Matt -- http://www.linkedin.com/in/matthewpaulmoore (650) 888-5962

Nabil Orfali COO, Certified Sitecore Developer, CSM, Visionary and Entrepreneur at TechGuilds

April 11th, 2013

Thanks Craig. I would be glad to chat, plz connect with me at nabil@appadvisor.co