Hello, welcome back. Got some exciting news. Miratrix ended up on the list for Mobyaffiliates top app marketing agencies for 2017. It was unexpected. Not because I get rubbish results or anything like that, just unexpected. Actually guys it’s Mobyaffiliates, basically awesome. Great job, thank you. All that shameless self promotion in this week’s video. Alright, cheers guys til next time.
Hello! I’ve started to curate some good resources for those that want to learn a little more about research methodology for their jobs. This is mainly aimed at newbies with no formal or academic research education or training.
Need to work out a statistical sample size? Here’s a sample size generator: https://www.surveysystem.com/sscalc.htm
Not sure what statistical test to use? No problem! Bill Trochim’s Center for Social Research Methods has got a great little took for helping you find your way the correct stats test: http://www.socialresearchmethods.net/selstat/ssstart.htm
Want to learn more about specific statistical formulas and methods? They are pretty much all here: http://www.statsoft.com/Textbook
This resource from University of South Carolina will help beginners and those out of practice get back into designer research and writing research proposals. The UI could use a little work but all and all it’s a very useful tool: http://libguides.usc.edu/writingguide/purpose
CIRT has a one pager for those of you that would like a brief idea on how to design research. https://cirt.gcu.edu/research/developmentresources/tutorials/researchdesigns
What are the different types of research methods, I hear you say?
Great intro video on research methods
I’ll update this as I come across new resources but if you find any yourself, please share below or ping me on twitter.
Hello, welcome to this week’s video.
I’m going to talk about one of my favourite marketing channels of all time. It is email. I love email.
I kind of started my digital career helping to build Hilton International’s team, because it was just me and another person, called Montgomery, worked together to train and build a team. I just think that the results you get from it are brilliant. Email can be really personalised. People’s inboxes are still an important place which people trust and look at everyday.
If you’ve got an app and you’re not doing something to capture an email address, you’re crazy. Try and gather an email address and start conversation with them outside of your app. Try to re-engage them using emails. Try … god … try to engage them, never mind re-engage them, with emails after they install the app, and build a programme to get a relationship with these people. Don’t miss out on email, it’s still a very effective marketing channel. All you need to do is ask for an email address.
All right, that’s this week’s video. Speak to you next week. Bye.
This week I’m going to talk about how web traffic is important for app install.
Now, to clear up a myth, links to your app listing page in Play do not have a direct correlation with the algorithm in the app store. I did a bit of research with 280 top-ranking apps and there was no correlation between that linked profile and their ranking. Okay? Get that out the way. Secondly, people tell me all the time they don’t think that web traffic is the sort of traffic people use to find apps.
The complete opposite because it says, “Service. Thing. App.” They’re looking for an app. They might not immediately install off the back of that, especially if it’s an iOS app. More likely if it’s a Play app because you can install directly from web. Where it affects ASO is you’re ranking for something, number one, and it has 10,000 searches a month, you’re maybe getting 30% of that traffic to your app listing page. Velocity of installs that that boosts affects the algorithm in the Play store or iTunes, then boosts your rank in the store. The secondary effect, in the end visibility is there when people are searching in mobile web or web. Take a step back from all this app first stuff and look at other channels, older channels, for ways of getting traffic. Or look at your app name, service, thing, with the keyword “app” at the end, and then add words, see if there’s any volume.
All right. That’s this week’s video. Ciao.
Hello. Welcome to this week’s video.
I’m going to talk about volumes in the UK App Store. You might have seen, in one of my tweets, a little sort of before and after App Store optimization metric. I’ve been to a lot of events lately, “Oh, ASO didn’t work for us.” ASO isn’t for everybody. People immediately think just because somebody without a semi-successful app says that, that its not for you.
For example, the people that I’ve been working with, ASO is very much for them. There’s volume in those categories, there’s people working for what they’ve got. Comparison, that I’ve shown you, one day on another day. And all ranking, for everything in the world, ranking for a few good terms, the latest business.
The App Store actually has volume, and if your app fits a lot of searches that are going on there, so that you’ll do really well.
Investigate it, have an open mind. Don’t just feel if it didn’t work for somebody else, maybe they rank properly. There’s a lot of things going on. For a lot of my clients, Facebook doesn’t work. Different channel for different companies.
That’s this week’s video. Gonna count my tweet. Put a link somewhere, maybe in … Down the bottom of the screen.
— Nicholas Duddy (@nickduddy) May 16, 2017
Hello, welcome to this week’s video.
We’re going to talk about Chinese phone farms. They’ve been in the news over the past couple of days … again.
About a year ago, maybe two years ago, it was all exposed. For me, it’s incredibly interesting, the technology, the infrastructure they’re building to create frauds. I know, it’s not necessarily a good thing. You’ve got to admire it when they’re that clever.
Also if you’ve seen the video and seen the historical ones, they’ve cleaned things up a bit. More room, more phones.
Another question, where are they getting all these phones? Getting them out the back of factories? Somebody else bigger funding it? Some paranoid stuff coming out there. It’s all kind of creative. Google it, read all the stuff. It’s interesting, should be aware of it.
That’s this week’s video. See ya.
Hello. Welcome to this week’s video.
I’m gonna talk about Apple search ads and something that I’ve noted. May not universally be correct. Feel free to stick that in the comments and we can talk about it, share what we’re seeing.
What I’ve been very lucky to have is a client that allows me to be a broad match generic term. This has allowed me to roughly see how the app store match and algorithm works. For example, if you have a generic keyword, that generic keyword will match really, really well to a brand. I’m assuming that that generic keyword in it’s keyword group. Equally, brands will match very well to that generic keyword.
However, generic keyword doesn’t match to other generic phrases that are similar to it. What this means, using broad match trying to build big generic keyword pools not as useful as it could be. The matching algorithm doesn’t fully understand the relationship between different keywords. Kinda makes sense ’cause it’s app. It also means, if you only want to target the generic keywords, you’re gonna have to have a really, really big negative keyword pool built with brand terms.
That’s an observation I’ve made over the past couple of weeks. If you see anything different or you see the same thing, stick it in the comments below or tweet me @NickDuddy and figure out how this thing works.
That’s this week’s video. See you all next week.
Hello. Welcome to this week’s video. This week, will progressive web apps kill App Store optimization?
For yous who don’t know what progressive web apps are, you need to check out Google. Just Google progressive web apps. They’re fast, reliable and they’re engaging. Vague and wonderful.
Obviously, it’s in my interest to say, “No, definitely not,” but I do generally think it won’t. For one, progressive web apps require a tonne of adoption from brand, anywhere through a website, really. There’s also companies out there who are heavily invested in their apps already so they’re going to turn that boat around.
As much as I quite like progressive web apps, I don’t think it’s going to have a massive effect yet, due to adoption rates, like Google app index, and I’m taking a softer stance. As much as I probably think it is the future, not going to come in the next 12 months really, is it?
That’s my tip this week. If you don’t know what progressive web apps are, you need to go start looking at that.
See you next week.
Hello, welcome to this week’s study.
This week, we’re going to ask the question why even create a marketing budget, is development budget rarely included in that. We’re moving to a world of automation, lot of machine learning, getting rid of everyday kind of tasks, things that are just kind of rinse and repeat, and yet marketing budgets still don’t include development budget in order to build (inaudible) for your business.
And I’m not saying going out and build tools that already exist, you’ve got tasks that are very specific to your app and your business.
You should be building tools to do this for you. The efficiencies in doing that and the time that it creates for you as a marketer or people on your team instead of doing mind-numbing jobs that you feel (inaudible).
What I’m basically saying is when you’re creating a marketing budget, build in thing for development. We’re not going to be able to escape this automation. It is coming, it will replace people and jobs. That girl in marketing.
That’s this week’s video, it’s a bit of a rant the way I see things going. Ciao.
Welcome back to the second part of exploring Apple Search Ads.
So the first week, we looked at, basically, campaign creation. Quickly setting up a campaign.
Now we’re going to look at the analytics and the information that gets spat out after you’ve spent some money.
Let’s dive in.
First of all, you want to jump in to campaign, and then into ad group.
Then you can start to see your spend, what kind of match your keywords are on, impressions, conversions, average cost per tap, or CPT.
The interesting stuff is when you start to look into the search terms.
In search terms, you get to see that actual phrase that showed for the keyword.
If you’ve got it on broad match, particularly, it’s unlikely to really be that useful if you’re exact match.
If you’re looking at broad match, you’ll be able to see the keyword that you shoot for that then they go and click, or the impression.
So you’ll see the search term, the original search term, over here, and the keyword that you shoot for here.
And again, it gives you the breakdown.
This will show you where your conversions are actually happening from, as opposed to kind of the broad word, which will then allow you tighten up your campaign by removing the ones that aren’t converting and keeping the ones that are converting.
Next is your negative report.
You should be taking search terms that you’re shooting for, that maybe aren’t performing well, and you’ve got to disable and stick them in your negative report, so they never, ever come back, and you never spend your money in a way that you never wanted to.
The negative report is really useful to make sure you’re covering all the bases, and again, you can do it by exact and broad match, because you may just want to remove one phrase, not the whole phrase.
Next up is the actual full report, and this gives you, basically, your usual charts, your breakdown, your compares.
This is an unoptimized campaign, just so you know.
About to go through an optimization cycle. But it’s good to show you what the kind of raw data on optimise looks like when it comes out.
So you’ve got date range and versus, that can change these about, let’s see, conversions.
Ooh, 138 conversions at 100, $1.38. You can set your date over here.
Pretty standard stuff, as usual. You can line graph it, you can chart it. Can’t remember what type of graph is called. But I like it.
You can jump into your keywords and start to look at how these are behaving over time.
From here, you can see the keyword and the conversion.
Go all the way down, you can chart them out or take them out of the chart up here. You can also look at see what devices are performing.
Target for this campaign is only on iPhone.
From what I’ve seen so far, you can’t actually break it down to what type of iPhone, because you might find some devices perform better than others, but the Apple data hasn’t given you that, which sucks.
More demographic information. So that’s your ages. Again, it’s pretty standard.
You’ll be able to see who’s converting where, what age groups are converting the best.
To the gender report.
Don’t want to look at that though. It’s interesting, you can see there’s like a 50/50 split.
This is interesting for this particular campaign, because I would have thought it’d skew towards female.
Cost per tap for gender.
Should be quite interesting for optimising a campaign moving forward.
That’s where where your conversions are coming from.
Should be able to go down and get this report. See what states conversions are coming from.
Remember, it’s only in the US right now, so you only, only get US data.
Get impressions, which ones achieve conversions. That’s not too bad.
Let’s see who’s converting.
Ooh, that’s a big average cost per action, isn’t it?
That’s basically it.
For me, it’s always going to be keywords initially, and into the gender, age, location after that.
There’s only going to be so much you can segment it by before losing the
effectiveness of the campaign.
What I mean by that is producing people you’re targeting.
Because it’s not like Ad Words, as much as the interface is not so much similar, but gives you kind of the same information.
You aren’t allowed to change the messaging on your campaign.
It’s just going to display what your App Store listing page looks like.
Hopefully this is useful.
Especially having a report with data in it, because you might not have
a report with data in it, but at least you’ll know what to be looking for when you run your own campaign.
If you get any questions, or you think I missed something out, or you
would like to see something, give me a shout.
See you next week.