CPI, or Cost per Install, is one of the most practical and effective digital marketing methods. But unlike other online marketing techniques, CPI is almost exclusive to mobile applications.
In a CPI model, an app developer, also known as the vendor, hires an advertising company for their app promotion campaigns. As is the case with any advertising channel, the company publishes ads intended at drawing traffic to the mobile app webpage. But payments aren’t made depending on the amount of traffic the publisher influences to the app website. Rather, it’s determined by the number of app downloads that result from these marketing efforts.
In a nutshell, the vendor only pays when his products sell. Sounds easy, right? Well, not quite. Like any other digital marketing model, CPI has its own challenges.
Common Challenges with CPI Campaigns
One of the most common challenges faced with CPI promotion models is the sensitive nature of the demographics targeted. Unlike many other e-commerce products, mobile apps are normally targeted at specific audiences. And many of these audiences are comprised of teens and tweens.
According to YouthStats, people aged 25 and younger take up the lion’s share of the total number of internet users worldwide. That should come as good news to any mobile app developer keen on promoting their products. However, most young people primarily use the internet to have fun and socialize. Therefore, it would require serious advertisement campaigns to influence such users to download your mobile app. The saving grace, though, is that due to their curiosity, most young internet users readily respond to commercials, at least as far as clicking and viewing the ad goes.
Another common challenge you may face with CPI marketing is that getting customers to install your app isn’t a walk in the park. It doesn’t matter if the app is exclusively targeting a particular demographic. A diabetic patient looking for a health & fitness app to help them track their eating habits and workout routines will always have a reason or two for not installing the app. And even when a user installs your mobile app, they may only use it a few times a week, or never use it at all. Evidently, this will not translate to any value, especially if your mobile app is monetized such that you earn depending on in-app transactions.
There is also the challenge of finding the right advertising channel for your mobile app campaigns. However, these challenges aren’t unique to the CPI marketing model; neither are they insurmountable.
Tips for Launching a Successful CPI Marketing Campaign
- Choose the Right Advertising Channel
For your CPI campaigns to succeed, you’ll need to work with a company that enjoys a tremendous track record in the industry. Many CPI promotion companies will try to pitch themselves as the real deal. But as the product owner, the onus is on you to sift through the hundreds of ad publishers out there and hunker down on the ideal one for you. That depends on a couple of factors.
First, you’d want to establish the kind of following the company has. Generally, more following translates into higher exposure for your mobile apps.
You may also want to investigate the nature of the audience the company will be targeting their ads to. That’s especially true if the publisher partners with third-party platforms. For instance, the App Store and Play Store collectively boast over 4 million apps. That makes them the go-to platforms for most mobile app consumers. However, with such a vast database of mobile applications, your product must feature among the top apps listed on these platforms. To make that happen, the advertising channel you hire must understand the intricacies of App Store Optimization.
Lastly, choosing the right advertising channel for your mobile applications comes down to your budget. At the end of the day, you’d wish to see the apps generate maximum revenue at minimum expenditure. And that can only happen if the company charges flexible and competitive commissions.
- Determine How to Monetize the App
There are several ways you can monetize your app. The most popular method is through one-time installs. This method is encouraged as you can never be sure the installer will continually use the app after downloading it.
You can also monetize your app depending on the actions a user takes with the product. For instance, it could be a subscription-based app where the user is charged on a regular basis for having the product in their phones. Therefore, it means that the user must find the app really resourceful. Otherwise, they’ll uninstall it before the next subscription date.
There’s also the option of rewarding the user when they achieve certain milestones. This method is especially applicable to mobile gaming apps.
Lastly, you can monetize your app via in-app transactions.
Whichever method you choose, ensure it works to your benefit as the seller.
- Study the Metrics
Downloading an app is no guarantee that the person will use the app. Similarly, the fact that your app doesn’t garner installs doesn’t necessarily imply that the product is useless. You should carefully study the metrics as they’re what will help you determine how useful your product is and how successful the marketing campaigns are.
For instance, you should be very worried if your apps garner many installs but register limited app sessions, even if you earn upon successful downloads. The chances are that your products are moving only due to the successful advertisement campaigns from the company you hired. The same applies to apps that register low retention rates.
So, overall, earning from downloads isn’t enough. You should also investigate whether your products are serving the intended consumer needs.
Evidently, launching a successful CPI marketing campaign isn’t a walk in the park. The biggest challenge is finding an advertising company that serves your needs. When searching for such a company, look no further than MobieRanker. MobieRanker is an established CPI promotion company with access to millions of high-spending gaming demographics. The company uses influencers to push your mobile applications through sites like Instagram. Besides, MobieRanker also conducts App Store Optimization, all in a bid to increase the visibility of your mobile applications on the App Store. Thousands of previous clients that were able to buy iOS app downloads with MobieRanker have posted positive feedback, suggesting that MobieRanker delivers on its claims.