Pay-per-install advertising is one of the best ways to make money from your software. Whether you’re monetizing for Mac or Windows, this form of advertising is an ideal way to reach and monetize users from the moment you make contact with them.
Elsewhere on this blog, we talk about the top 10 pay-per-install tips, but now it’s time to talk about the top 10 pay-per-install mistakes that can cause problems for any developer.
Avoid these if you want to boost your bottom line and earn more from your software.
1. Not Using Analytics
And if you want to improve your bottom line, you’ll need to watch more than just your income. Analytics are the bread and butter for online marketing, so study them regularly and react accordingly.
This customer data will give you detailed insight into your users, including data about who your customers are, where they are from, and what they are looking for. Knowing this will tell you which segments to focus on and which ones aren’t as important.
You’ll also learn what needs to be fixed in your funnel, since you’ll find out where users leave the installation path.
2. Picking the Wrong PPI Program
Not all installers offer the same level of quality. Picking the wrong one can leave you with a mediocre user base and sub-par technology.
3. Not Taking Advantage of Post-Download Pages
Every point of contact is an opportunity to advertise and monetize. Once your installation funnel is complete, be sure to send users to a post-download page, where they can be presented with ads, email sign-up forms, and more.
Many developers don’t focus on establishing long-term connections with their users. But if you maintain email contact or social media contact with your user base, you can always continue marketing to them down the line.
4. Not Upgrading Enough
Upgrade your software frequently. Each time you do, you can remind users to download the next version of your program. Users will re-run your installer, which means you have yet another opportunity to monetize your software.
5. Not Promoting
Monetization tools require traffic in order to make money, so you need to promote your software frequently. And since you’re already using pay-per-install advertising to monetize your software, why not promote through the same installer?
Promoting through pay-per-install advertising is ideal, since you reach a targeted audience through a network of qualified developers who are advertising your product and optimizing their funnels for best results.
6. Relying Only on the Installer
There’s no reason you should rely exclusively on pay-per-install advertising, no matter how effective it is.
You should pull out every trick in the book in order to monetize, from in-app ads to in-app purchases and search monetization. Remember, customers who are more engaged with your app or software program are more likely to convert on offers.
7. Focusing Only on the Numbers
Analytics and the bottom line are vital, but don’t start thinking of your users as numbers. Customers are people, so develop an installation funnel that appeals to people instead of to abandonment rates or conversion rates.
Numbers are only a guide to help you develop the best user experience you can.
8. Forgetting About Branding
Just as you shouldn’t overdo the numbers, you shouldn’t forget about your brand. Instead of making your installer all about the offers, make the installation about your brand and your product. Put it front and center so that users remember your brand, your company, and your app.
Logos, color schemes, typography, and copywriting should all be consistent with your other online content, such as your website and social media. Devoting attention to little things such as these details will only help your professional image.
9. Not Split-Testing Enough
Analytics are only useful if you test, test, and test some more. Split-testing individual elements, ads, or element groups can have a big impact on your conversion rates, the number of completed downloads, and your customer retention rate.
First impressions are often the most important, so refine yours until you get them right.
10. Forgetting About the App
Paying too much attention to monetization, whether you’re monetizing the installation funnel or your in-app ads, can take focus away from improving your app. Sometimes, overemphasis on monetization can blow things out of proportion.
Stay focused on creating a top-notch program that adds value and integrates advertising seamlessly. The user experience should take precedence, since all of your revenue depends on it.
For quite a while now, pay-per-install advertising has been a top monetization choice for developers, and it probably always will be.