1. Find the Right Pay-Per-Install Company
There are quite a few pay-per-install companies that offer installer ad solutions. But not all of them offer the same features, benefits, and results.
Research each company thoroughly. Check out what current customers have to say about their service. Look at the features offered, from the analytics to the platform to the customization options.
2. Bundle the Right Way
There are two ways to use pay-per-install software: you can monetize your software or bundle your software with other apps.
If you’re monetizing your own software, you’ll need to find the right software to bundle with your app. Don’t pick something just because it’s popular – match the software to your users. Find something that matches the interests of yourtarget audience.
And if you’re advertising software, you want to make sure that your app gets bundled with the right software. If another publisher bundles your app, remember that you’re paying for each download – so if your app is downloaded by the wrong target audience, then you may be getting poor quality users.
In either case, the key concept is this: match your product to the right audience. This will help you earn better users and more money.
3. Don’t Just Add an App – Sell It
You need to treat your installation funnel like an advertising opportunity. That is, you have your customer’s attention, so use this opportunity to sell.
Create designs that are appealing and instill a sense of urgency. Most importantly, write or outsource copy that sells the benefits of the bundled app. Each install earns you money, so you want to create copy that sells the user on the app – and keeps them sold once they’ve downloaded it.
4. Experiment
Developers don’t always make the greatest marketers.
One thing that marketers really understand is the need to experiment. Each version of an installer should be viewed as a draft that’s never complete. Your installation funnel can always be tested, refined, and optimized.
So rather than viewing any version as final, view it as the next “release.” In the same way an app is always upgraded, you can keep experimenting with and improving your installer.
5. Don’t Test Blindly
That being said, it’s important to use analytics.
Analytics are the key to successful experimentation. They will give you insight into your customers’ mindset. They will tell you what’s working and what needs to be changed.
And this information can be used down the road to prevent future errors and improve the bottom line from the beginning of any new campaign.
6. Explore Multiple Revenue Streams
Pay-per-install software is a great way to monetize a download.
Unlike in-app ads, which monetize engagement, you can generate immediate income. This can be useful for the large number of customers who download an app…but never use it.
But don’t use pay-per-install exclusively. Consider other revenue streams that monetize engagement, such as in-app ads, search monetization, display advertising, and more.
7. Look into Mobile Pay-Per-Install
Mobile-first is the mantra for today’s marketers.
And there’s a good reason for that – mobile internet use exceeds desktop internet use. So you should definitely be on board the mobile marketing train. Look for pay-per-install programs that are either cross-device or that specifically serve mobile devices.
8. Check Out Video Pay-Per-Install Ads
Video pay-per-install ad networks are on the market. Though they aren’t as common or popular as other pay-per-install ads, they do exist.
And as video marketing becomes more and more popular, video pay-per-install ads will become more standard, more accepted, and more lucrative. If you have the budget and inclination, then give video pay-per-install a try…you might just make some money.
9. Keep It Clean
This may be obvious to some, but don’t trick your users into downloading something they don’t like.
In the long run, this spammy practice will hurt everyone involved: customers will get upset, uninstall your software, uninstall your partner’s software, and everyone’s reputation will be damaged.
Stay on your customers’ good sides by offering real value and being up-front about your intentions and your apps.
10. Think Globally
Emerging markets are full of potential customers.
The more saturated markets are highly competitive and difficult to penetrate. Look for an international audience, particularly in growing marketplaces – not necessarily the Western countries that are already overflowing with competition and apps.
Market to these countries, track your performance with your pay-per-install provider’s analytics, and refine as needed.
