Jacob Baadsgaard says, “Ever feel like AdWords is one giant juggling act? You cut your cost per click, only to watch your conversion rate drop. You increase lead volume, but those leads don’t turn into sales. You finally boost sales, but now your cost per click is unprofitably high… When does the madness stop? With all of these apparently conflicting priorities, it can be easy to drop the ball a few times. Or, worse still, you might feel like AdWords isn’t worth the effort, throw your hands in the air and quit. However, there is a way to juggle all of your marketing goals —... [...]

John E Lincoln says, “Do you have an app that you’d like to rank in mobile search engine results? If so, you’re going to need to make room in your SEO strategy for app optimization. For apps, there are distinct ranking factors. Although they are similar to ranking factors for a standard web page, there are differences that you need to know about. Here’s how you can optimize your app to get the best possible rank. Yes, you need to optimize According to a recent Google report, 27 percent of users find apps through a search engine. That’s up from 2 percent to 3 percent in 2014. That... [...]

Silvio Porcellana says, “It is becoming increasingly difficult for low budget app developers to get noticed in today’s crowded marketplace, due to the market saturation as well as a lack of a clear marketing strategy. Developing a strategy for promoting your app can mean the difference between a Flappy Bird and an Everpix. What’s Everpix? Well, back in 2012, they were set to be the biggest photo sorting app on the app store and with more than 55,000 members, they had the beginnings of a loyal customer base. But they put all their eggs in the ‘development’ basket and neglected the... [...]

Ben Davis says, “You may have heard of Accelerated Mobile Pages but what about Progressive Web Apps (PWAs)? If you need a primer, this should help. What are PWAs? Simply put, they are websites that feel more like an app. They load quickly (no App Store involved), can be added to your smartphone home screen, function offline and can send push notifications – making them much more convenient than a traditional web app. Unsurprisingly, Google came up with the term, and PWAs are seen alongside Accelerated Mobile Pages as a weapon in the fight for slick mobile UX (fundamentally, quick and... [...]

Q Manning says, “Are push notifications getting too pushy? Or are they the perfect ingredient to spice-up app engagement — when used sparingly? According to a recent study by Blueshift, personalized mobile push notifications receive a 2,770 percent increase in engagement compared to generic push notifications. Users today demand more than mobile outreach: In the face of endless advertisements and alerts, they want information relevant to their personal situation, location and habits. That’s why, with big players such as Facebook getting deeper into the personalized push... [...]

Ginny Marvin says, “On Tuesday, Google announced three new features for app marketers to use when promoting their apps via Universal App Campaigns, the campaign type that automatically syndicates app promotion ads across Google search, YouTube, Play store and Google Display Network. Automated Video Ads With a product called AutoDirector, Google can automatically pull images, descriptions and ratings from the App Store or Google Play store and add music to create a promotional video for an app that can be distributed across Google video inventory. Below is an example of one of these ads... [...]

Barry Schwartz says, “Tom Greenaway, a developer advocate at Google, published on the Google Webmaster Blog their first best practices and recommendations for how to get your Progressive Web Apps (PWAs) indexed and discovered, and potentially ranked, in the Google search results. Progressive Web Apps (PWAs) is a web technology that lets you use modern web technologies to make application-like experience for mobile and desktop devices without publishing a native iOS or Android app. Google is a leading force behind it; you can learn more about it over here. Google’s blog post is a “checklist”... [...]

Entrepreneur team says, “Facebook is more than just the largest social-media platform on the planet. The Menlo Park, Calif.-based behemoth also uses its vast resources to help app developers make super-smart products. If you haven’t already, say hello to Facebook Analytics for Apps. Since launching in 2015, more than 800,000 unique apps have used the service. And for good reason. Facebook recently added web measurement and cross-platform analytics to the service’s growing stable of services. Leveraging demographics and rich audience insights from Facebook’s 1.7 billion users, the service... [...]

Q Manning says, “”There’s an app for that” used to be a tongue-in-cheek slogan in the iPhone’s early days. Now, it’s a fact of life: By 2020, it’s estimated that 6.1 billion people will rely on smartphones. Users will install 210 billion apps between now and then, a trend that will earn developers a collective $57 billion in revenue in 2020 alone. Apps are quickly becoming a brand imperative. But going after downloads or in-app purchases isn’t enough anymore; those are just the beginning stages of a product’s life cycle. To make apps... [...]

Anjali Lai says, “Within 24 hours of its launch, Pokémon Go broke app download records and user numbers began multiplying by the minute. It wasn’t long before mysterious names like “Jigglypuff” and “Squirtle” peppered daily conversation, stampedes of mobile-obsessed gamers became commonplace, and augmented reality approached a tipping point. The future arrives faster than we think. Our latest research has identified five key factors of change that propel customers to embrace new experiences and introduced a segmentation to help measure how consumers evolve. Forrester’s Consumer... [...]