Mobile app retargeting refers to ad campaigns that target people who have previously visited your mobile app. Based on specific mobile user behavior, you can serve personalized ads to encourage users to re-engage, re-install, or complete a down-funnel conversion.
The strategy for apps largely remains dependent on one thing: getting people to actually use them. There are high abandonment rates for app users after initial installs and getting users to come back is a huge challenge.
App retargeting can help by targeting people who have downloaded your app across social media channels and by prompting them to get engaged again. you can ensure that usage remains steady.
Using mobile app retargeting will increase engagement of users which will result in a higher Lifetime Value (LTV). Another benefit of using mobile remarketing is the fact that, with the help of mobile advertising networks, you can engage users outside the app without push notifications, which have the big disadvantage that users have to opt-in to receive them.
You’ve re-engaged an app user, prompted a conversion, and collected useful user behavior data to inform future retargeting campaigns. Say a mobile user is shopping your retail app and adds an item to their cart. They then get distracted and leave the app. The app can use the item in the shopping cart (in-app event data) in personalized retargeting ads to remind that user of their interest and encourage them to complete the transaction. By clicking the deep linked ad, the user will be seamlessly routed back to their cart within the native app – rather than to the mobile web or the app’s home screen.
Measure carefully to maximize ROI
Mobile advertising is expensive, so it’s critical that you monitor campaign performance closely to shift spend toward high-performing campaigns and away from low-performers to maximize return.
Follow these practices to ensure your mobile app retargeting campaigns are optimized to drive app engagement, retention, and ultimately conversions.
Studies have shown consumers are exposed to anywhere between 3,000 and 20,000 ads per day. Make sure yours stands out in the crowd!
Let’s look at some best practices to help you maximize the ROI of your retargeting campaigns.
Retarget both active and lapsed users
Most publishers deploy retargeting to bring back customers who have stopped using the app. But you can also – and more importantly – use retargeting to communicate with active users to drive more sale. If you don’t remind users to return to your app soon after they install, there’s a very high chance they’ll never come back.
Give retargeting the same creative design as UA
Marketers spend big money developing intricate ad experiences for their user acquisition (UA) campaigns, but when it comes to retargeting, many slap a static banner together and call it a day The quality of your creative assets has a direct impact on the effectiveness of your campaigns – regardless of where these campaigns fall in the customer journey.
Personalize
Choose an ad partner that enables ad personalization by user behavior, intent, etc. Personalized retargeting is recommended for apps with large inventories, broad customer bases, and/or customers with (a wide range) of specific tastes.