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Insights & Events
12 November, 2017
Every app owner wants to have the most popular mobile app on the market. However, there is a big difference between wishful thinking and a strategic user acquisition strategy. There are countless avenues that you can take to advertise—the challenge is choosing those that result in not only a large audience, but in the right audience of users to meet your KPIs.
Not all installs are equal—some hold more value for your business and your goals than others. This is why it is crucial to determine success not only by the number of installs, but by the actions of the user after they have installed the app. Establishing key performance indicators (KPIs) and tracking performance against them allows you to see the traffic sources, creative variations, and marketing tactics that are most effective in meeting your goals, helping you to strategically allocate resources.
Leveraging the below metrics, you can determine the quality of your user base by how active users are, if they stay engaged over time, and their dollar value to your business:
Once you know what your goals are and have means to track them, you can begin to optimise your campaign and traffic sources towards those that yield the best results. Of course, you are not alone in this optimisation effort. At Mpire, we leverage performance data from thousands of mobile app campaigns like yours to put your ads in front of high-value users that are likely to install your app and perform against your KPIs. To help in this process, speak your account manager about sharing your PIE (that’s your post-install events) for campaign optimisation.
After establishing your target audience and identifying relevant KPIs, you can begin to explore how paid user acquisition can increase your audience and expand your reach.
Cost-per-install (CPI) campaigns in particular are popular because you get what you pay for: app installs. This involves placing ads across a wide array of relevant media, and being charged each time they generate a user install. Data-driven campaign optimisation places advertisements in front of the audience most likely to download the app, resulting in higher conversion rates than cost-per-click (CPC) or cost-per-thousand impressions (CPM) advertising.
A burst CPI campaign is a popular way to get intensified results. By concentrating ad spend over a short period of time, you can get a swift burst of new users and boost your app’s ranking in the app store. The higher your app ranks, the more easily discoverable it becomes in the app store, which leads to increased volume of high-quality organic installs. Think of it as a CPI campaign on steroids.
There are two types of incentivised campaigns – those that incentivise the install of an app, and those that incentivise an engagement, such as watching a video ad for another app.
The tactic of incentivising a user to install an app is usually pursued in an attempt to gain a rapid increase in users in order to boost app store ranking for discoverability. Many Advertisers find that when the install is incentivised, that user tends to have a lower LTV than users from other traffic types. Depending on the app and the Advertiser’s strategy, this short-coming may be countered by the uplift in organic traffic delivered from the improved discoverability.
By incentivising a user to engage with an ad or a demo, the Advertiser is getting the user’s consent to show them an ad rather than interrupting their experience. Users that choose to download the app after watching the ad are often higher quality as they are more engaged while viewing the ad and more informed when they install the app.
A lot of mobile marketers prefer a combination of an initial burst CPI campaign to acquire users and build interest with short-lead times, followed by longer-term CPI campaigns that build an audience of high-quality users over time.
When your learnings from each campaign are applied back to these tactics, it creates a strategic cycle that drives user acquisition while delivering all the awesome features of your app to a growing audience. Now that’s a win.