Your Blueprint to Create the Perfect Retargeting Strategy
Retargeting is the way to go, and Facebook has exceptional remarketing capabilities. Take your digital marketing ROI to the next level & bulletproof your retargeting strategy with these 4 tips.
Looking to build an app retargeting strategy, but don’t know where to start? Well, this is the blog for you.
Let’s begin the refreshing the basics. Retargeting ads are paid ads that you show to the users who have shown interest in the products or services that your app offers. Most likely, they may have visited your app and checked some products, but left without making the purchase. Retargeting ads will try to remind them of the product again with its feature, price drop, limited stock availability, etc. to bring the user back to the app and complete the purchase.
You generally want to run retargeting ads when your visitors are not converting into customers as much as you would like them to. In other words, your user acquisition and branding campaign costs are not justified as they are not driving enough sales. With retargeting ads to support your user acquisition and brand awareness campaigns, you drive more conversions. Hence, you justify Return on Ad Spend (RoAS) and achieve profitability for your app business.
Now, where do we start?
Follow the following steps to layout the blueprint of your app retargeting strategy:
1. Identify your campaign goals
Where do you eventually wish to reach? Don’t just google for your campaign goals as you might end up finding something very generic, such as the number of clicks, revisiting users, and so on. Think about your business target to mark your campaign goals. An OTT app would like to achieve a certain number of paying users, while a real-money gaming app might like the users to have a minimum amount of average submission. According choose your app’s holy grail.
Look for specific and measurable goals that are time-based. So, when you run the campaign, you can track if the performance is in the right order or it needs to be worked upon.
2. Analyze your resources
Now that you know where you want to reach, you might like to do a self-analysis that will help you understand how capable are you currently in achieving your goals. Some of the crucial factors in retargeting campaigns are your budget, first-party data of the users, in-house expertise/resources for app retargeting, etc.
Accordingly, you will be able to understand the partners that you are going to need while running the ads. Self-awareness can also help you plan the resource allocation that will be needed during the course of your campaigns. In case, you need more human resources or user acquisition, you will be prepared on time.
3. Identify technologies that you will need
Modern-day advertising is less effort and more technology. Even if you have developed the finest of an app with your in-house tech teach, you might need some more support to leverage the retargeting ads to its optimum potential. With app retargeting, you might need postbacks for various in-app engagements, which could be implemented in house.
However, ad technologies, such as audience intelligence and app intelligence should come from your ad partners. You can utilize the existing user behavior to chart out the gaps. Then you can consult an adtech consultant to understand the available technologies and their providers. This will help you shortlist the possible ad partners as well
4. Pick an ad partner
The first and foremost thing about choosing an ad partner is their capability of serving you on the campaign goals that you picked in step 1. Many ad partners are still practicing old-school models of running campaigns on impression and click basis. App marketing, and specifically the retargeting, needs ad partners to go beyond that align their KPIs with the campaign goals of the advertisers. So, unless they are accountable for driving your chosen number of sales or other requirements, you do not have to stick with them.
Other factors that you would like to consider are their adaption across channels and formats. Different users have unique preferences. If your campaigns are not able to target them sufficiently over social media, in-app, native, and others, then you might let some users slip out of your app. Transparency and data usage policies are some of the other queries that you can ask your shortlisted ad partner to answer. Go with the most reliable one that is meeting your budgets are well. Though you should be considering long term partnerships, don’t fix anything too early. Take your time; run test trials, then slowly increase your budgets.
App retargeting is eventually the point where your marketing efforts bring revenue. So, being cautious and precious with your plan is essential. Did you find this blueprint helpful or you would like to get more thorough assistance?
Drop a mail at firstname.lastname@example.org to book your meeting with the app retargeting platform consultant to discuss a strategy specific for your category.
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ABOUT THE AUTHOR
I'm a digital marketer by trade and an artist at heart. I'm here to help businesses go mobile and I use my articles to provide quality content & tutorials to assist marketers more efficiently than before.