If you are a marketer and you are looking for tips that help you run smoothly your brand’s digital marketing strategy this article is for you. By adopting procedures to optimize your campaigns you take control and get the most of your Paid Media strategies.
The first step you need to take to ensure your campaigns perform optimally is to define the objective. Let’s make a recap of what we talked about how an app campaign looks like.
- Awareness: If you want to increase your app awareness.
- Consideration: If your objective is just app installs.
- Conversion: If you want customers to take actions inside your app.
Remember that after setting up your campaigns’ objective you have to make sure the SDK and its events are correctly installed and ready to track app information (analytics, measure ad performance, build audiences…).
Once recapitulated, let’s get to the point of the article and get your mobile commerce one step further.
5 tips to optimize App campaigns
1. Continually optimize your creatives
As we explained in best practices for dynamic creatives it is very important to reach the audience with attractive ads to seek their attention.
So, for your app campaigns make sure to constantly take a look at your creatives to test and find out what gets a better performance: try different images, ad types, ad text, ad headlines, CTA (call to action) buttons…
2. Multi-touch attribution
When the user looks for information, it runs from social to website to app store and that’s an insight you need to take into account when optimizing your app campaigns. As a marketer, this will help you to determine how to allocate future ad spend.
A multi-touch attribution campaign evaluates the impact of each touchpoint in the customer conversion process. In this way, it helps you determine the value of a specific touchpoint in the campaign and in the customer’s journey.
3. Interactive Ads
Due to the new digital environment where the user is exposed daily to thousands of advertising impacts and in order to avoid ad fatigue, it is important to create “rich media ads”.
But, what is considered a “rich media ad”? An ad with video, audio or any other element that persuades the user to interact with it and therefore with your brand.
4. Lookalike Audience Targeting
Segmentation options are one of the strongest points when it comes to paid media campaigns and you want to expand the user base of your app. Custom Audiences and Lookalike Audiences have an incredible potential but in most cases, we just explore them in a superficial way.
As we explained before, by using the SDK you can easily identify segments that convert and create custom audiences or lookalike audiences based on specific user activity in your app, the ones more active and valuable for your brand app.
5. Keep an eye out for your CPI
Cost per Install (CPI) is specific to mobile applications. The brand is charged a fixed or bid rate only when the app is installed by a user. It is very important to keep the CPI of your campaign at an appropriate level without sacrificing volume.
Remember that if your campaigns burn out fast, the conversion rate will decline increasing your CPI.
Extra tip: Check the health of your SDK periodically
If you detect a heavy drop in any event, use Facebook Analytics tools to check and verify what is happening or don’t hesitate to contact our Solutions Engineering team to give you a hand.
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