As you have probably already spent countless hours and money on acquiring users, now is the time to focus on retaining these users.
But what other benefits can you achieve by implementing mobile app retargeting?
Track user interactions
App remarketing allows you to install retargeting events, which enables you to track your users’ behavior and how they interact within your app. Such interactions include, for example, what travel dates they select or what category filters they apply.
When these events are triggered you can categorize users based on their previous actions. This will allow you to customize messages across your app inventory.
So when a user clicks on your retargeted ads, it will direct them to now more relevant content in the app, such as a flight scheduled on the travel dates they selected earlier.
You can also be sure to drive more engagement when implementing app retargeting measures.
This includes increasing app visits, session durations, impressions as well as other valuable in-app activities that will turn these interactions into profitable actions and conversions.
Boost user retention
App retargeting also means upping your app user retention instantly, which can ultimately lead to increased app visit frequency and a decrease in churn.
Knowing all this, you can now be sure that app retargeting is a must-have concept for developers in order to attract and retain customers for long-term success, and to keep that cash flowing.
As the market becomes more and more populated with apps, focusing on keeping your users proves to be most profitable, which is the core purpose of mobile app retargeting and therefore a function that will benefit you and your app massively.
How do mobile retargeting ads work?
The mobile advertising system can be very complicated, especially when you try to read informative blogs online that throw a bunch of technical terms at you.
So let’s put things very simply.
Imagine this: A user searches your app for flights that depart around Christmas. Your app therefore starts to track their interactions and journey as they navigate through your app.
But then they get distracted by a video and abandon your app. Their purchasing intent is recorded, the impression is purchased and a product recommendation is therefore selected.
If the app on which they are watching the video belongs to a retargeting publisher’s ad network you partner with, the retargeting process will be carried out, displaying the relevant ad of flights the users browsed, plus new suggestions, such as pricing and exclusive offers.
This ad will include a so-called ‘deep link’ technology, which is a link that directs not only to a mobile app, but to a particular window in the app. So it can link to the app’s homepage or another page.
An example of a mobile app retargeting ad:
Source: Mobile App Retargeting
Make sure that your app has a URL scheme installed properly for these direct links. For example, if you have an Instagram profile link in a post that deals with a particular feature of your app, you want the user to get to the relevant page of your app, and not just the home screen.
Same thing goes for users who do not have your app installed on their device yet. So you want to make sure they are redirected to the App Store or Google Play Store to then get to the right page once installed.
Back to our scenario, the user will then (preferably) click on the ad which will, via the direct link, direct them back to your app to complete the purchase.
And there you go, you have re-engaged a user and remarketed your services successfully.
What are the best app retargeting strategies?
Now that you are more familiar with the actual process of app retargeting, let’s discuss some of the best app retargeting strategies as well as the top tips to successfully implement the best practices.
Retargeting like user acquisition
It is no secret that user acquisition needs a lot of love and that you surely have dedicated a lot of time and resources to it, especially in UX design and marketing distribution strategies.
But as we have explored the depths and layers of app retargeting, why not give your retargeting campaigns the same kind of attention?
Regardless of where your campaigns fall within the marketing funnel, implementing dedicated retargeting efforts, as much as you did with your paid user acquisition campaigns, will have a major impact on the highly potential success in re-engaging lapsed users.
Focus not only on lapsed users
While retargeting is as essential as user acquisition, we don’t want to focus solely on lapsed users, but also on making strong efforts to prevent them from abandoning your app in the first place.
So make sure to direct your retargeting strategies towards winning back customers who forgot about your app after first installing it as well as towards optimizing its designs and overall UX to allow users to recognize the valuable services your app has to offer that they may not find elsewhere.
Know your audience
Knowing your audience and what kind of users you are trying to retarget with your campaign is crucial to successfully re-engage customers. And in order to know your audience you need to prioritize performance data, which you should track on a regular basis.
Take advantage of analytics tools and platforms to get a better picture of the entire consumer journey. Then, implement effective retargeting measures across web and app platforms, as your users browse cross-channel as well.
Customization is key
Once you know your audience, you can look to personalize your ads to really match the tastes of your customers, eventually making a direct impact on conversion rates when they find exactly what they are looking for.
Make use of the variety of resources that are available thanks to today’s technology, and determine user behavior and search intent as well as popular categories, products and services.
This way you can customize retargeting ads to, for example, remind a user of the interest they expressed earlier when they put an item into their shopping cart before forgetting about it.
Always have a plan
App retargeting, let alone mobile ad networks, can be rather pricey. So you want to make sure to keep track of your campaigns to quickly understand how much exactly you should be spending to expand just the right amount to maximize ROI.
We therefore highly suggest choosing a retargeting company that helps optimize your campaigns’ performance and allows you to fully track your ROI, making a complexity of data available and accessible to you.
What are the challenges of mobile ad retargeting?
Mobile marketers invest a lot of time and money in their apps. Big budgets are often set aside to drive app downloads, because you know that apps can attract and build relationships with high-value users.
However, app usage frequently dwindles after the install.
Without a strategy to actively engage your app downloaders, installed base usage can quickly decrease. Apps that fail to engage users and sit unused are eventually getting deleted, and the opportunity to engage high value users is lost.
The churn of unengaged users happens rapidly after app install, sometimes with just about 1 in 10 users remaining after seven days.
Your app can be amazing. But if your users forget about it, all of that effort goes to waste.
This is why you should invest in getting onboard with app retargeting technology.
Get started with mobile app retargeting companies
Now that we know the value of mobile app retargeting across channels, let’s look at some of the best companies in the market that can help you maximize the ROI of your retargeting campaigns.
Obviously, the platform you choose has to suit your business. So while it’s not as simple as picking a platform out of a hat, we hope that this information will help you in making the right decision.