Spring is just around the corner, and with this season comes the typically daunting task of “spring cleaning”. However, spring cleaning doesn’t have to end with re-organizing wardrobes or having a yard sale. App marketers should seize this opportunity of changing seasons to give their growth strategies a bit of a creative refresh.
Find out how marketers can utilize this season of change to not only give creatives a facelift, but clean up re-engagement strategies to be in the best place heading into the busy summer season.
Ad Creative Refresh
One of the most important parts of running a successful app marketing campaign is knowing when to refresh ad creatives. Refreshing ad creatives not only helps with user acquisition and retention, but also fights user ad fatigue. When viewers see an ad for the first time, they are 5.7% more prone to purchase than not seeing the ad at all.
A remarkable 47% of a campaign’s contribution to sales can be attributed to creatives. By creating an ad refresh strategy early on in the year, app marketers can get ahead of user dropoff and maximize return on advertising investment.
Fighting Ad Fatigue Early
Ad fatigue occurs when an audience sees a brand's ads so often that they become bored with them and stop paying attention. In today’s digital world, ads are everywhere. If users are constantly seeing the same ad in a high frequency, there is a strong potential that the messaging will get stale. Marketers can detect when a campaign is getting fatigued when they click through rates decline and engagement starts to lower.
To combat this, app marketers need to continuously serve fresh, high-quality, and targeted ads to ensure that the content continues to inspire target audiences, rather than causing frustration.
Getting Creative
Fresh ads grab the attention of users. It’s important for app marketers to not only rotate their ads out every two or so weeks, but also get creative with the new campaigns. Memes, quotes, videos, and infographics are perfect for delivering short, compelling marketing messages that are up to 65 times more memorable.
App marketers need to set a creative refresh plan early in the year so that they are on pace to continuously rotate out ads before their audiences get bored. However, staying relevant with the latest news and trends helps increase engagement and clicks so app teams want to avoid creating their ads too far out. For example, an ad that was catchy a couple of weeks or months ago might be outdated. Serving an ad with a new feature or offer might be more relevant to what the audience is currently looking for.
Start a Retargeting Plan Early
When most marketers think of their app growth strategy for the year, they immediately think of user acquisition. However, running retargeting early alongside UA initiatives drives traffic post install, which keeps users engaged for longer periods of time. Building a large user base doesn’t drive ROI unless they come back consistently. Starting a retargeting campaign early on in the year will help app marketers meet their goals and save money in the long run.
Where to Start
A successful retargeting campaign starts with defining the brands goals. For example, a gaming app's goals will be different from a shopping app. Defining the KPIs of the campaign early sets marketers up for success in the long run. Retargeting KPIs can be anything from getting a user to join a subscription to making in-app purchases or longer game play.
From there, marketers can segment their current users based on behaviors and serve retargeting ads based on those groups. A thoughtful retargeting campaign will not be a “one-size-fits-all” ad. Each ad should be personalized to specific user groups in order to increase brand loyalty and overall conversions.
Benefits of Retargeting Campaigns
Retargeting helps address the 98% of visitors who leave an app without completing the desired app action. Without retargeting campaigns, apps wouldn’t have nearly as many in-app purchases or loyal users. They not only improve brand awareness, but also help app marketers invest money into warm active leads versus users who most likely have not even heard of their app.
For marketers, it’s a better ROI to invest precious dollars on engaging users versus trying to generate growth from ice-cold ones. Retargeting targets users that have previously downloaded the app and are more likely to re-engage as they have already shown interest in that app. Typically, it takes seven impressions with a brand for a consumer to become a customer. This means that marketers need to invest in retargeting campaigns early on in order for profits to continue rising as the year goes on.
Takeaways of Renewing Growth Strategies This Spring
It’s the season of spring cleaning and app marketers need to seize this opportunity to give their growth strategies a bit of a creative refresh. Here are a few ways for marketers to utilize this season of change to give their creatives a refresh and launch their new re-engagement strategies.
- Ad Creative Refresh: Refreshing ad creatives not only helps with user acquisition and retention, but also fights user ad fatigue. To combat ad fatigue, app marketers need to continuously serve fresh, high-quality, and targeted ads to ensure that the content continues to inspire target audiences, rather than causing frustration.
- Start a Retargeting Plan Early: Running retargeting early alongside UA initiatives drives traffic post install, which keeps users engaged for longer periods of time. Starting a retargeting campaign early on in the year will help app marketers meet their goals and save money in the long run.
- Where to Start: Defining the KPIs! Defining KPIs of the campaign early sets marketers up for success in the long run. From there, marketers can segment their current users based on behaviors and serve retargeting ads based on those groups.
- Benefits of Retargeting Campaigns: Retargeting helps address the 98% of visitors who leave an app without completing the desired app action. This means that marketers need to invest in retargeting campaigns early on in order for profits to continue rising as the year goes on.
