Performance Marketing is the foundation to expand your customer base and increase awareness of your product or brand. Media Buying for this purpose (i.e. user acquisition through the purchase of app installations) is very complex depending on the marketing strategy, product, and market situation. This is where we step in, providing a comprehensive service with our 360° Performance App Marketing solutions. From strategy development and selection of traffic channels, to optimizing campaigns and reporting, we have got you covered.
We take over the conception and, if desired, the entire implementation and control of your performance app marketing strategy. We advise, create and manage multichannel campaigns for you.
In any case, all of these activities require a decent Tracking-Setup within your app.
Different Types of Mobile App Traffic
When it comes to setting up Performance Marketing Campaigns for their apps, Mobile Marketing Managers usually consider social networks such as Facebook and Twitter as top choices. Naturally, the consequent demand is reflected in the prices of an install through those networks. Therefore, it is essential to efficiently target and optimize one’s campaigns so that they stand out in the flood of marketing campaigns the users are confronted with every day.
A new trend when it comes to app marketing is the increasing rise of RTB platforms as well as providers which specialize in acquiring app installs through the big SSPs (Supply Side Platforms). Special algorithms, as well as machine learning, play an important role when it comes to identifying the right moment to bid on a user, and therefore win the auction.
Special algorithms and machine learning are often used to bid on the right user at the right moment to win the auction (and thus the potential new user).
Many vendors specialize in purchasing installs from the large SSPs (Supply Side Platforms).
Ad Networks (in-app/non-incent)
Traditional ad networks that are directly connected to a great number of publishing apps still represent the largest source of in-app traffic. Unfortunately, they represent the most in-transparent traffic source at the same time – tracing the actual source of the acquired traffic is an impossible endeavor in most cases.
Mobile marketers should make use of paid search from Google and Apple to increase traffic and conversions with Universal App Campaigns (UAC), mobile campaigns can be run on Google’s manifold app and web features. UAC’s also include ads in the Google Play Store. In the App Store, app publishers can use Apple Search Ads for advertising.
Successfully Retargeting Customers
User acquisition is only one side of the coin. Once your app registers thousands of installs, you should immediately consider how to re-target your newly acquired customers. This means targeting existing app users with the help of so-called re-marketing providers (deeplinking allows us to re-direct the user back into the app). App Retargeting should be used in addition to your existing mCRM campaigns. You should target users who do not engage with push notifications or haven’t opted in in the first place. Therefore, it allows you to ensure that costly acquired users keep on using your app.
The Risk of Fraud in Mobile Traffic
There are many different types of fraud when it comes to acquiring mobile traffic (bot networks, click fraud, claiming of organic traffic). Some of them are difficult to identify. It is essential to keep an eye on the most common indicators of fraud when acquiring traffic. We are happy to provide further recommendations on how to spend your marketing budget efficiently, and make sure it doesn’t get into the wrong hands.
Integrated performance marketing with full-service benefits
Proper campaign management can be a complex matter. That’s where we offer you an all-round carefree package. As your trusted performance marketing partner we will figure out with our clients which service suits their needs best.
- Traffic Strategy: Designing an integrated performance app marketing strategy with regard to suitable performance channels and budget. We will cover all relevant performance channels such as Paid Social (Facebook, Twitter,…), RTB (Real-Time-Bidding), Paid Search (Google), In-App ad networks(AdMob,…).
- Creatives: Creation of digital advertising media, considering channel specifications.
Setup & Traffic Generation: Setting up accounts and campaigns.
- Measurement: Integration of tracking and analytics activities.
- Management & Optimization: campaign management, optimizing ad creatives and constant monitoring.
- Analysis: conception and management of automated reporting.
In a joint effort with clients, we develop the right performance strategy, advise on the best and most reliable traffic sources and minimize losses due to fraud traffic. Furthermore, we offer training in all areas related to app performance marketing, so you can manage your own media buying successfully in-house.
We support clients with a team of performance app marketing specialists who are experienced in performance marketing for various app verticals. Get in touch and we will help you get the most out of your advertising campaign.