The Do’s and Don’ts of User Acquisition Campaigns
Developing a tailored and successful user acquisition strategy is a must for any business wishing to acquire new loyal users for their mobile app globally. It’s also important for mobile advertisers to start on the right foot by setting clear goals ahead of planning, delivering and scaling campaigns in different markets.
Ready to scale your next User Acquisition campaign? We’ve called on WeQ experts Christian Gaul, Director, Key Account Management, and Stefan Pruteanu, Team Lead of Client Services for APAC, who work with our partners to scale their campaigns on a daily basis. We asked them to share their tried-and-tested “do’s” being the proven best practices; and “don’ts” aka the pitfalls to avoid. Get them below.
Mobile App Marketing Do’s
- Set the right KPIs for your campaign and segment accordingly
Start by setting the KPIs you want to achieve and make sure it’s a level playing field for all partners by allocating specific sets of KPIs: one for search functions; another for Facebook, one for your mobile ad networks, and so on. There is no one-size-fits-all.
Next, you’ll need to segment your user base around your KPIs, as the metrics vary by app and user base. For example, let’s look at retention: people that are using the app monthly might not become “whales” (heavy-spending users), so you have to gradually grow and nurture the partnership, without expecting them to jump a bar that’s too high for them – and adjust your expectations accordingly.
- Aim for a long-term user acquisition
Work step-by-step around your goals. Although it is tempting to focus on volume early on in the campaign, being patient bears its sweet fruits. Having worked with longstanding partners, we see that scaling too fast can be risky when building a long-term UA strategy. Over-optimizing and narrowing down the user pool early in the campaign can sometimes lead to a poorer performance and losing out on better opportunities in the long run.
Start by scaling your campaigns on a lower scale, across different sources: A/B test campaigns to get a first impression of user behaviour and find your user flow. This enables us to review results early on, scaling across multiple touch points at the right time.
Once you have built a significant user base, act on it and optimize according to where you know your high-value users are based.
- Do choose transparency with your mobile partners: it works both ways
Trust and communication lead to fruitful partnerships, which usually result in successful campaigns. The more campaign insights our partners share with us, the better we can provide hassle-free user acquisition and take the workload off their hands. With access to direct insights, we are able to function as an external UA department, micro-manage and optimize campaigns, while our partners can focus on top-level management.
- Use burst campaigns to increase user base cost-effectively
We prepare bespoke campaigns tailored to increasing your app’s visibility in the respective app store and setting you on the right track for organic growth. This jump start gives you the opportunity to take your monetization game to the next level. Our experts constantly monitor, analyze and optimize the campaigns to reach the elusive balance between making the advertising budgets go further – and ultimately acquiring quality organic users.
Don’t Fall for These
- Don’t Rush Into It – Take Your Time
Timing is key. Your app should be fully functional and glitch-free before the campaign launch, with a carefully thought out and easy to understand user flow and monetization process. A glitch or bug can lead to losing valuable users in a matter of hours, which impacts negatively on retention figures. If there is a glitch, communicate this with your UA managers immediately so that they can factor this in when analyzing campaign performance data.
- Have a scientific approach to data
Dig deeper in your data and don’t rely solely on a top-level view. Keep the communication going strong with your UA managers, so that you can compare benchmarks and have a more rounded view. Also, comparing results of our campaigns with Google and Facebook campaigns is like comparing apples to oranges. For an accurate comparison, test your campaigns with multiple partners instead and take it from there.It’s easy to get lost in data and jump to conclusions, so it’s important to look at all your data scientifically. Also, beware of making the wrong correlations: this could lead to testing a source in a different GEO than where you want to run your campaign – which will most likely give you a whole different set of results that are not relevant – or dismissing a user base which is making smaller payments, but could have a higher lifetime value in the long run. As we mentioned earlier about timing: gather more data, and let the campaign develop organically.
- Don’t jump on the bandwagon of new trends
Ask yourself: are you spending your budget on a new trend to be seen as “one of the first” or will this initiative really help you achieve your goals? Hold your horses. Try to understand if the traffic source fits your product, before making a decision. Being a trailblazer is fantastic if you have the right kind of brand and budget, but sometimes it’s best to leave the trend-testing to the big guns while you invest on more rewarding tactics that may not be as trendy.