The idea of mobile retargeting ties into re-engaging with specific segments of users — who are interacting at different degrees with the mobile app/product. This is the concept of displaying a customized message to a user base with the purpose of pushing them down your funnel and / or make them perform certain actions.
Dynamic retargeting is one option that advertisers can leverage to reach their audience in a better way for app marketing success.
What is Dynamic Retargeting
The dynamic aspect of retargeting is two-sided.
It can be at the audience level: segmenting your audience in a dynamic manner based on where users are moving along the different steps of your funnel (e.g Open, Viewed Item, Add To Cart, Purchase in the case of an e-commerce app).
It can also be at the creative level, where you will customize the advertisement or message to the end user depending on their past behavior (items added to cart, trips searched but not completed, etc). Further development can be done if you are building algorithms, which recommend a product intelligently or display a list of items a user might be likely to purchase.
How to Start a Dynamic Retargeting Campaign
Before starting a dynamic retargeting campaign, make sure that the UA manager or the team has a solid understanding of the above mentioned user funnel.
If you are starting fresh with a retargeting campaign, first step is to be aware of the KPIs when it comes to UA and engagement — it can be monetization or engagement. Ask yourself certain questions: “Do I want to increase my number of subscriptions or drive additional sales? Do I want to get my users more engaged and make them use my app longer? Do I want to reach out to a specific category of users and offer them a discount?”
If you are an advertiser already working with a UA partner that also offers retargeting solutions, then the transition curve is very natural. Take a look at the post-install activity of the users and build a strong CRM strategy.
It is advisable, however, to start retargeting campaigns from the first day. We are all aware that around 80% of the app users are likely churned after 7 days so reaching out to them as early as possible and understanding their intent is key to lower that KPI.
As you can imagine, the use cases related to retargeting are endless and have to be fit perfectly with your overall marketing strategy.
Benefits of Dynamic Ads
The main benefit of dynamic ads is simply the level of customization and the tailored message advertisers can build that would fit a certain segment of users. Mobile marketers want to treat every user individually at best, and engage with them so they become more receptive to their brand. The design aspect of the creative ad is also very crucial.
Building interactions within your ad using touch, accelerometer or even augmented reality represents innovations that increase user engagement and likelihood to perform actions. It’s a performance game so mobile marketers would benefit in demonstrating creativity and continuously A/B test what works and what doesn’t.
Last but not least, a cross-product recommendation system can be embedded within your dynamic ads and from there, give you extra insights into what your segments of users have in common.
How Can Advertisers Make the Most Out of Dynamic Retargeting Campaigns?
The first thing to do would be to cooperate with a strong ad-tech partner which has such capabilities. Secondly, an efficient data onboarding system is necessary to maximize the effectiveness of dynamic retargeting ads. The more insights advertisers can share with partners in terms of user behaviour, the more they can use this information to build the right ads for the targeted audience segment. It is important for advertisers to ensure that the data streams are set up securely and with the right level of information. Track your main KPIs and build a closed feedback-loop with your partners to ease the optimization on their side.
Click here to learn more about how AppLift has developed personalized remarketing solutions to re-engage churned users and help turn your existing users into buyers.
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