In the recent years of mobile advertising, user acquisition has become a competitive playground. Today user acquisition is not just limited to hitting a golden number on the App Store, but also about making sure that the efforts result in acquiring users who are high-LTV. User acquisition (UA) is a complex game depending on the product and app category that will impact how advertisers approach it. But some parameters for success remain constant.
We sat down with Free2Move’s Lorenzo Rossi to get his take on successfully acquiring high-quality users, based on his experience as the Head of Performance Marketing. Here are the top takeaways:
1. Think UA Beyond Just Acquisition
“The old scaling parameters have almost disappeared,” says Lorenzo. With advertisers looking more attentively towards retention metrics, a comprehensive view of the entire user funnel is required. Which is why Lorenzo suggests to coordinate UA campaigns, retargeting campaigns and CRM activities, which guarantees a “perfect user experience that drives conversion.”
“Users are often confused by too many apps available and millions of ads and if we don’t ‘follow’ our users along the journey with specific messages at the right moment, it might be difficult to get them to stick to our product, perform the actions that we want them to do, and eventually monetize,” Lorenzo adds.
Consider audiences from the very start of your strategy: “Lookalike audiences have shown the best results. So, as soon as we have enough data to build lookalikes, we start running them,” says Lorenzo, adding that one can run lookalikes of different actions, which in turn, helps them to run a lot of tests to further fine-tune.
2. Test Multiple Channels and Partners
While there is no one right channel when it comes to carrying out UA campaigns, however, if you take an ideal scenario where your product is available all over the world with a mixed user base, it is suggested to run “as many channels as possible,” and to budget “according to the results and possibility of reach,” Lorenzo advises. “Analyze from the beginning and share insights with the partner so that they can help with the optimization.”
“I think scaling the marketing activities without compromising the performances is one of the biggest challenges at the moment,” Lorenzo says. He adds that if the budget is “big enough” it is a good idea to test all possibilities, “from Affiliate to RTB.”
3. Have a Geo-Located Approach
Again, your product offering will impact your UA strategy, but if it differs from one country to another, it is advisable that your marketing activities have a geo-located approach, says Lorenzo. For instance, in the case of Free2Move, shared mobility is available in only a few cities and within that too, there are different mobility options, which impacts the messaging for each location. Lorenzo suggests allocating more budgets to those cities where your app offerings are more advanced and can offer a better value proposition.
4. Keep an Eye for Detail When Optimizing
Optimize your funnel and don’t forget the steps: from an impression, to click in the ad, to install rate and retention rate. All the steps of the funnel are important. “Obsess over perfecting each part of this funnel, as every small percentage that you move in these steps can make a big difference in terms of final results and efficient budget spending,” Lorenzo suggests.
From his experience in the performance marketing business, he also recommends paying attention to detail for lowering costs. “Sometimes changing the color of a CTA button, or adding a frame to the banner can decrease the costs by 50%, he illustrates, adding that in performance marketing sometimes the most simple creatives can outperform elaborate art creatives. “Nice doesn’t always mean effective!
Check out more in our Industry Exposed series where we bring together mobile industry experts!