In today’s continuously changing digital marketplace, app retargeting is still one of the most effective and cost-effective techniques for app marketers looking to increase conversion rates.
App retargeting (RT) is a technique for encouraging active users to take a different action on the app or re-engaging lapsed app users who have previously interacted with the app or the brand’s adverts but did not convert. This popular ad technique targets high-intent users who are more likely to convert.
Curious about the advantages of strategically remarketing your users? Or are you looking for best practices to increase user retention with app retargeting? Read on to learn more.
What are the benefits of strategically retargeting users?
It is widely acknowledged throughout the business that existing customers are more valuable than new users because they are simpler to convert owing to their prior interest in the brand. App retargeting campaigns can achieve a variety of purposes, including telling lapsed or dormant users about a new product offering or update, urging current users to make in-app purchases, and simply reminding users of things left in their basket. App retargeting has various advantages, including:
1. Improved ROI with Higher Conversions
Retargeting allows marketers to target high-intent users who have previously expressed interest in the brand, resulting in a high return on investment. This allows marketers to effortlessly introduce new product/service offerings to customers while also informing them about deals or discounts on the app that would encourage them to make in-app purchases.
This eventually enhances conversions since retargeting lapsed, inactive, or dormant users who may have previously interacted with the app allows marketers to better convert their existing users, who may take actions such as joining up for a new service offering, making an in-app purchase, and so on.
2. Building Long-Term Customer Relationships
App retargeting allows app marketers to generate individualized user experiences for their users, such as targeted adverts and personalized messages. This might include telling app users about changes, offers, and seasonal discounts depending on their preferences. For example, an e-commerce software targets customers who are looking for specific apparel products on their wishlist or cart and sends them targeted adverts about discounts on those goods. This would allow marketers to boost consumer interaction and user engagement on the app.
Consistently re-engaging with the brand’s users may result in higher LTV (Lifetime Value) for customers via targeted marketing. Furthermore, updating customers about new deals and discounts via personalized messaging can aid in creating a loyal consumer base.
Effective Best Practices for Maximum User Retention
Here are some excellent tactics you can follow in your next app retargeting campaign to enhance user retention and increase user engagement:
1. Use contextual retargeting
Contextual retargeting is the practice of providing advertising to app users depending on a specific topic of interest based on previous interactions with the app’s content. This method of retargeting allows app marketers to capture the attention of users by displaying advertising for product offerings that the customer may be interested in.
2. Always aim for personalisation through segmentation
Personalization is essential, especially when it comes to delivering the appropriate wording in your advertisements when discussing the product offering and creating productive user experiences. A tailored user experience for customers can lead to effective remarketing.
The first step in personalizing these advertising is identifying and segmenting your target demographic based on the most relevant criteria. Geographic location, user behavior, interests, age, gender, and so on are all possible parameters.
3. Optimize your campaign for better performance by measuring
Constant campaign optimization based on real-time campaign performance can be highly beneficial. This can include changing target users and ad formats, as well as introducing day-parting, which involves targeting a certain set of people at different times of day.
4. Focus on your creatives
Creatives might comprise a variety of ad types, including videos, banners, native advertisements, interactive ads, and more. Choosing the most effective format for your users might be difficult, but it is also extremely rewarding when done well. To have the greatest impact, serve ads that connect with your users.
Furthermore, we recommend that you continuously examine the performance of your campaign and the ad type you’ve chosen to ensure that they’re working properly or that they should be updated to a different format. For example, gaming advertising that targets consumers with interactive ads have shown to be extremely effective in providing results.
Conclusion
App retargeting remains one of the most successful strategies to target consumers who have previously interacted with your app. You can design strong app retargeting campaigns with improved performance by following a few best practices, such as integrating contextual retargeting, focusing on personalization, correctly segmenting users, and optimizing campaigns based on the timing, users, and effective ad creative forms.
Want to learn more about app retargeting, reach out to our team here.