” I thought I was out, but they drew me back in!” Since then, the well-known statement from AI Pacino in the last part of the Godfather trilogy has gained international recognition and resonance. Indeed, it also holds true for the ecosystem surrounding mobile apps, particularly for mobile app marketing.
After their products are released, mobile app developers must continue to work on them; yet, successful marketing is essential to their success. They will therefore be responsible for devising tactics for acquiring new users and generating revenue from them. Simple to say, much harder to really put into practice. How can marketers create and implement successful mobile app marketing strategies to increase their user base and optimizi in-app purchases?
Although there isn’t a single solution for the billion-dollar question, we’ll provide five examples of app marketing strategies here.
1. Simulation Game
A mobile simulation game server is the basis for the third effective case study of a successful app marketing campaign on our list. Maximizing user acquisition (ROAS) was the primary objective, as is typical with mobile games. The game in issue is primarily supported by in-app purchases (IAPs), which are necessary to boost earnings.
Simulation Game
The advertiser focused on creatives because of its prior experience with app marketing campaigns for mobile gaming. A variety of ad types, including movies, interstitials, banners, and playable advertising, were tried and rotated. The advertiser let its DSP decide the best ratio of banners, movies, and playables using gathered data. Movies and playables proved more lucrative than banners for generating in-app purchases and high-LTV consumers in ad exchanges.
The advertiser helped the app developer achieve a 30% higher ROAS than their target by boosting in-app purchases tenfold since the install campaign began.
2. Hyper-casual game
In Brazil, where CPIs are lower than in tier-1 and tier-2 nations, the advertiser helped a hyper-casual mobile game boost its ROI. It is quite challenging to increase ROI in these geos due to low rewards and intense competition.
Hyper-casual game
It is important to note that in-app advertisements are the primary source of revenue for hyper-casual games, as opposed to in-app purchases. This is a result of the in-app purchases that these games, which demand relatively little work from users, encourage.
Consequently, the best way to optimize in-app purchases and return on user acquisition is through large numbers of new users. For more casual games, the advertiser used its prior app marketing experience to place purchase ads strategically. This resulted in a 138% increase in Day 30 ROI, driven by focused media spending on high-install-rate app categories and leveraging private deals with specific apps.
3. Omada
The most popular product from French publisher Luni, who is also well-known for Period Tracker and Fitness Coach, is Omada. By competing with other users and placing virtual bets, Omada users can forecast sporting events. Luni contacted the advertiser to conduct app marketing efforts with the aim of boosting in-app event rate and user retention rate in the US and Europe.
Omada users can forecast sporting events
Using their mobile DSP, the advertiser team targeted and acquired high-quality users by setting up CPI app marketing campaigns. Then, using more than 20 contextual cues, their AI-powered platform was able to maximize traffic acquisition by pinpointing the best traffic pockets.
As a result of gaining high-quality consumers, Omada has reduced their cost per unique in-app event created (CPA) by 26% and maintained an in-app event rate above 70% since the start of their mobile app marketing efforts.
4. Paysend
Paysend enables card-to-card transactions and is presently available in more than 150 nations worldwide
A remittance program called Paysend enables card-to-card transactions and is presently available in more than 150 nations worldwide. Similar to Omada, their goal was to increase in-app events and income by concentrating their user acquisition on high-LTV iOS consumers.
The correct configuration of Paysend and the MMP Appsflyer was essential to the success of this app marketing campaign. It turned out that during the optimization process, tracking not just installs and registrations but also other in-app actions like money transfers was essential. The team was able to refine the campaigns with an emphasis on registrations because of The advertiser’s machine learning algorithms, which found a high correlation between money transfers and registrations.
Because registrations occur at an earlier stage in the user funnel than money transactions, targeting them was quicker. The app’s growth then sped up when state-specific targeting was added to the targeting process. The app install rate went up by 200%, and the eCPI went down by 10% compared to the beginning of the app marketing campaign.
5. ride-hailing app
Not to mention, app marketing campaigns may also be advantageous for ride-hailing applications. We will use a well-known ride-hailing service from a large international mobility company as an example. Their objective was to steadily lower their cost per install (CPI) by running app marketing efforts.
Ride-hailing app
The advertiser’s approach involved implementing CPA app campaigns with the goal of increasing first-rides in addition to installs. The optimization procedure aimed at lowering eCPI, which is calculated bu dividing the entire cost of app marketing campaigns by the quantity of new users acquired, was then launched by the advertiser’s ML algorithms when sufficient data had been gathered.
The optimization of creatives turned out to be crucial for the decline in the eCPI. In particular, an interal tool was used to create native advertisements by dynamically fusing together several app store page assets, including the name, logo, and description. In less than two month, a 40% drop in CPI was attained, freeing up the app developer’s funds to create fresh creatives.
6. Conclution
To sum up, we’ve included a list of 5 mobile app marketing strategies that have effectively increased the number of users for 5 mobile apps while also boosting in-app purchases and profitability. In fact, the aforementioned efforts succeeded in achieving five distinct objectives:
- Growth in install volumes
- In-app event rate
- ROAS, and day-30 ROI with a decrease in CPI.
Check out our website’s case study materials to find out more about DigitalTech and how our products enable mobile apps to economically monetize user acquisition with artificial intelligence!
