Performance Marketing, User Acquisition
Best Practices for Mobile User Acquisition
AppLovin
Jul 12, 2022
Jul 12, 2022
Performance Marketing, User Acquisition
While there are many approaches to getting new users to download your app and build an audience, there’s no surefire, one-size-fits-all approach — so we’ve collected some strategies for you to help you get started with mobile user acquisition.
Finding new users is critical to growth. And while revenue plays an important part in the goals you want to achieve with these new users, you still need to consider how to engage and retain your users once you’ve acquired them. Building a great user experience, creating trust, and understanding the users’ needs all play an important role in customer loyalty and business success.
But with millions of apps across iOS and Android, how do you get yours to stand out, expand your audiences, and maximize your ROI?
Define who your target audience is so you can focus your efforts on the right group — fitness lovers, foodies, gamers, etc. That way, you can focus on that group and optimize your marketing budget as well.
Consider using previous campaigns that may have targeted a similar group of people. And use a small portion of your budget to test your audience before launching the entire campaign.
Testing is vital to understanding what is working, so A/B test your marketing campaigns often. It’s an essential part of UA and provides insight into which part of your campaigns need to be optimized.
Learn more: How to Accelerate Growth Through A/B testing
While acquiring new users is important for growth, so is re-engaging the audience who may have briefly engaged with your app but never returned. After all, you probably spent money acquiring these users, so use consistent retargeting to:
Segment a specific group by behavior, such as those who downloaded your app but only engaged with it once, for example. You could retarget by serving a personalized ad to encourage users to re-install or make a purchase.
Ads aren’t just for monetization — they’re also a user acquisition tool. If your app relies heavily on ads for user acquisition, be sure to pick the right formats, A/B test them relentlessly, and fine-tune for ad frequency, localization, and more.
App Store Optimization (ASO) is a great way to get discovered by users in the app stores. Similar to the way search engine optimization (SEO) works for websites, ASO focuses on certain factors such as hitting the proper keywords, keyword competition, and creating a description that entices potential users.
Here are some best practices to follow in order to improve your rankings and potentially receive more downloads:
Learn more by reading our article: How to write an effective app store description.
If you’ve built a portfolio that can be used to cross-promote, it can be an efficient user acquisition machine, as long as you continue feeding the market quality, new products.
There are also plenty of opportunities to cross-promote other apps from your portfolio at specific moments when users are more engaged and likely to download other apps—that’s an advantage every user acquisition pro must use.
Track your goals, engagement, and stay on track with your spending using key performance indicators (KPIs). Here are a few common ones to consider:
A successful mobile user acquisition strategy involves lots of testing and using that data to define your target audience, using the right acquisition channels, and staying on track with your budget.
AppLovin’s AppDiscovery uses machine learning technology to help you execute smart UA campaigns. Mobile businesses rely on finding the right user, at the right price, at the right time. AppDiscovery automatically adjusts campaign details to ensure the highest likelihood of engaging and retaining your ideal audience.
Start launching smart user acquisition campaigns today with AppDiscovery.
