User Acquisition

Paid User Acquisition: An Overview for Mobile Marketers

Apr 21, 2023

Growth through paid user acquisition

The mobile app ecosystem offers a tremendous opportunity for growth-minded mobile advertisers and developers. With mobile advertising granting access to a vast online market and being more cost-efficient and effective than traditional advertising, it’s no wonder that businesses are looking to capitalize on this lucrative channel. However, the complexity of the mobile app landscape, particularly with mobile attribution challenges, can make achieving profitable and scalable user acquisition (UA) difficult. In this blog, we’ll explore various types of paid user acquisition channels and strategies to help your mobile app succeed and touch on AppLovin’s AppDiscovery smart UA solution as a powerful tool for mobile marketers.

paid user acquisition - social media advertising

Social Media Advertising – Expanding Your Reach

Social media platforms like Facebook, Instagram, Twitter, and Snapchat offer mobile advertisers a wealth of targeting options and ad formats to reach their desired audience. With billions of users across these platforms, social media advertising can be an effective way to drive app installs and increase user engagement. To succeed in this channel, it’s crucial to understand your target audience, create compelling ad creatives, and optimize your ad campaigns based on performance data.

Search Ads – Capturing High-Intent Users

Search ads, such as Google Ads and Apple Search Ads, are another powerful paid user acquisition channel. By targeting users who are actively searching for specific keywords related to your app, search ads can help you acquire high-intent users in the right mind frame to be introduced to your product or content and engage with your app. To excel in this channel, it’s important to conduct thorough keyword research, write effective ad copy, and consistently optimize your bids and targeting.

paid user acquisition - programmatic advertising

Programmatic Advertising – Profitable, Scalable Reach Through Automation

Programmatic advertising platforms enable mobile advertisers to reach users across a vast array of ad exchanges and networks automatically. By utilizing real-time bidding (RTB) technology, programmatic advertising helps advertisers acquire users profitably and at scale. To make the most of this channel, it’s essential to have a clear understanding of your target audience, select the right inventory, and leverage data-driven insights to optimize your campaigns.

Influencer Marketing – Leveraging Authenticity and Trust

Influencer marketing is another effective paid user acquisition channel, particularly for reaching Gen Z and other younger audiences. By partnering with influencers who have a strong following and align with your app’s target audience, you can tap into their trust and authenticity to promote your app. To ensure success with influencer marketing, it’s vital to carefully select your influencer partners, develop creative and engaging content, and track the performance of your campaigns.

AppLovin AppDiscovery Smart UA

AppDiscovery – A Smart UA Solution for Mobile Marketers

While the above channels offer various opportunities for paid user acquisition, AppLovin’s AppDiscovery smart UA solution can help businesses navigate the complexities of the mobile app landscape and reach new audiences more efficiently. With access to the leading source of in-app supply, powerful machine learning algorithms, and expert growth support, AppDiscovery simplifies the process of running and optimizing mobile and CTV campaigns, allowing advertisers and developers to achieve their desired KPIs and expand into new markets and inventory profiles.

AppDiscovery has been the top-performing UA channel for top developers like Mode Mobile, SmartNews, and Daily Yoga, consistently hitting and exceeding their down-funnel metrics. Additionally, integrating MAX’s monetization solution with their preferred MMP helps businesses leverage learned insights from their campaigns to improve targeting efficiency.

AppLovin’s expert growth support ensures businesses can achieve their target ROI and scale growth while offering a unified UI and robust reporting features.

Lastly, AppLovin’s in-house creative optimization team, SparkLabs, helps jumpstart UA with custom creatives for mobile and CTV, tested and optimized to drive results for your brand. CTV performance campaigns in AppDiscovery work on a CPI basis, meaning you’ll only ever pay for successful install attributions rather than ad placement. Finally, SparkLabs ads and advice are often complimentary when running UA on AppDiscovery, making it particularly compelling for marketers interested in CTV campaigns who don’t yet have CTV creatives.

Smart Paid User Acquisition

Achieving growth through paid user acquisition for mobile advertisers and developers can be a challenging endeavor, but by understanding and leveraging various channels and strategies, you can drive app installs, increase user engagement, and achieve long-term success. Don’t miss out on the opportunity to harness the power of social media advertising, search ads, programmatic advertising, influencer marketing, and smart UA solutions like AppLovin’s AppDiscovery to supercharge your mobile app’s growth.

Get Started with AppDiscovery Today

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