Lessons from Trademob

Increase ROI from retargeting

A lot of companies use retargeting as part of their growth strategy. Installs is not longer the only metric to look at. In order to grow, we need to build a good relationship with our users. So what we want to do and what retargeting allows us to do is to move from installs to users to customers to regular customers.

There are three things you need before starting with retargeting:

  1. A tracking partner to measure every single event that happens in your app.
  2. Deep linking
  3. Volume of users. The threshold is around one million active users monthly.

Once you have those three things, consider the following:

Define custom cohorts

A cohort is basically a bucket of users put together based on what they did on the app. Examples of cohorts are: a group of users that have sign-up into your app but that’s it, or a group of users that have sign-up, make an order, but they have not ordered anything in the last 30 days.

The first thing you need to do is define custom cohorts (not standardized cohorts, or cohorts from another app).  You need to use your own custom cohorts because every app is different and you need to understand the triggers specific to your app.

Then, split these cohorts until you have enough granularity to be able to define a specific goal for every segment.

Also, factor in the ad, what is happening outside the app.

Dynamic Creative Optimization (DCO)

The creative is going to be optimized based on the best combination possible (colors, messages, CTAs, images, etc…)

DCO can help you deliver a personalized message to the user based on what this user did on the app, the outside context, and also based on past product views and interactions.

Engaging and interactive creatives

We need the user to see our ad and engage with it. In too many cases, companies have great creatives for customer acquisition but when they run a retargeting campaign they use static banners, static interstitials, and things like that.

Find the good moments

You should be able to engage with your users at every single step. Find the users wherever they are, at every possible moment to deliver a personalized message.

With retargeting you can have a triple win:

  • Convert an install to a customer or, in case your app has no monetization model, convert an install to someone that really engages with your app on daily basis.
  • Know your users through their actions.
  • You can show them a specific offer, not just any ad.

Lessons from Apptamin

Utilizing video to promote your app

A lot of people make their videos in portray mode. Vertical video has been massively adopted thanks to mobile. Users spend most of their time with their mobile in a vertical position. For this reason, now we see apps and social media platforms starting to leverage that (Snapchat, Instagram stories, Facebook stories,…).

If you are trying to promote your app with video, there’s no point in fighting this trend. People are getting used to this and now they don’t want to turn their mobile to watch your video.

Ad networks have started adapting to this and ads match now the orientation. A couple of recommendations:

  • Produce your video in both landscape and portrait mode because ad networks need the creative to be able to serve it as an ad.
  • Work with ad networks that have figured this out.

If you use vertical videos on a Facebook ad be aware that the top part and the bottom part of your video may be not visible if you use a full-screen vertical video. For this reason, Facebook recommends using a 2:3 format.

It is important to dedicate time and resources to optimize your creative because over the coming years video ad spending is going to keep increasing and your CPI and CPA will also increase.

Optimize by channel following the best practices of every channel. Ways to optimize your video creatives:

  • Content. You can optimize:
    • Concept
    • Value proposition
    • Audience addressed
    • In-app footage
    • Live action
    • Characters
  • CTA
  • Localization
  • OS: iOS and Android
  • Extras:
    • Caption/subtitles
    • Voice over
  • Length
  • Pace
  • Format/Orientation:
    • Landscape 16:9
    • Square 1:1
    • Portrait 9:16
    • Portrait 2:3
  • Letterbox