App Activity

Facebook retargeting – the process of targeting people who have already interacted with your company through campaigns. 

This way you will improve the conversion rate, relevancy of ads, and most importantly reduce the budget.

Benefits of App Activity Retargeting 

• It requires less time and effort but brings more conversion than user acquisition “from scratch”. When using app activity retargeting, you’re working with the already existing user base, and these users have already proven their interest and loyalty.
• App retargeting ads can drive more conversion than other types of ads.

How App Activity Retargeting Works

1.   A potential customer installs your app but then for some reason they abandon it.
2.   Later, when surfing the web, they see the retargeting ad that recaptures their interest.
3.   The potential customer starts using the app again and turns into a loyal returning customer.

Best Practices for App Retargeting

To give you a better understanding of how retargeting works, we will share with you some best practices supported by real-life success stories and examples.

Do not annoy your users

Some apps prefer to use a combination of various marketing methods. If used too frequently and too interchangeably, they can rather scare off than re-engage the users. A good solution here would be automated retargeting with specialized tools.

Segment your audience

Segmentation means more accurate targeting when you break down your audience into smaller segments according to demographics, location, gender, time zone, shopping habits, etc.

Use deep linking

A deep link is a hyperlink to a website that points to a page located on another website, instead of pointing to the homepage of the initial website.

Use the power of gamification

Like apps themselves, online ads can have game-like elements, too. For instance, in search of user retention strategies, the travel app Ouibus used the scratch card ads to retarget users who were already engaged with the app. After that, the performance significantly improved. Motivated by this success, the team proceeded with the flash sales campaign, which lasted one week

Implement A/B testing

A/B testing or split testing is a practice of running two different versions of the same ad campaign just to find out which one performs better.

Integrate retargeting into your customer loyalty programs

Customers get rewards for participating in loyalty programs and are thus encouraged to remain with the brand and spend more.

Use the CPE model

The CPE (Cost per Engagement) model means that the advertising impressions are free. The advertiser will pay only when a user engages with the ad. In other words, this model focuses on user engagement rather than clicks or impressions, which is perfect for app retargeting. Mamsy, an online store for pregnant women, parents, and children, launched the retargeting campaign by using the CPE model. As a result, during three months, the brand managed to retarget 4 times more users than before.

Test different formats of dynamic ad creatives

Use different, highly customized design elements and formats, e.g. video or animation, in your creatives.

Know your metrics

You should have an idea of what you need to achieve at the end of the campaign, expressed as precisely as possible, up to the exact percentage of CTR or ROAS increase.

Personalize Whenever Possible

Don’t make the mistake of missing opportunities to personalize ad experiences. When you personalize your ads and rotate creatives, you avoid redundancy and ad fatigue. This allows you to raise the impression cap and gain more opportunities to get in front of your audience.