Acquiring high LTV users - no matter what method - is a big challenge, but retaining and keeping them engaged is another. Many apps are failing to maintain user interests and keep them engaged for a long duration. A study from eMarketer states that “only 24% to 29% of iOS users who installed an app used it again within 24 hours of their first app session.” Retention rates fall to a single digit by the thirty-day mark and according to research, the rates are worsening by the year. Thus, retargeting strategies emerge and are becoming widely used by many app marketers.
Instead of spending budget on acquiring new users, who may or may not be high LTV users, app marketers find that retargeting strategy lets them spend budget on growing existing users’ LTV by re-engaging them.
In order to determine the value of retargeting campaigns, we analyzed a programmatic advertising campaign for a casual game app over a period of one month. In order to re-engage the lapsed users, we ran retargeting campaigns on 13 different ad exchanges.
Optimizing Algorithm for Retargeting
The advertiser provided a number of different lapsed user lists for retargeting and re-activation with CPC goals. The Bayesian machine learning algorithm was used to optimize clicks.
Optimizing Creative for Retargeting
Our in-house designers with extensive experience in developing a variety of ad formats, including video, animated, playable, and native ad creative, designed multiple creative variants specific to the target audience and user lists provided by the advertiser. These creative were tested across thousands of publishers.
After testing and comparing the performance of the creative through Bayesian machine learning technology and multivariate testing, we increased media and budget allocation to the best performing creative based on the client’s key performance indicators (KPIs): click through rate (CTR), clicks, and cost per click (CPC).
During the first 5 days of the campaign, the campaigns generated low activity. On the 7th day, we launched the campaigns in more Geos and further performance improvements were realized post updates to the algorithm. The number of clicks increased dramatically due to a 5x increase in the daily average click.
Similar to the number of clicks, the CTR of the first 5 days of the campaign was low. After the global launch, we saw continued increase in CTR. Overall we see a 5x increase in average click through rate.
The results revealed that retargeting campaigns had strong performance on all metrics - increasing click volume and CTR, and lowering the average CPC. This is a proof that Aarki’s machine learning and creative optimization improves campaign performance across various metrics.
To learn more about our mobile retargeting capabilities, please contact us at firstname.lastname@example.org.