There is an end goal to every mobile advertising campaign, whether it is to expand user base, increase user engagement, drive return on ad spend, or all of the above. How well the campaign performs against that goal can be determined by looking at the key performance indicator (KPI), a metric used to evaluate campaign performance.
Determining Campaign KPIs
The KPIs for each campaign will differ, depending on the goal. For example, a food delivery app is running a campaign to expand its user base and drive delivery orders in San Francisco, Austin, New York City, Chicago and Boston. The app’s KPIs for this campaign can include installs and orders in those designated market areas (DMAs). On the other hand, if a social casino game app is looking to drive user retention and return on investment (ROI) in the span of one week, its KPIs can include day-7 retention rate and day-7 ROI. In short, the KPIs should reflect what goals should be achieved from the campaign. No matter what the campaign goals are, determining the right KPIs can be a crucial part of achieving them.
Once there are clear KPIs, the whole campaign can be geared toward achieving the goal. The KPIs are utilized to make important campaign decisions, such as creative development, media placement, and campaign optimizations.
Optimizing The Campaign
Think about the food delivery app example. If the KPIs were only installs, there would be no optimizations done to accelerate user acquisition in the focused DMAs. Instead of having a specific audience demographic to target with the ads, creatives would’ve been developed in a more general sense and published across several media without focusing on specific DMA locations.
Imagine yourself living in San Francisco and getting an ad that asks you to install a food delivery app but doesn’t indicate where its service is available. Now imagine yourself getting an ad that displays some of the local restaurants with a city skyline in the background. Which one is more likely to prompt you to install the app? Probably the second ad, right? Similar concept is applicable to programmatic media. By indicating specific DMAs to target, when conducting real-time bidding (RTB), app marketers can optimize for audiences in those DMAs. Ads with the San Francisco city skyline will be shown to audiences in that city.
However, there’s also the problem of the missing ‘orders’ KPI. If the KPI is simply installs, then the whole campaign is optimized for installs but not the quality of users. So without indicating that orders is one of the KPIs, the food delivery app may get a large volume of installs, majority of which are not quality users. This leads to low volume of orders and low return on investment (ROI). By indicating all the relevant KPIs, the app developer stands to get stronger return on ad spend.
At Aarki, we can optimize your app marketing campaign for KPIs. To learn more about how we leverage machine learning and multivariate technologies to optimize creative and media for our clients, contact us at firstname.lastname@example.org.