Increasing App Usage and Revenue
Would you like inactive users to:
- start using your app again?
- interact with your app more?
- perform specific actions?
If your answer to any of these questions is yes, you may want to consider a Re-Engagement Campaign. These campaigns are exclusively for Android users who already have your app installed and include; interstitial, rewarded videos, widgets and native ads.
Re-Engagement campaigns are great for advertisers who want to increase user loyalty and maximize users’ lifetime value (LTV). A loyal user has more potential to perform in-app actions, generate revenue and affect your apps’ overall performance.
During re-engagement the user encounters no install barriers, therefore a 20% conversion rate from click to purchase is not uncommon. In this article we will provide all the relevant information regarding setting up your re-engagement campaign and your targeting capabilities.
Firstly, add your Android app info: Apps → Add New App → Android.
Add Store Listing URL and App Package if available.
Re-Engagement Campaign Set-Up
- Placement targeting
- Audience (Device Type, GEOs, Places, Moments)
- Set Your Bid
Let’s start by clicking “Create new campaign” under the Campaigns tab and filling in the first page. Type in your Campaign name, pick the app you wish to promote and define your campaign goal as “Re-engage existing users”.
Choose the relevant placement. As a start, we recommend SDK-all and, if you wish to target SDK-video we suggest setting up a separate campaign for this.
Targeting options are available under “Audience”:
- Devices: Choose the device type you would like to target; phone, tablet, or both
- OS version: Pick minimum version supported by your app, or a specific one for optimal fit
- Location: Target users by continent, country, city, or state. You can also exclude locations.
Now, for the fun part!
The Appnext Timeline technology finally allows advertisers to target with context. By leveraging location, real-time and historical behavioral patterns, Appnext enables you to target users - at the right place, at the right time - when they are most likely to use your app! To activate Timeline, simply define your preferred Places and Moments.
- Place: We enable you to reach them at home, work or when they are travelling abroad. You can choose any, or all 3 of these options.
- Moments: Do your engaged users use your app when commuting? On lunch break? Wrapping up their day before sleep? Appnext allows you to tap into users’ daily timelines, reaching them at moments that matter throughout their day.
For example, if you were promoting a food delivery app, you could focus your advertising budget by reaching users when they are likely to be hungry; lunch break, leaving work, arriving home, and of course ordering food via an app.
Finally, let’s fill in “Bidding Options”. Re-Engagement campaigns, Places & Moment targeting are available on the CPC model only. Type in your daily budget target.
You can now save all your campaign settings at the bottom of the page creating a template which you can re-use in future campaigns (as long as it is the same campaign type and platform).
On the second page you will be able to add your campaign “Creatives”. A good creative asset makes your campaign eye-catching and yields the best results. Our system will import any creatives - images or video - you may have on the apps stores. Imported videos will be cropped to 15-60 seconds.
A good technique is to match a creative to a selected moment. For example, you could promote a game app using an image with the phrase, “Got time to spare before work?” in conjunction with the Leaving Home and Public Transportation moments. Alternatively, you can use the same moments for a taxi app with a creative that says; “Get to work faster!”
On the third and last page, you can enter your tracking preferences. For re-engagement campaigns the tracking link is optional for Android devices but highly recommended.
The attribution window is the period of time after a click, in which an event (eg. in-app purchase) can be attributed to a click. There is sometimes a gap between a click and an event, for eg. a user clicks on an ad and sees a special offer, he later decides make an in-app purchase. This is why attribution windows are essential for helping advertisers understand how effective their campaign is. We recommend an attribution window of 7 days in accordance to the industry’s recommended attribution windows. Click here to read more on the subject.
Feel free to use the Appnext conversion tracking but please be aware it only measures clicks and not other events (purchases etc.) This information is only available via 3rd party attribution partner reports.
Appnext’s 3rd party tracking partners include; s2s, Adjust, Appsflyer, Apsalar, Cake, Hasoffers, Kochava, MAT, Tenjin, Voluum, and they can all be selected from the drop-down list.
You must enable re-engagement tracking via your chosen 3rd party tracking, configure the correct window and retrieve your link. Once you have your 3rd party tracking link, enter it into the “Deep Link URL” window. Each of our attribution partners configures their re-engagement tracking slightly differently so please refer to their website for more detailed guides.
Adding a deep link URL and an impression URL is optional, but we highly recommend utilizing the deep link. This can be used to direct users to a specific app screen or event, potentially increasing user engagement.
Users who performed an in-app event after registering an ad impression will be attributed to the campaign as long as the installation occurred less than 24 hours from the time of ad viewing.
Once you’ve completed all of these steps - Campaign, Creative Assets and Tracking - you’re ready to go!
Although targeting a specific list of app users (high-spenders etc.) is not currently available, here at Appnext we like to listen to our users’ suggestions, so we are working hard to make this an option for you in the near future.
Feel free to ask any questions, reach out to our customer success and support teams. We’ll be happy to help, and will be available at firstname.lastname@example.org.