When opening up the discussion with app publishers we frequently get asked about the benefits of starting with a dynamic over a static retargeting setup. My response back is: Say you have a Ferrari in your garage, would you take it for a short spin to the supermarket or would you test out its capacity to the max? Now of course there’s nothing wrong with using your car as a means of transporting your shopping - it fulfils a useful task - but you’re probably missing out on its full potential.
App retargeting is similar in a sense. By starting your campaign off with a manual list you are able to find your lapsed users, re-engage them, encourage them to click on your ad and potentially make a purchase - it’s certainly a good process for gaining an initial understanding of your actual retargeting power. However by enabling your event data and setting it up for dynamic retargeting you can tap deeper into your user information and reap a number of benefits.
With a dynamic setup, users can float freely between segments and marketing channels as and when they perform a certain behavior and qualify for a different segment group. This means that the very next time the user returns to your app - whether they came back after seeing a TV spot, a push notification or a retargeting ad - they won’t be retargeted anymore, that is, unless they become inactive again.
Whereas with a static list-based approach, the retargeting process continues as it is until the list of inactive users is manually updated. As a result you may end up spending budget unnecessarily on users who have already been re-engaged.
Retargeting campaigns have the potential to get smarter and more granular over time, simply due to the fact that the app developer and service provider get to know each other better. As they work together, they uncover special cases with the user flow, find new potential segments and identify untapped profitable user groups.
Adjusting segments and changing event parameters can be done manually by plugging into BI systems and pulling user ID lists, and a dynamic infrastructure allows for such edits in no time at all.
Then you’ve also got to take into account various special app events, seasonal fluctuations or, say, PewDiPie promoting your game on YouTube - in a short space of time your user base could swell up significantly and if your lists are outdated, you won’t be able to reach them.
These days, optimizing daily processes is a necessity for all types of business, and app retargeting is by no means any different. If you are trying out re-engagement partners, creating and updating lists manually makes a lot of sense. Once you’ve identified their potential, you might want to consider switching to a dynamic data stream, just to keep the workload to a minimum.
The ideal option is to let your chosen attribution provider or in-house tracking solution share data directly via a secure S2S connection. If you can avoid integrating a plug-in or SDK, you’ll have complete control over the information provided. Better yet, it also means you won’t need an email thread where you’re sharing sensitive data that could be overseen by 3rd parties!
Once you’re at the point that you have established a profitable re-engagement strategy and if you are planning to upgrade your current infrastructure, it’s probably worth bearing in mind what can be leveraged by having a dynamic setup in place.
Want to find out how you could step your re-engagement strategy up a notch? Get in touch with your account manager or shoot us an email to firstname.lastname@example.org!
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