If You Want To Prioritize Downloads Of Your Mobile App UPDATED
If You Want To Prioritize Downloads Of Your Mobile App
Recent stats reveal that the boilerplate American is spending two.8 hours a day using mobile devices. 90% of that time is spent within apps. But with so many apps out in that location how can your brand reach your target audition and increase downloads?
One make that stands out with their mobile app marketing strategy and targeted Twitter Ads is @smartnews. We chatted with Adeed Choudhury, manager of growth at SmartNews, to larn how they utilize Twitter to market their app.
Tell us a flake about yourself.
My name is Adeed Choudhury and I manage all paid marketing at SmartNews. Prior to this role, I've worked in User Acquisition in mobile gaming and in Finance at RBI (umbrella corp of Burger King, Tim Hortons, Popeyes).
Tell us a bit about SmartNews.
SmartNews is a personalized news discovery app that uses machine learning technology to curate what manufactures are shown. Our company is headquartered in Japan and first launched in 2012. Since launch, we've integrated more than 250+ major news publishers (CNN, Vice, People, Vocalism, Fox News, etc.) and have built a 16 person team in New York and San Francisco to scale our US user base.
What's a typical work day look like for you?
The day starts with checking in on our high-level metrics: DAU, installs, time spent in app, articles read, sessions, monetization, etc. I then work with the rest of our User Conquering team to take a deep swoop into each network and look into CPIs, bids, and pacing to determine if any optimizations need to be made. Once we feel comfy with how our networks are performing, I and then movement on to more longer terms projects similar brainstorming creatives or ad-hoc analysis on our users using SQL.
How does Twitter fit into your marketing mix?
We primarily apply Twitter to increment downloads through the mobile app promotion campaign objective. Since launching our Twitter campaigns a couple of months ago, Twitter has played a big role in our overall user conquering strategy. Twitter has become one of our top performing channels as we've consistently seen strong success from a retention and monetization standpoint. We believe Twitter has a stiff community of people expressing their opinions which matches with our avid news reader audition profile.
How practise you use Twitter Ads to amplify your marketing efforts?
We use Twitter Ads mobile app promotion to target installed apps categories, equally well as follower targeting on handles that we believe have an analogousness to our app (e.g. news, finance, media outlets, media personalities, etc.). We also leverage all-encompassing creative testing upon the targets that nosotros believe are indicative towards our most engaged audiences.
How exercise you test and optimize your Twitter Ads? How practise you decide which creatives to use?
In terms of campaigns, nosotros typically launch campaigns with targeting that nosotros think would resonate with our audience. Once the campaign has run for two-3 days, we employ early CPI and date data to optimize bids and budgets in order to achieve our desired KPI targets. Nosotros generally like to beginning broader to surface high potential targets before splitting the target group into more narrow segments. For creatives, nosotros launch campaigns with our peak performing historical creatives in the past based primarily on eCVR and CPI performance.
Do you have whatsoever tips for brands looking to achieve their target audition?
Always have a list of campaigns and experiments that you would like to run. Prioritize based on (1) likelihood of success and (ii) scale. Work your way through the priority list by A/B testing to detect the campaigns that hit your KPI. Our virtually successful campaigns have come from starting with wide campaigns earlier narrowing downwards. The more granular and specific you are in your targeting and creatives, the more likely you will have success; however, if targeting is besides granular to the point that yous're existence served less than ane,000 impressions a 24-hour interval, you likely won't attain your desired results.
Do yous have any key results y'all'd like to share?
We've been able to successfully acquire very high-quality users and find that our retentivity on Twitter is about 20% higher compared to other advertizement platforms.
Whatever final tips for mobile app developers looking to increment downloads with Twitter?
If you're starting on Twitter, prepare with a game-program and prioritize based on expected calibration. Don't be agape to change the guild of testing based on early initial results.
Leverage all targeting and tools available on Twitter while staying disciplined to your KPI goals. Past prioritizing your time on the top performing campaigns that are seeing the highest volume and appointment you'll exist well on your way to achieve your KPIs.
Additional reading:
- 10 tips for launching your first mobile app marketing campaign
- Increase app installs or app re-engagements on Twitter
- Q&A: HelloFresh'south Sr. Social Media Manager shares tips on developing your social strategy
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