A common struggle among app developers is the challenge of retaining user engagement over time. For this article, we sat down with Leopold Koch, our Ad Operations Team Leader at Simplaex. Leopold chats about the Simplaex Engage app retargeting strategy and his thoughts to successfully manage campaign optimization over a variety of app verticals.
Everyone is talking about AI these days. How does Simplaex use AI to improve app retargeting?
In my opinion, the power of AI for app retargeting leads from its abilities to track user actions within segments throughout the campaign and to automate optimization. It lets you look at the details of your campaign performance on a very granular level, much faster and more efficiently than a human could. To understand the difference between AI and human performance, consider this example.
Imagine you have ten packages of M&M’s, and you want to sort the packages by color. This is a simple task that any human could accomplish quickly. Now let’s say you want to sort the individual M&M’s inside each packet. Suddenly, we’re talking about thousands of sorting operations. At this level of detail, AI vastly outperforms humans. The Simplaex AI automates the process of learning and sorting at remarkable speed.
In your mind, what’s the key to a successful app retargeting campaign?
When we launch a new campaign, I initially need to understand what the app developers strategy and goal is. Understanding the expectations for the campaign from the beginning is crucial for both the advertiser and Simplaex. The key is having a clear goal for which user segments will be retargeted.
For apps with fewer than a million installs, is retargeting worth it?
It’s certainly worth giving it a shot, as long as you’ve got realistic expectations. The bigger your audience, the more effective your retargeting campaign will be. But there’s no harm in starting small. You can learn the ropes and start generating valuable insights while your audience grows.
What are your thoughts on A/B testing as a tool for segmenting audiences?
There’s no question that A/B testing delivers valuable insights into your audience. It helps you understand the factors that drive your users’ behavior. Whatever you’re trying to analyze, whether it’s in-app purchases or some other kind of in-app event, it makes sense to split your audience into distinct groups based on criteria you’ve identified – payers versus non-payers, for example. Once you understand what drives each of these segments, you can decide where and how to focus your marketing efforts.
What would you say to app developers who are skeptical about the value of app retargeting?
I can understand the skepticism. You hear negative reviews from time to time, and not all retargeting campaigns work as intended. But that’s usually the result of bad planning and poor execution. Like any business activity, app retargeting requires careful preparation.
If your company is just getting started, I would suggest finding a good consultant who can guide you through the retargeting process. You’ll have plenty of questions during your campaign, so choose someone who knows their stuff and can help you understand your results. And remember this: there’s much more to retargeting than just optimizing a campaign. It’s a long-term strategy that encompasses everything from the segment you want to retarget and goes all the way to the publisher’s side. You want a reliable partner who’ll support you from start to finish.
At Simplaex, our formula for successful retargeting is twofold: we combine powerful AI technology with professional account managers who are committed to our clients’ success. To learn more about Simplaex Engage, feel free to get in touch with our team. We’d be happy to give you a demonstration so that you can see for yourself the full potential of app retargeting.