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Game Business - Mobile Retargeting Campaigns

Mobile Retargeting Campaigns Fully Explained

Mobile Retargeting Campaigns Fully Explained

Imagine you’re scrolling through Wish and you’re really close to buying a new pair of headphones. You’re adding them to your cart, you’re almost ready to purchase, but then you change your mind.

Marketeers at Wish know what product you’ve added to the cart and depending on your cookies, this information can be advertised to you in the near future. Advertisements are shown to us on a daily basis and some of these ads are products that we were close to buying. These ads are shown to you with the help of mobile retargeting campaigns.

Mobile retargeting campaigns are known to be effective because they improve impressions, conversion rates and ROI. What business wouldn’t want to get more users and revenue? If mobile retargeting campaigns are done properly, there’s no need to worry. Today we’re going to see how they work and how you should use them.

Important Metrics To Follow

How are you going to retarget campaigns if you don’t have any available data? Well it’s pretty simple, you won’t. Being aware that there are many metrics to follow before you even launch your campaigns is important.

For example let’s say you have a mobile game but the majority of people who visit the app store won’t download your game. It’s really important to know what steps are necessary for your potential users to click on that download button. The only way you’re going to know that is by following important mobile metrics.

Today you’re in luck and here’s why! We made a detailed post a couple of months back where you can see the list of our 11 Key Mobile Game Metrics to follow as a developer. In our humble opinion, this list covers the most important metrics for successful mobile retargeting campaigns.

Game Business - Mobile Retargeting Campaigns

Source: Medium

Discover Valuable Leads

Every lead that visits your app isn’t the same. Just by looking at the time they’ve spent looking at your app tells you that they had a bigger interest.

The most valuable lead would be of course someone who bought or downloaded your app. But as we already mentioned a valuable lead can also be someone who clicked on “Add to Cart” button, but changed their mind.

Game Business - Mobile Retargeting Campaigns

Source: Blue Interactive Agency

In-App Purchases Dominate The Industry

Couple of years back, I was really addicted to playing a mobile game called Jetpack Joyride. Regardless if you heard about the game or not, it was really fun and challenging. Since there were a lot of in-app purchase options, I decided I needed to buy coins because I liked a couple of skins. I’m telling you this because it was really rare for me to buy something in-game.

The only reason I bought something is because the game always showed me pop-up screens with newly added skins. Since I was playing the game a couple of hours a day, I felt like those skins were necessary.

You can only imagine how mobile retargeting campaigns work in situations like these. If your users are loyal to your game and they play it constantly, send some promotional offers their way. Maybe they’ll ignore them for a while, but eventually there’s a high chance of purchase.

According to Criteo, in-app transactions dominate in countries like the US, with 71% of all mobile sales occur in-app.

Game Business - Mobile Retargeting Campaigns

Source: Instabug

Google Mobile Retargeting Campaigns

In May 2017, Google announced the App Attribution Partner program along with a new upgraded app conversion tracking and remarketing integration with third-party app analytics providers for Google Ads. The new integration provides a much more seamless conversion tracking setup with a new one-stop linking and conversion import experience in Google Ads. With this announcement, all app conversion tracking with third-party providers will be migrated to the new integration.

Google Analytics is a superb tool if you want to retarget your campaigns properly. You’re able to follow and see every important number you need. Remarketing lists can even be created within Google Analytics and if your GA & Adwords accounts are linked then this list will be visible in Adwords directly.

Game Business - Mobile Retargeting Campaigns

Source: Tunahan

 

If you use these methods wisely, you will have a lot of loyal users who can turn into valuable customers. Understanding what it takes for users to start engaging with your app or game is the most crucial part. After you realize what needs to be done, everything after that is easy. Just keep track of analytics, follow important metrics and use in-app purchases. Furthermore, mobile retargeting campaigns rely on your ability to keep track of everything we mentioned today. 

About The Author

Hi there, my name is Kristian and I'm the editor-in-chief of GameBusiness.net. Over the past 5 years, I've been perfecting my craft in mobile marketing & online media. My other passions are music, guitars, FPS games & tennis. At GameBusiness.net we're covering all you need to know about mobile game business!

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