Paying for user acquisition (UA) for mobile applications: 5 strategies

Paying for user acquisition (UA) for mobile applications: 5 strategies



Research shows that in 2019 alone, 204 billion applications were worldwide. With consumer spending on the App Store reaching a peak of $ 120 billion last year, the global application user base continues to grow and interactions with mobile devices are becoming increasingly apparent.


Undoubtedly, due to the increase in screen time and the high conversion rate of mobile devices, placing mobile devices in the center of digital transformation investment will definitely benefit many companies. However, entering the application market as part of a product or business strategy does not mean that you will automatically make a profit in this profitable market. In fact, more applications fail than succeed. Companies need to be prepared for effective expansion, and future proof comes from the implementation of acquisition methods to achieve sustainable business growth.


What is paid user acquisition?

The focus of consumer acquisition payments through mobile devices is to drive installation and interaction through targeted advertising and application installation campaigns. This campaign will drive traffic to your app store listing to drive installation. They can also be used to move existing users who have already your application, and they can also be used to drive users to high-value post-installation operations, such as purchases or registrations.


Why is it important to get paying users?

Many companies use marketing investments to attract and attract users through the purchase of one or a network of paid app installation channels (such as ad networks, social channels, or paid search in the app store). Therefore, we have developed five paid user acquisition strategies for mobile applications to ensure the successful growth of your user base.


  1. Related to your installation

this matter is very important. Before you start thinking about users spending money on mobile apps, you need to implement an attribution SDK. It is important to understand where users of your application come from, and this tool will help you link your installation. Did your users find it by searching in the app store? Do they your app from Instagram ads? Do they refer to your listing through smart banner ads on your website? Your attribution tool will show it all. you can:


Identify best-performing paid and natural channels, which will tell you where to invest your estimated future user acquisition

Identify the most compelling messages and ads that encourage users to the app

The effects of ad fraud. Many attribution tools can detect which installations are fake, thus keeping attribution data clean and reliable

Calculate the lifespan value (LTV) of the installation and predict who will be the most revenue-generating consumer


  1. Lay the foundation for high conversion

Before undertaking paid consumer acquisition activities, you need to lay the groundwork to protect your marketing expenses. If done correctly, acquiring paid users will attract a lot of traffic to your app store list. However, if your business information is not enough to attract, you may get a large discount rate and a low installation conversion rate. This is why it is important to implement an effective App Store Optimization (ASO) strategy before you engage in paid user acquisition activities. You should:


Focus on optimizing visual elements on the app store list, such as app icons, screenshots, and app promotion videos

Combines content-rich grip and visual elements to illustrate the value proposition and unique features of your application

Take advantage of (if any) strong brand influence among the three most important brand-related assets in the store: icons, titles, and subtitles.

For more information on implementing an effective and specific ASO strategy for the app store, please refer to our ASO Success blog post.

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  1. Define your target audience

A clear understanding of the application’s target audience is crucial to developing a comprehensive user acquisition strategy. In fact, this understanding will affect your marketing efforts beyond paid growth. After completing the application, you will use this experience to create a user base of effective interactive strategies. But do not overdo it ourselves, first, you need to attract these users! A clear understanding of your target audience will greatly help you choose the right purchasing channel to spend your budget on. Here are some audience identifiers that can help you determine your target audience:


Are you targeting a specific operating system, device model, or wireless network? You should make sure to differentiate based on which users are most valuable to your application. For example, gaming apps will benefit from finding users with a stronger wireless network, as these apps tend to rely on strong connections for seamless use.

You should also consider many other demographic indicators, such as age, gender, interests, region, language, and location. These guidelines should target audiences. If you want to expand by region, this should be in line with which type of user is most appropriate to use your application, and in accordance with the launch plan.


  1. Select the appropriate mix of paid acquisition channels

Once you have a clear understanding of your target audience, you can begin following the channel combination. With paid user acquisition, it is important to determine the best channel combination to gain users and how much budget will be allocated for each channel. It really depends on your overall strategy and your target audience. For example, some channels may offer cheaper paid user acquisition costs, but in larger quantities, and more advanced publishers have the high target audience you are looking for. Some channels you should consider include:


Channels that appear. If you are targeting Gen Z, which is expected to be the largest user group this year, you should consider using channels like TikTok and Byte. Find out more from the blog post here.

According to Apple, 70% of App Store visitors use search to find apps. Use high conversion rates from Apple Search Ads and Google App equivalent (among its largest assets) to drive in-app installation and operation.

Social channels like Facebook, Twitter, and Instagram all provide detailed demographic targeting options because they have an extensive database of user profiles, which is useful for attracting targeted users.

Find a list of all the different application installation advertising platforms you can use in your acquisition channel portfolio.


  1. Implement a comprehensive creative strategy

Your creative can be created for mobile applications or interfere with your paid user acquisition campaigns. Not many companies can rely on brand recognition to promote the success of their innovation strategies. Therefore, you need to think about how to present the application value proposition while staying creative and interesting. Some important things to consider for an effective creative strategy include:


Do your market research. How does your application fill the gap in the market? What great and exciting strategies can you learn from your competitors? These studies can lay a good foundation for early creative test hypotheses

Try ad formats. Consider which ad types are best for your application and how to use the features of your chosen acquisition channel. Your creative format can be in the form of a live demo video on Instagram or a carousel that tells an emotional and interesting story on Facebook.

Test your creativity. You rarely get it right the first time, and there is always room for optimization. Try pictures, copies, tones, CTAs, visual types, and styles. Such learning is important to increase conversion rates.

Paid user acquisition and your app growth strategy

Eliminating noise and leaving your app in the hands of the target user seems like an impossible task. However, attracting paid users for mobile applications will be an important strategy for successfully growing the application user base. By applying this strategy, you can take the first step to attract high value and highly interested users to your application. But remember: when online applications are implemented according to the overall application growth strategy, the acquisition of paid users is the most berkesan. Your natural acquisition efforts (like ASO strategy) will only increase the value of your advertising spend. In addition, by prioritizing retention and engagement strategies, you can be confident that you are encouraging users to have a great in-app experience.

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