In today’s competitive app marketplace, user retention is just as much of a success factor as it is with user acquisition. Targeted remarketing has been one of the strongest strategies in re-engaging lapsed users, particularly through the utilization of information data regarding behavior and preferences in designing very highly personalized ad campaigns that can, therefore, draw such users back at the right time.
Recently, we worked with a client from the Entertainment vertical, which proved how targeted remarketing can efficiently re-activate lapsed users.
The challenge: Bringing users back
Our client, running an Android app with plans to expand to iOS, faced a common challenge: users who hadn’t engaged with the app for over a week. The goal was to win them back with a remarketing campaign that balanced cost-effectiveness with strong user retention. The target CPA set by the client was $0.50.
The strategy: Leveraging Adikteev for remarketing
Since it was the first remarketing activity for this client, we chose a specialized source in remarketing: Adikteev. As one of the top app retargeting platforms, Adikteev offers advanced predictive analytics and real-time, customized product recommendations through creative testing.
With capabilities like LTV and Churn Prediction, Adikteev delivers highly targeted and powerful marketing campaigns, driving up to 75% uplift in post-click conversion rates. The company excels in data-driven strategies, ensuring maximum user engagement and ROI.
Before the launch, we provided the source with data on organic/non-organic application usage for user behavior analysis. This helped us create segments for remarketing, evaluate overall user behavior in the app, and develop the most effective strategies for the launch.
Key aspects for a successful launch
- Creative strategy: The messaging on creatives in remarketing campaigns should be different from the main brand communication, as the user has already seen the app and needs to be reactivated with different methods.
- Data transparency and optimization: Data openness and comprehensive postback passage on all events across the application funnel, from the first opening of the application. This is relevant to preliminary analysis and optimization.
- Flexible targeting: Do not limit the audience by a certain period of inactivity. The first days right after a user leaves are the most critical in bringing him back.
The results
In just three weeks, the campaign yielded impressive results:
- Average CPA: USD 0.44, below the target of USD 0.50.
- Retention rate: 32% for re-engaged users, indicating strong success in bringing users back into the fold.
These results were particularly commendable given the initial challenges with postback data, which, once resolved, led to improved campaign efficiency.
Conclusion
The case study illustrates the efficacy of targeted re-engagement in winning back lapsed users. Our work with Adikteev is a prime example of how data-driven techniques and tailored campaigns can make all the difference in user retention. This campaign got users interested again, with an average CPA of $0.44 and a 32% retention rate.
Using advanced tools for predictive analytics and creative testing has led to this success. Businesses re-engage in such challenges to execute tailored messaging and flexible targeting, growing to ensure long-term user interaction and success within this competitive app market.
