App Marketing

Retargeting resources from A to Z: Tools, tricks and tips

Marne Litfin
Product Content Strategist

Retargeting can be an intimidating concept for marketers switching from digital to mobile for the first time. It can be difficult to understand who to retarget and why (and how!), and tricky to determine what’s working, not to mention how to measure the long-term success of a retargeting campaign.

There’s so much to say about retargeting, we thought, we could write a book about it.

So we did!

Our Introduction to Retargeting is a great place to start if you’re a mobile marketer, especially if you’ve only ever run user acquisition campaigns. In our introduction, we cover the most basic aspects of how to do retargeting.

For example, we break down how big companies use retargeting to maintain strong relationships with their highest-value users. We show how they used their data to deploy personalized creative assets in real time to appeal to the particular audience segments they targeted.

But we’ve written more than just a single book about retargeting. We’ve written tons of articles and case studies; we’ve hosted webinars where we discussed real-life case studies of how retargeting strategies work in real life. For the first time, we’ve now collected all of our retargeting resources for you here.

Specifics, plain and simple

Let’s start at the very beginning – with the dictionary! Here’s an excerpt from our own Mobile Marketing Glossary on how we define retargeting:

Retargeting, also known as remarketing, is the strategy of directly advertising to users who have shown interest in a product, application, or other conversion, but who have in some way lapsed from completing the conversion or retaining interest.

For an example, a user may have expressed interest in a product, or has either installed or already used an app, but at some stage may have stopped either purchasing or using the app. Retargeting goes after those users with specific offers and promotional tactics to interest users with something new, in order to persuade them to fulfill the purchase or use the application again.

For a more in-depth look, click the link to take you to the full retargeting page in the Mobile Marketing Glossary, which provides comprehensive definitions for 60 different marketing terms. You can find an even more technical look at retargeting in our official documentation.

A closer look at retargeting versus user acquisition

Do retargeted users actually outperform users who were never retargeted? Is retargeting worth it?

We looked at data from over 140 apps and 500 retargeting campaigns, and found significant differences between users who were retargeted and those who weren’t in three key areas: their engagement rate, number of events triggered, and overall retention rate.

The bottom line? Retargeting is worth every penny. Read more about our study here.

Working with partners

Adjust is integrated with over 1,000 network partners, many of which you can work with in just a couple of clicks. What does retargeting look like from their side? This webinar we conducted with the retargeting experts at Criteo offers a peek.

Automated retargeting

Can you automate retargeting? Here’s an in-depth look at how Wallapop, a free virtual flea market for iPhone & iPad do. At last year’s Mobile Spree conference for marketers, they showed us how they make sure that their retargeting efforts – including their in-app messages, push notifications, emails, and ads – complement, rather than shout over, one another.

Retargeting in the wild: real examples

We’ve written up not one, but two retargeting-themed case studies – one with fitness app Runtastic, and the other with finance app Akbank.

Runtastic retargeted active users who had downloaded one of their apps, encouraging them to download another app in their portfolio. With precise retargeting, they were able to target their high value users much more effectively and saw positive ROAS (return on ad spend) after just seven days, well ahead of their benchmark campaign.

Akbank set out to maximize personal loan adoption on Akbank Direkt in a profitable way while increasing their total market share. With their retargeting campaigns, they were able to lower their unit price per loan sold and increase their overall loan approval rating.

Segmentation for retargeting with Audience Builder

Both companies made use of our retargeting tool, Audience Builder.

Audience Builder is used to create segments, or audiences, from your pool of known users. This is essential for retargeting. Creating a segment of users based on a shared trait or a set of shared traits allows you to create retargeting ads that are relevant and specifically catered to their needs.

Audience Builder allows marketers to create user segments based on categories including the user’s device type, browser, OS, location, amount of generated revenue, and more. For example, you could use Audience Builder to create a segment of all your European users on Android devices who recently purchased an item – and then send them a push notification three days later informing them of an upcoming sale. This strategy allows marketers to effectively reach different kinds of users, with a higher chance of conversion.

What are some more ways that mobile-first companies use Audience Builder for retargeting? You can check out these four use cases here to learn more about retargeting techniques including exclusion targeting and cross promotion, and how to sync your retargeting efforts with Facebook.

Retargeting and data sharing: a look towards the future

Our last retargeting resource takes the long view. In this discussion with our Co-founder and CTO, Paul H. Müller, we chatted about where retargeting technology is headed in the future. What is actually possible now – and what’s coming down the pipeline? Find out here.

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