4 Tips for Improving Your Programmatic Advertising ROI
There’s a reason programmatic advertising is heralded as the wave of the present and future. In an increasingly automated world, it makes perfect sense that manual ad buying would one day fall by the wayside. When algorithms can buy ads in real time, it frees up humans to turn their attention to less mundane matters. As Digiday writes, programmatic ad buying can allow marketers “to spend more of their time planning sophisticated, customized campaigns instead of getting bogged down in bureaucracy.”
Are you looking to launching your next mobile app marketing campaign? Before you do, you should know that dynamic advertising from Liftoff could raise your post-install conversion rates by 150 to 400 percent. Impressive, right? Check out our programmatic advertising examples to see what Liftoff can do for you. Then utilize these four tips for improving your programmatic ROI so you can roll out an effective, personalized user acquisition campaign without busting your budget.
Target a Lookalike Audience
Programmatic advertising is all about garnering installs, right? Not quite. In this competitive and saturated industry, focusing on racking up installs tends to be a gamble—and an expensive one, at that.
The truth of the matter is that programmatic advertising shouldn’t just be about putting creatives in front of users; and mobile app marketing shouldn’t just be about installs. What you really need are advertisements that focus on the users most likely to convert following installation. To accomplish this goal, you’ll need to understand how your audience interacts with advertising on mobile devices.
To understand what people want from ads, you have to ascertain the true nature of your audience. Luckily, there’s more data than ever available pertaining to demographics, user behavior and device/OS. A modern mobile app marketing platform can put a database of two-billion mobile profiles into your hands so you can specifically target people who look like your most active users.
In other words, serving ads to lookalike audiences help you define who’s most worthwhile to target with your next programmatic campaign. When the right people install your app, they tend to convert at a significantly higher rate, ultimately boosting ROI.
Focus on Creative Ad Elements
Good programmatic advertising doesn’t just let algorithms church out generic ads across mobile marketplaces. It also incorporates a level of personalization. For instance, a creative and dynamic ad might feature different download buttons depending on whether the user owns an iPhone or an Android. Similarly, users might see different product examples or images depending on their age, gender or buying habits.
Luckily, you don’t have to manually develop new ads for every user. Ad templates combine the efficiency of plug-and-play programming with the creative flair of a highly-tailored ad—a winning combination!
Optimize Campaigns as You Go
Almost 70 percent of marketers report that programmatic ad buying nets a better ROI than traditional ad buying. Not only can teams save time on manually designing batches of ads, but they can also skip clunky, manual A/B testing after the fact. The ability to tweak campaigns as you go frees up your team for better uses of their time.
Keep Your App’s Funnel in Mind
Think about your app’s funnel. Where are you losing users? How can you bring them back to the most natural point and convince them to convert? Programmatic doesn’t mean generic; these automatic ads should still be highly relevant to a user’s journey within your app for retargeting purposes.
These programmatic advertising examples and tips will help you improve your post-install conversion rate, thus maximizing your overall return on ad spend. Visit Liftoff for more insights on cutting-edge mobile user acquisition and engagement.