Скачать или смотреть How to Increase Mobile App Retention with Paid Ads

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1. Use Ads That Improve Retention

Did you know that the ads that you use can actually affect retention?

One of the best performing ads for Calm was a simple timer with a nature scene that said “do nothing for 15 seconds”. While the ad had strong retention metrics, it lacked an authentic user experience.

“Where we get better retention is with ads that pull content directly from the app. Actually giving people a bite of the meditation and having them meditate for a bit. Or giving them a get ready to sleep exercise – those worked much better for retention,” says Matt Horiuchi, Director of User Acquisition at Calm.


Also, the quality of the ads do NOT have to be professionally produced. In fact, “high production on social channels doesn’t necessarily make for better ads,” adds Matt.

Finally, to achieve better retention from your ads, it’s important to set clear expectations about the value of the app. Instead of utilizing cheap installs, optimize on genuine users that have an actual need for the app.

2. Retargeting to Increase Day 7 Retention

Thiago Monteiro, Head of User Acquisition at Peak, suggests using retargeting ads to increase your retention.

Since Peak is like a “gym for your brain” where users need to play the game on a daily basis to see the biggest benefits, Thiago uses retargeting to get users to play again. After the initial install, Peak run ads of their most popular games for the next 7 days to get users to re-engage with the app.

Peak saw that if a free user played the game for 7 days, then they are more likely to become a subscriber.

After running these simple ads, Peak saw an increase in subscription conversion rates and overall lifetime value.

Moreover, the retargeting ads also benefit organic downloads. Retention is becoming a big part of keyword rankings and as you run campaigns to increase your retention, your organic downloads should follow suit.

7. Turning Content into Installs

Gessica Bicego, Director of Performance Marketing at Blinkist, has found a way to make paid content an effective strategy for getting downloads and subscribers. She says that “in order to make paid content effective one must have the right ads, the right article and the right conversion elements.”

For paid content, don’t be too general and don’t make a lot of promises. Sensational titles don’t really work because then you need to keep up with what was promised and many times you won’t.

It’s important not to stick to just one channel or platform for paid content. Keep experimenting with new channels. If at first it doesn’t work, it is really important to test them again.

She adds, “if you give up after one month, it means that probably you didn’t try hard enough especially if this relates to your product. My suggestion is that either don’t try, don’t even start if you don’t have the resources. But if you try, if you believe in it then you need to be persistent and try everything you can.”

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