Retargeting: The Art of Rekindling the Mobile User Journey
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In the dynamic landscape of mobile app marketing, capturing user interest is just the first hurdle. With a plethora of apps vying for attention, ensuring users convert and remain engaged requires a strategic approach. Retargeting emerges as a powerful tool, enabling mobile app marketers to reconnect with users who have previously interacted with their app but haven’t yet completed the desired action. By delivering targeted ads across various platforms, retargeting campaigns rekindle user interest, nudge them further down the conversion funnel, and ultimately drive app growth.

What is Retargeting in Mobile Advertising?

Mobile app retargeting refers to the practice of delivering personalized ads to users who have already interacted with your app in some way. This interaction can encompass various actions, such as downloading the app, browsing specific features, adding items to a cart, or initiating a signup process but abandoning it before completion. By leveraging cookies or mobile advertising IDs, remarketing allows you to track user behavior and tailor ad creatives to their past interactions.

Benefits of Retargeting for Mobile App Marketers

Incorporating retargeting into your mobile app marketing strategy offers a multitude of benefits:

  • Increased Conversion Rates: Retargeting allows you to reach users who have already expressed some level of interest in your app. This warm audience is more likely to convert compared to entirely new users who haven’t interacted with your brand before. Studies suggest retargeting campaigns can significantly boost conversion rates.
  • Enhanced Brand Awareness and Recall: Behavioral targeting keeps your brand top-of-mind for users who may have downloaded your app but haven’t actively engaged with it recently. Seeing your ads on different platforms reinforces brand recall and encourages users to return to your app.
  • Improved Targeting and Personalization: Interest-based advertising allows for highly targeted ad creatives based on user behavior within your app. You can showcase specific features users browsed, products they added to their cart, or content relevant to their previous actions within the app. This personalization increases ad relevance and engagement.
  • Reduced User Acquisition Costs: While user acquisition is crucial, it can be expensive. Win-back campaigns allow you to focus your marketing efforts on a warmer audience that has already demonstrated some interest in your app. This can help optimize your user acquisition budget and improve cost efficiency.
  • Valuable User Insights: By tracking user engagement with your retargeting campaigns, you gain valuable insights into user preferences and decision-making processes. This data can be used to refine your app features, optimize user flows, and personalize the overall user experience.

Effective Retargeting Strategies for Mobile Apps

To maximize the effectiveness of your win-back campaigns, consider these strategies:

  • Segment Your Audience: Don’t treat all retargeted users the same. Segment your audience based on their level of engagement within the app. Tailor ad creatives and messaging to address the specific needs and interests of each segment.
  • Leverage Different Ad Formats: Explore various ad formats beyond simple banner ads. Consider using video ads, playable ads, or rich media formats to capture user attention and increase engagement with your campaigns.
  • Set Frequency Caps: Avoid bombarding users with excessive ads. Set frequency caps to ensure your retargeting efforts remain relevant and don’t turn users away through overexposure.
  • Track and Measure Performance: Continuously monitor the performance of your retargeting campaigns. Track key metrics like impressions, clicks, conversions, and cost-per-install (CPI) to identify what’s working well and where to optimize for better results.
  • Retarget Across Multiple Platforms: Don’t limit your efforts to a single platform. Utilize a multi-channel approach by serving retargeting ads on social media platforms, search engines, and other relevant websites frequented by your target audience. This expands your reach and increases the likelihood of re-engaging users across various touchpoints.
  • Leverage CRM Data: If applicable, integrate your Customer Relationship Management (CRM) data with your remarketing campaigns. This allows you to personalize ads further by incorporating user purchase history, demographics, and past interactions with your brand.
  • Optimize Landing Pages: Ensure your landing pages, whether your app store listing or a specific app feature page, are optimized for conversions. This includes clear calls to action, a user-friendly interface, and a seamless user experience to encourage users to complete the desired action upon clicking your retargeting ad.
  • Test and Refine Continuously: The mobile advertising landscape is dynamic, and user behavior evolves constantly. A/B tests different ad creatives, messaging approaches, and targeting segments to identify what resonates best with your audience. Continuously refine your retargeting strategy based on data and performance insights.

5 Key Takeaways: Power Up Your Mobile App Growth with Retargeting

  1. Retargeting allows you to reconnect with users who have previously interacted with your app, fostering brand recall, and driving conversions.
  2. Benefits include increased conversion rates, enhanced brand awareness, improved targeting and personalization, reduced user acquisition costs, and valuable user insights.
  3. Effective strategies involve audience segmentation, diverse ad formats, frequency capping, performance measurement, and multi-platform retargeting.
  4. CRM data integration and optimized landing pages further enhance the effectiveness of your retargeting campaigns.
  5. Continuous testing and refinement based on data insights are crucial for optimizing your retargeting efforts and maximizing ROI.

Our mobile glossary is a great introduction to terms used often in mobile growth marketing.

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