App Remarketing Opportunities

Video Transcript: App Remarketing Opportunities

Welcome, welcome to episode number 96 of The Great Reset. My name is Robert Brill, and I'm the CEO of BrillMedia.co. We're an advertising firm that drives sales and leads with tools and capabilities that are traditionally reserved for the Fortune 500.

We're here five days a week talking about marketing and advertising for senior marketing executives, entrepreneurs, and everyone who's looking to grow their company. And our goal with this channel is to really help you understand the tools and capabilities that are available for marketing so you become a better marketer even if you don't work with an agency. And if you do work with an agency, the collaboration, knowing these tactics and strategies will be much, much stronger.

Today we're talking about app remarketing, and app remarketing is a great way to pull users through a purchase funnel when the user is having an experience directly inside an app. In the past, we've used app remarketing to get people to fund apps they've registered for, register for apps they've downloaded, or download an app from an ad that they've clicked on. Using software development kits from companies including Facebook, Kachava, and App Annie, any app owner can track when an ad is seen, clicked on, and then subsequently turns into a download or any further action inside the app.

These same attribution tools are used when an ad impression results in registration or funding inside an app. The core idea here is to identify key steps in the consumption funnel for a particular app, and then remarket your way to success just as you would remarket a site visitor or a product purchase page. Advertisers who use these techniques include casual gaming apps, rideshare apps, and really any app owner who wants people to use their app in a particular way.

So a funnel can work like this. Target ads to people on iOS or Android. Anyone who clicks on the ad goes to the app, and to the app download page.

And let's stop here for a moment. If the user doesn't download, then they get pushed back into the remarketing pool. So they see ads asking the user to download the app.

Users who download the app are tracked. If the user downloads but doesn't register, then these people are placed in a different remarketing pool asking them to register. The user registers.

If they don't do the next desired action, such as play a game or fund the account, these people are pushed into yet another remarketing pool asking them to play a game or fund the account. You keep narrowing the audience so your messages get more and more granular and specific to the user's action as it represents, as it connects to what they've done with the app. Then repeat from the beginning so more people enter your demand funnel and get more involved with your app.

So you can see this way. This is a way remarketing is needed to nudge the way to get people to take key actions inside the app. And what you can see further is that this strategy works with site remarketing and within Facebook, it follows the general rules of demand creation, consideration, and action.

That's it for this episode of The Great Reset. We will see you tomorrow for another episode. Please like if this was helpful and subscribe so you get more updates five days a week about how to grow your business.

Thanks. We'll talk to you soon.