Do you have a mobile app?

A lot of businesses do. So how do you get your business to the top of app store rankings where more people will see it?

It’s all about guiding users to your brand and giving them a front row seat to the ways that you can benefit them.

But how do you do that? To learn more, Media Shower spoke with Tim Nilsson, Managing Director at glispa GmbH.

What does it mean to drive the user journey?

Driving the user journey means looking at the complete user experience from the users’ perspective, from understanding their situation, actions, thoughts, feelings, and emotional experience to touch points to ensure mobile advertisers can drive positive ROI through their CPI investments and maximize efficiency for users.

What are some ways that signups, installs, etc. can be increased by having a client’s app placed in the right places?

App level optimization is key to the success of any mobile app download campaign, as it allows us to reach the right user at the right place, time, and price. Finding the perfect balance between costs of media and targeting can be tricky, since the more targeted your traffic is, the more expensive it becomes. The true challenge is analyzing large data sets and taking away key lessons from them to improve your campaign’s performance.

A general best practice is to always run multiple campaigns with different targeting settings, with some more broadly targeted at lower costs and other hyper-targeted campaigns focusing on specific verticals, ad formats, carriers, and device types. Doing so will quickly tell you which targeting criteria improves conversion rates and if the increase in conversion rate offsets the higher cost of this highly-targeted media.

With technology always changing, what precautions are taken to ensure that a customer continues to see value through this form of marketing assistance?

We are constantly evolving our mobile ad tech stack and workflows to ensure that our clients continue to see ROI-positive mobile advertising campaigns by delivering value to our clients and its customers.

Can you provide some specific examples?

Native Ads: Our focus on native ads has been very successful, and we see a growing demand from our clients to invest in this type of advertising due to its non-intrusive, very intuitive nature. Through it, we have the ability to control the traffic and target the ads to the most appropriate customer audience, which results in positive ROI in a brand safe environment.

We have also launched a number of compliance features to ensure that the user-initiated traffic will get priority and deliver the highest possible quality to our advertisers.

Improved Targeting: Besides A/B testing and implementing various targeting strategies and creatives, you can also leverage a DSP to retarget users who have downloaded your app. Doing so will allow you to improve post-install monetization as well as building look-alike audiences of your current user base. Running retargeting campaigns on a mobile DSP can help you understand your core audience better by looking at what types of mobile websites and apps your users are visiting, which carriers and devices they are on, and how they consume media (time of day, frequency) etc. Gathering this first-party data is critical, as it allows you to customize your creatives and targeting to acquire new users at a lower cost.

Follow glispa GmbH on LinkedIn!

Get a free trial!