Apni App Store Performance ko Behtar Banana: Maujooda Users ka Re-engagement

Lekhak: CPAlead

Updated Sunday, February 26, 2023 at 6:42 AM CDT

Apni App Store Performance ko Behtar Banana: Maujooda Users ka Re-engagement

App development ke kshetra mein, khaas taur par gaming aur betting sectors mein, ek aam pravriti hai 'naye users' par Key Performance Indicators (KPIs) focus karna. Yeh aksar returning users ke potential ko nazarandaaz karne ka natija hota hai, jahan campaigns mukhya roop se un users par kendrit hote hain jinhone kabhi bhi app download nahi kiya. Yeh maana jaata hai ki returning user campaigns mein investment unke KPIs mein yogdan nahi de sakta aur shayad inka budget bhi khatam kar sakta hai. Lekin kya yeh sabse acchi strategy hai?

Isse pehle ki hum returning users ko target karne ke fayde samjhein, chaliye dekhte hain yeh users kaun hain. Returning users wo vyakti hain jinhone pehle app install kiya hai. CPAlead advertiser ke maamle mein jo zyada installs ki talash kar raha hai, yeh shayad ek CPI event ke zariye hua hoga. Unhone shayad kisi samay par app uninstall kiya hoga, kisi doosre device par install kiya hoga, ya phir unke primary device par hai lekin unhone kuch samay se isse use nahi kiya hai.

Returning users re-engagement aur win-back strategies ke liye ek mahatvapurn avsar prastut karte hain. Re-downloads installs ka ek bada hissa banate hain, khaas taur par social casino apps ke kshetra mein. Yeh sachai akeli app developers ko unke App Store marketing budget ka ek hissa returning users ko re-engage karne ke liye allocate karne ke liye prerit karni chahiye. Lekin yeh strategy overall performance ko kaise behtar banati hai agar aapka primary KPI naye user acquisition hai?

Click-Through Rate (CTR) ko samajhna aur iska mahatva

Click-Through Rate (CTR) ek mahatvapurn metric hai jo dikhata hai ki ek user aapka ad kitni baar dekhta hai aur us par click karke aapki app store listing dekhne jata hai. Ek high CTR yeh sujhaata hai ki Apple ka algorithm aapki app ko un users ke liye relevant samajhta hai jo vishesh terms ke liye search kar rahe hain. In search terms ke liye high CTR aapko aapke competitors se zyada ad impression shares secure karne ki ijazat deta hai.

Returning users ko target karne wale campaigns mein aam taur par naye users ko target karne wale campaigns se zyada CTR hota hai. Iska kaaran yeh hai ki returning users brand ko pehchante hain aur us par bharosa karte hain, kyunki unhone pehle app install kiya hota hai. Isliye, chahe aapka campaign brand ya generic keywords ko target kare, overall CTR brand familiarity se faida uthata hai. Yeh app ki performance ko Apple algorithm ke andar behtar banata hai, jo zyada impressions ki taraf le jaata hai.

Agar inka primary KPI naye user acquisition hai, toh yeh ROAS ko kaise badhata hai?

Returning user campaign humein users ko pehle se kaafi kam cost par prapt karne ki ijazat deta hai. Overall investment kam tha, isliye 7-day Return On Ad Spend (ROAS) KPI ko pura karne ke liye jo revenue chahiye tha woh bhi kam tha.

ROAS ke badhne ka ek aur kaaran yeh hai ki halanki user returning hai, unhone shayad apne initial app installation se pehle koi first purchase nahi kiya hoga. Isliye, yeh purchase ab bhi ek first-time purchase maana jaata hai, jo ROAS mein sudhar mein yogdan deta hai.

Agar aap ab bhi shak kar rahe hain, toh is par vichar karein: agar ek brand apne branded keywords par returning user campaign nahi chalata, toh competitors isse lower Cost Per Click (CPC) par kar sakte hain. Jab ek brand sirf naye user activity chalata hai, toh unke branded keywords ke liye jo highest Share of Voice (SOV) prapt hota hai woh seemit hota hai. Returning user-targeted activity ko shamil karna branded keywords par SOV ko kaafi badha sakta hai. Yeh strategy sirf aapke brand ke ad space ko competitors se bachati nahi hai balki potential loss of users ko bhi competitors ko kam karti hai.

Aakhri baat, returning users ke liye targeted campaigns chala kar, hum App Store mein overall performance ko behtar kar sakte hain. Yeh strategy lower CPI, higher SOV, improved 7-day ROAS, aur brand keyword ko competitive bidding se bachane ki taraf le jaata hai.

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