Mobile App Retargeting

Increasing Retention by Optimizing Efficient Segments

The main challenge in this retargeting campaign is to retain users after they have downloaded the app, with the aim of increasing the amount of levels a user has played.

As such, the challenge is to increase retention by scaling and optimizing the most efficient segments based on eCPA and ROI results, with the goal of achieving an ROI of 115% on Day 30.

Scaling and Optimizing the Most Efficient Segments Based on eCPA and ROI Results

• Targeting active users who have made a purchase and re-engaging these users to encourage continued purchases.

• Targeting churned users who have made a purchase and re-engaging these users back to the app to encourage additional purchases.

• Branching out segmentation to include separate timeframes and honing in on the most active users.

• Creating more granular segments to include users who have made purchase amounts above a specific threshold.

• Adding three separate creative variations with all ad formats, and swapping creatives out each month to enable creative refreshes within the campaign and avoid stagnation.

 

 

Achieving ROI Goals Month over Month

 

With a monthly ROI goal of 115%, results landed well above that initial target in the first three months of the retargeting campaign, to then normalize right above the specific ROI goal for the remaining three-month periods shown. Month over month, ROI and scalability remained constant, allowing for consistent delivery of highly engaged users. Segmentation, creative rotation, and highly accurate audience targeting are what led to the ultimate success of this retargeting campaign, creating value for Tilting Point.

Month 1: 156.60% ROI (Day 30)

Month 2: 167.78% ROI (Day 30)

Month 3:160.88% ROI (Day 30)

Month 4: 120.04% ROI (Day 30)

Month 5: 115.25% ROI (Day 30)

Month 6: 125.63% ROI (Day 30)

 

Drive User Retention

• Drive previous purchasers to purchase again

• Engage users using special offers

• Achieve retargeting eCPA of $2.50 per order

Segmentation &Creative A/B Testing Delivers Conversions

• Identify user segments and build funnels around postback events to indicate highly-engaged users, across different recency periods (15/30 days).

• Target users who have shown interest and viewed the menu in the last 15 days.

• Reactivate dormant high-value users who have shown activity of ‘add to cart’ in the last 30 days (non-converted users).

• Retain existing customer by targeting users who have completed purchase in the last 30 days (converted users).

• Perform creative A/B testing to each user segment to achieve higher click and conversion rates to better match creatives to consumer interests.

• Engage users with Valentines Day promotional creatives to drive purchase rates.

Creative Optimization Achieves Lower eCPA and a Higher Purchase Rate

Through creative testing and strategic targeting, we achieved the eCPA goal for re-engaged users rather quickly. Tests to each targeted user group focused on vetting and fine-tuning creatives were effective, illustrating that creative optimization was a key factor in campaign success. This, in conjunction with a holiday special promotion, led to purchases doubling during the same time frame, skyrocketing return on investment.

Pizza Hut Delivery Success Story Case Study | Mobile App Retargeting Re-engaged Users Drive Purchases

• Achieved retargeting eCPA of $2.50 in the second month of the campaign

• Achieved high purchase rate of more than 50% during holiday promotion

• Reached target CPA and increase purchase KPIs

A Delivery Case: Beyond the Pizza

As the high performance of the holiday specific budgeting concluded, a mutual decision of implementing a similar strategy towards the sudden requirement for people to work from home was quickly executed. As more organic traffic flooded the food delivery market, a retargeting strategy was key to winning over those considering multiple options for meal delivery. This allowed for an even greater increase of delivery in conversions and pizza, that may have been lost otherwise.