The 5 most common mobile marketing mistakes

Tom Wiseman Nest Performance Team

Written by Tom Wiseman

31st January, 2018

Mobile Marketing Nest Performance

There is more to a successful mobile campaign than seeing the number of installs rise.

We’ve listed the most common mistakes people make when running mobile marketing campaigns so you know exactly what to avoid when running yours.

1. Lack of tracking beyond an install

All mobile marketers will be tracking app installs but it is important to implement tracking beyond this to see how users engage with your app and when they drop out.

For example, is the user guided to a tutorial they must complete before they spend, or do they need to advance a certain number of levels?

To be able to optimise effectively, it is key to get an understanding of what users are doing in your app by tracking downstream in app events, and then finding out which of these actions is a sign of long term value.

2. A poorly optimised app listing page

If you considered your Google Play or Apple App Store page as a landing page you would probably spend more time optimising the content and photos you display.

It is really important to A/B test the changes you make to content and creative on these pages – create two different versions of your page, and compare them against each other so that you can determine which changes result in improved engagement and conversion rates.

3. Not having deep linking set up

If you want to re-engage with your customers you need to be able to send them somewhere other than the home screen. No one wants to be logged in to an app and then be redirected to the home screen to log in again after clicking on an offer or ad.

Whatever you are promoting to your current users within the app, it is important to direct them straight to the offer or promotion to encourage conversions.

4. Chasing installs ahead of quality

Here we refer to incentivised app installs vs. non-incentivised installs. User behaviour post installation is key to identify good or bad sources of traffic and tracking what users are doing in the app helps us to understand the value of different types of users.

Whilst incentivised app installs can drive large numbers of installs over a short period of time, users are less likely to engage further after they have claimed whatever reward was on offer.

Tracking usage can help you determine if the installs you are paying for are legitimate and worth it, or if they are just a cheap and ineffective solution.

5. Not matching your ad types to your campaign objectives

It is important to match your ad type to your goal, for example think about whether you’re trying to spread brand awareness or drive towards an action.

Banner ads are a great way to reach a large audience at a low cost, but there is not much space to add detail other than your brand name.

However, if you are trying to drive conversions or actions then in-feed native ads and videos have much higher user interaction rates as they are less disruptive and blend in with the app they are displayed on.

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