Opinion: Four tips to optimize your mobile advertising strategy


The following is an exclusive article from a guest AppsFlyer CEO Oren Kaniel.

With people spend more time online in apps than on the mobile web and mobile advertising are expected to grow by more than 75% to reach $ 31 billion this year, more marketers than ever are looking for ways to optimize mobile advertising and quantify ROI. They are also looking for new ways to demonstrate the value of marketing spend and justify strategies to their boards.

Today’s data-driven advertising environment is a 180-degree turn from the old-fashioned approach described in the popular “Mad Men” TV show. Modern marketers are more goal-oriented and number-conscious. They don’t just throw money at the source and hope something pays off in the form of better conversions and better audience engagement – they’re actively looking to optimize their strategies in real time. Here are four tips you can use to get the most out of your mobile ad spend:

    1. Make sure you allocate resources efficiently. The only constant in the new advertising ecosystem is change. Social media platforms rise and fall in popularity. Online trends come and go. To make sure your traffic sources deliver a return on your investment, you’ll need accurate numbers from an unbiased source on where installs, clicks, and in-app purchases come from.
    2. Analyze, analyze, analyze. Advertisers in the Don Draper era could cover the airwaves of an advertising campaign, knowing that there were a limited number of media platforms. Today’s traders operate in a completely different environment; they need analysis that identifies the marketing channels that drive results.
    3. If that doesn’t work, change it. With access to real numbers from an unbiased source, marketers today can be more agile. An advertiser who spends $ 5 million per quarter can analyze the results after 30 days, and if they see that five of the 20 traffic sources generate 85% of conversions, they can move the spend to where they produce the best results. .
    4. Create a return on investment with a CPA strategy. In the early days of mobile advertising, marketers focused almost exclusively on clicks and installs metrics: cost per click (CPC) and cost per install (CPI). Today, there is a better measure of success: cost per action, or CPA, which measures the events and actions in the app that actually drive ROI.

Advertising today is much more complicated than it was a few decades ago. The number of advertising channels has grown exponentially and business leaders demand greater accountability. The complexity of today’s market demands greater transparency: advertisers need to know where their money is going and which channels are driving results.

But thanks to the greater number of mobile advertising sites and the technologies involved, today’s advertising environment offers many more opportunities to effectively target customer groups and identify traffic sources that deliver results. Advertisers in the 21st century who can find an unbiased source of metrics and analysis they need to optimize their campaign strategy can deliver results Don Draper was only dreaming of.