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Successfully acquiring users, especially in today’s mobile environment, poses a challenge for publishers. Targeting the right audience is more difficult than ever, but there are strategies to help you stand out and maximize your marketing efforts.
In a guest post, user acquisition and marketing consultant Matej Lančarič shares insights from a recent talk at Appfest in Barcelona. Lančarič discusses best practices for diversifying your user acquisition channels.
This article was originally published on lancaric.me.
Let’s delve into the UA Playbook, which delves into the UA channel mix, also known as Diversification. It covers spying on competitors, creative trends for diversification, best practices to unlock growth in your campaigns, and more.
Diversification doesn’t necessarily mean running multiple UA channels simultaneously. It often begins with focusing on one channel. The areas to consider for diversification include campaign optimization, attribution windows, GEOs, creatives, placements, and monetization strategies.
The primary channels for UA are Facebook, Google, TikTok, Applovin, and Unity. Looking at the rise of rewarded play UA channels, focusing on the most effective channels becomes crucial.
In the realm of rewarded play UA channels, Mistplay initially paved the way, offering a loyalty program for gamers to earn rewards by playing games. This model has since been emulated by various other platforms, creating a competitive landscape.
If you’re looking to diversify UA on rewarded play channels, it’s important to explore different opportunities, tactics, and collaborations within these platforms.
It’s essential to maintain a careful eye on your competition and utilize platforms like FB Ads library, TikTok Ad library, Google Ads transparency center, and tools like Adscan.ai to gather insights on competitors’ strategies and creative trends.
Further, keeping track of your competitors’ spending patterns and the channels they utilize can provide valuable insights and inspiration for your own UA strategies.
I concluded the presentation with a discussion on Creative Trends for 2024 and how creative innovation aids UA diversification.
Remaining ahead of the curve in the dynamic world of UA and creatives is paramount. Recent trends include celebrity endorsements, increasing AI integration, user-generated content impact, sophisticated game creatives, and personalized marketing approaches.
As game creatives evolve, the integration of AI, user-generated content, and long-format videos becomes more prevalent. Adapting these trends in your UA strategies can help games better engage with their audience as the UA landscape continues to evolve.
