Organic vs Paid User Acquisition: Choose The Best Strategy To Grow Your App
For a mobile app to be successful, you need to drive users to download and engage with it. App installs and all consequent actions related to this can occur in several ways, but we will now discover the main benefits of developing a well-structured paid user acquisition (UA) strategy which includes app install campaigns.
What Is Paid User Acquisition
Before diving into the topic, let’s start with a brief definition of paid user acquisition. Paid user acquisition refers to all marketing activities taken in order to drive new users to an app: therefore, paid user acquisition is a form of driving non-organic installs.
These differ from organic installs in that the latter are those app installs that are not prompted by marketing activities, but which happen when users are not influenced by advertisements.
While organic installs may be important as an indicator of the users’ interest and loyalty to your app — as they spontaneously downloaded it — they also have some major drawbacks. For instance, with organic installs you may have less scalability, it is harder for you to reach a wider audience, and you also have lower targeting ability.
This is fundamental in any app install campaign when aiming at high-quality users and increasing the campaign ROAS. So, given the importance of growth and scalability, organic installs may not always be enough for your app to be successful.
The Advantages Of Paid User Acquisition
So, why is a good paid user acquisition strategy so important? The first key benefit of developing a paid user acquisition strategy for your app install campaign is a sophisticated targeting ability, which allows the identification and acquisition of high-quality users.
Such targeting power comes from the use of machine learning algorithms and A.I., as they allow us to collect data, analyze users’ behavior, and predict future trends. A good targeting ability is crucial because it allows you to target high-quality users, who are more likely to interact with an ad, install the app and perform post-install events — thus generating in-app revenues.
As a result, you will increase the app install campaign ROAS and invest your available app install campaign budget more wisely, as in this data-driven process you are investing your budget on those marketing sources you know may bring more positive results, according to the data collected by machine learning algorithms.
In this way, as you are acquiring high-quality users, you can be sure to set up ROAS positive app campaigns, given that high-quality users generate in-app revenues, thus contributing to increase profits and balance the total spending for the app install campaign.
Another benefit of having a good paid user acquisition strategy is the fact that with programmatic technologies, such processes within your paid user acquisition strategy are automated, and advertisers only need to set their goals and provide the necessary budget and creatives.
Lastly, within the context of paid user acquisition strategy, you can pay for each performance according to the different pricing models you opt for in the app install campaign: paying for each install with the CPI model, or for each selected in-app event in CPA campaigns — which is also less risky for advertisers and their ROAS, as with in-app actions they have already generated revenues from users.
To conclude, a well-developed paid user acquisition strategy definitely is a key process in acquiring new app users and increasing your app install campaign ROAS, as it provides you with a better targeting power, a more rational budget allocation, and the automation of user acquisition processes.
With the use of machine learning algorithms and A.I. you can scale the number of non-organic installs, those that are driven by marketing strategies, growing exponentially your app user base beyond organic installs.
Mapendo is a performance DSP for app install campaigns you can rely on to grow your mobile app.
