App advertising holiday season tips are now available from Kenshoo as a downloadable PDF. As consumers continue to shop online, mobile apps have become an increasingly important battleground for retailers. Before the holiday season heats up, check out this new resource with best practices and tips for both app advertising and using Kenshoo Apps.
Retailers have invested a lot of time, effort, and money into their mobile apps which they hope will pay off during the end-of-the-year holiday shopping season. Of course, with app marketing, there’s more to it than just getting those installs. It can be very complex. Brands must drive engagement with those apps to garner return from their apps and even re-engage previous installers who have uninstalled in order to get them to re-install.
How is your app advertising holiday planning going? Are you ready? Are you already seeing activity spike as consumers start to browse?
Download the 2019 App Advertising Tips for the Holiday Season Checklist
With best practices, tips, and tricks, this handy checklist can help make sure that you are ready for the big season.
Here are the first 5 tips from the Kenshoo Apps Tips for the Holiday Season checklist:
App advertising holiday season tip #1 – Set and forget your holiday campaign flights.
One thing you can count on during the holidays is that most marketers have more scheduled days off in Q4 than any other quarter. Thanksgiving, Christmas, New Years, and other office breaks mean that you might not be in front of a computer to manage all aspects of your holiday app campaigns. Use Kenshoo Apps to automate this process by setting start and stop days for all of your campaigns—think of the platform as your 24/7, always-on assistant.
App advertising holiday season tip #2 – Make your keyword list— and check it twice!
Review your search terms before peak holidays to add negative terms to mitigate the risk of spending against high volume, poor performing terms. While the rest of the year you may be willing to invest in top-funnel terms to get into consideration sets, during the holidays you must seize the opportunity to take advantage of the high conversion rates. Make sure you curb budget wasters with negative targeting before the big shopping days begin.
App advertising holiday season tip #3 – Get your busy work done before the chaos.
It’s going to be non-stop action once the peak shopping weeks kick in so get as much done now as you can. One of those shortcuts will be to create new holiday-themed app ads from your existing images/ videos and text now— even if you load them up as paused as they will be there and ready to go when you need them.
App advertising holiday season tip #4 – Know when to use automation and when not to.
Just because you can automate something doesn’t always mean that you should. Marketing is an art and a science so when it makes sense to override the AI, then don’t hesitate to do so. One example would be the system optimization. You may want to manually bid specific keywords you want to “own” by watching your share-of-voice metrics weekly. Those strategic terms may absolutely be assisting later sales which could be an important manual optimization to test.
App advertising holiday season tip #5 – Saving your most common views will save time every day.
Kenshoo Apps has incredibly powerful filters that let you view your campaign performance exactly how you want to see it. Whether it’s filtering around “Action Types” (goal metrics such as CPA and ROAS) or “Stats Properties” (standard KPIs such as CPC and CTR), once you zero in on a really great grid view, go ahead and save and name it so you can access it later from the Views drop-down menu.