Remember when mobile retargeting was simple? You could easily track users across apps and show them personalized ads. Then Apple changed the game with their privacy updates, making it harder to reach previous app users. But don't worry - there are still plenty of effective ways to reconnect with your users in 2024. Let's break them down in simple terms.
What Changed?
Apple now requires apps to ask users for permission to track them. Since most users say no, advertisers had to find new ways to reach their audience. Think of it like trying to recognize someone wearing a mask - you need to look for other clues to know who they are!
What's Working Now?
1. Smart Use of Apple's Tools
Apple provides a tool called SKAdNetwork (let's call it SKAN). While it's not perfect, it helps you:
- See how well your ads are performing
- Understand which users are most valuable
- Track conversions for up to 35 days
Pro Tip: Focus on measuring what matters most for your app. If you're a gaming app, track when users make their first purchase. If you're a fitness app, track when they complete their first workout.
2. Content-Based Targeting
Instead of tracking users, many advertisers now focus on content. It's like placing a sports drink ad in a fitness app - you might not know exactly who's seeing it, but you know they're probably interested in fitness.
What's working:
- Showing ads based on what people are currently doing in apps
- Matching ads to app categories (games, fitness, shopping, etc.)
- Using the time of day and app usage patterns
3. Making the Most of Your Own Data
Your app's data is more valuable than ever. Here's how to use it:
- Encourage users to create accounts by offering clear benefits
- Use email and push notifications (when users allow them)
- Pay attention to how people use your app
- Create special offers for different user groups
4. Better Ad Creativity
Since you can't rely on detailed user data anymore, your ads need to work harder. What's working:
- Clear, attention-grabbing messages
- Ads that make sense for where they appear
- Testing different versions to see what works best
- Seasonal and time-based campaigns
5. Smart Measurement
You might not get perfect data anymore, but you can still understand what's working:
- Look at overall patterns instead of individual users
- Compare groups who saw your ads versus those who didn't
- Test different approaches to see what performs better
Simple Tips for Success
1. Be Upfront: Tell users clearly why you want them to allow tracking. If it helps provide a better experience, say so!
2. Focus on Value: Make your ads helpful and relevant, not just promotional.
3. Test and Learn: Try different approaches and stick with what works for your app.
4. Think Long-Term: Build relationships with users through good experiences, not just tracking.
What's Next?
The mobile advertising world keeps changing, but some things stay the same: people want useful apps and relevant content. Focus on providing value, and you'll find ways to reach your users, with or without tracking.
Key Points to Remember:
- Privacy changes are here to stay
- Focus on creating great content and ads
- Use the tools Apple provides
- Make the most of your own data
- Keep testing new approaches
