Subscription apps are an integral part of today's digital landscape. It provides stable income to businesses and fosters customer loyalty by building stronger relationships with them. It allows for strategically targeted marketing. No wonder marketers and app developers spend unrelentingly on user acquisition.
But more than mobile app marketing is needed to gain high-quality users. You should have a clever marketing strategy to scale your business in this competitive market. Approximately 70,000 new apps are released on the Google Play Store every month. That is in addition to over 2.9 million apps already present. It is a tough nut to crack, but with paid user acquisition, you can gain an edge over your competitors.
Learn how to boost the subscription app's growth with paid user acquisition. This article will guide you through the benefits of paid user acquisition and paid user acquisition strategies for subscription apps. First things first, let us talk about what paid user acquisition is.
What Is Paid User Acquisition?
Paid user acquisition, as the name suggests, refers to acquiring new users for your mobile app through paid marketing. Developers invest in advertising to promote their subscription apps to a broader audience to increase their chances of user acquisition. It allows them to attract users who will convert into subscribers.
There are many channels for paid UA. Marketers choose their channels based on factors like demographics and interest. They can opt for social media platforms, influencers, search engine marketing, etc. Paid user acquisition is an effective strategy to scale growth by increasing brand awareness and targeting the right demographics.
App developers need an effective strategy. They set specific goals and key performance indicators (KPIs) to measure the success of their campaigns. The paid user acquisition metrics help evaluate the ROI of the campaign and optimize the marketing strategy. It helps monitor the campaign's effectiveness and what can be done better.
Why Is Paid User Acquisition Essential For Subscription Apps?
There are many benefits of paid user acquisition. Let us look at them briefly.
- The most obvious benefit is getting new users willing to spend money on your services.
- It creates brand awareness and taps into a broader audience base.
- Paid user acquisition is the most effective if you are targeting a niche clientele. You can run targeted ads through social media etc.
- You can track results with paid advertising. It gives insight into where you get your users and what strategy works best for you.
- Play Store considers the number of downloads a detrimental factor in an app's ranking. Paid UA also increases your rank on the Google Play Store (or Apple Store), thus increasing your chances of gaining organic customers. For every paid install, you get an average of 1.5 organic installs.
Paid User Acquisition Strategies
There are many benefits of paid user acquisition. Hence, it is essential to learn how to implement it effectively.
1. Social Media Advertising
Social media is the best way to reach people. The popularity of social media platforms is unprecedented. These platforms offer advanced targeting options like user behavior, interest, and demographics. You can run target ad campaigns on Instagram, LinkedIn, or Facebook to get your niche audience.
2. Search Engine Marketing (SEM)
SEM is an excellent method to promote apps in search engine traffic. It would be best if you bid on relevant keywords that you end up at the top of the search result page. For better conversion rates, you should optimize your ads.
3. Influencer Marketing
Find famous influencers in your niche and collaborate with them to tap into the desired demographic. They will promote your app through sponsored content or other methods.
4. App Store Optimization (ASO)
The best way to increase visibility within Google Play Store or Apple Store is ASO. App store optimization helps you increase organic downloads and improve conversion rates. Optimize the metadata, including the title, description, keywords, and media.
Measure Install Ads Performance for Subscription Apps
After implementing your install ads strategy to acquire users, it is time to know how well it works. Merely downloading an app is not enough. What if the user deletes the app? If a user does not engage with the mobile app after installation, it will not benefit the company. All app installs do not mean high-quality users. Nonetheless, it is an essential metric of install ads' performance.
The ads platforms offer install reports so that you can track ad performance. You can monitor exactly how many installations an ad campaign generates. When you use several ad platforms like social media (Instagram, Facebook, TikTok), Google Play Store, Apple Store, etc., you need to monitor the statistics of individual channels.
You can opt for mobile attribution and analytics tools if you wish to see real-time install data in a single place. This data is essential to make marketing decisions like which platform gets more input and which ad to pull back. You can know where you get the most valuable users and which channel performs at par with your expectations.
Keep tabs on the install numbers through all the different ad channels and campaigns. But it does not end here. Installs do not mean that the business will generate revenue. You need to track the post-install events to get a fair idea of what works.
Track the Performance of Paid User Acquisition Channels
Tracking post-install events is one of the most essential paid user acquisition metrics. Post-install events are what the user does after they click the ads and install your app. It helps you track the number of conversions you get through marketing and how. You can see what works and what is a waste of resources and tweak your strategy accordingly.
The primary post-install events you need to monitor are trials, subscriptions, renewals, and churn. Depending on the service you provide, there can be other events too. For instance, if you have a shopping-based service, you would also want to know how fast a shopper checks out. Tracking all these metrics is laborious and technical. However, using the right tools will make it easy for you.
Measure Paid User Acquisition Through Install Ads With Appflow.ai
Appflow.ai is a fantastic analytics tool to help you manage and track your install ads. It is a subscription-based platform for building, analyzing, testing, and growing your in-app subscribers. It is a funnel-based model that gives you insight into user activity from different paid marketing channels and campaigns to your goal of getting subscribers.
Marketers can analyze the conversions through ad channels, campaigns, and creatives (or keywords for Apple Search Ads). If you do not know the problem, you cannot mitigate it. When you know how your marketing channels are performing, you can optimize your strategy.
Are you not getting the desired results from a social media platform? Appflow.ai will tell you where the problem lies.
You can choose how to tackle the problem and make the best use of your resources. Appflow.ai is a great tool to measure the performance of paid user acquisition channels, especially for install ads.
How to Boost Subscription App's Growth with Paid User Acquisition