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App Revenue Growth Podcast with Michael Stysin
Ep. 10 Mobile User Acquisition and Creatives Tips from Matej Lancaric based on $32M+ spend
Feb 16, 2023
Matej Lancaric, an expert in mobile user acquisition with a proven record managing large budgets, shares his insights into the evolving landscape of app marketing. He discusses when to diversify user acquisition channels and the differences in cost-per-install across platforms like TikTok and Facebook. Matej delves into the complexities of SKAdNetwork 4 and the best strategies for Google App Campaigns on both Android and iOS. Creative testing and producing engaging ads are also highlighted, alongside predictions for trends in 2023.
25:10
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Quick takeaways
- Diversifying user acquisition channels after initial data collection enhances targeting strategies and mitigates risks for sustained app growth.
- A strong creative strategy, informed by competitive research and performance analysis, is crucial for optimizing user acquisition campaign effectiveness.
Deep dives
User Acquisition Channel Diversification
Starting with a single user acquisition (UA) channel, such as Facebook, is advisable when launching a new app. As initial data is collected and insights are gained, diversifying into additional channels like Google, Apple search ads, and TikTok becomes crucial for sustained growth. Utilizing multiple platforms enables more precise targeting strategies and mitigates risks associated with relying solely on one channel. This approach helps to maximize reach and effectively adapt to the changing landscape of user behavior and preferences.
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