Google AdWords now lets you upload both Identifiers for Advertising (IDFAs) and advertising IDs in bulk so that you can target your mobile app users using the Google Display Network. Although you can use this feature to solicit new users under the right circumstances, its chief use is re-engaging your mobile app users.
After all, your current mobile app users are your easiest source of IDFAs and advertising IDs, meaning you’re going to struggle making the most of this feature if you don't already have a user base.
Regardless, you shouldn’t see this as a limitation but rather a reminder of the importance of re-engaging your mobile app users.
This is mainly because re-engaging your mobile app users can boost the success rates of your mobile advertising – though it’s important to note that there are a number of reasons why Google AdWords is now particularly useful for this purpose. And, successfully re-engaging those users will contribute to creating a “consumable experience” that makes them want to keep coming back for more.
Generally speaking, you can convince your existing users with much greater ease than your potential users. In part, this is because you’ve accumulated goodwill with your existing users, meaning you’ll have a much easier time convincing them you’re trustworthy, likable, and reliable.
However, it’s also important to note that you have existing data on their purchasing patterns, meaning you can tailor your mobile advertising for the best results. Summed up, you should focus on existing rather than potential users because it costs you less time, effort, and other resources to convince them on average.
Re-engagement can be useful throughout an app's lifecycle, meaning that the resources spent on such mobile advertising can prove useful longer than otherwise possible.
For example, you can use it to solicit new users for a similar app, build loyalty in existing users by making them more invested in an app they’re already using, and even bring back past users by reminding them of the app's existence at an opportune time.
Simply put, re-engagement is so versatile that it can be used for all stages of an app’s promotion.
Finally, mobile advertising has become more important, with no signs of stopping in the foreseeable future. This is because the number of mobile app users is continuing to rise as mobile devices become more convenient and more powerful. As a result, you can expect a better rate of return by spending your dollars on mobile advertising rather than the other options out there.
With that said, just because you can count on this latest Google AdWords feature to be useful, it doesn’t mean you can slack off when it comes to creating your mobile advertising for re-engaging your mobile app users.
As always, if you want to convince your mobile app users to pay attention – and consider your brand a consumable experience – your advertising needs to show your app as useful and interesting. Furthermore, you need to use your existing data to figure out what will appeal the most to them before sending it out at the right times, which is where the rest of Google AdWords features will prove to be beneficial.
