User Acquisition Strategy for Apps: What Is Paid UA and When to Use It?

In the world of app development, acquiring users is a top priority. However, achieving this goal isn’t just about attracting any users; it’s about attracting the right users. This article will guide you through the intricate process of user acquisition strategy for apps.

We’ll explore channels, practical strategies, budget considerations, and the optimal time to engage an agency. Let’s embark on this journey to unlock the secrets of successful user acquisition for your app.

What is Paid User Acquisition for Apps?

Paid user acquisition for apps refers to the practice of acquiring new users or customers for a mobile app through paid marketing efforts and strategies.

In essence, it involves investing financial resources to attract individuals to download, install, and use a particular app. App developers and businesses commonly employ this approach to increase their user base and expand the reach of their apps.

What is a User Acquisition Strategy?

User acquisition strategy is a carefully planned approach to acquiring new users for your app. It involves identifying and targeting the right audience, selecting the most suitable channels, and implementing tactics to encourage user downloads or sign-ups.

The Key Components of User Acquisition Strategy

Among the key components of user acquisition strategy are channel selection, content creation, and constant monitoring and analytics. See more details below.

Audience segmentation: understand your target audience’s demographics, interests, and behaviors.
Channel selection: choose the channels (e.g., social media, search ads, app stores) where your audience is most active.
Content strategy and creation: define the right message to address your audience and develop compelling content and creatives to engage users.
Landing page optimization (AKA App Store Optimization): ensure your app’s landing page is easy to understand and persuasive.
A/B testing: continuously test different approaches to optimize user acquisition campaigns, be it on the creative side or channel selection.
Analytics and tracking: monitor and analyze user behavior to refine your strategy.

When to Use Paid User Acquisition

Paid user acquisition becomes essential when organic methods alone can’t generate enough traction for your app. Here are scenarios when you should consider investing in paid acquisition:

New app launch: kickstart your app’s growth by reaching a wider audience. Having the first people to use your app is essential to analyze user behavior and feature adoption.
Competitive market: with the incredible amount of apps available in both Google Play and App Store, the competition is fierce, and getting your app discoverable organically is very hard, especially at the beginning. Paid ads can help you stand out from the competition.
Scaling quickly: when you need to increase your user base rapidly.
Targeted promotion: to reach a specific audience with precision.
Seasonal campaigns: promote your app during peak seasons or holidays with special discounts or promotions.

Channels for User Acquisition

Among the most popular ones are the social media, Google campaigns and influencer marketing. But, there is more. Let’s see the complete list.

1. Social Media

Harness the power of platforms like Facebook, Instagram, and TikTok – above all. In addition, try Twitter, Snapchat, Reddit, and others.

The advantage of using those platforms is that you can target users based on their precise interests, demographics, locations, etc.; most importantly, you can play a lot with creatives to deliver different messages to different audiences.

2. Apple Search Ads

If you have an iOS app, it would be shortsighted not to consider Apple Search Ads as a channel to promote your app because it offers an incredible way to reach users searching for your specific app and intercept possible traffic from competitors.

3. Google App Campaigns

The Google platform represents an excellent opportunity to reach a broad audience and, hence, can guarantee a good level of scale at a lower cost than on social media platforms, for example.

4. Influencer Marketing

Traditional influencer marketing campaigns seem to have left the scene a bit for UGC-type campaigns. However, collaborations, especially with small and medium-size influencers, are still a great and relatively cheap way to promote your app, reaching your desired target audience.

5. Unity

Marketing on the Unity channel involves promoting your mobile app to a vast and engaged audience within the Unity game development ecosystem. This popular game engine offers unique opportunities for app marketers, such as Unity ads, Unity Asset Store, and Unity Community.

6. OEM – Original Equipment Manufacturer

OEM advertising refers to promoting and distributing apps through partnerships with device manufacturers. Device manufacturers like smartphone and tablet makers have a broad user base and considerable reach.

7. DSP Marketing

Marketing your app on a Demand-Side Platform (DSP) is a data-driven approach that allows you to reach your target audience across multiple channels, including mobile apps. DSPs offer several advantages for user acquisition, such as Programmatic Advertising, Audience Targeting, Multi-Channel Reach, and more.

8. Quora Marketing

As a social question-and-answer website, Quora can be one of the good choices for your app user acquisition. It can be a smart strategy to engage with a highly engaged and knowledgeable audience. Since Quora is a platform where users ask questions and seek answers on various topics, it can be an ideal place to promote your app.

9. Search Engine Marketing (SEM)

This is not the best option for marketing your app. Still, it can be an additional source of promoting mobile apps, but we need to run web-to-app campaigns (internal links) to send users to the app stores.

10. Additional Paid Ways to Promote Your App

If you get creative, there are many ways to promote your app in a paid way. You can have OOH (out-of-home) and traditional offline campaigns. Also, TV, CTV (Connected TV), and podcasts are new mediums that will keep getting more and more traction in the following years.

Obviously, the channel choices depend a lot on the available budget.

User Acquisition Strategy Recommendations

Set clear goals: define specific user acquisition goals to measure success effectively.
Budget allocation: allocate your budget wisely among different channels based on their performance. But if the budget is insufficient, it’s better to focus on one or two paid user acquisition channels based on your goals and target audience.
Monitor KPIs: keep a close eye on key performance indicators (KPIs) like conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS).
Retargeting: implement retargeting campaigns to re-engage users who showed initial interest but didn’t convert.
Localization: adapt your strategy for different regions and languages to cater to a global audience.
Continuous learning: stay updated with industry trends and algorithm changes on advertising platforms.
Hire an expert agency: although an in-house team can help businesses with some aspects of mobile app marketing, app marketing agencies can provide an extensive and precise solution that can help you reach the target audience and generate income in the competitive world of the mobile app industry.

FAQ

How much budget should I allocate for paid user acquisition?

Budget allocation varies based on your app’s goals and the competitiveness of your market. Start with a manageable budget and increase it as you see positive results.

When is the right time to hire an agency for user acquisition?

Consider hiring an agency when your in-house team lacks the expertise or resources to manage user acquisition campaigns effectively. It’s also beneficial if you want to tap into specialized knowledge.

Is organic user acquisition sufficient for app growth?

While organic acquisition is valuable, paid strategies can accelerate growth, especially in competitive markets.

How do I measure the success of my user acquisition campaigns?

Measure success through KPIs such as conversion rates, CPA, and ROAS. These metrics provide insights into the effectiveness of your campaigns.

Can I use the same strategy for both iOS and Android apps?

While some strategies may overlap, you must tailor your approach to each platform’s unique audience and requirements.

Are there any free user acquisition methods?

Yes, organic methods like ASO, social media marketing, and content marketing can be cost-effective options, but they may require more time and effort.

Conclusion on User Acquisition Strategy for Apps

Crafting a successful user acquisition strategy for your app is a nuanced process that demands careful planning and continuous optimization.

By understanding your target audience, choosing the right channels, and following best practices, you can unlock the full potential of your app’s growth. Remember that user acquisition is an ongoing journey, and staying adaptable and informed is the key to long-term success.

Are you looking for the right partner to scale your paid UA efforts? Get in contact with our experts and learn how we have helped many partners succeed.