You’ve reached an exciting milestone in your app’s journey, surpassing your early growth targets and achieving substantial scale in terms of installs, active users, and lifetime value. This is no small feat—congratulations! However, with growth come new challenges. The competition for user attention is fierce, and the cost of acquiring new users is steadily increasing. Rising CPIs (Cost Per Install) can make it difficult to justify increased marketing budgets, particularly when you’re looking to scale.
Our App Marketing Guide is here to help. It’s tailored specifically for app businesses that have moved beyond the initial growth phase and are looking for strategies to scale effectively while managing acquisition costs. No matter your role in the app marketing sphere, this guide will offer you actionable insights on how to scale without significant cost increases.
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Who is this app marketing guide for?
This isn’t a guide for those launching or in their early growth phase of their product (you can find that report here).
This App Marketing Guide is designed for those who are past the launch phase and ready to take their app’s growth to the next level. If you’re an app business struggling with rising acquisition costs as you try to scale, this guide will provide the strategies you’ll need to overcome those obstacles.
The app store marketplace has become more competitive than ever. With so many apps vying for user attention, your ability to grow sustainably while managing acquisition costs is critical to your long-term success. The guide provides a deep dive into effective techniques that will help you maintain user acquisition without dramatically increasing your costs.
What challenges does this guide solve?
As the mobile app landscape evolves, one of the biggest hurdles is scaling your app without seeing your acquisition costs skyrocket. The higher your CPI, the more challenging it becomes to allocate your marketing budget efficiently.
Our App Marketing Guide focuses on the latest strategies that allow you to scale your app while maintaining—or even lowering—your cost per install. You’ll learn how to optimise both paid and organic marketing efforts, ensuring that your marketing budget is well spent.
What’s inside this app marketing guide?
In Unlocking Sustainable App Growth: The Ultimate App Marketing Guide, we cover advanced strategies that are designed to help you scale efficiently. Topics include:
Leveraging Custom Product Pages (CPPs) and Custom Store Listings (CSLs)
Apple and Google have introduced CPPs (Custom Product Pages) and CSLs (Custom Store Listings), giving marketers new ways to segment audiences and target users more effectively. Learn how to leverage these tools to tailor your messaging and improve your user acquisition strategies.
Apply Advance Audience Targeting Strategies
Refining audience targeting is key to scaling efficiently. Google Ads’ Audience Signals help you test and optimise high-converting user groups, reducing acquisition costs.
“Limited by Budget” prompts highlight opportunities for increased reach. Use these to adjust targeting or budget strategically, ensuring your ad spend drives the most valuable users.
Conduct Creative Optimisation for Maximum Impact
This app marketing guide explores how to optimise your creative assets for maximum impact. One strategy covered is seasonal creative testing, where we explain how adjusting your ads to align with seasonal trends can significantly boost engagement during peak times.
The guide also dives into creative testing at volume, showing how running multiple ad variations helps identify top performers, ensuring you target the right audience with the best creatives.
Additionally, you’ll learn how to leverage User-Generated Content (UGC) to add authenticity to your campaigns. UGC drives stronger engagement and helps lower acquisition costs, making it a vital part of your app growth strategy.
This app marketing guide will also cover how to inject advanced paid acquisition strategies into your app marketing. You’ll learn how to use third-party Tools like Search Ads Maven to enhance your Apple Search Ads performance, optimising campaigns for better reach and cost efficiency.
We’ll also show you how to set up brand protection campaigns to defend your app against competitors bidding on your brand name, ensuring you retain high-value traffic.
Additionally, you’ll discover the benefits of partnering with Demand-Side Platforms (DSPs) to expand your ad reach and gain more control over your campaign performance, driving sustainable growth.
Optimising Your SKAdNetwork (SKAN) AttributionSetup
We also share insights on how to optimise Your SKAdNetwork (SKAN) Attribution Setup for better tracking and measurement in a privacy-first landscape in this app marketing guide. Learn how to configure your SKAN framework to capture key attribution signals, ensuring you accurately track campaign performance despite data restrictions.
We’ll also dive into strategies for fine-tuning conversion values, helping you gather more actionable insights from limited data. By optimising your SKAN setup, you’ll maintain control over campaign performance and continue driving growth, even as privacy changes impact traditional attribution methods.
Balance Paid and Organic Strategies for Optimal Growth
This guide will teach you how to Balance Paid and Organic Strategies effectively. You’ll learn to Understand the Paid-Organic Relationship, exploring how paid ads can enhance organic visibility and vice versa, creating a synergistic effect that drives overall growth.
We’ll also cover how to Navigate the Shift in Google’s Play Store Search Results, adapting your strategies to the latest changes in search algorithms and ad placements. By mastering both paid and organic approaches, you can optimise your app’s presence, maximise reach, and maintain a balanced acquisition strategy.
If you’re ready to take your app to the next level, dive into our comprehensive guide to uncover detailed strategies for scaling your app while managing acquisition costs.
This app marketing guide provides the insights you need to drive sustainable growth, from advanced paid acquisition techniques and creative optimisation to balancing paid and organic efforts and optimising SKAdNetwork attribution.
Read the full guide now to unlock the secrets to successful app marketing and achieve your app’s full potential, all while keeping your acquisition costs under control.
