This is a guest post from our partner AppsFlyer written by Florence Broder, Community & Localization Manager at Appsflyer with contributions from Noa Manor, Senior Account Manager at Appsflyer.
It’s a competitive app marketplace out there, which is forcing app developers to invest their in-house resources on product development rather than marketing the app. For that, they turn to digital agencies to support user acquisition and retention efforts. But what should agencies know when working with this unique group?
We’re All in it Together
App Developers are looking for agencies that will be their partner rather than just an outsourced vendor. That’s why it’s important to take a customer service oriented approach. They want to know that their agency is going to take ownership of the app and care about its successes and challenges as much as the developers. For instance, one AppsFlyer client suspected fraud with one of their campaigns. The agency went the extra mile to investigate on their behalf. That speaks more about the relationship between agency and client than anything else can.
Strut Your Stuff
Your clients come to you because as a digital agency you know what you’re doing. That may sound simplistic but as an agency you probably have teams that specialize in using Facebook or Google AdWords. An in-house staff person may dabble in it, but this is a specialty that’s been cultivated. They don’t necessarily have the time to get intimate with every platform and learn how relevant they are for each region. Your team follows all the product announcements and optimizes clients’ campaigns accordingly. At the same time, don’t put all your eggs in one basket either. Try to specialize in a number of ad networks. This will allow you to be flexible with clients who want to conduct A/B testing.
Get All the Information from the App Developers
These capabilities are why they are turning to you to begin with. They want to maximize your expertise and knowledge base in the ad network space. To actually do that, it’s important for you to build an audience profile with them from the start:
- What are their KPIs and goals?
- Who are they actually targeting?
- Where are they targeting them?
- Which vertical?
- Any specific location?
- Are they looking to acquire new users or retain existing ones?
Asking these questions from the start will help focus your activities and determine which ad networks serve their needs.
Out with the Old, and in with the New
The old CPI metric is out. App developers are looking for agencies that can help engage users better through CPA campaigns instead. While getting the installs and acquiring users is nice, it’s just not enough anymore. App developers are looking for much more value. They want users to engage with the app and see conversions all over the place. If you can’t guarantee that kind of activity, it’s going to be a struggle.
Be Data Driven
Agencies need to show the clients the numbers. What is the ROI of the campaigns? What is the retention rate or LTV of the users? Answering these questions demonstrates that as an agency, you know what you’re doing.
One way to keep on top of it is by using a solution like AppsFlyer for Agencies. This allows agencies to manage campaigns on the client’s behalf. At the same time, the client can view all the data from the campaigns except the media source. This is an ideal way of maintaining transparency and trust in the agency-client relationship.
To Sum Up
Agencies should focus on what they excel at– running top notch campaigns and understanding the mobile advertising landscape. Not just relate to your clients as a vendor but as a partner, as you usher them through the process. Finally, but no less important, make data-driven decisions on your client’s behalf.