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4 Advertising Strategies For Scaling Sales In Your Ecommerce App

Written by: Carolyn Berk, Content Marketing Associate

Note: The brands featured herein are meant to serve as compelling examples, and are not Nanigans customers unless expressly noted. 

Apps aren’t just for games and getting directions. Ecommerce companies are discovering that building their own shopping apps is a valuable strategy for driving sales and fueling repeat purchases. Last year, the merchants on Internet Retailer’s list of top mcommerce companies saw combined sales from their apps increase 44% to over $40 billion. As mobile shopping and researching becomes more prevalent among consumers, mobile apps are a great way to make purchasing a convenient and quick process for your customers.

Want to make sure you’re getting the most out of your mobile shopping app? Here’s how you can advertise your app to win more downloads, drive sales and foster long-term customer loyalty.

Boxed Wholesale - Ecommerce Apps1. Use App-Friendly Ad Units

Running social ads to promote your app is a no-brainer. That’s because channels like Facebook, Instagram and Twitter offer ad units specifically designed for the promotion of mobile apps. These ads allow users to install and start using your app in just a few clicks, making it far more likely that ad clicks become conversions.

 

Unfortunately, installs don’t always mean in-app purchases – and neither do product views. Fortunately, dynamic ads enable you to serve a Facebook or Instagram ad that features specific products a user was browsing, in order to motivate them to return to your app and complete the transation. You can also use these ads to sell related products or accessories. Even after a user has made a rain jacket purchase, advertising rubber boots or umbrellas can help boost your advertising revenue.

2. Harness In-App Insights To Drive Purchases

Pairing your app with the Nanigans SDK allows you to learn about how users interact with your app and help you identify and eliminate any hurdles that may lead them to abandon their shopping carts before making a purchase. To re-engage these would-be buyers, try retargeting them with ads that feature exclusive mobile discount codes. More advanced ecommerce marketers can use the SDK to track video product demos watched in-app and tie them to subsequent purchase activity, enabling the automatic targeting and segmentation of high-value users going forward.

Reformation - Ecommerce Apps

 

Modcloth FB Reengagement Link Ad - Ecommerce Apps3. Stay In Front Of Users

Once you’ve acquired users for your app, you can ramp up your ROI by ensuring that they’re continually engaged. Use data from Nanigans’ SDK to reach out to lapsed users, such as people who haven’t opened your app in the last 30 days. Try running reengagement ads with fresh creative that shows off new products they may not have seen yet. Or, try inviting them to an exclusive sale, or flash sale – sometimes a sense of urgency is all it takes to drive a return visit.

4. Take Advantage of Facebook’s Audience Network

The Audience Network enables marketers to extend their ads to reach people outside of Facebook by automatically adapting ads to new native, interstitial, and banner formats.

According to a recent Nanigans study, when compared to mobile app install campaigns run only on Facebook native, Facebook’s Audience Network delivered higher returns at lower costs – including 65% higher click-through rates (CTR), 72% lower cost-per-mille (CPM), and 28% lower cost-per-install (CPI). For one of the highest-spending advertisers in this study with significant scale both on and off Facebook’s Audience Network, enabling Facebook’s Audience Network resulted in 22% higher ROAS with native + Audience Network vs. native-only ad placements.

Example of Facebook Audience Network ad

The Performance Marketer’s Guide to Scaling Growth with Mobile App Install Ads

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