UA manager: 12 Top Notch Ways to Spend Your Money

The mobile app business has flourished into a worldwide technological phenomenon that has touched everyone’s life in different ways. We rely on apps to keep in touch with each other, organize our lives, careers, and hobbies, learn, entertain, work – the list goes on. Many are trying their luck in the mobile business as well, developing and publishing apps and earning a steady income off them.

An important part of having a mobile app and monetizing it is user acquisition (UA). This term refers to all the techniques and strategies that result in bringing new and valuable users to your app, the ones that will continue using it for a longer period of time and bring you profit.

There are many ways to plan a your UA budget. In this post, we listed the top 12:

1. Social media campaigns

The power of social media in today’s world should never be underestimated. Lots of people, especially millennials, have at least one social media account, so investing in social media advertising is one of the sure ways to get lasting users for your app. Most of these channels provide their own toolkits that make advertising with them as easy as one-two-three.

2. Public relations

Another great way to spread the word and attract attention to your app, and subsequently more installs, is through public relations. This refers to securing press coverage for your app, especially if it’s consumer-oriented. You can also strike a partnership with a prominent blog. Keep in mind though that your press medium of choice needs to be in the same or at least similar niche as your app.

3. Video ads

Video has witnessed a steep increase in popularity in the past couple of years. Videos are now the users’ preferred choice for seeing advertisements and publishers and advertisers have recognized this. Engaging by default, video ads provide you with an opportunity to tell your story better than just through audio or text as they invoke a better emotional response.

There are two types of video ads – rewarded and non-rewarded. The rewarded videos offer the user the opportunity to earn an in-app item (usually in-game currency) through watching a video ad. Videos can be placed on a wide variety of platforms.


4. Paid referrals

Referrals are another popular UA strategy to invest in. The method can be tweaked by adding rewards for active participation in the referral system, ie. bringing other users. These rewards could include anything from additional features to discounts.

5. Influencers

Another excellent UA potential is influencer marketing. Mostly young people with high follower count on social media, influencers have the power to influence (hence the term) the opinions and behavior or a high number of people, which is absolutely worth actively reaching out to and paying to promote your app. As with public relations, influencers should be in your niche.

6. In-app advertising

Through ad networks, you can tap the potential of various ads for your app that can be incorporated into other apps, allowing your audience natural access to your app through similar apps they’re already using. Such ad types include native ads, banners, interstitials, playable ads, and push notifications. Some of them, like push notifications, can help retain valuable users by simply reminding them that the app is still around, as 65% of users return to an app within 30 days when push is enabled.

7. Email marketing

Although not as popular as it once was, email is still a powerful tool for reaching out to potential users, as well as those who may have abandoned your app. It is expected that this year mobile email will account for anywhere from 24% to 77% of email opens, depending on the target audience, product, and email type. This is especially important for mobile app marketing as it allows you to deploy deep linked emails to push users directly to the specific part of the mobile app.

8. Non-digital channels

In addition to utilizing all these digital channels, the traditional, non-digital sphere is worth exploring as well. For instance, announcing your app at a well-known industry conference allows you to make use of the audience numbers and televised press coverage to spread the word. The positive effect of non-digital television advertising on online searches and shopping behavior has been noted in several research studies.

9. Media reviews

The power of media reviews is not to be overlooked. There are plenty of prominent review websites and magazines online and many of them accept requests to do paid reviews, similarly like influencers. Just like with influencers and press coverage, it is important that the website you’re seeking is in the same niche as your app.

10. Cross-promotional marketing

Sometimes it is a good idea to use someone else’s app as an ad platform for your own app, provided it has a decent sized user base. Although it may seem counterproductive, this is actually a win-win situation for both parties – your competitor earns a profit, while you get a good advertising platform and increased UA numbers.

Speaking of advertising platforms, we at SOOMLA have published our newest User Churn Report, where we provide publishers with the information they need when deciding which advertisers to allow, which to block, and which are capable of generating more revenue for them despite causing users to churn.


11. Diversification

Regardless of which paid method you choose for your UA, there is one rule you need to stick to – diversification. According to Tony Robbins’ book Unshakeable, the best investors are sticking to diversifying as the best way to achieve long-term success. This advice can be applied to UA in the mobile app industry as well. Campaigns need to be diversified in terms of the platform (Android, iOS), media source (Facebook Ads, ad networks, etc.), publisher, or geography.

12. A good platform

That said, everything is useless if you don’t have a good platform at your side to help you organize your efforts. This does not only include advertising platforms like Taptica, Mobusi, or YouAppi, but also versatile platforms like SOOMLA, IronSource, Chartboost and more, which provide all the necessary tools and information for successful UA.

SOOMLA, for instance, provides the necessary data for acquiring ad whales, the most lucrative app users, with lookalikes. Lookalike audience targeting refers to specific targeting based on similarities among users such as age, gender, location, etc. While lookalike targeting can be used for pretty much everything, one of the most popular cases is bringing more ad whales.

The more you learn, the more you earn

Planning a UA budget is one of the most difficult parts of launching a new app but we hope this post cleared things up at least a little bit. Here at SOOMLA we’re dedicated to bringing only the most valuable users to your app and we try to guide you on this quest by providing important information and suggestions as well.

If you’re interested in learning more about user acquisition and app monetization, continue reading our blog or contact us directly.

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