What I Learned In My First Two Years As A Performance Marketing Intern
Do you remember being 18? Life can be scary at that age.
It certainly was when I walked into an office in London for my first day as a marketing intern. I had zero training on the job, had no clue what I was supposed to do and knew I had to learn a completely new skill. I also knew that it was essential to learn as quickly as possible to secure an additional job after my internship. My journey in paid media has been filled with valuable experiences, lessons, and insights. This article is the lessons I’ve learned as well as some tips for you on your journey if you’re just starting out!
Do’s
Make data-led decisions.
Read up on current trends.
Be proactive, take courses, watch YouTube videos etc.
Don'ts
Don’t assume your target audience is like you! Try to put yourself in their shoes.
Assume what your client wants, always double check.
Panic when you feel lost!
The Biggest Challenge
From learning about targeting strategies and optimisation techniques to data analysis and my least favourite part—tracking—it is clear that marketing is everywhere in our lives, whether we are aware of it or not. However, the biggest challenge for marketers is making their ads stand out amidst the noise, and how to best optimise paid campaigns against competitors to drive higher revenue for your app.
While I don't have all the answers, my goal in this blog is to share some insights and tips and lessons I've learned over the years.
The Importance of Data-Driven Decision Making
In paid advertising, you need to make decisions based on data - that is your key to success. It's really important to look closely at the numbers from your ads instead of just guessing what might work. If you guess and don't use the data, your ads won’t perform as well, and you won't learn what works best for future campaigns that you want to run. For example, In evaluating the effectiveness of our digital marketing strategies, a critical approach we use involves analysing results from the linked MMP (Mobile Measurement Partner) data. This allows us to identify which specific keywords are actually leading to sales or the specific acquisition you're looking for. Understanding the data in third party data collection partners can significantly refine your optimisations focus. Additionally, the impact of seasonality on keyword performance is another layer of insight that can drive more informed decision-making. This shows how using data can really help make your ads better and avoid the risks of just guessing.
Retargeting and Audience Targeting Strategies
In the world of paid advertising, getting your ads in front of people who have already shown interest in your app or website can significantly increase your engagement rate and, in the case of projects I’ve worked on, can improve down the funnel conversions by over 40%. This is where retargeting campaigns come in. They're a powerful way to connect with users who are already familiar with what you offer, which usually means it costs less to get their attention again (lower Cost Per Install or CPI). They're more likely to take action, like signing up for a mailing list or making a purchase. However; it's important to note that with reengagement, you're not tracking first-time actions like initial purchases or sign-ups.
Another smart strategy involves using "lookalike audiences" on platforms like Meta. This feature allows you to reach new people who share characteristics with your current audience, effectively expanding your reach to those most likely to be interested in your app or product. Consequently again, this audience is more likely to engage with your ads.
Finally, when it comes to ASA (Apple Search Ads), balancing your targeting approach is crucial. It's beneficial to use both broad and exact match keywords, as well as search march campaigns. Exact match lets you target ads to users searching for specific phrases you've chosen. Broad match, on the other hand, gives your ads the flexibility to appear for searches that include any or all of the words in your target phrase, even in a different order. For instance, if you're targeting "games for kids," your ad could also show up for "kids games," increasing your visibility. Search Match campaigns are simply effective ways to get your ads out there and put in front of people by Apple’s own algorithm. In this campaign you can discover the keywords people are searching for when installing your app which you might not be bidding on already. We can also test the budget through various placements provided by Apple such as Product Pages where your ads will appear at the ‘similar apps’ section at the bottom. By combining these strategies, you can cast a wider net while also honing in on specific, interested segments of your audience.
I recently tested the Product Pages campaign with one of my clients and the results outperformed search results. Whilst I had seen mixed results with previous ones, it was definitely worth testing and on this occasion brought the most installs to the account at the lowest cost.
Optimisation and Testing Techniques
When optimising your campaigns, it's important to have a balance or routine. Over-optimising can actually backfire by interrupting the learning process of your ads algorithms on the platform. These algorithms need time to analyse and understand which audiences respond best to your ads, so making too many changes too quickly can confuse it and hurt your campaign's performance. That's why it's recommended to allow for a "learning period" after launching new campaigns (especially on Meta). During this time, resist the temptation to make changes and give the algorithm a chance to work its magic. The specific time depends on the platform but about a week is typically enough time (or when the campaign has reached 50 conversions on Meta). This has taught me some valuable lessons, specifically around patience and to trust the platforms even when things are looking ropey.
There are various things you can test in your ASA campaigns and a powerful tactic that can really boost your engagement and conversion rate is custom product pages (CPPs). CPPs enable targeted messaging and app store screenshots customisation for different audience keywords, enhancing app relevance and appeal. For example, if you’re a widget app, during the Olympics you could create specific Olympic themed screenshots that users will see when searching relevant keywords. Making it more relevant, which will increase the install rate.
Competitive Analysis and KPI Tracking
Understanding the competitive landscape you operate in is crucial in paid advertising. Keeping an eye on your competitors' ads can provide valuable insights into what's working in your market and highlight trends you might want to capitalise on. This analysis helps you fine-tune your strategies and create more effective campaigns by learning from the successes and failures of others. You can use platforms like Facebook Ads Library and TikTok Creative Center to look at competitor ads (and on TikTok even get an idea of how they’re performing).
Equally important is the need to set clear Key Performance Indicators (KPIs) and budgets for your ad campaigns. KPIs are essential to guiding your campaign strategy and measuring success. Whether it's tracking clicks, conversions, or engagement, having specific metrics to aim for helps you stay focused and assess the effectiveness of your campaigns. Establishing a budget keeps your spending in check, ensuring you maximise return on investment without overspending.
How can I do this effectively?
A way to effectively do this is through using a Mobile Measurement Partner (MMP), such as AppsFlyer, which can be a game-changer. MMPs allow you to track detailed "down the funnel" events like registrations, sign-ups, purchases, or deposits once a user has installed an app or created an account on a website. This level of tracking provides a clear picture of your campaign's value and the value of each channel, enabling you to allocate resources more efficiently and optimise your ad spend based on concrete outcomes, directly tied to your KPIs.
For example, when connecting your campaign with a MMP such as AppsFlyer you can see down the funnel conversions such as deposits and registrations etc, which allows you to be more analytical and make higher quality optimisations. However, if you don’t you can only see at an install level.
What’s next?
At first glance paid advertising can be difficult and a bit daunting especially when you’re dealing with large budgets. However, a clear strategy and understanding of your platforms and markets you operate in will make your life a lot easier.
Implementing a few of these fundamental strategies I have talked about here will enhance your campaigns significantly, particularly if you’re new to running ads.
If you already have the basics down, check out the rest of our blog posts for more advanced level tips and strategies.