Lifestyle apps have a high penetration rate of 65%, but still fall behind as other categories see penetration as high as 96%. That in combination with the increased competition of the genre now being the fourth-most common app type available in the App Store means it’s becoming harder for lifestyle app advertisers to find relevant users at scale. The key to doing so is focusing on deep targeting that takes user interest into account. Here are a few ways to do just that.
Utilize search advertising on Google
Each second, Google processes 63,000 searches, giving them huge amounts of data on user interests. A form of content targeting, Google search advertising offers advertisers a fast track pass to a wide, relevant audience. After all, users who search for non-branded terms relevant to your lifestyle app show interest in your product and high intent to install.
With Google, you can set up ad groups that describe the products or services for the app and then create a list of terms that are relevant to that ad group. The ads are then targeted to users making Google searches using those same terms. It’s important to note that these keywords can be tailored to reach certain demographics, such as age, and psychographics, such as socioeconomic status, that you already know are high-quality. In the long-term, Google’s algorithms analyze the ads, which helps to improve them to reach a more suitable audience.
Take a fitness app, for example, that offers live pilates sessions daily. This app can start with broad terms that have a large audience reach, such as, “pilates,” and then move to exact match type keywords that are more restrictive, such as, “at home workouts for young people.” The end result is that your ad is only reaching people who are likely to engage with the app.
Target fans of relevant Facebook pages
There are over 60 million business pages on Facebook where users are already grouped into various psychographics and demographics, such aseducation, age, gender, family, etc. The target audiences are out there, it’s just a matter of finding them.
Finding them comes down to looking at the Facebook pages that match your app’s brand identity. You can look at the likes and engagement of current customers to find funnels to new customers, or search for pages that have perfect fit users. Once you find a relevant page, target users from that group by going to the detailed targeting section of your Facebook dashboard and typing in the page name. If the page name is available as a target (sometimes it will not be available), the ad will be shown to the fans of that page.
Let’s look at a cooking app that offers recipes and videos for healthy meal prep, for example. This audience is, probably, also interested in watching healthy cooking videos on Facebook, showing their intent to live a healthy lifestyle through cooking. Therefore, targeting the fans of a Facebook page with cooking videos like Tasty or Spoon University would be a good way for cooking apps to reach their desired audience.
Look at what’s already on the device
There are between 60 and 90 apps installed on the average smartphone - with so much information, looking at the existing apps and information readily available on a device gives great insight into what users are interested in. For instance, users with 20+ games on their phone are likely ‘gamers’, while users with multiple home cooking and workout apps might enjoy diet tracker apps.
Getting this insight into device owner behavior is available through OEM and carriers or services that partner with them, like ironSource’s Aura. Aura is a mobile app distribution platform that uses a proprietary AI algorithm and a unique set of parameters to place apps in front of relevant device owners who are likely to install.
There are 4 main touchpoints with the device owner - the device onboarding, which spotlights apps from the get go; dynamic preloads which places apps on relevant devices; contextual notifications, which sends messages to users at prime moments; and device update experience, which offers apps to existing devices based on relevancy and engagement. Throughout the device lifecycle, Aura continues to find relevant users, analyzing the user’s behaviors and placing them into buckets based on interest. You can learn more about Aura here.
Pinterest puts the “consume” in “consumer”
90% of Pinterest users say Pinterest helps them decide what to purchase. Clearly, Pinterest is highly valuable in driving app downloads.
While there are probably an unlimited number of interests in the world, according to Pinterest, there are 6,711 interests grouped into 377 subcategories and 21 top-level categories. Similar to Google keywords, Pinterest allows you to target users based on interests divided into groups. You can get your ads in front of people who show interests, tastes and life events that are similar to your app.
For instance, a dieting app that targets people interested in health and wellness might test both “healthy food” as a broad interest, and “green juices” as a precise interest to see which attracts a more relevant audience. A dating app that targets millennials who want to find love could test both “online dating” as a broad interest, and “wedding rings” as a precise interest.
At the end of the day, interest-based targeting caters to the latest trends in users. It has been shown to improve conversions rates, provide you with numerous advantages over competitors, and drive more purchase-aimed leads. To reap these benefits, try out the suggestions above.