The cost per install (CPI) is a critical metric, but what about understanding it from the user's viewpoint? Developing a successful mobile game marketing strategy requires more than just lowering your advertising costs—it also means creating an experience that entices users to genuinely want to install your game. By focusing on how users perceive ads, interact with creatives, and make decisions, you can improve cost per install results in a more holistic way.
Shifting the Perspective: User Psychology and Cost Per Install
When considering cost per install, it's essential to understand why a user would choose to install your game in the first place. The motivations behind a user's decision to download are varied and complex, and recognizing these motivations can significantly improve the results of your mobile game marketing efforts. Rather than treating CPI as just a financial metric, consider it an indicator of how well your game and marketing efforts align with user desires.
User Experience in Ad Creatives
The quality and relevance of your ad creatives play a major role in influencing the cost per install. Users are drawn to ads that reflect their interests and that clearly convey the value of the game. Here are some ways to approach creatives from the user perspective:
Personalization: Users are more likely to respond positively if they see themselves reflected in the ad. UA platforms allow you to use data to create personalized ads that match user interests.
Clarity: An ad must clearly communicate what your game is about. Users are likely to install when they understand the game concept quickly and can see its appeal.
Playable Ads: Users are more inclined to install after having an interactive experience with your game. Playable ads give potential users a taste of the gameplay, which increases trust and reduces CPI.
Leveraging User Retargeting with Empathy
User retargeting should not be limited to bombarding users with the same ads until they install the game. Instead, a user-centric approach means understanding what users need to feel reassured and excited about downloading:
Retarget with Value: Instead of merely showing the same ad repeatedly, modify the retargeting message to highlight different aspects of the game, like new features or player testimonials.
Highlight Social Proof: Seeing that others are enjoying the game (through reviews or ratings) helps users feel confident in their decision. Including testimonials can significantly increase the likelihood of installations.
Reducing Friction in the Gaming Customer Journey
The gaming customer journey begins from the first time a user sees an ad and continues through the installation process and beyond. Reducing the friction at each stage of this journey will help lower the cost per install:
Streamlined Install Process: Ensure that your landing page and installation process are as easy as possible. If users encounter unnecessary obstacles or confusing steps, they are less likely to complete the installation.
Clear Call to Action: A compelling, user-friendly call to action (CTA) can significantly impact your CPI. The CTA should guide users to the next step without ambiguity.
Cost Per Engagement and Cost Per Install Synergy
Cost per engagement (CPE) and cost per install are metrics that should work together. Ads that engage users meaningfully are more likely to lead to installs, and the more a user engages with an ad, the more emotionally invested they become. Here are some ways to optimize engagement for lower CPI:
Reward-Based Engagement: Users are motivated by rewards, such as in-game items or points, in exchange for interacting with an ad. Providing rewards during ad engagement can lower CPI by incentivizing users.
Emotional Engagement: Ads that tell a story or evoke an emotional response are more likely to generate installs. Connecting emotionally with users through ad creatives can lead to better results and lower CPI.
Mistakes to Avoid: Focusing Solely on Numbers
Ignoring User Sentiment: Focusing only on metrics like CPI while ignoring how users perceive your ads can lead to a superficial understanding of campaign success. Users who feel annoyed or pressured by ads may install but not engage, leading to poor retention.
Underestimating Organic Efforts: Not optimizing App Store Optimization (ASO) and relying solely on paid advertising overlooks the significant role that organic search and discovery play in lowering CPI. Users often turn to app stores to validate the credibility of a game, and having a strong ASO presence makes a positive impact.
User-Centric Strategies for Sustainable Cost Per Install
To truly achieve sustainable CPI reduction, a user-first mindset is required. Focus on delivering high-quality experiences that genuinely make users want to install your game. This approach includes:
Strong Visual Branding: Users remember games with memorable characters, visuals, and themes. Make your ads visually distinct to leave a lasting impression.
Consistent Value Messaging: Reinforce the unique value of your game throughout the user's journey—from ads to the app store page.
Transparency in Advertising: Be clear about what the game offers. If users have a transparent understanding of what they are installing, they are more likely to follow through, leading to more valuable acquisitions.
Conclusion
The cost per install is not just a financial metric—it is also a reflection of how well you understand your audience and align your marketing efforts with their desires. By considering user sentiment, optimizing ad creatives for emotional and practical value, and ensuring a seamless user journey, you can reduce CPI in a meaningful way. Leveraging UA platforms for personalization, incorporating ASO for organic growth, and focusing on the gaming customer journey holistically can help drive sustainable and cost-effective growth for your mobile game.
Shift your approach from one that simply targets lower CPI to one that enhances the entire user experience, from discovery to download. This way, not only will you lower acquisition costs, but you will also build a strong, engaged player base for long-term success. Ready to transform your game's outreach?
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