User Acquisition Marketing: 7 Do’s and Don’ts for Testing New Networks

Summary

The article discusses a shift in user acquisition strategy from solely relying on social media to testing various mobile ad networks due to rising costs and declining effectiveness. Key recommendations include: entering tests with an open mind, as each network differs in CPI, ROAS, and install volume; being transparent with networks about goals like 30% ROAS within 7 days; allocating sufficient budget per network (some need 500-2000 conversions for optimization); being patient, as conversion timelines vary (e.g., chat apps vs. banking apps); testing multiple creatives and formats (video, banner, playable) for AI optimization; discontinuing unsuccessful tests after a reasonable period; and not expecting ROI-positive results initially, focusing instead on learning.

The article also promotes AppLovin's AppDiscovery solution for achieving ROAS goals via machine learning.