Best Practices for Retargeting Campaigns in App Promotion Using Video Ads

Retargeting has become an essential component of successful app marketing strategies. As user acquisition costs continue to rise, engaging users who have shown interest—but haven’t converted—is both cost-effective and impactful. When paired with the immersive power of video ads, retargeting becomes even more potent.

At Tappx we’re helping our advertisers with tail-to-tail campaigns, and we’d like to share a guide on the best practices for executing retargeting campaigns using video ads to engage and increase lifetime value (LTV).

1. Segment Your Audience Strategically

Not all non-converters are created equal. Break your audience into distinct segments based on user behavior, such as:

• App visitors who didn’t install
• Installers who didn’t complete sign up process
• Users who installed but didn’t complete payment or deposit actions
• Lapsed users who haven’t opened the app in X days
• Cart abandoners (for e-commerce apps)
  

Tailor your video content to speak directly to each group’s stage in the funnel and pain points.

2. Use High-Impact, Short-Form Video Creatives

Attention spans are short, especially on mobile. Keep video ads between 15 to 30 seconds and ensure the key message (value proposition, benefit, or CTA) appears within the first seconds. Best practices for creatives include:

• Clear visuals of the app in action
• Prominent branding throughout the video
• On-screen text or captions for sound-off viewing
• A strong, singular CTA
  

3. Showcase Real In-App Experience

Use gameplay footage (for games), screen recordings, or simulated user flows to help viewers visualize what using the app is actually like. This builds trust and sets realistic expectations. It’s essential to be precise and straight to the point on what you expect from the user, if necessary, attract them with bonus, offers, and compensations for them to use the app again.

4. Frequency Capping and Timing Matters

Too many impressions can lead to ad fatigue and negative sentiment. Implement frequency caps and adjust timing based on user behavior:

• Hot prospects (e.g., visited install page): retarget within 24–48 hours
• Warm users (installed but inactive): retarget after 3–7 days of inactivity
• Dormant users (no activity for 30+ days): consider deeper incentives or win-back messaging

5. Incorporate Deep Links for better user experience

Your retargeting ad should lead users to the most relevant in-app page, not just the home screen. If the user stopped on the deposit or purchase step, take them to the confirmation page, if they didn’t register yet, to the sign up page. For example:

• Abandoned cart ➡️ Direct to the checkout page
• Inactive user ➡️ Direct to personalized feed or offer
• Onboarding drop-off ➡️ Resume the last completed step
  

Deep linking ensures a frictionless return to the app and increases the chance of conversion.

6. Test Creatives and Optimize Continuously

Retargeting success hinges on iteration. Use A/B testing to optimize performance metrics such as click-through rate (CTR), cost per action (CPA), and return on ad spend (ROAS).

7. Measure Beyond Installs

App retargeting with video isn’t just about re-acquiring users—it’s about driving high-value engagement. Track:

• Retention rate
• In-app purchases
• Session frequency
• LTV uplift
  

This ensures you’re optimizing for business value, not vanity metrics.

8. Respect Privacy and Opt-Outs

With evolving privacy standards (like ATT on iOS), ensure compliance and transparency. Focus on contextual signals and first-party data wherever possible. Allow users to opt out of personalized ads and respect their preferences.

At Tappx we have the expertise of doing media buying and app promotion like no other adtech company. With that knowledge in hands, we can help your brand to extend the performance and results of your business by also starting retargeting and reengagement campaigns. Working with the best will only help you achieve the best outcome for your investment.