Why are re-engagement campaigns worth trying? A significant portion of app installs is actually re-installs. According to Tune, it's 42% across the market; however, the percentage can reach as high as 75% for some app categories.
If you decide to show your ads to the users who have already installed your app, in your Apple Ads account:
Click the ad group name > Edit Ad Group Settings.
Go to Audience settings.
In the Customer Type field, select Returning users or Users of my other apps.
With a large volume of installs, this setting allows you to run a re-engagement campaign to:
Improve the retention of the users that have already installed your app from Apple Ads and, as a result, increase profitability.
Protect your brand by running ads with keywords related to your brand name for users who have installed your app. Otherwise, your competitors are likely to start running this kind of ad. Alternatively, you can set this up in brand campaigns.
How to launch a re-engagement campaign?
Take the lists of keywords from your brand and competitors' campaigns and add them to your re-engagement ad group as exact match keywords.
Set a reasonable budget and a daily cap you're ready to spend.
Set a reasonable CPT bid, usually less than that in exact (brand/competitors/generic) campaigns.
Don't divide your audience into groups with narrower targeting to streamline the management process. It won't come in useful in this case.
