Kelly McGuigan
Director of Product Marketing, Skai
Budget and schedule management are common features of marketing platforms in mature digital channels such as Search and Social. Skai Apps now has these critical features to help app marketers raise their game.
Skai Apps is the all-in-one, complete solution for app marketers to reach their best customers, help to facilitate installs, and drive continued user app engagement across all of the publishers that matter including Facebook, Snap, Google Universal App Campaigns, and Apple Search Ads.
With the recent addition of two new features for budget and schedule management, Skai Apps becomes even more powerful.
“App marketing is a relatively new field, yet you can’t discount its importance in today’s mobile-first web,” says Kelly McGuigan, Skai’s Senior Product Marketing Manager. “Budget and schedule management across publishers are critical functionality that advertisers need and Skai Apps is the first platform to offer this for app marketers.”
Budget and schedule management features
Budget Management
Budget management enables clients to manage budgets of their campaigns across publishers and includes more filters to help manage the overall marketing budget.
This is important for marketers because often budgets are set at the initiative level and not the publisher level. For example, if an app marketer has $10,000 for a campaign, the goal is to spend that budget during the campaign flight. It may not matter exactly where it runs, but what’s more important is just spending that budget.
Previously, an app marketer may split that budget equally across publishers and then monitor it closely as different publishers will be able to spend the budget at different times. Throughout the campaign, they may have to move money from the publishers that aren’t able to spend the budget to publishers that can. This isn’t ideal because it requires so much manual work and daily check-ins on spend so cross-publisher budget management is definitely welcomed by app marketers.
Schedule Management
Schedule management adds the functionality to schedule any element—campaigns, ad sets/ad groups, ads, and keywords—to activate or pause. The scheduler works with all the publishers supported by the platform including Facebook, Apple, Snap, and Google.
This is a major time saver and stress reliever for campaign managers. Skai App clients are now able to set dates and times to launch campaigns. This will be hugely beneficial for marketers to be able to launch campaigns on days/times when they are not in the office. It’s also helpful when managing promotional campaigns for a limited time with start and end dates that are very tight—for example, a big one-day sale.
“I remember back in the early days of online marketing—before automated scheduling—there were three New Year’s Eves in a row that I had to bring my computer to the party, kiss my wife after the ball dropped, and then set some campaigns to go live,” says Josh Dreller, Skai’s Director of Content.
App marketing is maturing
Cross-publisher features such as budget and schedule management to Skai Apps is a sign of the maturing app marketing channel. Global app install ad spend is predicted to climb by 65% from 2018 and reach $64.1 billion by 2020.
For more information about Skai Apps for budget and schedule management, please contact us or schedule a free demo today.
You can also read our blog post, It’s Time to Up Your Mobile App Marketing Game, to learn more how the most cutting-edge marketers in the gaming app category are winning with their strategy.
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