Nebojsa Radovic

When you're an ad-monetized game the LTV curve of AEO/VO is really different from the LTV curve of MAI/rewarded video players. So you need to spend enough money to understand how that LTV curve looks like for each then if it hits your DX payback target you invest as much money as you can.

For games that have a strong organic demand, it makes sense to pay attention to ASO and also to potentially try preloads on devices as well as try low cost/quality channels. Examples: Gin, Rummy, Solitaire, Tetris.

For games like card games that have organic interest it make sense to work with interests and keyword targeting because there is an actual "card games interest" that you can target.

If a game like Cribbage is relevant to specific geos it might be interesting to group campaigns together to maintain the cost and make it easier for Facebook to learn. Sometimes when companies scale they create a lot of campaigns that end up stuck in the learning phase.

You need to have user-level ad revenue to understand what the value of each user is and the overall impact on returns (not just campaigns) because you are able to monetize better the users you get through AEO/VO via higher ad CPMs. You have to know to which extent you can monetize them better and if it offsets the higher acquisition costs so you can decide where to invest (between AEO, VO, MAI, etc.). However it's also risky to bet on acquiring these "whales" you get through AEO/VO because you might also all of a sudden not be able to retain these high-value users which can make your CPM drop.

It's important to have ad LTV curve and IAP LTV curve separate to understand the impact of each on payback. Then you want granularity by campaign, optimization model (AEO/VO, AEO for ad views, rewarded videos, etc.)