Liraz Dvora (Head of Creative at Bidalgo - UA acquisition platform) and Matthew Skurnik (UA Team Leader at Bidalgo) discussed the key challenges around creative performance measurement and analysis, insider optimization strategies, and tips for breaking down the silos between User Acquisition and Design teams.
Identify the best performing creative elements (example Merge Dragons: particles, hand icon, land-healing) of an ad creative so you can re-use them in other creatives
Identify where there are weaknesses for each creative at each step of the funnel: CTR, CVR, PYR (Install > Payer), ROI, etc. so you can tweak where needed.
Identify where there are strength for each creative (example: great CTR even though the rest is meh) to implement in best performing concepts
If you have few creatives and not a lot of budget, test new creatives within your usual ad sets. If you have a large amount of budget, take 5-10% of your budget to create a creative system: bundle new iterations into one ad set (or multiple ad sets each with 1 creative) and compare to your best-performing creatives.
! when comparing performance on different placements (the placement might lead to different numbers so not comparing apples to apples - higher views, etc.).
Early signs of creative burnout: look at the baseline of other top-performing ad creatives. CTR is the best indicator of burnout.
Identify the best performing creative elements (example Merge Dragons: particles, hand icon, land-healing) of an ad creative so you can re-use them in other creatives
Identify where there are weaknesses for each creative at each step of the funnel: CTR, CVR, PYR (Install > Payer), ROI, etc. so you can tweak where needed.
Identify where there are strength for each creative (example: great CTR even though the rest is meh) to implement in best performing concepts
If you have few creatives and not a lot of budget, test new creatives within your usual ad sets. If you have a large amount of budget, take 5-10% of your budget to create a creative system: bundle new iterations into one ad set (or multiple ad sets each with 1 creative) and compare to your best-performing creatives.
! when comparing performance on different placements (the placement might lead to different numbers so not comparing apples to apples - higher views, etc.).
Early signs of creative burnout: look at the baseline of other top-performing ad creatives. CTR is the best indicator of burnout.
Identify the best performing creative elements (example Merge Dragons: particles, hand icon, land-healing) of an ad creative so you can re-use them in other creatives
Identify where there are weaknesses for each creative at each step of the funnel: CTR, CVR, PYR (Install > Payer), ROI, etc. so you can tweak where needed.
Identify where there are strength for each creative (example: great CTR even though the rest is meh) to implement in best performing concepts
If you have few creatives and not a lot of budget, test new creatives within your usual ad sets. If you have a large amount of budget, take 5-10% of your budget to create a creative system: bundle new iterations into one ad set (or multiple ad sets each with 1 creative) and compare to your best-performing creatives.
! when comparing performance on different placements (the placement might lead to different numbers so not comparing apples to apples - higher views, etc.).
Early signs of creative burnout: look at the baseline of other top-performing ad creatives. CTR is the best indicator of burnout.
Notes for this resource are currently being transferred and will be available soon.
Often the creative team looks at the look and feel while the UA team looks at the performance. You want to combine the best of both sides.
Creative Evolution: define why the creative worked.
Each creative will get fatigue, timing will depend on the creative and on the app itself.
KPI chosen: D7 ROAS, and also CTR. Bidalgo also estimates success with % of ad spend.
If not much budget and fewer creatives: test in your regular activity
If more budget: plan 5-10% and create a new iteration system where you bundle new creatives into 1 adset (or multiple ad sets each with one creative) and compare to top performing creative for benchmark.
In order to sync the UA and Creative team, set a weekly meeting with designers.
Look at the different placements to find the best performance channels (example: audience network).
Always look at the behavior first, because it drives the best practices.
[💎@34:10] If you have few creatives and not a lot of budget, test new creatives within your usual ad sets. If you have a large amount of budget, take 5-10% of your budget to create a creative system: bundle new iterations into one ad set (or multiple ad sets each with 1 creative) and compare to your best-performing creatives.
If you have a large amount of budget, take 5-10%
[💎@36:15] ! when comparing performance on different placements (the placement might lead to different numbers so not comparing apples to apples - higher views, etc.)
[💎@37:08] Early signs of creative burnout: look at the baseline of other top-performing ad creatives. CTR is the best indicator of burnout.
Seasonal creatives: can have an impact. Implement on top performing ad with specific offer that can be valid later (so more about the offer than the season?). Hard to test.
Communication with designer: build a bi-weekly process/call to figure out together what’s next. Have a defined format for these meetings.
Advocate 80% of effort overall to what you know works. Allocate 20% for experimentation overall (including new channels).
Often the creative team looks at the look and feel while the UA team looks at the performance. You want to combine the best of both sides.
Creative Evolution: define why the creative worked.
Each creative will get fatigue, timing will depend on the creative and on the app itself.
KPI chosen: D7 ROAS, and also CTR. Bidalgo also estimates success with % of ad spend.
If not much budget and fewer creatives: test in your regular activity
If more budget: plan 5-10% and create a new iteration system where you bundle new creatives into 1 adset (or multiple ad sets each with one creative) and compare to top performing creative for benchmark.
In order to sync the UA and Creative team, set a weekly meeting with designers.
Look at the different placements to find the best performance channels (example: audience network).
Always look at the behavior first, because it drives the best practices.
[💎@34:10] If you have few creatives and not a lot of budget, test new creatives within your usual ad sets. If you have a large amount of budget, take 5-10% of your budget to create a creative system: bundle new iterations into one ad set (or multiple ad sets each with 1 creative) and compare to your best-performing creatives.
If you have a large amount of budget, take 5-10%
[💎@36:15] ! when comparing performance on different placements (the placement might lead to different numbers so not comparing apples to apples - higher views, etc.)
[💎@37:08] Early signs of creative burnout: look at the baseline of other top-performing ad creatives. CTR is the best indicator of burnout.
Seasonal creatives: can have an impact. Implement on top performing ad with specific offer that can be valid later (so more about the offer than the season?). Hard to test.
Communication with designer: build a bi-weekly process/call to figure out together what’s next. Have a defined format for these meetings.
Advocate 80% of effort overall to what you know works. Allocate 20% for experimentation overall (including new channels).
Often the creative team looks at the look and feel while the UA team looks at the performance. You want to combine the best of both sides.
Creative Evolution: define why the creative worked.
Each creative will get fatigue, timing will depend on the creative and on the app itself.
KPI chosen: D7 ROAS, and also CTR. Bidalgo also estimates success with % of ad spend.
If not much budget and fewer creatives: test in your regular activity
If more budget: plan 5-10% and create a new iteration system where you bundle new creatives into 1 adset (or multiple ad sets each with one creative) and compare to top performing creative for benchmark.
In order to sync the UA and Creative team, set a weekly meeting with designers.
Look at the different placements to find the best performance channels (example: audience network).
Always look at the behavior first, because it drives the best practices.
[💎@34:10] If you have few creatives and not a lot of budget, test new creatives within your usual ad sets. If you have a large amount of budget, take 5-10% of your budget to create a creative system: bundle new iterations into one ad set (or multiple ad sets each with 1 creative) and compare to your best-performing creatives.
If you have a large amount of budget, take 5-10%
[💎@36:15] ! when comparing performance on different placements (the placement might lead to different numbers so not comparing apples to apples - higher views, etc.)
[💎@37:08] Early signs of creative burnout: look at the baseline of other top-performing ad creatives. CTR is the best indicator of burnout.
Seasonal creatives: can have an impact. Implement on top performing ad with specific offer that can be valid later (so more about the offer than the season?). Hard to test.
Communication with designer: build a bi-weekly process/call to figure out together what’s next. Have a defined format for these meetings.
Advocate 80% of effort overall to what you know works. Allocate 20% for experimentation overall (including new channels).
