The Art and Science of Building a Performance Design Team

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Noga Laron (Head of UA & Growth) and Assaf Shalev (Head of Creative Marketing) from Playstudios Israel (gaming company: POP!Slots, myVEGAS Slots, etc.) discuss how to develop data and workflows for collaboration between UA and creative, strategies to build your performance design team and KPIs to measure ad performance. Moderated by Peggy Anne Salz (Lead Analyst & Founder at Mobile Groove) and Sofia Leonova (Marketing Manager at Liftoff)

Source:
The Art and Science of Building a Performance Design Team
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
February 18, 2020
Added to the Vault on:
February 20, 2020
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💎 #
1

When measuring creative performance, first look at CTR/CVR/IPM when introducing the ad then after a few days move to Payer Rate/ROAS. 

27:35
💎 #
2

When you find a performing creative, try reformatting it in all possible formats. 

29:25
💎 #
3

Localizing voice over (narration) is not enough, and might even hurt conversion. Add subtitles for better results.

12:55
💎 #
4

When building your team, lack of ego on both the UA and design side is key. Also actually put people together in the same room (physically) and make the data (and language) accessible. 

16:29
💎 #
5

Understand you “know nothing” and test and learn all the time because only results count. 

25:12
💎 #
6

Creative creation/iteration process in brief: design team writes brief (with examples/wireframes) and creates 1st iteration, UA team tests 1st iteration, both teams discuss how to get better results and design team writes new brief and creates new version. 

25:55
💎 #
7

Start by producing super short and catchy creatives (4-5 second video or loop) and/or go the opposite route and create something much longer with narration or a tutorial. It is harder to find success in between. 

29:38
💎 #
8

To test new creatives, run a new creative test each week (with same audience/platform/geos), measure them against each other, rank them and introduce the best ones into active campaigns. 

30:58
💎 #
9

Be careful of trends because if you arrive too late and everybody is doing it it might hurt you (give bad results). 

32:58
💎 #
10

When hiring a creative, do a home test by giving them 2 ads and attaching numbers (good/bad results info) so they can try and understand in order to give you a 3rd iteration.

36:30
💎 #
11

Generally, Liftoff sees videos showing the user experience perform better.

50:35
💎 #
12

You want everybody in your company to chime in on creatives and show ads that have convinced them to download an app/game.

57:58
💎 #
13

Measure creative fatigue by looking at how many people see the ad over time but also monitoring if the ad is reaching a new unique audience over time.

58:53
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💎 #
1

When measuring creative performance, first look at CTR/CVR/IPM when introducing the ad then after a few days move to Payer Rate/ROAS. 

27:35
💎 #
2

When you find a performing creative, try reformatting it in all possible formats. 

29:25
💎 #
3

Localizing voice over (narration) is not enough, and might even hurt conversion. Add subtitles for better results.

12:55
💎 #
4

When building your team, lack of ego on both the UA and design side is key. Also actually put people together in the same room (physically) and make the data (and language) accessible. 

16:29
💎 #
5

Understand you “know nothing” and test and learn all the time because only results count. 

25:12
💎 #
6

Creative creation/iteration process in brief: design team writes brief (with examples/wireframes) and creates 1st iteration, UA team tests 1st iteration, both teams discuss how to get better results and design team writes new brief and creates new version. 

25:55
💎 #
7

Start by producing super short and catchy creatives (4-5 second video or loop) and/or go the opposite route and create something much longer with narration or a tutorial. It is harder to find success in between. 

29:38
💎 #
8

To test new creatives, run a new creative test each week (with same audience/platform/geos), measure them against each other, rank them and introduce the best ones into active campaigns. 

30:58
💎 #
9

Be careful of trends because if you arrive too late and everybody is doing it it might hurt you (give bad results). 

32:58
💎 #
10

When hiring a creative, do a home test by giving them 2 ads and attaching numbers (good/bad results info) so they can try and understand in order to give you a 3rd iteration.

36:30
💎 #
11

Generally, Liftoff sees videos showing the user experience perform better.

50:35
💎 #
12

You want everybody in your company to chime in on creatives and show ads that have convinced them to download an app/game.

57:58
💎 #
13

Measure creative fatigue by looking at how many people see the ad over time but also monitoring if the ad is reaching a new unique audience over time.

58:53
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💎 #
1

When measuring creative performance, first look at CTR/CVR/IPM when introducing the ad then after a few days move to Payer Rate/ROAS. 

27:35
💎 #
2

When you find a performing creative, try reformatting it in all possible formats. 

29:25
💎 #
3

Localizing voice over (narration) is not enough, and might even hurt conversion. Add subtitles for better results.

12:55
💎 #
4

When building your team, lack of ego on both the UA and design side is key. Also actually put people together in the same room (physically) and make the data (and language) accessible. 

16:29
💎 #
5

Understand you “know nothing” and test and learn all the time because only results count. 

25:12
💎 #
6

Creative creation/iteration process in brief: design team writes brief (with examples/wireframes) and creates 1st iteration, UA team tests 1st iteration, both teams discuss how to get better results and design team writes new brief and creates new version. 

25:55
💎 #
7

Start by producing super short and catchy creatives (4-5 second video or loop) and/or go the opposite route and create something much longer with narration or a tutorial. It is harder to find success in between. 

29:38
💎 #
8

To test new creatives, run a new creative test each week (with same audience/platform/geos), measure them against each other, rank them and introduce the best ones into active campaigns. 

30:58
💎 #
9

Be careful of trends because if you arrive too late and everybody is doing it it might hurt you (give bad results). 

32:58
💎 #
10

When hiring a creative, do a home test by giving them 2 ads and attaching numbers (good/bad results info) so they can try and understand in order to give you a 3rd iteration.

36:30
💎 #
11

Generally, Liftoff sees videos showing the user experience perform better.

50:35
💎 #
12

You want everybody in your company to chime in on creatives and show ads that have convinced them to download an app/game.

57:58
💎 #
13

Measure creative fatigue by looking at how many people see the ad over time but also monitoring if the ad is reaching a new unique audience over time.

58:53
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Highlights from the 2020 Mobile Ad Creative Index

Formats

  • Video and native ad formats most converting formats for purchases
  • Interstitials are the most performing ads for in-app purchases
  • Banners cheaper

Costs-per-Install by Region

  • North America remains the most expensive


Localization test for POP! Slots

  1. Took best performing as control (EN Narration) and ran it on the French market -> not bad but not good results
  2. Changed the narration to FR narration -> lower results
  3. [💎@12:55] Changed the narration to FR narration + FR subtitles -> better results
  4. Localized in 8 other languages (similar patterns)

Follow-up comment by Noga: the spend on the FR ads is wrong actually, it was much higher. We were looking on a bunch of pre-installs metrics (like CR, IPM) and we have a CAC that combines them to 1 score.

How should UA and ad design work together?

  • Noga (UA) had already great ideas for creatives and Assaf (Design) knew about marketing data and KPIs
  • [💎@16:29] Lack of ego is key
  • Started with a small team, which helped sharing KPIs and strategies and establishing a new workflow


Building a cross-functional team

  • Keep an open mind
  • Be as open as possible and encourage teams exchanging
  • Put people together in the same room (physically too)


Pitfalls to avoid

  • Making the data (and the language!) accessible: cut off what people don’t need to understand and make it easy to understand the things they should understand
  • Avoid ego
  • [💎@25:12] Test and learn all the time because you “know nothing” and you need to see results


Creative creation/iteration process

[💎@25:55]

  1. [Design Team] Write creative brief to designer with examples + wireframes
  2. [Design Team] Creates 1st iteration of creative
  3. [UA Team] Tests 1st iteration of creative
  4. [Design Team x UA Team] Conversation to sharpen the ad and get better results
  5. [Design Team] If needed, writes new version of the brief for improved version


KPIs to optimize for

[💎@27:52] Depends on where they are in the process of the campaign

  • Only introducing the ad in the auction: CTR/Conversion Rate/IPM
  • After a few days: Payer Rate/ROAS
  • Only introducing the ad in the auction: CTR/Conversion Rate/IPM
  • After a few days: Payer Rate/ROAS


Successful kind of creatives

[💎@29:25] If you’ve already found a performing one, try reformatting it in all possible formats

[💎@29:38] Go super short (4-5 second loop) and catchy or something longer like a simple tutorial - usually less success in that “middle part”

  • [💎@29:25] If you’ve already found a performing one, try reformatting it in all possible formats
  • [💎@29:38] Go super short (4-5 second loop) and catchy or something longer like a simple tutorial - usually less success in that “middle part”


Process to run new creatives

[💎@30:58]

  1. Since they have lots of creatives each week Playstudios runs a new creative test each week (with same audience/platform/geos)
  2. Measure them against each other and rank them based on CTR, CVR, etc.
  3. Introduce them into active campaigns

Playstudios uses the same ad account.


Noob vs. Pro ads

Not making any of those because the product is a totally chance game (slots). Still tried but did not get good results.

[💎@32:58] Be careful of trends because if you arrive too late it might hurt you

[💎@32:58] Be careful of trends because if you arrive too late it might hurt you


What to look for when hiring?

Ask: have you ever worked with a creative team before? Data-driven is not enough.

Creatives

  • Ask people to tell you about something that they like to do in their free time
  • [💎@36:30] Home test: have them iterate on 2 ads while attaching numbers (good/bad) so they can try and understand in order to give 3rd iteration

Their design team is more composed of generalists: marketing designers need to know a lot about design to be able to communicate.


Creative showcase

Have improved CTR by 73%

Still looking for how much time/money needs to be invested in ads.


A/B test #1 - Gameplay vs. Cinematic

Check out the webinar @42:25 to watch the videos


A/B test #2 - Informative vs. Promo

Check out the webinar @46:45 to watch the videos

Losing creatives also help you learn.

[💎@50:35] Generally, Liftoff sees videos showing the user experience perform better.


A/B test #3 (screenshots) - Fun & Colorful vs. Dark & Mature

They also feel like “mature” might be a better fit for their audience and it led to a higher conversion rate.

They use Storemaven for App Store creative assets as well as Google Experiments.


Do you get inspiration from hyper casual games creatives?

[💎@57:58] Everybody in the company chimes in on creatives and showing ads that convinced them to download an app/game


Measuring creative fatigue

[💎@58:53]

  • Frequency (how many people see the ad)
  • Looking if the ad is reaching a new unique audience over time (otherwise it is part of the ad creative life to become “boring” to an audience)

Follow-up comment by Noga: you can take your daily reach and reduce it from your total reach and see if you are reaching new audience each day.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan


Highlights from the 2020 Mobile Ad Creative Index

Formats

  • Video and native ad formats most converting formats for purchases
  • Interstitials are the most performing ads for in-app purchases
  • Banners cheaper

Costs-per-Install by Region

  • North America remains the most expensive


Localization test for POP! Slots

  1. Took best performing as control (EN Narration) and ran it on the French market -> not bad but not good results
  2. Changed the narration to FR narration -> lower results
  3. [💎@12:55] Changed the narration to FR narration + FR subtitles -> better results
  4. Localized in 8 other languages (similar patterns)

Follow-up comment by Noga: the spend on the FR ads is wrong actually, it was much higher. We were looking on a bunch of pre-installs metrics (like CR, IPM) and we have a CAC that combines them to 1 score.

How should UA and ad design work together?

  • Noga (UA) had already great ideas for creatives and Assaf (Design) knew about marketing data and KPIs
  • [💎@16:29] Lack of ego is key
  • Started with a small team, which helped sharing KPIs and strategies and establishing a new workflow


Building a cross-functional team

  • Keep an open mind
  • Be as open as possible and encourage teams exchanging
  • Put people together in the same room (physically too)


Pitfalls to avoid

  • Making the data (and the language!) accessible: cut off what people don’t need to understand and make it easy to understand the things they should understand
  • Avoid ego
  • [💎@25:12] Test and learn all the time because you “know nothing” and you need to see results


Creative creation/iteration process

[💎@25:55]

  1. [Design Team] Write creative brief to designer with examples + wireframes
  2. [Design Team] Creates 1st iteration of creative
  3. [UA Team] Tests 1st iteration of creative
  4. [Design Team x UA Team] Conversation to sharpen the ad and get better results
  5. [Design Team] If needed, writes new version of the brief for improved version


KPIs to optimize for

[💎@27:52] Depends on where they are in the process of the campaign

  • Only introducing the ad in the auction: CTR/Conversion Rate/IPM
  • After a few days: Payer Rate/ROAS
  • Only introducing the ad in the auction: CTR/Conversion Rate/IPM
  • After a few days: Payer Rate/ROAS


Successful kind of creatives

[💎@29:25] If you’ve already found a performing one, try reformatting it in all possible formats

[💎@29:38] Go super short (4-5 second loop) and catchy or something longer like a simple tutorial - usually less success in that “middle part”

  • [💎@29:25] If you’ve already found a performing one, try reformatting it in all possible formats
  • [💎@29:38] Go super short (4-5 second loop) and catchy or something longer like a simple tutorial - usually less success in that “middle part”


Process to run new creatives

[💎@30:58]

  1. Since they have lots of creatives each week Playstudios runs a new creative test each week (with same audience/platform/geos)
  2. Measure them against each other and rank them based on CTR, CVR, etc.
  3. Introduce them into active campaigns

Playstudios uses the same ad account.


Noob vs. Pro ads

Not making any of those because the product is a totally chance game (slots). Still tried but did not get good results.

[💎@32:58] Be careful of trends because if you arrive too late it might hurt you

[💎@32:58] Be careful of trends because if you arrive too late it might hurt you


What to look for when hiring?

Ask: have you ever worked with a creative team before? Data-driven is not enough.

Creatives

  • Ask people to tell you about something that they like to do in their free time
  • [💎@36:30] Home test: have them iterate on 2 ads while attaching numbers (good/bad) so they can try and understand in order to give 3rd iteration

Their design team is more composed of generalists: marketing designers need to know a lot about design to be able to communicate.


Creative showcase

Have improved CTR by 73%

Still looking for how much time/money needs to be invested in ads.


A/B test #1 - Gameplay vs. Cinematic

Check out the webinar @42:25 to watch the videos


A/B test #2 - Informative vs. Promo

Check out the webinar @46:45 to watch the videos

Losing creatives also help you learn.

[💎@50:35] Generally, Liftoff sees videos showing the user experience perform better.


A/B test #3 (screenshots) - Fun & Colorful vs. Dark & Mature

They also feel like “mature” might be a better fit for their audience and it led to a higher conversion rate.

They use Storemaven for App Store creative assets as well as Google Experiments.


Do you get inspiration from hyper casual games creatives?

[💎@57:58] Everybody in the company chimes in on creatives and showing ads that convinced them to download an app/game


Measuring creative fatigue

[💎@58:53]

  • Frequency (how many people see the ad)
  • Looking if the ad is reaching a new unique audience over time (otherwise it is part of the ad creative life to become “boring” to an audience)

Follow-up comment by Noga: you can take your daily reach and reduce it from your total reach and see if you are reaching new audience each day.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
GET Access


Highlights from the 2020 Mobile Ad Creative Index

Formats

  • Video and native ad formats most converting formats for purchases
  • Interstitials are the most performing ads for in-app purchases
  • Banners cheaper

Costs-per-Install by Region

  • North America remains the most expensive


Localization test for POP! Slots

  1. Took best performing as control (EN Narration) and ran it on the French market -> not bad but not good results
  2. Changed the narration to FR narration -> lower results
  3. [💎@12:55] Changed the narration to FR narration + FR subtitles -> better results
  4. Localized in 8 other languages (similar patterns)

Follow-up comment by Noga: the spend on the FR ads is wrong actually, it was much higher. We were looking on a bunch of pre-installs metrics (like CR, IPM) and we have a CAC that combines them to 1 score.

How should UA and ad design work together?

  • Noga (UA) had already great ideas for creatives and Assaf (Design) knew about marketing data and KPIs
  • [💎@16:29] Lack of ego is key
  • Started with a small team, which helped sharing KPIs and strategies and establishing a new workflow


Building a cross-functional team

  • Keep an open mind
  • Be as open as possible and encourage teams exchanging
  • Put people together in the same room (physically too)


Pitfalls to avoid

  • Making the data (and the language!) accessible: cut off what people don’t need to understand and make it easy to understand the things they should understand
  • Avoid ego
  • [💎@25:12] Test and learn all the time because you “know nothing” and you need to see results


Creative creation/iteration process

[💎@25:55]

  1. [Design Team] Write creative brief to designer with examples + wireframes
  2. [Design Team] Creates 1st iteration of creative
  3. [UA Team] Tests 1st iteration of creative
  4. [Design Team x UA Team] Conversation to sharpen the ad and get better results
  5. [Design Team] If needed, writes new version of the brief for improved version


KPIs to optimize for

[💎@27:52] Depends on where they are in the process of the campaign

  • Only introducing the ad in the auction: CTR/Conversion Rate/IPM
  • After a few days: Payer Rate/ROAS
  • Only introducing the ad in the auction: CTR/Conversion Rate/IPM
  • After a few days: Payer Rate/ROAS


Successful kind of creatives

[💎@29:25] If you’ve already found a performing one, try reformatting it in all possible formats

[💎@29:38] Go super short (4-5 second loop) and catchy or something longer like a simple tutorial - usually less success in that “middle part”

  • [💎@29:25] If you’ve already found a performing one, try reformatting it in all possible formats
  • [💎@29:38] Go super short (4-5 second loop) and catchy or something longer like a simple tutorial - usually less success in that “middle part”


Process to run new creatives

[💎@30:58]

  1. Since they have lots of creatives each week Playstudios runs a new creative test each week (with same audience/platform/geos)
  2. Measure them against each other and rank them based on CTR, CVR, etc.
  3. Introduce them into active campaigns

Playstudios uses the same ad account.


Noob vs. Pro ads

Not making any of those because the product is a totally chance game (slots). Still tried but did not get good results.

[💎@32:58] Be careful of trends because if you arrive too late it might hurt you

[💎@32:58] Be careful of trends because if you arrive too late it might hurt you


What to look for when hiring?

Ask: have you ever worked with a creative team before? Data-driven is not enough.

Creatives

  • Ask people to tell you about something that they like to do in their free time
  • [💎@36:30] Home test: have them iterate on 2 ads while attaching numbers (good/bad) so they can try and understand in order to give 3rd iteration

Their design team is more composed of generalists: marketing designers need to know a lot about design to be able to communicate.


Creative showcase

Have improved CTR by 73%

Still looking for how much time/money needs to be invested in ads.


A/B test #1 - Gameplay vs. Cinematic

Check out the webinar @42:25 to watch the videos


A/B test #2 - Informative vs. Promo

Check out the webinar @46:45 to watch the videos

Losing creatives also help you learn.

[💎@50:35] Generally, Liftoff sees videos showing the user experience perform better.


A/B test #3 (screenshots) - Fun & Colorful vs. Dark & Mature

They also feel like “mature” might be a better fit for their audience and it led to a higher conversion rate.

They use Storemaven for App Store creative assets as well as Google Experiments.


Do you get inspiration from hyper casual games creatives?

[💎@57:58] Everybody in the company chimes in on creatives and showing ads that convinced them to download an app/game


Measuring creative fatigue

[💎@58:53]

  • Frequency (how many people see the ad)
  • Looking if the ad is reaching a new unique audience over time (otherwise it is part of the ad creative life to become “boring” to an audience)

Follow-up comment by Noga: you can take your daily reach and reduce it from your total reach and see if you are reaching new audience each day.