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)
When measuring creative performance, first look at CTR/CVR/IPM when introducing the ad then after a few days move to Payer Rate/ROAS.
Localizing voice over (narration) is not enough, and might even hurt conversion. Add subtitles for better results.
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.
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.
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.
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.
Be careful of trends because if you arrive too late and everybody is doing it it might hurt you (give bad results).
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.
You want everybody in your company to chime in on creatives and show ads that have convinced them to download an app/game.
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.
When measuring creative performance, first look at CTR/CVR/IPM when introducing the ad then after a few days move to Payer Rate/ROAS.
Localizing voice over (narration) is not enough, and might even hurt conversion. Add subtitles for better results.
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.
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.
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.
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.
Be careful of trends because if you arrive too late and everybody is doing it it might hurt you (give bad results).
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.
You want everybody in your company to chime in on creatives and show ads that have convinced them to download an app/game.
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.
When measuring creative performance, first look at CTR/CVR/IPM when introducing the ad then after a few days move to Payer Rate/ROAS.
Localizing voice over (narration) is not enough, and might even hurt conversion. Add subtitles for better results.
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.
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.
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.
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.
Be careful of trends because if you arrive too late and everybody is doing it it might hurt you (give bad results).
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.
You want everybody in your company to chime in on creatives and show ads that have convinced them to download an app/game.
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.
Notes for this resource are currently being transferred and will be available soon.
Formats
Costs-per-Install by Region
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.
[💎@25:55]
[💎@27:52] Depends on where they are in the process of the campaign
[💎@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”
[💎@30:58]
Playstudios uses the same ad account.
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
Ask: have you ever worked with a creative team before? Data-driven is not enough.
Creatives
Their design team is more composed of generalists: marketing designers need to know a lot about design to be able to communicate.
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.
[💎@57:58] Everybody in the company chimes in on creatives and showing ads that convinced them to download an app/game
[💎@58:53]
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.
Formats
Costs-per-Install by Region
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.
[💎@25:55]
[💎@27:52] Depends on where they are in the process of the campaign
[💎@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”
[💎@30:58]
Playstudios uses the same ad account.
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
Ask: have you ever worked with a creative team before? Data-driven is not enough.
Creatives
Their design team is more composed of generalists: marketing designers need to know a lot about design to be able to communicate.
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.
[💎@57:58] Everybody in the company chimes in on creatives and showing ads that convinced them to download an app/game
[💎@58:53]
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.
Formats
Costs-per-Install by Region
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.
[💎@25:55]
[💎@27:52] Depends on where they are in the process of the campaign
[💎@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”
[💎@30:58]
Playstudios uses the same ad account.
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
Ask: have you ever worked with a creative team before? Data-driven is not enough.
Creatives
Their design team is more composed of generalists: marketing designers need to know a lot about design to be able to communicate.
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.
[💎@57:58] Everybody in the company chimes in on creatives and showing ads that convinced them to download an app/game
[💎@58:53]
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.
