Why Ad Copy is critical for Mobile UA Campaigns

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Erich Detert (Sr. Performance Marketing Manager at InnoGames) talks about ad copy often being a missed opportunity for marketers and shares the impact of ad copy on key metrics based on his experiments.

Source:
Why Ad Copy is critical for Mobile UA Campaigns
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Podcast
Publication date:
September 7, 2020
Added to the Vault on:
September 17, 2020
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💎 #
1

Ad copy can be broken down in 3 types:
1. Clicky - "Try this game for three minutes and see why everyone is hooked!” or “The must-play game of the year.”
2. Representative - “Journey through the ages in this award-winning, city-building game.”
Balanced, a mix of the two - “The must-play, city-building game of the year.“

03:03
💎 #
2

Balanced ad copy is a good middle ground.
- Clicky ads have seen 20% higher CTRs vs. representative ads, but average to lower CVRs.
- Representative ads have higher CVRs (at least 10% higher) and higher engagement rates post-conversion.

04:47
💎 #
3

It can be important to have an alignment/affinity between your ad and your App Store listing if you want to increase your conversion rate: the ad gets the customer intrigued and in the door and the App Store is where the final sale takes place.

08:34
💎 #
4

While ad copy has less effect on video ads (up to +5% higher CTR with more clicky language and up to +5% higher conversion rates with more representative language), text length under 10 words has shown increases in CTR, CVR and IPM of up to 6% (for each KPI).

10:35
💎 #
5

The focal point of your ad copy should be to use text that builds a sense of urgency or elicits an emotional response.

13:27
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💎 #
1

Ad copy can be broken down in 3 types:
1. Clicky - "Try this game for three minutes and see why everyone is hooked!” or “The must-play game of the year.”
2. Representative - “Journey through the ages in this award-winning, city-building game.”
Balanced, a mix of the two - “The must-play, city-building game of the year.“

03:03
💎 #
2

Balanced ad copy is a good middle ground.
- Clicky ads have seen 20% higher CTRs vs. representative ads, but average to lower CVRs.
- Representative ads have higher CVRs (at least 10% higher) and higher engagement rates post-conversion.

04:47
💎 #
3

It can be important to have an alignment/affinity between your ad and your App Store listing if you want to increase your conversion rate: the ad gets the customer intrigued and in the door and the App Store is where the final sale takes place.

08:34
💎 #
4

While ad copy has less effect on video ads (up to +5% higher CTR with more clicky language and up to +5% higher conversion rates with more representative language), text length under 10 words has shown increases in CTR, CVR and IPM of up to 6% (for each KPI).

10:35
💎 #
5

The focal point of your ad copy should be to use text that builds a sense of urgency or elicits an emotional response.

13:27
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💎 #
1

Ad copy can be broken down in 3 types:
1. Clicky - "Try this game for three minutes and see why everyone is hooked!” or “The must-play game of the year.”
2. Representative - “Journey through the ages in this award-winning, city-building game.”
Balanced, a mix of the two - “The must-play, city-building game of the year.“

03:03
💎 #
2

Balanced ad copy is a good middle ground.
- Clicky ads have seen 20% higher CTRs vs. representative ads, but average to lower CVRs.
- Representative ads have higher CVRs (at least 10% higher) and higher engagement rates post-conversion.

04:47
💎 #
3

It can be important to have an alignment/affinity between your ad and your App Store listing if you want to increase your conversion rate: the ad gets the customer intrigued and in the door and the App Store is where the final sale takes place.

08:34
💎 #
4

While ad copy has less effect on video ads (up to +5% higher CTR with more clicky language and up to +5% higher conversion rates with more representative language), text length under 10 words has shown increases in CTR, CVR and IPM of up to 6% (for each KPI).

10:35
💎 #
5

The focal point of your ad copy should be to use text that builds a sense of urgency or elicits an emotional response.

13:27
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Typically there is a huge focus on the visual, not so much on copy.

Image or video asset is the most important aspect of the ad, but ad copy is the cherry on top

Types of ad copy

[💎 @03:03] Ad copy can be broken down in 3 types:

  1. Clicky - Try this game for three minutes and see why everyone is hooked!” or “The must-play game of the year.”
  2. Representative - “Journey through the ages in this award-winning, city-building game.”
  3. Balanced, a mix of the two - “The must-play, city-building game of the year.“


Results

Runs a lot of test, especially for copy going with still images. Sometimes the visual is slightly ambiguous, sometimes it is clearer what the game is.


[💎 @04:47] Balanced ad copy is a good middle ground.

  • Clicky ads have seen 20% higher CTRs vs. representative ads, but average to lower CVRs.
  • Representative ads have higher CVRs (at least 10% higher) and higher engagement rates post-conversion.


Also got actual comments on Facebook saying that the representative copy was spot on. It might be more appealing to people tired of misleading ads.


High quality representative ad copy could help combat the uncertainty about the efficiency of mobile app installs campaigns once IDFAs are not available anymore and advertisers are moving away from AEO/VO campaigns.


Length of ad copy

The more wordy the text, the lower the CTR. Text gets truncated if it's longer than three lines.

His longest ad texts is 18 words long, and it has one of the lowest clickthrough rates and CPAs up to 30% higher. However they see good ROAS because the longer copy acts as a pre-qualifier.


[💎 @08:34] It can be important to have an alignment/affinity between your ad and your App Store listing if you want to increase your conversion rate: the ad gets the customer intrigued and in the door and the App Store is where the final sale takes place.


It's even more important to invest in good ad copy if you don't have the budgets for large scale video ad productions and are using mostly still images.


[💎 @10:35] While ad copy has less effect on video ads (up to +5% higher CTR with more clicky language and up to +5% higher conversion rates with more representative language), text length under 10 words has shown increases in CTR, CVR and IPM of up to 6% (for each KPI).


Video thumbnails

Thumbnails are really important too and can clearly impact your CTR.


Ad copy matters in all channels

As a marketer you don't always have full control on the creative asset for your marketing channel, but you do on the ad copy.


[💎 @13:27] The focus point of your ad copy should be to use text that builds a sense of urgency or elicits an emotional response.


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

Typically there is a huge focus on the visual, not so much on copy.

Image or video asset is the most important aspect of the ad, but ad copy is the cherry on top

Types of ad copy

[💎 @03:03] Ad copy can be broken down in 3 types:

  1. Clicky - Try this game for three minutes and see why everyone is hooked!” or “The must-play game of the year.”
  2. Representative - “Journey through the ages in this award-winning, city-building game.”
  3. Balanced, a mix of the two - “The must-play, city-building game of the year.“


Results

Runs a lot of test, especially for copy going with still images. Sometimes the visual is slightly ambiguous, sometimes it is clearer what the game is.


[💎 @04:47] Balanced ad copy is a good middle ground.

  • Clicky ads have seen 20% higher CTRs vs. representative ads, but average to lower CVRs.
  • Representative ads have higher CVRs (at least 10% higher) and higher engagement rates post-conversion.


Also got actual comments on Facebook saying that the representative copy was spot on. It might be more appealing to people tired of misleading ads.


High quality representative ad copy could help combat the uncertainty about the efficiency of mobile app installs campaigns once IDFAs are not available anymore and advertisers are moving away from AEO/VO campaigns.


Length of ad copy

The more wordy the text, the lower the CTR. Text gets truncated if it's longer than three lines.

His longest ad texts is 18 words long, and it has one of the lowest clickthrough rates and CPAs up to 30% higher. However they see good ROAS because the longer copy acts as a pre-qualifier.


[💎 @08:34] It can be important to have an alignment/affinity between your ad and your App Store listing if you want to increase your conversion rate: the ad gets the customer intrigued and in the door and the App Store is where the final sale takes place.


It's even more important to invest in good ad copy if you don't have the budgets for large scale video ad productions and are using mostly still images.


[💎 @10:35] While ad copy has less effect on video ads (up to +5% higher CTR with more clicky language and up to +5% higher conversion rates with more representative language), text length under 10 words has shown increases in CTR, CVR and IPM of up to 6% (for each KPI).


Video thumbnails

Thumbnails are really important too and can clearly impact your CTR.


Ad copy matters in all channels

As a marketer you don't always have full control on the creative asset for your marketing channel, but you do on the ad copy.


[💎 @13:27] The focus point of your ad copy should be to use text that builds a sense of urgency or elicits an emotional response.


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

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↘ At this point, you know what to do ↙
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Typically there is a huge focus on the visual, not so much on copy.

Image or video asset is the most important aspect of the ad, but ad copy is the cherry on top

Types of ad copy

[💎 @03:03] Ad copy can be broken down in 3 types:

  1. Clicky - Try this game for three minutes and see why everyone is hooked!” or “The must-play game of the year.”
  2. Representative - “Journey through the ages in this award-winning, city-building game.”
  3. Balanced, a mix of the two - “The must-play, city-building game of the year.“


Results

Runs a lot of test, especially for copy going with still images. Sometimes the visual is slightly ambiguous, sometimes it is clearer what the game is.


[💎 @04:47] Balanced ad copy is a good middle ground.

  • Clicky ads have seen 20% higher CTRs vs. representative ads, but average to lower CVRs.
  • Representative ads have higher CVRs (at least 10% higher) and higher engagement rates post-conversion.


Also got actual comments on Facebook saying that the representative copy was spot on. It might be more appealing to people tired of misleading ads.


High quality representative ad copy could help combat the uncertainty about the efficiency of mobile app installs campaigns once IDFAs are not available anymore and advertisers are moving away from AEO/VO campaigns.


Length of ad copy

The more wordy the text, the lower the CTR. Text gets truncated if it's longer than three lines.

His longest ad texts is 18 words long, and it has one of the lowest clickthrough rates and CPAs up to 30% higher. However they see good ROAS because the longer copy acts as a pre-qualifier.


[💎 @08:34] It can be important to have an alignment/affinity between your ad and your App Store listing if you want to increase your conversion rate: the ad gets the customer intrigued and in the door and the App Store is where the final sale takes place.


It's even more important to invest in good ad copy if you don't have the budgets for large scale video ad productions and are using mostly still images.


[💎 @10:35] While ad copy has less effect on video ads (up to +5% higher CTR with more clicky language and up to +5% higher conversion rates with more representative language), text length under 10 words has shown increases in CTR, CVR and IPM of up to 6% (for each KPI).


Video thumbnails

Thumbnails are really important too and can clearly impact your CTR.


Ad copy matters in all channels

As a marketer you don't always have full control on the creative asset for your marketing channel, but you do on the ad copy.


[💎 @13:27] The focus point of your ad copy should be to use text that builds a sense of urgency or elicits an emotional response.