Why Ad Copy is critical for Mobile UA Campaigns

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5

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.

Type:
Podcast
Publication date:
September 7, 2020
Added to Growth Gems 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
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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
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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
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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
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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
This content is available to Growth Gems premium members only.
Apply Now
💎 #
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
This is premium content. Upgrade your plan in your profile to get access.
This content is available to Growth Gems premium members only.
Apply Now
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