Creatives that power success: testing, diversifying, & measuring
If you’re aiming at installers who haven’t converted, consider what might have caused them to drop off or not convert. If lack of time was the issue, you might emphasize in the creative that signing up to convert is a quick process.
What are the key factors to consider when designing successful creatives for a retargeting campaign?
It’s important to know your audience, and design creatives with them in mind. With retargeting creatives, you're targeting a specific set of users at a particular moment in the user journey, who have a particular need. For instance, if you're aiming at installers who haven't converted, consider what might have caused them to drop off or not convert. If lack of time was the issue, you might emphasize in the creative that signing up to convert is a quick process.
It’s important to give the user a reason to come back. For gaming apps, this could involve highlighting a limited-time event or a new character that resonates with them. For shopping apps, a coupon might be enticing. For food delivery apps, a week of free delivery could be the incentive. Make sure you're providing your users with a compelling reason to return.
What are the steps involved in an A/B test for comparing ads?
There are two approaches to this.
First, you can run a stripped-down version of an A/B test to compare ads in a live environment. Generally, I favor this approach because it allows you to gain valuable insights while continuing to run your campaigns. Most DSPs enable you to introduce additional creatives and observe which ones emerge as top performers, subsequently pausing the underperforming ones. The advantage of this method lies in its minimal interference with the campaign setup; you let the algorithm work its magic and pinpoint the creatives with the highest likelihood of eliciting clicks and conversions.
However, if you’re looking for a true A/B test, the approach would differ. If your priority is to glean insights—say, which character or theme yields the best results—and conduct a clean apples-to-apples comparison, you would need to segment the audience into two groups based on the last digit of their device IDs. Similar to an incrementality test, one audience set receives a certain set of creatives while the other set gets a different one. This enables clear measurement. It's crucial to ensure an equal number of impressions for each group to ensure your results are significant.
Once again, if your objective is to obtain the cleanest learnings possible, this is the method to adopt. However, if your focus is solely on maximizing campaign performance, a more dynamic strategy can be employed: introduce various creatives and discern the best-performing ones.
How does an MMP provide attribution data and what metrics are included in it?
Collaborating with a Mobile Measurement Partner (MMP) is an indispensable step to ensure comprehensive tracking and measurement of activities within both your ads and your app. The role of an MMP revolves around attributing credit to various channels you engage with. For instance, if a purchase occurs within your app, the MMP identifies the channel responsible for driving that transaction. Engaging with an MMP empowers you to delve into essential marketing metrics: click-through rates, impressions, and more. In the world of mobile apps, an MMP allows us to connect these conversions with diverse in-app events. With this assistance, I can analyze two distinct creatives and discern the one with the highest conversion rate or CTR, among other metrics.
With retargeting, it’s important to remember that you are going after a small subset of highly valuable users, and these users might only be accessible with a banner or native ad due to the publishers they are found in.
I want to use all my budget on a small number of video ads because they perform the best. Tell me why I shouldn’t.
Retargeting thrives on diversity of formats. While you might notice exceptional performance from videos, you need to tap into all formats to have access to all users. With retargeting, it’s important to remember that you are going after a small subset of highly valuable users, and these users might only be accessible with a banner or native ad due to the publishers they are found in. Focusing your entire budget solely on successful videos might inadvertently exclude access to these high-value users who receive alternate formats.
What should marketers keep in mind when reusing assets from UA campaigns?
Ensure your call-to-action is adapted! Encountering an 'Install Now' CTA for a game that's already on device is very disorienting for users. It's important to customize your creatives for retargeting, tailoring them to suit the specific audience you're addressing. In my example, the ideal CTA would have been 'Come back!’ or ‘We miss you! While the thematic design elements from your UA creatives can be retained, ensuring that the messaging is updated for retargeting is key.