Maximizing Your Ad Campaigns: Four Essential Tactics
With over 3.7 billion users on the Meta platform and 2.96 billion active Facebook users each month, the gaming industry presents a vast market for monetizing your games and affiliated businesses. However, recent changes in the global advertising environment, such as privacy regulations, have had an impact on app advertising performance and costs.
To overcome these challenges, it’s important to adopt advanced practices and tactical approaches. The following four tactics, when utilized together, can create a force multiplier effect for your ad campaigns.
1- Leverage Automation and Liquidity with Advantage+ App Campaigns
Managing multiple mobile app campaigns can be a daunting task, requiring a lot of time and effort. To simplify this process, Advantage+ App Campaigns (A+ACs) were developed to drive valuable results for advertisers. This product employs machine learning and automation to deliver high-performing creative variations to the most appropriate audience, at optimal placements. The algorithms in A+ACs offer “campaign liquidity,” optimizing campaigns against KPIs, audiences, geos, and creatives. By allowing the ad budget to flow freely between applicable metrics, advertisers can achieve their goals with minimal effort.
At Dreams Animation we understand your needs and we know that you don’t have time. For them, we have created a plan specifically for you, where we take care of these updating tasks on a monthly basis without you having to pay a salary of what the American market demands today for an expert in these matters. For just $299/month we can do maintenance, design, and multiple actions to keep them relevant.
2- Evaluating Performance and Attribution
Embracing change in advertising requires a fresh approach to measurement – one that’s versatile and centered on boosting business growth. This is accomplished through a comprehensive strategy that leverages three core elements of measurement: modeling, testing, and attribution.
Working together as a unified system, these components create a reliable source of truth and enable marketers to better comprehend the consumer experience and make informed decisions.The three crucial components of successful measurement are:
Advertisers can take advantage of our Private Lift and Geo Lift offerings to conduct thorough experiments that provide key data such as the actual ROAS generated by an ad. Tests are the closest a marketer can get to determining true incremental value and play an integral role in evaluating business outcomes.
- Market Mix Modeling (MMM)
MMM tries to calculate the impact of both marketing and non-marketing activities on growth. It’s designed to take into account the intricacies of app performance, including media synergies, attention overload, organic competition, trends, seasonal patterns, and promotions. MMM prevents the same conversion from being credited to multiple channels through different tools.
The commonly used “Last Touch” method had its drawbacks, but it was a staple in the industry. Nowadays, attribution provides an incomplete picture and its use in isolation can confuse measurement efforts. Nevertheless, it remains a crucial tool for gaming advertisers, providing real-time performance insights. Although its impact has diminished over time, attribution still holds a significant place in the measurement strategy.
3- Optimal Conversion Tracking
In the era of Apple’s ATT, conversion tracking is the key to monitoring events, such as purchases, from iOS users who have opted out. It’s crucial for advertisers to have a well-planned and executed conversion schema to unlock the full potential of iOS optimization and measurement.
Here are some key points to keep in mind when setting up conversion schema:
- Time-efficient Feedback: Conversion windows are usually set to 24 hours to ensure fast feedback cycles. However, this may limit the potential to capture lower funnel events. A balanced approach, taking into account both upper and mid-funnel events, can enhance postback volume and purchase likelihood.
- Relevance Matters: Highlight the most important events in the app.
- Event Segregation: Avoid bundling events unless necessary. This reduces the chances of all events being counted as a single conversion.
- Integration for Impact: Combine conversion schema with A+ACs for improved results.
It’s crucial to understand the driving forces behind purchases made in iOS games. A comprehensive conversion schema, built specifically for SKAdNetwork, must measure the scope of actions across various game components and player engagement levels.
4- Creative Innovation and Standout
The first three aspects of the campaign may occur behind the scenes, but it’s the ad creative that truly matters to the consumer. It’s the initial interaction that players have with a brand and can greatly impact the overall performance of a campaign. With the growing difficulty of reaching audiences, creative strategy has never been more crucial.
A recent study showed that gamers don’t usually browse app stores for discovery. They only go to download games that they have previously seen or heard of. This is why in a crowded market, creative differentiation and diversity are essential. From a creative standpoint, it’s important to keep ad content fresh and avoid monotony. To achieve this, dynamic, highly engaging, and motivation-driven creative is the way forward.
For further insight into these areas of focus, consider looking into our Creative Catalyst and Creative Prototyping solutions. Creative Catalyst provides a straightforward process for meeting the recommended maximum input of 50 assets and helps uncover new audiences and winning creative ideas through motivation-based creative exploration. Creative Prototyping supports systematic experimentation and learning during the testing phase. Learn more about Creative Catalyst and Creative Prototyping at the Facebook Gaming Creative Hub.