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Ad Test & Scale, Scale Ads Mobile Game - Coggle Diagram
Ad Test & Scale
The Facebook ads strategy we created has 5 different phases:
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Understand CBO vs. ABO
- CBOs are better for expensive products (more than $15)
- ABOs are better for cheaper products (less than $15)
- The CBO algorithm uses historical and real-time data. It then tries to deliver ads using the metrics it thinks will perform best.
- Most of the time, machine AI is far smarter and efficient than any human. AI can process and read massive amounts of data.
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Scale Ads Mobile Game
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Soft Launch
- Creatives test
- If the budget volume is $1,000 - 50,000 and 1-2 creatives are produced per week, then the test can be carried out within standard campaigns by adding creatives to active campaigns.
- If the spend volume is more than $50,000 and more than 3 creatives are produced in a week, then it is better to set up a testing process to avoid the worst creatives with less 50% IR efficiency from the benchmark.
For large volumes, the entire process can be divided into 2 stages:
- UA MAI in cheap countries for basic IR assessment.
- UA AEO in tier-1 countries for IR, CPPU, CPP assessment.
We estimate IR after reaching 10,000 views per creative and one day.
Important! Remember that FB collects data on your creatives: if you have several creatives in your ad set, then initially the priority is given to those for which there is data, therefore, to reset the “knowledge about the old creative”, add 1 pixel per video.
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User acquisition:
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Country:
If your main localization in English, you can buy cheap traffic from Eastern Europe and the Philippines. The retention rate is likely to be slightly lower than in Tier 1 in English-speaking countries. Or if you are confident in the advertising funnel and the budget allows, then the countries are Nordic, Canada.
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Ads Reporting — basic report
The basic report consists of two blocks - an ad funnel effectiveness and performance.
- Basic breakdowns: campaigns, days.
- Ad funnel metrics: Impressions, CTR (Link Click-Through Rate), CR (custom metric: Mobile App installs / Link clicks), IR (custom metric: Mobile App Installs / Impressions), App Installs, CPI, CPM, Frequency.
- Evaluate the overall dynamics and effectiveness through the following indicators: creatives, store, overall funnel efficiency by IR, how expensive the audience we buy by CPM, whether ads are shown too often to the same audience.
If the project has a small UA budget (up to $15,000 per month) and it is important to reach payback on small volumes as soon as possible, you should pay attention to the following reports:
- Who installs my game the most? Who pays the most? Are these the same people? Should I redistribute traffic to the paying segment? - To answer these questions, we are building a report for the period by gender and age.
- Which placement gets a lot of impressions but doesn’t give a lot of payments? - Report indicated by platforms and placements. Here it is sometimes useful to add a section by day or week to track traffic distribution dynamics by placements.
If the project is planned for launch at spending volumes of $100,000 per month, then it is better to conduct UA for a wide audience from the very beginning so that the metrics are more relevant.
Examples of campaigns for the cases described above can be found at the end of the article.
Define Campaign Name
- Campaign - platform_geo_audience_optimization_date
- Ad Set - platform_geo_audience_optimization_date_name of the creative (something else unique, if necessary)
- Creative - the unique name of a creative
- Example: iOS_US_lal1 5%_AEO_20.10