Let me present you this painting ๐ผ๏ธ ๐จ I did it while I was starting in a country from scratch with only one Facebook campaign (no ASA)The final piece of art is simple but clear.I call it:"ASO depends on daily install volume"
Quick update about the new PROMOTION assets in Google Ads! ๐๐จ ๐ฒ๐จ๐ฎ ๐ซ๐๐ฆ๐๐ฆ๐๐๐ซ ๐ญ๐ก๐ข๐ฌ ๐ฉ๐จ๐ฌ๐ญ? ๐ New feature in Google Ads Well, I could finally test this for one of my client, specifically for a Halloween event which also had special bundles for the users.I created 2 "Promotion" assets which I put in 2 different ad groups which literally got zero clicks (and one of the ad groups was old and spent +$7k during Halloween so the excuse of the new ad group is not valid here)The worst part: the message that says that Promotion asset stats are not available in App Campaign. Then why do they put this in beta for app campaigns?๐ That's all Folks ๐ ๐ ๐ Sometimes you win, sometimes you learn!
๐จ New feature in Google Ads๐จ I just saw this feature this morning (I am not completely sure if it's new but it is the first time I see this in my account at least) so here you go! ๐๐จ๐จ๐ ๐ฅ๐ ๐ก๐๐ฌ ๐ข๐ง๐ญ๐ซ๐จ๐๐ฎ๐๐๐ ๐ ๐๐๐๐ญ๐ฎ๐ซ๐ ๐ญ๐จ ๐๐๐ ๐ ๐ฏ๐จ๐ข๐๐-๐จ๐ฏ๐๐ซ ๐ญ๐จ ๐๐ง๐ฒ ๐ฏ๐ข๐๐๐จ!Google is introducing more AI features gradually and after the introduction of the bumper ads few months ago, we have now the possibility of adding a voice-over in any video from our account or Youtube.As you can see in the screenshot, you just need to select a voice and then write the script that the voice will reproduce.To be honest, some voices are quite natural haha and you have multiple tones of voice. This can be a good feature to give a different approach to all these videos with only […]
Last week we had a good case with AEM in Meta Ads (check my last posts to see the whole story!) so I applied the strategy with a different app but in this case... the results were not successful.I am working with a client who recently launched an app. This means that they have NO presence at all in UK, which is the country that we are targeting in this test.This is VERY evident if you go to Revenue Cat and check the data (see screenshot). As you can see, we had zero activity in the country until October 16th, when we decided to launch the first campaign in Meta using AEM and focusing on free trials.If you count the trials from 16th to 20th, you will see 90 free trials in RevenueCat while if you go to AEM, I […]
On my last post, I compared AEM vs SKAN vs Adjust's own modelling. There were many people reacting to it so thank you!One of the pieces of advice I got on the post was from Matej ๐ฆฉ Lancaric. Let me copy-paste the comment for you:"Add CPP to the AEM campaign and then benchmark against Appstore connect. Plus take 2-3 days to measure performance. Check your 8-14.10 dates on Friday and share the numbers. Should be closer"So... here I am again ๐๐ I couldn't get a CPP in these 2 days but luckily, the AEM campaign I shared is the only one I have for iOS in this moment so I can still look at the app referrer traffic in ASC and assume that all the installs and purchases that come from that source are generated by my campaign.I will share […]
Here is the last case I had with ๐๐๐ ๐๐๐ญ๐ ๐๐๐ฆ๐ฉ๐๐ข๐ ๐ง๐ฌ for mobile gaming since Adjust sent the email about how they were expanding the coverage of AEM on October 9th (check my last post to see that).For some reason, this is the perfect example because one day before this email came, I started one AEM campaign based on purchases and using a 7D CTA window for this client (yes, this is a sweet coincidence that you are all taking advantage off๐) so let's see how the campaign has performed.During the first week of the campaign (08.10 to 14.10), I see the following data on AEM:๐331 installs๐288 signups๐69 total purchasesIf I look at Adjust dashboard (not SKAN), I see:๐178 installs๐171 signups๐20 total purchases If I look at SKAN (keeping in mind that we didn't receive all the postbacks yet), I […]
๐๐จ๐ฐ ๐ญ๐จ ๐ฌ๐ญ๐จ๐ฉ ๐ญ๐ก๐ ๐๐ฅ๐๐๐๐ข๐ง๐ ๐ฐ๐ก๐๐ง ๐ญ๐ก๐ ๐๐ฅ๐ ๐จ๐ซ๐ข๐ญ๐ก๐ฆ ๐๐ฎ*** ๐ฒ๐จ๐ฎ ๐ฎ๐ฉ? ๐ฌ Today I will share a successful and insightful experiment that I have been running for a week with one of my clients.Let's start giving you some context:On September 9th, we started to see a HUGE DROP in organic installs that was affecting to our overall numbers. We didn't change anything in the campaigns, budgets (we were even spending more than the previous month) or the product but we were just having much less installs than usual and also less revenue.I started to analyze the organic performance and saw that from that day on, we started to lose a LOT of important keywords in the top 10. Then, I saw that AppTweak detected an algorithm change (screenshot 1) on September 14th (when all the keywords already dropped).Due to […]
I am back from my first break of the year! ๐ Batteries are renewed and I feel fresh to grind again so let's start again with this interesting case! If you follow Marcus Burke (you must!), you will like this one๐ Marcus has been consistently saying that in Meta, the type of creative (video or static) really affect the audience that the algorithm targets and today, I am just bringing the perfect example to illustrate this but with a small tweak to the theory about age groups: ๐๐ก๐ ๐จ๐ฅ๐ ๐ฉ๐๐จ๐ฉ๐ฅ๐, ๐ฐ๐ก๐จ ๐๐ฉ๐ฉ๐๐ซ๐๐ง๐ญ๐ฅ๐ฒ ๐ก๐๐ฏ๐ ๐ก๐ข๐ ๐ก๐๐ซ ๐ฌ๐ฉ๐๐ง๐๐ข๐ง๐ ๐ฉ๐จ๐ฐ๐๐ซ, ๐๐ซ๐ ๐ง๐จ๐ญ ๐๐ฅ๐ฐ๐๐ฒ๐ฌ ๐ญ๐ก๐ ๐๐๐ฌ๐ญ ๐๐จ๐ซ ๐ฒ๐จ๐ฎ๐ซ ๐๐ฉ๐ฉ.The beauty of this industry is how things can change depending on the product that you work with. Nothing follows universal rules and that is why only the best professionals will stand out. Adapt or Die right?๐This […]
Morning! I have 2 cool cases that I've recently saw in ๐๐ข๐ค๐๐จ๐ค ๐๐๐ฌ with iOS campaigns ๐๐งช1st CaseWe have tested campaigns with and without Advanced Dedicated Campaign (aka the AEM tech from TikTok๐ ) and after 2 weeks, we have seen a 20% lower CPA (we're targeting upper funnel events in both campaigns) in the campaigns that are using ADC.I checked the modelled conversions and... there was not modelling at all haha so for some reason, the algorithm performs better when it has ADC enabled although it still relies on SKAN signals to optimize.2nd CaseWe have tested Smart Creative feature with 2 different campaigns with the same optimization goal: Purchases.The test was quite simple: We used Smart Ads in one campaign while the other only had manual ads.After 3 weeks of continuous optimizations in the manual ad groups (adding the winning […]
I think you guys are gonna love this ๐งช๐๐๐๐ ๐๐๐๐๐๐๐๐๐๐ ๐๐๐๐๐งช simply because I can't be more transparent than this ๐Yesterday I saw one of the Growth Gems from Sylvain Gauchet on my TL and there was one slide that shocked me because I recently tested the hypothesis of that slide with one of my clients!I am posting the slide with the gem that Flippos Drogitis wrote so you can see the hypothesis in question. If you have been following me, you know that I love experimenting if I believe that experiments can help me to achieve the goals of my clients and as I mentioned, this specific hypothesis was something I tested in June with one of my most successful clients. With this client (a mobile game), we have a payback period of 8-9 months on average but we […]
First of all, let me explain you what AC is: Advanced Conversions is the Snap privacy-centric approach to digital advertising. It helps marketers meet their business objectives while respecting usersโ ad tracking preferences via Appleโs ATT policy. This methodology employs a range of cryptographic techniques to measure aggregate conversion data, without tying off-platform activities (like installing an app or visiting a website) back to specific Snapchatters.Yes my friend, you are reading right: a fu*** black box again ๐This is basically what AEM from Meta or Advanced Dedicated Campaign from TikTok do but with another fancy name.There is just a small problem/difference with AC that I've been facing with one of my clients lastly: ๐๐ก๐ ๐๐๐๐ ๐๐ข๐ฌ๐๐ซ๐๐ฉ๐๐ง๐๐ข๐๐ฌ that you get compared to the MMP.If I look at the installs from last month, this is what I get:Snap AC: 4159 installsMMP (with […]
Today I want to share more real data (as usual!) about a case I had with a client in Google Ads. This client wanted to scale their UA efforts because we have drastically improved the metrics over the last months (I already posted about them in the past, so I will put the link to that post in the comment section to give you more context). Since we were already running the deepest campaigns on Google Ads (meaning tROAS and tCPA for purchases), we discussed the possibility of creating a proxy event that could gather the behavior of our whales on day 1 ๐ณ๐ณ๐ณ I know this kind of thing sounds well on paper but not in practice but in this specific case, it made sense because the whales had a very specific behavior during day 1 so we could […]
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