Driving profitability of Google App Campaigns in scale. What is easy, what is difficult? Strategic and operational approach. Learnings taken from Huuuge Games campaigns.
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Strategic and operational approach. Learnings taken from Huuuge Games campaigns. Which best practices I saw especially important, which ones can be skipped? Presentation delivered by Itay Milstein, Head of Growth from Huuuge Games at 8th edition of GameCamp (www.GameCamp.io).
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Driving profitability of Google App Campaigns in scale. What is easy, what is difficult? Strategic and operational approach. Learnings taken from Huuuge Games campaigns.
- 1. Google Ads: Profitability in Scale Itay Milstein | Head of Growth & Search
- 2. Agenda ● Huuuge Games Marketing Intro ● Google Ads as a Top UA Channel ● UAC Best Practices - Learnings Taken From Huuuge ● Year over Year - Google Ads Performance: Challenges & Solutions
- 3. Our structure Marketing User Acquisition (UA) Retargeting Branding ASOGrowth
- 4. Portfolio of games & genres Social Casino Match 3 Coffee Break Games And many more to come in 2020...
- 5. Reaching our target audience anywhere, anytime SEARCH SOCIAL NETWORKS RETARGETING
- 6. 6 Google Ads One of our strongest UA channels
- 7. 7 Precious inventory for app advertisers Google AdMob +70% of all global display inventory Google Play High-intent users Google Search The world’s largest search engine YouTube Who doesn’t love Youtube? ;)
- 8. 8 Serving our goals Google Ads supports different campaign objectives High user volume Optimizing towards volume & DAU targets, our main objective for IAA games Maximize in-app actions Optimizing towards CPA targets, one of our main objectives for IAP games Most valuable users Optimizing towards ROAS targets, another main objectives for IAP games
- 9. 9 Year over Year Huuuge Casino: budget optimization
- 10. 2019 Goal Maintain Google Ads as a primary UA channel, while optimizing more efficiently, resulting in higher user value and stronger paybacks
- 11. 11 Challenges We faced throughout the year
- 12. Challenges (1): Maximizing control over UAC We took a look inside the black box, analyzed it from every angle, and learned what to expect from each of our actions. Challenges (1): Maximizing control over UAC
- 13. Challenges (1): Maximizing control over UAC ● Conversion lag ● Networks distribution ● Ad groups Challenges (1): Maximizing control over UAC
- 14. 1. What is a conversion lag? It is the time between when a user clicks on an ad ... and when they convert (e.g. open, sign up, install, purchase, etc) Sees a mobile gaming ad Discusses game with friends Clicks on mobile ad, downloads, but doesn’t open Opens and start to play the game Excited about the game and completes IAP D1 D3 D6 D10 D15 Example: Conv is IAP: Conversion Delay = 9 days Challenges (1): Maximizing control over UAC / Conversion Lag
- 15. Conversion lag $ CPA development with time Make the right conclusions from your CPA trends Challenges (1): Maximizing control over UAC / Conversion Lag
- 16. Conversion lag Conversions by cohort maturity Challenges (1): Maximizing control over UAC / Conversion Lag
- 17. 2. Networks distribution Measure networks performance The Search network has the lowest CPA and the highest ROAS X3 X1.5 Challenges (1): Maximizing control over UAC / Networks Distribution
- 18. Networks distribution ● We focused on creative assets that drove mainly search traffic: more text ads and less banners, videos, and HTML5. We also made sure to exclude creatives that appeared in placements that had low performance How we increased search traffic Text Video Image Html5</> Challenges (1): Maximizing control over UAC / Networks Distribution
- 19. Networks distribution How we increased search traffic ● Monitor the ‘sweet spot’ of each campaign: we learned when to stop scaling to maintain search as our top spending network Search traffic usage Search opportunity New inventories start to take over Scaling campaigns up to a certain point Challenges (1): Maximizing control over UAC / Networks Distribution
- 20. 3. Creative control using Ad groups ● We gradually implemented Ad Groups in up to 80% of our activity. These are used to separate creatives by different themes/types and to promote special events. Challenges (1): Maximizing control over UAC / Ad Groups
- 21. Challenges (2): Finding new opportunities to scale Managing large scale budgets requires maintenance and outside of the box thinking. We reached our goals by exploring new strategies and opportunities.
- 22. Find the right event in your funnel First Open Registration/Sign-up Tutorial/Demo Completion X Session Start or Session Duration Became Active after Inactivity Invites Users/Shared App Level Up/Game Score Community Engagement Level Completion Add Payment Spend Virtual Currency/Purchase Challenges (2): Finding new opportunities
- 23. Combine different creative assets TEXT VIDEOIMAGE HTML5</> Text + Video Text + HTML 5 Text + Banner Text + HTML5 + Video Test multiple creative combinations to find your top combo Challenges (2): Finding new opportunities
- 24. Combine country bundles with app events and creatives TEXT VIDEOIMAGE HTML5</> Find your perfect mix Challenges (2): Finding new opportunities
- 25. Challenges (3): Breaking through the glass ceiling Sometimes the answer isn’t where you expect it to be… Look beyond your campaigns to break through the glass ceiling.
- 26. Project Australia One game, one country Challenges (3): Breaking through the glass ceiling
- 27. Our Challenges #1 We saw room for improvement in our store rankings and UA performance in Australia #2 UA in Australia is very expensive due to its high demand #3 Our users didn’t relate to our creative style which was more suited for the west Project Australia Challenges (3): Breaking through the glass ceiling
- 28. HC screenshots Australia Up to +21,8% CR Store localization & UA creatives Challenges (3): Breaking through the glass ceiling
- 29. HC Video Australia Up to +18% CR Store localization & UA creatives Challenges (3): Breaking through the glass ceiling
- 30. Rankings in the Free Casino category Results From #40 to #2 in the Free Casino Category tCPI (Install-boost) started tCPA (AU project) started Before After AU project Activation After 2nd Boost Challenges (3): Breaking through the glass ceiling
- 31. 31 UAC Best Practices True or False - Learnings taken from Huuuge
- 32. UAC Best Practices Best Practice: Bid changes Do not make more than 20% bid changes at a time Huuuge says: 50/50 In IAP campaigns we agree and recommend following the best practices. In install campaigns, we learned this isn’t a limitation since conversion lag is almost non existent.
- 33. UAC Best Practices Best Practice: Budget & Bid Changes Do not make more than one change every 2-3 days Huuuge says: True Following the best practice on this is the right way to go.
- 34. UAC Best Practices Best Practice: Creatives Use all creative types if possible Huuuge says: False We often saw that excluding certain creative types or using them in different combos, helped us increase our traffic across the variety of networks.
- 35. UAC Best Practices Best Practice: Country targeting Don’t target the same country in different campaigns with the same objective Huuuge says: It depends Maintaining budgets at scale forced us to break this rule in order to maximize our budget attainment. To make it work create a couple differences between the campaign settings. *In the case of smaller budgets, we recommend to follow the best practice
- 36. Thank you! For questions, contact us at itay.milstein@huuugegames.com