In this presentation Daria will cover the key success factors of launching UA campaigns for mobile gaming apps with Google. Daria will cover , among others, measurement and creative best practices .
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Unprecedented times for the Gaming industry
+22%
# of downloads worldwide
across platforms in March
MoM ( 10% more than in 2019)
+10
industry events cancelled
or postponed
Source: Appannie
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3 stages of mobile game lifecycle
Align your product and marketing strategy to the game lifecycle
PRE-LAUNCH LAUNCH & GROWTH MATURITY
MISSION:
Raise the quality bar
& reduce risk
MISSION:
Scale & accelerate
MISSION:
Focus on value
& lasting relationship
Focus of this presentation
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● Pro tip for Pre Launch
● Keys to succeed in Launch
○ Measurement
○ Creatives
○ Bids / Budgets / Structure
○ Secret tip
● What’s next?
Agenda
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Open Beta
Test game publicly to get valuable
feedback, without impact to ratings
Beta Release
on Google Play
Run App Campaigns
Pre-Launch: run Open Beta before launch
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1. Track the events of the user’s journey that matter
2. Implement Firebase SDK for better performance
Measurement
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Ad Funded Model
User Retention
1. Installs & player volume First Open - for all models
2. Retention/Engaged
events (long playtime,
high ad engagement)
Retention / Engagement
# of games played by D1/D3
Ad Monetization
# of ads watched by D1/D3/D7
# rewarded videos watched
D7 ad click
Ad Revenue Threshold
User-level ad revenue tracking
IAP Model
Paying Users 1. Purchase-related activities Purchase Items
Purchase beginners’ package
View Items
Usage of point/e-cash
Measurement: track the events that matter
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TIME
PERFORMANCE
Conversions with SDK
Conversions without SDK
ROAS with SDK
ROAS without SDK
2
Reach your goals faster with standardized
data and more timely predictions.
Automated Similar Audiences helps you find more
of the right users, making sure you scale sustainably
Drive higher steady state returns with
better models learning on bigger data.
1
3
Measurement: implement Firebase SDK
Benefits in performance & new features
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1. Ensure full creative asset mix
2. Add key creatives to each campaign
3. Focus on key success factors
4. Use different videos depending on network
Creatives
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Creatives: ensure full creative asset mix
Image
Cap: 20
Optimal
asset mix
Text
Cap: 4
HTML5
Cap: 20
Video
Cap: 20
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Creatives: add key creatives to each campaign
Landscape
Video (16:9)
Portrait
Video (2:3)
Landscape
Image
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Creatives: focus on key success factors
Game Story
Main story
Substories
Game Play
Easy to onboard
Easy to progress
Playful control
Non repetitive
Speed effect
Engaging
Smooth and fast
Guide the user
Diverse durations
15s for 1 message
30s for several messages
Banners
Sound
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Creatives: use different videos for networks
YouTube ONLY AdMob ONLY
Storytelling
narratives
Gameplay
narratives
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Budget: start with sufficient budget, gradually
scale it
Installs сampaign
50 X tCPI
Actions сampaign
20 X tCPA
If Limited by budget increase gradually +20% every 3-4 days
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Structure: avoid excessive granularity
Group countries by ROAS and language
-UK
-Norway
-Sweden
-Colombia
-Mexico
Excessive granularity
-UK + Norway +Sweden
-Colombia +Mexico
Optimal strategy
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Secret tip: wait until the learning period is finished
1. Wait for…
○ ~2 weeks for Install campaigns
○ ~4 weeks for Action campaigns
2. Remember that performance is improving even after
the campaign is not marked as “learning”
3. Be aware of the conversion lag
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4 keys to succeed in Launch
MEASUREMENT
Track relevant events
Implement Firebase
CREATIVES
Use full range of formats
Focus on key success factors
BIDS/BUDGETS/STRUCTURE
Set competitive bids & budgets
Avoid granularity
SECRET TIP
Consider the learning period
and conversion lag