💎 Growth Gems #15 - Gems From "Ad Creatives Framework: Optimization Deep Dive"
Hi there,
Today’s gems are mined from an in-depth discussion between Joseph Kim (CEO at Tiazu) and Matej Lancaric (UA & Marketing Consultant).
💎 #1
When people are scrolling their feeds you do not have 3 seconds, you have 1 second. If you have a boring first few seconds in your video, move the core of the message directly to the beginning.
05:00
💎 #2
Facebook Canvas Ads allow you to create an instant "store" experience. It's like a short mobile landing page that allows you to describe the game, for example using your store assets. They use this a lot and it tends to perform well.
07:15
💎 #3
To test new ideas you can use static banners/images to find a winner then convert them to video.
08:40
💎 #4
For your creative team you want a mix of senior people with younger ones that can grow and improve quickly especially if they have the winning attitude.
20:20
💎 #5
Using outsourcing companies can bring a lot of value right away through new ideas, a new pairs of eyes and different processes. So it's worth it even if you have a big in-house team.
25:21
💎 #6
When it comes to creative testing, you have to think about how Facebook actually works. If you use different optimizations (app installs, purchased-optimized campaigns, value-optimized campaigns) you will get different results from your creative.
31:47
💎 #7
When testing new creatives, create 1 ad set within your current CBO campaign that has the same target audience and the same optimization so you can have a clear picture of how this creative resonates.
32:15
💎 #8
To come up with ad creative ideas, use: 1. competitor analysis 2. Trends for casual games 3. YouTube trends (example: people opening "chests" with million of views) 4. Memes (example: Drake creatives) 5. TV series with hype (when resemblance with game)
44:30
💎 #9
You need to know how the LTV curve looks like and then go down to the creative level to see how D1, D3, D7, D28 (for example) perform.
53:52
💎 #10
When it comes to creative fatigue you need to take a look at the combination of the creative and the targeting to make assumptions from that combination. A creative that showed fatigue might work well with a different audience.
1:00:52
💎 #11
One thing that's important to measure the KPIs of the creative is the naming convention so you can clearly see what's inside the creative and if it's portrait, square, etc.
1:07:10
Stay savvy!
⛏️ Sylvain