💎 Growth Gems #15 - Gems From "Ad Creatives Framework: Optimization Deep Dive"
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Today’s gems are mined from an in-depth discussion between Joseph Kim (CEO at Tiazu) and Matej Lancaric (UA & Marketing Consultant).
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.
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.
To test new ideas you can use static banners/images to find a winner then convert them to video.
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.
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.
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.
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.
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)
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.
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.
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.