The Do’s & Don’ts for Ad Campaign Optimization | AppsFlyer
app campaign optimization dos and donts

Do’s and Don’ts for Optimizing UA & Performance Ad Campaigns [MAMA Minute]

In our MAMA Minute at Home, AppsFlyer’s short interview video project featuring leading mobile marketing experts sharing their best practices, tips, and insights on the app marketing landscape, all from the comfort of their home.
 
Today on MAMA Minute at Home, Arseniy Alikhanov from Google joins us from Moscow to answer app developers’ top burning questions and shares his winning tips and insights on how to maximize the success of your app marketing campaigns. Don’t worry, that cat wasn’t hurt during filming! #MAMAKnowsBest,
 
Enjoy!
 

 
 
 
 

Transcription

00:08
Hi, I’m Arseniy Alikhanov

00:13
And this is Dusya

00:15
I work in Google’s Moscow Office, helping developers develop their apps, mostly videogames

00:20
“Can you name the main characteristic of successful app developers?”

00:23
I think it’s all about having a strategy

00:25
It allows them to make major decisions

00:28
And helps employees to understand where their company is going

00:33
Enjoy your meal

00:36
Come on, we’ll wait

00:38
We’re at home, and there’s no particular rush here

00:41
“How do you get high-quality users?”

00:43
Well, I won’t tell you about the other platforms

00:45
In Google Ads we’re currently beta testing the optimization products for the return of advertising investment

00:52
ROAS or Target ROAS

00:53
It shows quite encouraging results

00:57
I recommend you test it if you have the opportunity

01:00
And I hope it will soon be available publicly

01:03
In technical detail: you will need to integrate Firebase

01:06
If you still don’t have it

01:08
“What are the main mistakes that app and game developers make?”

01:12
One of the common mistakes is not testing new creatives

01:15
Creatives tend to burn out

01:16
And the market is quite saturated, so you need to develop new creatives

01:21
You need to test new concepts and new versions of existing creatives

01:24
Therefore it’s necessary to have new creatives, it is really important

01:29
“What advice would you give to developers who recently started app marketing?”

01:33
Where do I start…

01:33
Where do I start…

01:34
I’d recommend starting with data

01:36
Implement an analytics system, attribution provider…

01:38
View the main metrics such as CPI, LTV, Retention.

01:42
Check where your economy converges

01:44
Based on all this you can scale advertising companies

01:47
“What recommendations do you have for working with creatives?”

01:50
It’s pretty simple

01:51
The main thing is to have a lot of creatives

01:53
Different orientation, different length, different concepts

01:56
Don’t be afraid to experiment and see what works for you

01:59
“What are your thoughts on retargeting?”

02:02
Retargeting is a great tool, especially for non-gaming applications

02:06
Although videogames, especially the hardcore ones, are starting to use it more and more

02:09
Firebase… Oh-ho-ho. Firebase-Firebase

02:12
I think that’s it