But in order to prove the point let us dive deeper into one specific campaign. Below we try to analyse one Android campaign that was targeting French users.
As you can see in the following graphs, campaign costs decrease from October to November, meaning that old creatives were getting fatigued during time and new creatives gave performance an incredible boost.
Costs decreased while the campaign was scaled during November 2020. The great performance of the new creatives decreased overall costs for the campaign, CPI (cost per install), CPR (Cost per registration) and CPP (cost per in app purchase) for example, while spend increased 48%.
So we did not only manage to improve important metrics, but also scale the campaign thanks to good performing creatives that we put together as a team. From briefing creatives, to knowing how to make the most of the videos, eg. having the right message communicated in the right adgroup.
Another important KPI that we use is Day-7 Net Revenue Confirmed ROAS, which also increased significantly. With this KPI we basically try to understand which install cohort converts from free trial to paying subscribers within 7 days.
Not only did the ROAS increase for this campaign, it also increased overall, at account level. It is clear that a constant creative rotation is extremely helpful to give your
Google App campaigns a boost. But we wanted to understand what else could have led to this performance increase. Of course there is not always a scientific explanation possible but we believe that Google boosts video creatives that have a good view rate (many people watch your video ad for a long period of time) or engagement rate (they also interact with it, eg. click on it and convert by downloading your app). The very first signal Google receives is certainly if a user watches your ad – so we developed creatives
that could be able to catch the attention of the user at the very first moment – not by making our ads loud or noisy – but by creating interest..
People want to see what happens next in the video, even if they are only 15 seconds long and if the video creatives are engaging and appealing, there will be a higher possibility of your Google App campaign being a total success. In our videos we made use of a progress bar that marked the percentage of concentration and development of our skills. Our idea was to communicate to users that they would be able to improve their mental skills and develop new ones thanks to the Neuronation Brain Training App.
Our method may be simple, but it is also effective, plus our motion designers come from good backgrounds and know the app very well, so they can adapt creatives to its needs and design. Once we get a good amount of data we assess the creative’s performance and either pause it or create new versions of it variating the video copy, including CTAs or complete other A/B tests.