Nailing your creative strategy can be the difference between strong profitability and loss-making campaigns. Whether you’re a seasoned pro or just starting out, these tips and best practices will turbocharge your creative game and catapult your user base to new heights.
1. Creative Length:
Think of creative length as your ad’s storytelling canvas. Longer videos, around 25-30 seconds, tend to shine in both rewarded videos and interstitials. For instance, a 30-second video for a city-building game could showcase the entire process from a barren land to a bustling metropolis, captivating players and driving downloads.
2. Creative Concepts:
Unlock the power of gameplay-focused creatives. For instance, if you’re promoting a fantasy RPG, feature epic battles and magical quests. Simultaneously, explore new concepts like intriguing characters or immersive mini-games. Imagine a teaser ad for a puzzle game that introduces quirky characters and brain-teasing challenges, leaving viewers curious and eager to dive in.
We have the flexibility to craft new creatives by tailoring them to a diverse range of player motivations. Understanding that people are drawn to mobile games and apps for various reasons, such as stress relief, time-passing, achievement, and social interaction.
We recommend experimenting with different motivations, including:
- Self-expression
- Social connection
- Progression
- Expertise
- Discovery
- Power
- Escapism
- Relaxation
3. Creative Orientation:
Adaptability is key. Design your creatives in both portrait and landscape orientations to cater to different app layouts. Run them side by side with the same end card to determine which orientation performs better for your audience.
4. Creative Types:
Kick off your user acquisition campaigns with videos paired with interactive end cards (IEC). Imagine a mobile racing game ad that not only showcases heart-pounding gameplay but also allows viewers to customize their dream cars right within the ad. Complement these videos with playable ads that offer users a taste of the action. For example, a sports game could let users play a penalty shootout before they even download the game.
Difference between IECs & Playable:
IECs are used primarily in video ad campaigns and are more static with limited interaction & comes at the end of the video.
Playable ads are interactive demos, providing users with a dynamic and immersive experience, making them particularly effective for mobile gaming ads.
5. Creative Testing:
Start with A/B testing of 4 major concepts. Let’s say you’re promoting a cooking game. Test ads that emphasize different aspects, such as time management challenges or exotic recipe creations. Once you identify a standout concept, refine it with small variations like introducing quirky kitchen helpers or challenging bonus rounds. Isolate the elements you’re testing and run them concurrently with competing creatives to uncover the winning formula.
Consider running these creative tests in separate testing campaigns optimized for installs. This allows for a thorough examination of each concept’s performance, ensuring that only the most effective creatives with the best CPIs are incorporated into the primary campaign.
7. Creative KPIs:
Your creative performance metrics are your compass for optimization. Pay close attention to these vital metrics:
- CTR: A High CTR signals engaging content, while a low CTR indicates disinterest.
- Conversion Rate (CVR): A strong CVR means your store content aligns with the ad, while a low CVR suggests a mismatch.
- Installs per Million (IPM): This combines CTR and CVR. Higher IPM indicates superior creative performance.
- Quality Metrics (e.g. retention, IAP): Quality users often come from authentic gameplay creatives, but they might have lower IPMs. Non-authentic creatives can boost IPMs but may attract lower-quality users. Striking the right balance requires continuous testing and refinement.
Your creative strategy is your secret weapon. By experimenting, analyzing, and innovating, you can unlock your creative’s full potential and elevate your mobile advertising game to the next level.
