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Creative UA Strategies: Best Practices from Wooga - Elena Tsarkova, Wooga

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As presented in the Israel Mobile Summit 2019
http://www.israelmobilesummit.com

Published in: Technology
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Creative UA Strategies: Best Practices from Wooga - Elena Tsarkova, Wooga

  1. 1. CREATIVE UA: BEST PRACTICES FROM WOOGA
  2. 2. At Home in Berlin The Capital of Innovation in Europe 200 Employees 40+ Nationalities 37% of our workforce moved to Berlin in order to join Wooga
  3. 3. Social Games Wooga 1.0 2009 - 2011 Move to Mobile Wooga 2.0 2011 - 2013 Portfolio of Story Driven Casual Games Wooga 4.0 2018 onwards Discovering our strength Wooga 3.0 2014 - 2015 Wooga’s history is a lifetime of learning 2015-20172011-20142009-2011
  4. 4. From Berlin, Wooga’s Platform reaches the World Sales Distribution USA: 55% DE: 5% FR: 3% AUS: 2% UK: 5% CA: 4% JP: 8% Others: 18% Wooga games developed and managed from Berlin have truly global appeal
  5. 5. Part of PLAYTIKA family since 2018 +
  6. 6. June’s Journey growth 300% New Users
  7. 7. UA at Wooga
  8. 8. Networks
  9. 9. Facebook Targeting: Interests People who play casual mobile games Lookalikes People similar to people who play Wooga Games Custom Audiences People who play Wooga Games
  10. 10. App events
  11. 11. Example of matured game 2014 2015 2016 2017
  12. 12. Custom App Event optimization • UA, Product & Data Science work together to find a new app event we can optimize campaigns • Found uplift in Monetization after reaching level 21 • Level 21 is integrated to SDK/ or created as a custom event on FB directly • Launching campaigns with App Event optimization Level 21
  13. 13. 2x payers lookalike • Only UA, no need of Product & DS teams • Idea – to complement optimization towards standard & expensive App event “Purchase” • Less competition = potentially cheaper price, as not everyone is optimizing towards that goal
  14. 14. UA budgeting At Wooga, we always have 10% of our budget planned as a TEST budget
  15. 15. Question Can we produce creatives for a specific user segment in mind and improve performance?
  16. 16. Player Profiles
  17. 17. Methodology • Use survey lists of player profiles to build lookalike audiences • Produce videos for each segment • A/B test a segmentation video versus previous best performing video • Set Goals to determine success NOT on marketability, but rather on ROAS, retention, purchase behavior
  18. 18. Videos used in the test Segmentation TestBest performer vs .
  19. 19. Results ● Facebook’s metrics show that the previous top video outperformed new video driving more impressions, clicks, and installs. ● CTR/CVR and thus IPM is lower with the segmentation video (0.38%) compared to previous winning video (CTR 0.70%)
  20. 20. Results cont’d ● Detective Drives Higher ROI! Detective isn’t the main driver of volume and is more expensive, but users are very high quality players/payers because of strategic segmentation.
  21. 21. Question - Can we produce creatives for a specific user segment in mind and improve performance? Answer - Yes we can!
  22. 22. Does Ad Copy matter? “Ready? FIRE! Grab the latest bubble shooter now!”
  23. 23. Does Ad Copy matter? “Phew! Hard day? How about a puzzle to wind down with?” “Ready? FIRE! Grab the latest bubble shooter now!” CTR +48%
  24. 24. Think outside of the box!

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