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11 Creative Tips for Effective CPE Campaigns - ironSource | Casual Connect Tel Aviv 2016

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While cost-per-install (CPI) may have dominated as the go-to metric for mobile marketers, we’re starting to see media buyers opting for more nuanced metrics like cost-per-engagement or CPE to measure the performance quality of their mobile campaigns. ironSource VP Media Oren Cohen covered the increasing importance of quality based metrics such as CPE, the advantages and disadvantages of the metric, and how to implement CPE in your app marketing campaigns. Learn more at www.ironsrc.com Follow us on Twitter @ironSource!

11 Creative Tips for Effective CPE Campaigns - ironSource | Casual Connect Tel Aviv 2016

1 of 23
11 Creative Tips for
Effective CPE Campaigns
Casual Connect TLV 2016 @ironSource
@ironSource
Media Pricing: Then and Now
1995
Netscape and Infoseek
first adopted CPM
1996
DoubleClick adopted CPM
as its standard pricing
1998
Goto.com pioneered
precursor to CPC pricing
model
2002
Google formally adopted
CPC pricing model
CPC has been the standard pricing
model for paid search ever since
Today
CPA Cost per action
CPE Cost per engagement
CPC Cost per click
oCPM Optimized Cost per impression
CPM Cost per thousand impressions
CPV Cost per completed view
All pricing options are translated into a single
metric on the publisher's side: eCPM
@ironSource
Effort required to optimize performance vs. efficiency risk
CPA
CPE
CPC
oCPM
CPM/CPV
Risk
Required optimization effort
CPA Cost per action
CPE Cost per engagement
CPC Cost per click
oCPM Optimized cost per impression
CPM Cost per thousand impressions
CPV Cost per completed view
Scale
@ironSource
Cost Per Engagement
Advertisers pay when a user engages or
interacts with an app or ad unit
@ironSource
Your Practical Guide to
Effective CPE Campaigns
@ironSource
Find your Engagement
by measuring Everything
How do you know what your E should be? Let the machine come to conclusion
1
Registered Reached level X Shared Wrote a review Watched RV Many more
...
@ironSource
Ad

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11 Creative Tips for Effective CPE Campaigns - ironSource | Casual Connect Tel Aviv 2016

  • 1. 11 Creative Tips for Effective CPE Campaigns Casual Connect TLV 2016 @ironSource
  • 2. @ironSource Media Pricing: Then and Now 1995 Netscape and Infoseek first adopted CPM 1996 DoubleClick adopted CPM as its standard pricing 1998 Goto.com pioneered precursor to CPC pricing model 2002 Google formally adopted CPC pricing model CPC has been the standard pricing model for paid search ever since Today CPA Cost per action CPE Cost per engagement CPC Cost per click oCPM Optimized Cost per impression CPM Cost per thousand impressions CPV Cost per completed view All pricing options are translated into a single metric on the publisher's side: eCPM
  • 3. @ironSource Effort required to optimize performance vs. efficiency risk CPA CPE CPC oCPM CPM/CPV Risk Required optimization effort CPA Cost per action CPE Cost per engagement CPC Cost per click oCPM Optimized cost per impression CPM Cost per thousand impressions CPV Cost per completed view Scale
  • 4. @ironSource Cost Per Engagement Advertisers pay when a user engages or interacts with an app or ad unit @ironSource
  • 5. Your Practical Guide to Effective CPE Campaigns @ironSource
  • 6. Find your Engagement by measuring Everything How do you know what your E should be? Let the machine come to conclusion 1 Registered Reached level X Shared Wrote a review Watched RV Many more ... @ironSource
  • 7. The right tool at the right time2 CPE during soft launch CPE during lower funnel conversions @ironSource
  • 8. The right tool at the right time2 The E - Gun IAPPlays a few levels A Bug @ironSource
  • 9. Match your call to action to your engagement3 Playable Ad featuring Fishdom Level 3 The E: Reach Fishdom Level 4 Ad App @ironSource
  • 10. Don’t assume you know your audience4 ? @ironSource
  • 11. Don’t assume you know your audience4 @ironSource
  • 12. Buy on impression to price your engagement5 $5 LTV $1 LTV $0.5 LTV Targeting feature @ironSource
  • 13. Constantly monitor Are your LTV predictions still on the right track? and fine tune your E Prediction Actual LTV Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day7 Day 8 Da9 Day 10 6 $1.5 $0.4 @ironSource
  • 14. Evaluate user quality Set the right price for the right user 7 @ironSource
  • 15. Evaluate user quality Set the right price for the right user 7 RV Users $ @ironSource
  • 16. Evaluate user quality Set the right price for the right user IAP Users $ $ $ 7 @ironSource
  • 17. 8 A CPE and incent love affair CPE Users Incent Users Combine the two to enjoy the best of both worlds: Low CPI (incent) and guaranteed ROI (CPE) USERS Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day7 Day 8 Da9 Day 10 $ $ $ @ironSource
  • 18. Don’t get stuck in a revenue-only mindset9 @ironSource
  • 19. 01 Put your E where Don’t let your engagement get lost in the noise you can see it
  • 20. 1 Go as granular 1 as you can Does your E behave similarly across devices / geos / gender / age? USA LTV $1 @ironSource
  • 21. 11 LTV $1.21 iPhone 7 35-44 LTV $1.25 LG G4 18-24 LTV $0.85 HTC 10 25-34 LTV $0.45 Samsung S3 25-34 LTV $ Samsu 35- $0.78 G G5 5-54 Go as granular as you can Does your E behave similarly across devices / geos / gender / age? @ironSource
  • 22. 11 1,000,000,000,000,000 Go as granular as you can Does your E behave similarly across devices / geos / gender / age? @ironSource
  • 23. Thank you Oren Cohen | VP Media | ironSource @ironSource