Lorenzo Rossi

In this era of tracking limitations and privacy concerns, a comprehensive approach to data analysis is crucial. Leveraging Mobile Measurement Partners (MMP) to track available metrics is the essential starting point. However, it's equally crucial to check data from diverse sources like advertising platforms, Appstore, Google Play Store, internal databases, and product insights. This multifaceted approach enables a thorough examination of the entire funnel conversion. The abundance of data plays a key role in fine-tuning advertising and creative strategies, along with optimizing game monetization strategies.

Starting with Facebook offers a strategic entry point, leveraging its expansive audience for comprehensive ad testing, and gathering insights into CPC, CTR, and CPI metrics. TikTok is increasingly pivotal for reaching younger demographics. Google, with its vast user base, provides another robust channel. For more substantial budgets, exploring platforms like Unity or DSPs (Moloco, Applovin, Vungle, etc) holds considerable potential, although this may entail a 4 to 6-week learning phase incurring added expenses. It's crucial to harmonize platform choices with budget constraints, steering clear of excessive fragmentation that could impede algorithm optimization, particularly in campaigns focused on maximizing return on investment (ROI)

Designing ad creatives for gaming requires a nuanced approach, ensuring they resonate with the target audience, and in this dynamic field, testing tons of ads is essential. Utilizing AI facilitates extensive testing, experimenting with diverse characters, voiceovers, and message-feature combinations to identify the most effective creative. User-Generated Content (UGC) also holds significance, especially on platforms like TikTok and Snapchat. However, tailoring ads for specific platforms is crucial, recognizing the unique characteristics and user behaviors on each. Success lies in a continuous process of testing, refining, and adapting creatives for optimal engagement and conversion.

Selecting the right target audience is crucial and depends on your game's genre. For example, a match-3 game may attract women aged 45+, while an incremental game may appeal to a younger audience. Football or racing games typically target a male demographic. Analyze the app usage and see how different age/gender groups use it. It's essential to tailor ads to each specific target audience, ensuring effective communication and engagement. Exploring additional target audiences is also key for discovering untapped markets. However, it's important to balance budget allocation based on the returns from each segment, optimizing targeting and maximizing potential revenue streams

Choosing advertising goals is critical and depends mainly on your app or game's monetization model. For in-app purchases (IAP)-focused games, the primary aim is to maximize Return on Ad Spend (ROAS), optimizing the campaign to generate the highest revenue from in-app purchases. Conversely, games monetizing with ads prioritize acquiring installs at the lowest Cost Per Install (CPI) to build a substantial user base. In-app event campaigns target specific user actions, ideal for acquiring paying users. Additionally, retargeting efforts re-engage users who've interacted with the app. Aligning advertising goals with your game's monetization strategy is crucial for a successful online advertising campaign.

It's crucial to select the right users when requesting in-app reviews and ratings. The ideal users are those who have already tried the main features of the app and are satisfied with it. Some general rules to follow: - Target Satisfied Users, prioritizing users who have demonstrated satisfaction with the app. Analyze in-app behaviors, such as completing a purchase or regularly using features. - Avoid asking for reviews immediately after users experience issues or errors. Give them time to engage positively with the app before requesting feedback. - Target users advanced or premium users, who are actively engaged with the app. Their positive experiences are more likely to result in favorable reviews.