AdQuantum is a efficiency advertising and marketing company based mostly in Cyprus that makes a speciality of serving to cellular apps develop their income and enterprise. Utilizing risk-free consumer acquisition options AdQuantum permits cellular manufacturers to satisfy their efficiency targets by attracting new paying customers.
We spoke to their Person Acquisition Supervisor, Andrey Kalita, who on this article scythes by the confusion and doubt surrounding advert community site visitors and units a transparent path to success.
Cellular in-app networks are nice steady site visitors sources, although usually underestimated by cellular entrepreneurs on the market. The most important networks require a higher funding than paid social channels and never each marketer is prepared to take these dangers. However, we at AdQuantum have many circumstances displaying that advert networks not solely repay, but in addition carry superior income when utilizing them correctly. I’ll debunk the 5 commonest myths about advert networks and make clear why it’s important to undoubtedly think about this advert channel to succeed along with your cellular recreation.
#1 You’ll be able to’t generate income from advert networks
When you suppose you possibly can’t generate income on advert networks, your opponents seize the prospect and earn typically much more cash than from paid social sources 😉
You probably have a high-quality recreation that performs effectively on different site visitors sources, then we strongly advocate a minimum of testing it on the biggest advert networks, corresponding to AppLovin and Unity Adverts. If the sport is profitable, then you’ll obtain a further quantity of site visitors and can be capable to multiply your revenue. Now we have many circumstances the place advert networks carried out in a extra steady approach than the largest paid social sources or Google Adverts.
#2 Unaesthetic advert creatives don’t carry out effectively
Are you accustomed to the state of affairs of when a artistic that has been labored out completely from the visible perspective doesn’t work and a artistic that was made rapidly, and maybe not very rigorously, immediately exhibits glorious outcomes? This certainly additionally occurs on advert networks.
For some app classes, it’s not at all times potential to search out high-quality property or create your personal, however don’t be afraid to experiment! Give choice to the final idea and the thought of the artistic itself slightly than to visible aesthetics.
After all, we don’t advise you to make creatives of very low high quality with pixel graphics or ugly property. Customers don’t like such creatives as metrics present. However nonetheless, do not forget that the form just isn’t as necessary as the thought behind it. Pay extra consideration to what precisely you wish to mirror within the advert and to not the way you wish to mirror it. Suppose extra about what mechanics and recreation parts to indicate that might be probably the most participating to your consumer.
#3 Advert networks are absolutely automated, it has no settings
This fantasy most likely appeared based mostly on three information. The primary one is the truth that the public sale on networks is extra linear than on social networks. Due to this fact, with the identical creatives and bids, you’ll goal the identical viewers typically, whereas in social networks the viewers always adjustments and your finest profiting bundle (GEO + marketing campaign optimization + advert artistic + viewers) can cease working in only a week, so it’s important to always modify your campaigns.
The second reality is that advert networks don’t have the choice of concentrating on by pursuits or lookalike audiences. And thirdly, there’s additionally no capacity to drive site visitors to a selected Tier of GEOs inside advert networks (apart from a couple of networks like Reddit, for example).
Thus, this fantasy didn’t seem out of skinny air. Nevertheless, that’s probably not true. Actually, advert networks have all the opposite settings most cellular advert platforms have. You’ll be able to study extra about how advert networks work in our article.
#4 If a marketing campaign performs effectively inside one community, it’ll work simply as effectively with the identical settings inside one other community
We at AdQuantum have at all times thought-about the foremost advert networks we work with as utterly totally different sources. There certain is info throughout the business that some networks let you use virtually similar marketing campaign settings from one other grid. Nevertheless, we favor to deal with every new supply as a novel entity.
A lot of networks have several types of optimizations, apart from CPI optimization. Thus, it’s unimaginable to switch settings from one other community normally. Let’s think about an instance: optimization for Retention Price in Unity Adverts is absent in AppLovin whereas AppLovin has Price per Buy marketing campaign optimization that ironSource or Unity Adverts don’t.
Other than optimization varieties, there are additionally variations in when precisely networks let you optimize your marketing campaign. As an illustration, Unity Adverts affords ROAS marketing campaign optimizations on day 7, whereas AppLovin permits you to take action on day 0, day 3, and day 7.
It also needs to be famous that totally different advert networks have totally different writer portfolios (the checklist of apps you’re marketed in). And if in some networks like ironSource or AppLovin, you possibly can see precisely which apps you might be marketed in, in a few of them like on Unity and Mintegral, the publishers are hidden behind encrypted designations. Due to this fact, your marketing campaign settings from these networks will likely be relevant solely to the networks themselves.
Moreover, there are additionally technical variations between varied networks, which may lastly put an finish to your hopes of transferring marketing campaign settings between totally different sources. For instance, on AppLovin you get an enormous variety of clicks with a CTR of as much as 45-50% in comparison with Unity Adverts the place the CTR fluctuates round 5-10%.
#5 Advert networks don’t require a person advert strategy for advert creatives. You should use what has already been on paid social site visitors sources
Only a few advert creatives that carried out nice on paid social channels carry out effectively on advert networks. There have been circumstances in our observe when creatives labored nice on some site visitors sources, however on the identical time, they didn’t carry out in any respect on advert networks. Advert networks are pickier when it comes to deceptive advertisements.
The primary distinction between advert networks and paid social sources on this sense lies in the price of site visitors on the preliminary stage of the advertising and marketing funnel. With a clickable deceptive artistic on paid social sources, you should purchase site visitors so cheaply that even with a low RRd1, you possibly can repay with a low CPI.
Advert networks have a restricted variety of creatives that you could launch at a time. For instance, AppLovin recommends you add 4 creatives per week whereas Unity Adverts asks you to add even fewer. Furthermore, there is no such thing as a A/B testing on advert networks. Due to this fact, we don’t advocate utilizing advert networks as platforms for testing creatives.
Right here’s our tip: check creatives on paid social sources or Google and use the best-performing ones for advert networks. By “best-performing” we imply the creatives with low cost CPI and excessive RRd1.
Be ready that not all artistic approaches that labored efficiently on paid social sources will work the identical approach on advert networks. Nevertheless, through the use of the abovementioned tip, you’ll decide probably the most acceptable creatives for advert networks quicker and simpler.
Summing up
We hope that now you’ve got fewer doubts about if you happen to can actually increase your app with advert networks and make revenue on them. In case you need some assist with advert networks or different advert platforms, AdQuantum is at all times there for you.
Edited by Iwan Morris
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