Creative optimisation 101

Speaker 1 Once everything is in one place, you start spotting these patterns instantly. For example, this creative is performing slightly better in the US than the rest.

Speaker 1 Then we have different kinds of creatives broken down by a geo. So, you know, this one it does really well in the US, UK, and I would say even South Korea.

Speaker 1 This one, definitely doing well in Germany, and not the US that much.

Speaker 2 It's 4 a.m. and we're rolling the dice.
Plate drops, knowledge made of gold and ice. Felix with ads making those coins rise.
Jackup designs worlds chasing the sky.

Speaker 2 We're the two and a half gamers, the midnight crew. Talking UA adverts and game design too.
Mateish, Felix, Shaku, bringing the insight. We're rocking those vibes till the early daylight.

Speaker 2 Mate, you aim, has your eyes on the prize. Tracking data through the cyberspace skies.
Felix stacks colors like a wizard in disguise. Jackups craft our realms, lift us to the highs.

Speaker 2 Two and a half gamers talking smack. Slow hockey sick, got your back.
Ads are beautiful, they like the way. Click it fast, don't delay.
Uh-huh.

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Speaker 2 Uh-huh.

Speaker 1 Hello, hello, hello. Welcome.
This is Mateil Ancharic, and this is another solo episode. This time, we're doing things slightly differently.

Speaker 1 Today, I'm gonna talk about creatives and creative optimization because your creatives across every channel, finally in one place. Ever felt like your ad reporting looks a little bit messy? Oh, yeah.

Speaker 1 All the different dashboards, how you got meta dashboards, Google dashboards, TikTok dashboards, and somehow they never quite agree with each other.

Speaker 1 You can see different numbers in different places and don't even get me started on the creative naming conventions.

Speaker 1 So today, I'm gonna show you how App Star creative optimization tool brings all your creatives into one dashboard and why this is an actual and total superpower for UA managers like us.

Speaker 1 You know, as UA managers, we live in dashboards and I've been sending so many minutes in dashboards in each of the channels. But then the creative split across platforms is like trying

Speaker 1 to watch Avengers movies in the wrong order. I mean sure you can do it, but it doesn't really make that much sense.
So

Speaker 1 this

Speaker 1 is where the App Star comes in. It centralizes all the creatives across all the networks into one single dashboard.
You know, think of this as a command center for your ad strategy.

Speaker 1 And now we're going to look into the actual dashboard and how does it look like.

Speaker 1 Here's a peek how it works. So let's say we're running like some campaigns.
I log in and immediately I see all the creatives across all the different networks.

Speaker 1 I mean, we have the creative type by installs, but if I scroll down here, I have all, as I mentioned, all the creatives across different networks with all the numbers, campaign names, and all the different KPIs.

Speaker 1 Obviously, we don't only look at the installs, but we also look at the revenues.

Speaker 1 So we can customize the columns and go into the metrics because what I'm really interested in, obviously, ROS on day zero, ROS on day one, day three, day seven, and ideally also day 30 because we want to know how the creatives performance improves over time.

Speaker 1 Because that is very important. It's very important.
That's what we always care about. So,

Speaker 1 you know, we can see all the different creatives, the UGC stuff, we can see different gameplays and then everything else, like how they perform in the last seven days.

Speaker 1 What's interesting also is that we can actually change the creative type instead of looking into the video images and carousels. We can go and pick the actual creative and the creative name.

Speaker 1 So we can go and check the performance by day by day. And also, you know, as I mentioned, the CTRs installs in ROI, everything is here.
But here's the interesting stuff.

Speaker 1 I mentioned the naming conventions and all of the all of the fun stuff around like the mess of the creatives.

Speaker 1 So AppSer actually automatically groups creatives by what they are, not by whatever random file name we uploaded and used it.

Speaker 1 So this means if we run, let's say, this Uncle Ben video, it's kind of grouped by all the all the different UA channels that we used in the and also in the by creative name.

Speaker 1 And also all the different ankle band iterations that we have are going to be

Speaker 1 uh are going to be tied to this one so because it's it's also tied by a similarity so you can you know we can check the creative performance across different UH and on different metrics right so different UA channels and different campaigns so in this case this one is used on the TikTok we have others other creatives that are used across see

Speaker 1 different different campaigns and different UA channels but what is really interesting in in here is: well, besides the fact that we have tutorials in the right-hand side and right-hand corner, where we can also check

Speaker 1 what we can do with the dashboard, the ad fatigue usually hits hard and you know, quite important to measure. So, here's something that every UA manager has always felt.

Speaker 1 You know, like your best creative is slowly turning into the dead weight, and the app star actually

Speaker 1 attracts creative age and also that takes the creative fatigue. So, but what we what we should do to actually measure this and like how we can go about it.

Speaker 1 So, here in the grouping in the middle section, we have last seven days, two different creatives.

Speaker 1 We add the CTR in this case, and then obviously, we will also want to add the CPI metric in here as well.

Speaker 1 And what it does is it actually shows us the spend by the creative, the CTR by the creative, and the CPI by the creative.

Speaker 1 So, as soon as it loads, then we'll have three different tabs in here, right here.

Speaker 1 So, we see the Galactus video was kind of going up today it's not the full day but still we can see since the let's say august 30th the ctr is going down so if this trends continues and i'm gonna just check it in here if this trends continues that's the signal for us to be thinking about the creative refresh is this ad getting old yep time to refresh and uh you know

Speaker 1 you can clearly see it in here it kind of gets you the early warning as well so you don't really need to watch basically all the different channels.

Speaker 1 This is kind of, even though this was our best-performing creative back in the days, the clear sign of dropping the CTRs and then increasing the CPI means that we need to definitely refresh and think about what can be done in here.

Speaker 1 Besides the actual creative Fatigue and all of the different KPIs that we can check, we can group by different things: creative similarities, end cards, geos, channels, sources, and all the other stuff.

Speaker 1 So, if you go to Geo, then we can also check what kind of geos and the creatives are kind of working in a different geos.

Speaker 1 Anyway, so for example, you know, once everything is in one place, you start spoiling these patterns instantly. For example, this creative is performing slightly better in the US than the rest.

Speaker 1 Then we have different kinds of creatives broken down by a geo.

Speaker 1 So, you know, this one it does really well in the US, UK, and I would say even South Korea. This one definitely doing well in Germany and not the US that much.

Speaker 1 And then this one is only doing really well

Speaker 1 in the US, which is fine. But then we have also this one which is working way better in Israel rather than just US and UK.

Speaker 1 So you can then kind of spot this immediately because people prefer this type of ad in Germany and not in the US. And we can see that in seconds, which is amazing.
So let's kind of recap.

Speaker 1 A unified creative dashboard means one place where you can see all your creatives.

Speaker 1 No, she shared automatic grouping by content, not by the names, automatic grouping by like the similarity that we saw. Then it's like it's easy cross-network and geo-comparisons like we saw now.

Speaker 1 And this detections, you know, where you need to refresh the creatives. So basically, this means we can spot winning formats faster, adapt the strategy, upper region as well, and

Speaker 1 refresh creatives as soon as they tank.

Speaker 1 So for you, this means saving hours every week and making kind of data-backed decisions with uh without the kind of a headache right and if you want to try this dashboard for your own campaigns go for it and also show this to your creative team because they will definitely benefit from from this dashboard usually share this with my creative motion designers and the whole creative team so we don't really need to play this game why this

Speaker 1 creative doesn't work they can they can soil it by their own eyes in this dashboard. If you find this breakdown useful, give this video a thumbs up and subscribe.

Speaker 1 Share your comments in the comment section. And I get more deep dives coming, including how AI tagging reveals your winning creatives and way more.
Thank you very much.

Speaker 1 And remember, in UA, the data is your superpower, and this dashboard is definitely your ultimate power-up. We are going to talk about AI and the secret DNA of winning ads.

Speaker 1 Every UA manager asks the same question. Why did this creative work? Was it because of the humor? Is it the gameplay? Is it the voiceover?

Speaker 1 Or maybe it's just, you know, that pool breaking the fourth wall again.

Speaker 1 I will show you how AppSlire creative optimization tool uses AI tagging to break down your creatives into their DNA.

Speaker 1 You will see exactly what elements drive the performance, which creatives, which scenes, so all of it. Let's dig in.
Here's the thing.

Speaker 1 Most of us track installs, CTRs, IPMs, and obviously ROAS as well. But we rarely know why a creative work.
We need to be honest with ourselves.

Speaker 1 For example, you ran two ads, one is cinematic CGI trailer, one is very, you know, goofy UGC reaction or the street interviews, the UGC or the street interview ad wins. But do you know why?

Speaker 1 Was it because of the humor? Because of the shorter runtime? The fact that it showed gameplay in the first three seconds without tagging? We don't know. We are guessing.

Speaker 1 And guessing is not the great strategy, is it? So this is where the AI-powered tagging saves the day. And, you know, here's the MarvelSnap campaign in the dashboard.

Speaker 1 The system automatically tags the creatives. No more manual spreadsheets.
So, let me actually share the screen.

Speaker 1 So, here's the MarvelSnap campaign or the creatives that I have in all of the campaigns in the dashboard. So, the system automatically tags each creative.
No more spreadsheets and manual checking.

Speaker 1 So, check out all these examples. So, we have some pre pre-loaded tags with all the different things in here.
The AI is literally dissecting your ads frame by frame.

Speaker 1 So you can compare the performance by creative elements, scenes, and texts, not by file names, as we discussed. So let's look at the elements, for example.
Here we can try all of the different things.

Speaker 1 Okay. Let's try the actual power of the search and grouping in this case.
So now here's the magic. You can search and group the creatives by whatever you want, right? But the creative text.

Speaker 1 So let's say I want to know ads with Galactus. Did they perform better than that pool? Let's see.
So we have all the Galactus creatives with one clicks.

Speaker 1 Just filter by Galactus, and then suddenly I've got a clean view and list of every ad

Speaker 1 in this category. With obviously with all costs, IPM, CTRs,

Speaker 1 the ROS, the 7, or whatever

Speaker 1 KPI I want because it's fully customizable. now let's try actually

Speaker 1 videos with real people

Speaker 1 okay so all of the real people right here different things which is nice let's actually go one step further videos with ben broad because uh historically this worked really well ben brought only oh hello nice all the videos in the last seven days

Speaker 1 let's try last 30 days and see if the the videos with ben Broad actually are there. Oh, yeah.
All the video videos with Ben Broad, this is also with Ben are here. Nice.
Okay, this is pretty cool.

Speaker 1 Let's check out also the scenes and elements afterwards as well. So what do we have here? Scenes.
Let's try live scenes. Okay.
All the videos or like all the scenes with people

Speaker 1 in the actual situation. Awesome.
This is used in one creative. This one is used in four creatives out of 100.
This is in two.

Speaker 1 So you can see all the all the different KPIs, obviously. Then we can go to elements and let's try to find videos only with Spider-Man.
Oh, here you go. All the elements in here, Spider-Man cards.

Speaker 1 This is a video with Spider-Man as well inside. You can go to text as well and

Speaker 1 try to find different texts, right? It's right here. Uncle Ben, strategies, creative, whatever.
You can think of Carnage. Here we are.
Nice. Okay.

Speaker 1 But then what what are you going to do with this knowledge? Well, easy. You stop relying on gut feeling and start actually building creatives based on these patterns.

Speaker 1 So if your top three ads are, let's say, gameplay or fast paced, you tell your creative team that, you know, guys, like, let's make more of these.

Speaker 1 Or you have the Uncle Ben, which is which is working well. Or the Galactus with like how people react to the Galactus cards.
And, you know, you go and

Speaker 1 check this with your creative team. Tell them, let's make more of these Galactus reactions.

Speaker 1 Or you can flip it if your bottom performers are let's say static text heavy statics or we have two cards as text here yeah you know let's not make these anymore unless you're you want to waste your budget i mean it's it's up to you right it's almost like finding out explosions really do equal conversions who knew i mean drugs aside we can recap the the power of ai tagging because it's automatically also break down your creatives into the dna level tags you can filter and compare ads ads by tone, style, format, or concept or different scenes and elements.

Speaker 1 So you finally learn why your best ads work and why some fall as well. So what do you know, what works for you?

Speaker 1 It could be humor, it can be UGC, or even just the right voiceover style or captions for different texts.

Speaker 1 So if you want to see your own ad DNA, check out the creative optimization tool in your AppSlar dashboard. And don't forget to subscribe, like the video.

Speaker 1 Next up, up, we will look at how to tie creatives directly to your in-app events and draw us, which is very, very important. Remember,

Speaker 1 in UA sites are your x-ray vision with AI tagging, basically Professor X of ad strategy. What if I told you that? I'm going to talk about creative ROI and scaling across different networks.

Speaker 1 So here's the truth. Not all installs are created equally.
Some users install the game,

Speaker 1 they open once, and vanish. Others stick, span, and become your pairs or whales.

Speaker 1 So I will show you how Upslier creative optimization tool connects each and every creative, not just installs, but also retention and most importantly, ROI as well.

Speaker 1 All the in-app events you can think of. Let's use Marvel Snap ads to see why some of the players bring only installs and some of the players actually bring revenue.
So we have two ads.

Speaker 1 One ad brings 1000 installs and one ad brings 700 installs. But what we are looking at here, looking at the grid conversion rate or CTR, or just the install, just spend.
Well, there's more, obviously.

Speaker 1 Is the CPI really important?

Speaker 1 Maybe, maybe not. Most of the dashboards would say, okay, so we have a lower CPI in here,

Speaker 1 that should be the winner. But that's not the only thing that we care about, is it? Oh, it's not.
Because I want to always know what's the quality of the users on the creative level.

Speaker 1 So here we are looking at the EV level 18, we can have level

Speaker 1 whatever else, we can have level 13, level 18, obviously the number of purchases, what's the cost per action or the cost per purchase here, and most importantly, the ROI.

Speaker 1 Because, you know, we're looking at the long-term ROAS numbers rather than just installs. What if I told you that, right? But I mean, you're already looking at the creative level ROAS, right?

Speaker 1 So here's how the dashboard makes it super, super easy and very clear. I select in here multiple different KPIs because you can

Speaker 1 use different metrics. Obviously, you can have the ROAS 14 or in-app events, level 3, level 5, tutorial completion,

Speaker 1 level 15, whatever whatever else that you can you can track, also the different partner metrics, it doesn't matter.

Speaker 1 Let's just hit apply, and then you will have all of these inside your creative table. Yeah, amazing, right?

Speaker 1 So, the tool lets me slice it by any in-app events, as I mentioned, level fifteen, purchases, and even like any other milestones.

Speaker 1 So, you can actually judge creatives by what matters to the business, not just clicks or installs or conversion rate or the CPIs.

Speaker 1 The most most important part is the CPI needs to be lower than the LTV and that's how we measure the creative success. Again, what's happening here? Instead of

Speaker 1 chasing the cheap CPIs, you prioritize the creatives with high-value players, which also bridges the UA and the product teams. So imagine telling your designers, you know,

Speaker 1 this can

Speaker 1 creative and ad is getting installs, but actually Galactus right here is actually getting pairs. So let's make more of these.

Speaker 1 Suddenly, your creative strategy aligns with the lifetime value, not the vanity metrics like instas.

Speaker 1 Not that bad, right? But there's another question. How many hours do you waste every week pulling the creative reports for the team? Be honest.

Speaker 1 What if instead of just exporting all of these spreadsheets, you can actually spend time brainstorming and brainstorming the next winning creative.

Speaker 1 Well, look, you have all of I already started sharing this at the very beginning.

Speaker 1 Slayer helps you scale across also different networks and make you a a creative collaboration very smooth.

Speaker 1 So you don't really need to ask a lot of different questions, you just share the dashboards with your creative team. So

Speaker 1 let's say right now for Marvel Snipe we run only mostly Facebook, TikTok and Google. But next quarter I want to scale on Applevin or Moloc or whatever else.

Speaker 1 Normally that means new workflows and sometimes new headaches. But with App Slayer it's quite seamless.

Speaker 1 So the dashboard pulls all the new networks as soon as you integrate them in the integration section and matches them with the creative well the existing creatives in one unified view so no matter the challenge channel your creatives are tracking consistently which is future proof look here we have the facebook ads if we click on here go here facebook and tick tock at the moment here this one also it's running on facebook and tick tock so when i add up labin molloc or everything else then it's going to be another ui channel which says not loving or more.

Speaker 1 So, quite quite interesting. So, now the collaboration.
The UI managers and motion designers often live in the different universes, but with this creative gallery view, you can see the same thing.

Speaker 1 The actual thumbnails right here, performance metrics, and you can even play the ad right here in the dashboard. So,

Speaker 1 in a team meeting, instead of debating, and

Speaker 1 you can say, you know, here's the top top ad, which is the Galactus, and look at at the first five seconds. That's what's working.

Speaker 1 Let's do more of that. So no more endless requests for, like, hey, can you send me the performance by theme, by hook, whatever else? The data is actually live and it's always already in here.

Speaker 1 So let's recap.

Speaker 1 Scaling to new networks, zero extra hassle. Teams finally speak the same language with creatives and metrics side by side.

Speaker 1 You can see it all in the dashboard. So

Speaker 1 more time for brainstorming sessions. Also, instas are nice.
The retention and ROAS tell the real story. ROAS is all that matters.
AppSlider

Speaker 1 links creatives directly to in-app events, so you know which ad

Speaker 1 delivers the best quality players and which ads deliver the best ROAS. You don't always optimize for volume.
You always optimize for value, aka ROAS.

Speaker 1 So for Marvel Snipe, this means the UA and Creative teams can sit down, see the same insights and plan plan the next campaign together.

Speaker 1 If you're ready to teach the reporting hell and spend more time building winning ads, hit the link in the show notes, book the demo with Appsler.

Speaker 1 Don't forget, subscribe for more UA insights because in this business, collaboration is an optional. It's your competitive edge.
Thank you very much for listening. See you next time.
Bye-bye.