New feature in Google Ads

🚨 New feature in Google Ads🚨 I just saw this feature this morning (I am not completely sure if it's new but it is the first time I see this in my account at least) so here you go! 𝐆𝐨𝐨𝐠𝐥𝐞 𝐡𝐚𝐬 𝐢𝐧𝐭𝐫𝐨𝐝𝐮𝐜𝐞𝐝 𝐚 𝐟𝐞𝐚𝐭𝐮𝐫𝐞 𝐭𝐨 𝐚𝐝𝐝 𝐚 𝐯𝐨𝐢𝐜𝐞-𝐨𝐯𝐞𝐫 𝐭𝐨 𝐚𝐧𝐲 𝐯𝐢𝐝𝐞𝐨!Google is introducing more AI features gradually and after the introduction of the bumper ads few months ago, we have now the possibility of adding a voice-over in any video from our account or Youtube.As you can see in the screenshot, you just need to select a voice and then write the script that the voice will reproduce.To be honest, some voices are quite natural haha and you have multiple tones of voice. This can be a good feature to give a different approach to all these videos with only […]

David Vargas October 29

Journal

A good case with AEM in Meta Ads

Last week we had a good case with AEM in Meta Ads (check my last posts to see the whole story!) so I applied the strategy with a different app but in this case... the results were not successful.I am working with a client who recently launched an app. This means that they have NO presence at all in UK, which is the country that we are targeting in this test.This is VERY evident if you go to Revenue Cat and check the data (see screenshot). As you can see, we had zero activity in the country until October 16th, when we decided to launch the first campaign in Meta using AEM and focusing on free trials.If you count the trials from 16th to 20th, you will see 90 free trials in RevenueCat while if you go to AEM, I […]

David Vargas October 22

Journal

Comparing AEM vs SKAN vs Adjust’s own modeling

On my last post, I compared AEM vs SKAN vs Adjust's own modelling. There were many people reacting to it so thank you!One of the pieces of advice I got on the post was from Matej 🦩 Lancaric. Let me copy-paste the comment for you:"Add CPP to the AEM campaign and then benchmark against Appstore connect. Plus take 2-3 days to measure performance. Check your 8-14.10 dates on Friday and share the numbers. Should be closer"So... here I am again 😁😂 I couldn't get a CPP in these 2 days but luckily, the AEM campaign I shared is the only one I have for iOS in this moment so I can still look at the app referrer traffic in ASC and assume that all the installs and purchases that come from that source are generated by my campaign.I will share […]

David Vargas October 19

Journal

AEM models Installs & Registrations better than Adjust

Here is the last case I had with 𝐀𝐄𝐌 𝐌𝐞𝐭𝐚 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 for mobile gaming since Adjust sent the email about how they were expanding the coverage of AEM on October 9th (check my last post to see that).For some reason, this is the perfect example because one day before this email came, I started one AEM campaign based on purchases and using a 7D CTA window for this client (yes, this is a sweet coincidence that you are all taking advantage off😉) so let's see how the campaign has performed.During the first week of the campaign (08.10 to 14.10), I see the following data on AEM:👉331 installs👉288 signups👉69 total purchasesIf I look at Adjust dashboard (not SKAN), I see:👉178 installs👉171 signups👉20 total purchases If I look at SKAN (keeping in mind that we didn't receive all the postbacks yet), I […]

David Vargas October 16

Journal

How to Stop the Bleeding When the Algorithm F You Up?

𝐇𝐨𝐰 𝐭𝐨 𝐬𝐭𝐨𝐩 𝐭𝐡𝐞 𝐛𝐥𝐞𝐞𝐝𝐢𝐧𝐠 𝐰𝐡𝐞𝐧 𝐭𝐡𝐞 𝐚𝐥𝐠𝐨𝐫𝐢𝐭𝐡𝐦 𝐟𝐮*** 𝐲𝐨𝐮 𝐮𝐩? 😬 Today I will share a successful and insightful experiment that I have been running for a week with one of my clients.Let's start giving you some context:On September 9th, we started to see a HUGE DROP in organic installs that was affecting to our overall numbers. We didn't change anything in the campaigns, budgets (we were even spending more than the previous month) or the product but we were just having much less installs than usual and also less revenue.I started to analyze the organic performance and saw that from that day on, we started to lose a LOT of important keywords in the top 10. Then, I saw that AppTweak detected an algorithm change (screenshot 1) on September 14th (when all the keywords already dropped).Due to […]

David Vargas September 24

Journal

Video vs. Static Ads on Meta: Audience Behavior

I am back from my first break of the year! 😅 Batteries are renewed and I feel fresh to grind again so let's start again with this interesting case! If you follow Marcus Burke (you must!), you will like this one😉 Marcus has been consistently saying that in Meta, the type of creative (video or static) really affect the audience that the algorithm targets and today, I am just bringing the perfect example to illustrate this but with a small tweak to the theory about age groups: 𝐓𝐡𝐞 𝐨𝐥𝐝 𝐩𝐞𝐨𝐩𝐥𝐞, 𝐰𝐡𝐨 𝐚𝐩𝐩𝐚𝐫𝐞𝐧𝐭𝐥𝐲 𝐡𝐚𝐯𝐞 𝐡𝐢𝐠𝐡𝐞𝐫 𝐬𝐩𝐞𝐧𝐝𝐢𝐧𝐠 𝐩𝐨𝐰𝐞𝐫, 𝐚𝐫𝐞 𝐧𝐨𝐭 𝐚𝐥𝐰𝐚𝐲𝐬 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐟𝐨𝐫 𝐲𝐨𝐮𝐫 𝐚𝐩𝐩.The beauty of this industry is how things can change depending on the product that you work with. Nothing follows universal rules and that is why only the best professionals will stand out. Adapt or Die right?🙂This […]

David Vargas September 17

Journal

TikTok Ad Secrets: 📉 ADC vs. 🎨 Smart Creative

Morning! I have 2 cool cases that I've recently saw in 𝐓𝐢𝐤𝐓𝐨𝐤 𝐀𝐝𝐬 with iOS campaigns 😎🧪1st CaseWe have tested campaigns with and without Advanced Dedicated Campaign (aka the AEM tech from TikTok😅) and after 2 weeks, we have seen a 20% lower CPA (we're targeting upper funnel events in both campaigns) in the campaigns that are using ADC.I checked the modelled conversions and... there was not modelling at all haha so for some reason, the algorithm performs better when it has ADC enabled although it still relies on SKAN signals to optimize.2nd CaseWe have tested Smart Creative feature with 2 different campaigns with the same optimization goal: Purchases.The test was quite simple: We used Smart Ads in one campaign while the other only had manual ads.After 3 weeks of continuous optimizations in the manual ad groups (adding the winning […]

David Vargas August 27

Journal

🧪Real Experiment Case🧪

I think you guys are gonna love this 🧪𝐑𝐄𝐀𝐋 𝐄𝐗𝐏𝐄𝐑𝐈𝐌𝐄𝐍𝐓 𝐂𝐀𝐒𝐄🧪 simply because I can't be more transparent than this 😂Yesterday I saw one of the Growth Gems from Sylvain Gauchet on my TL and there was one slide that shocked me because I recently tested the hypothesis of that slide with one of my clients!I am posting the slide with the gem that Flippos Drogitis wrote so you can see the hypothesis in question. If you have been following me, you know that I love experimenting if I believe that experiments can help me to achieve the goals of my clients and as I mentioned, this specific hypothesis was something I tested in June with one of my most successful clients. With this client (a mobile game), we have a payback period of 8-9 months on average but we […]

David Vargas August 9

Journal

Be careful with Advanced Conversions in Snapchat Ads

First of all, let me explain you what AC is: Advanced Conversions is the Snap privacy-centric approach to digital advertising. It helps marketers meet their business objectives while respecting users’ ad tracking preferences via Apple’s ATT policy. This methodology employs a range of cryptographic techniques to measure aggregate conversion data, without tying off-platform activities (like installing an app or visiting a website) back to specific Snapchatters.Yes my friend, you are reading right: a fu*** black box again 😂This is basically what AEM from Meta or Advanced Dedicated Campaign from TikTok do but with another fancy name.There is just a small problem/difference with AC that I've been facing with one of my clients lastly: 𝐓𝐡𝐞 𝐇𝐔𝐆𝐄 𝐝𝐢𝐬𝐜𝐫𝐞𝐩𝐚𝐧𝐜𝐢𝐞𝐬 that you get compared to the MMP.If I look at the installs from last month, this is what I get:Snap AC: 4159 installsMMP (with […]

David Vargas August 2

Journal

You Need To Be VERY Patient with Google Ads

Today I want to share more real data (as usual!) about a case I had with a client in Google Ads. This client wanted to scale their UA efforts because we have drastically improved the metrics over the last months (I already posted about them in the past, so I will put the link to that post in the comment section to give you more context). Since we were already running the deepest campaigns on Google Ads (meaning tROAS and tCPA for purchases), we discussed the possibility of creating a proxy event that could gather the behavior of our whales on day 1 🐳🐳🐳 I know this kind of thing sounds well on paper but not in practice but in this specific case, it made sense because the whales had a very specific behavior during day 1 so we could […]

David Vargas August 1

Journal

🚨New Features in Meta AGAIN!🚨

It seems that Meta has been introducing many new changes to its platform lately. Last week, I showed you the ad fatigue warning and this week I saw two new updates. The first one is a new creative format called "FLEXIBLE" which allows you to mix videos and banners within the same asset item so the algorithm can decide the format for each user. You can add up to 10 creatives mixing different sizes and formats. I feel that this is the next step after the Advantage Creatives toggle (I think that was the name) that they previously had at the ad group level. This allowed you to upload creatives in the same way but you just had one creative item with ALL the assets within it. In this case, you can have multiple items with multiple assets within each […]

David Vargas June 21

Journal

Real Data rules, my friend! 😎

I recently read a post from a UA folk (sorry I don't remember who did that but if you do, tag him here!) who estimated the daily downloads you would need to generate to rank in higher positions within your category.If you follow me, you know that I am not a big fan of theories. I am a big fan of real experiments😀😀 And luckily... I got a project where I could exactly test that hypothesis!Let me present to you what happens in your category ranking when you spend almost 60,000 dollars and generate more than 54,000 installs on tCPI campaigns for one specific country in Google Ads 🤪 RESULT: The game passed from the top 150 to the top 2 in its category in just 2 days 😂 As you can see, the game quickly jumped after starting the […]

David Vargas June 17

David Vargas

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