Bidding for CPA is better than bidding for CPI. That’s how I always believed, and it repeatedly proved itself. Until this week. One of my partners has a lower CPA with a CPI-optimized campaign, and this has been going on for a few weeks now.
The identical campaigns deliver vastly better results in install optimization. 🤔
One can speculate many things as to why. And I couldn’t pin down any solid reason yet.
Speaking of bidding for CPA, one of the biggest -not talked about- phenomena is Google driving fraud traffic for the top of the funnel. Example: Install-optimized vs. Registration-optimized campaigns.
What sorcery is this 🧙🏻♂️
Speaking of fraud, I stumbled upon sound research byLunio, IAS &Scope3this week. There must be a way to hold these corporations more accountable. Yet to be discovered.
Source: Wasted Ad Spend Report 2024
If you are new here, hi 👋, this is Growth Therapist. I am a mobile marketing consultant. I’ve seen great apps and the ones that failed, and I will tell you the difference. Consider following me for more tips and wisdom on mobile marketing.
⚡Apps were once divided into two categories⚡: gaming and non-gaming. But times are changing. Last summer, consumer spending on gaming and non-gaming apps became equal, signalling the end of the othered “non-gaming” era.I see apps not as games vs. others but as monetization models because this is how channels optimize your campaigns.IAP-based: usually gamesSubscription-based: usually non-gamesAd revenue-based: both games and non-gamesAnd perhaps this is the beginning of subscriptions in games, as- Games are now becoming followers of non-games. – Users may prefer subscription over IAP as it is easier to see value vs. price.
Source:
AB testing: Prevalent, normalized, from marketing to product. Yet, no consumer is explicitly asked if they want to be a part of a psychological experiment at the expense of their money through the software they use. Good to keep it in mind when buying impulsively—the paradox of being a marketer and a consumer at the same time.
