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11 Creative Tips forEffective CPE Campaigns
Casual Connect TLV 2016 @ironSource
@ironSource
Media Pricing: Then and Now
1995Netscape and Infoseek first adopted CPM
1996DoubleClick adopted CPM as its standard pricing
1998Goto.com pioneered precursor to CPC pricing model
2002Google formally adopted CPC pricing model
CPC has been the standard pricing model for paid search ever since
Today
CPA Cost per action
CPE Cost per engagement
CPC Cost per click
oCPM Optimized Cost per impression
CPM Cost per thousand impressions
CPV Cost per completed view
All pricing options are translated into a single metric on the publisher's side: eCPM
@ironSource
Effort required to optimize performance vs. efficiency risk
CPA
CPE
CPC
oCPMCPM/CPV
Ris
k
Required optimization effort
CPA Cost per action
CPE Cost per engagement
CPC Cost per click
oCPM Optimized cost per impression
CPM Cost per thousand impressions
CPV Cost per completed view
Scale
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Cost Per EngagementAdvertisers pay when a user engages or
interacts with an app or ad unit
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Your Practical Guide toEffective CPE Campaigns
@ironSource
Find your Engagementby measuring EverythingHow do you know what your E should be? Let the machine come to conclusion
1
Registered Reached level X Shared Wrote a review Watched RV Many more...
...
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The right toolat the right time
2
CPE during soft launch
CPE during lower funnel conversions
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The right toolat the right time
2
The E - Gun IAPPlays a few levels A Bug
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Match your call to actionto your engagement3
Playable Ad featuring Fishdom Level 3 The E: Reach Fishdom Level 4
Ad App
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Don’t assume you know your audience4
?
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Don’t assume you know your audience4
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Buy on impression toprice your engagement5
$5 LTV $1 LTV $0.5 LTV
Targeting feature
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Constantly monitor
Are your LTV predictions still on the right track?
and fine tune your E
Prediction
Actual
LT
V
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day7 Day 8 Da9 Day 10
6$1.5
$0.4
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Evaluate user qualitySet the right price for the right user7
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Evaluate user qualitySet the right price for the right user7
RV Users$
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Evaluate user qualitySet the right price for the right user
IAP Users$ $ $
7
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8 A CPE and incent love affair
CPE Users
Incent Users
Combine the two to enjoy the best of both worlds: Low CPI (incent) and guaranteed ROI (CPE)U
SE
RS
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day7 Day 8 Da9 Day 10
$ $ $
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Don’t get stuck in arevenue-only mindset9
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01 Put your E where
Don’t let your engagement get lost in the noise
you can see it
1 Go as granular1 as you canDoes your E behave similarly across devices / geos / gender / age?
USA
LTV $1
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11
LTV $1.21
iPhone 7
35-44
LTV $1.25
LG G4
18-24
LTV $0.85
HTC 10
25-34
LTV $0.45
Samsung S3
25-34
LTV $0.78
Samsung S3
35-54
LTV $0.78
LG G5
45-54
Go as granularas you canDoes your E behave similarly across devices / geos / gender / age?
@ironSource
11
1,000,000,000,000,000
Go as granularas you canDoes your E behave similarly across devices / geos / gender / age?
@ironSource
Thank youOren Cohen | VP Media | ironSource
@ironSource