Creatives play for sure a big role in any paid user acquisition strategy but what really makes them effective to the eyes of users ? Design ? Format ? Copy ? These answers are all correct and the best way to optimize your ads performance is to test all these different dimensions through creative A/B testing, which is among the best practices to follow in order to run a successful app install campaign.
What Is Creative A/B Testing ?
Creative A/B testing, also referred to as creative split testing, is a randomized experimentation in which two different items, in this case two creatives, are shown to two different audience segments, control group and test group, at the same time. The goal is to identify which one is more effective in driving conversions in a mobile app campaign. You can choose multiple metrics to observe and analyze in order to evaluate performances. Some examples could be conversion rates, ad spend, ROAS, CPI, CPA and so on. By allocating the same budget to both campaigns, advertisers can assess the different performances over the same period of time and determine the best performing ad. You can even test multiple creatives at the same time and monitor their performance in real-time. Moreover, it is crucial to repeat numerous creative A/B testing iterations over time to come close to a clear understanding of which creatives attract users more than others and why.
Why Run Creative A/B Testing For Your App Campaign Optimization
Advertisers often make a lot of assumptions about what influences users’ behaviour and how to lead users to take specific action through targeted ads. Creative A/B testing gives advertisers real data to verify these assumptions and to act accordingly. Which of your ads are generating better results for your app install campaigns and why ? Creative A/B testing gives you the answers you need to make data-driven decisions and improve your performance. DSPs that run programmatic advertising campaigns use creative A/B testing to optimize their campaign towards their clients’ goals and KPIs. The main benefit of running creative A/B testing is that you can increase your app install campaign ROAS by showing to your target audience only the creatives that are more likely to drive both installs and post-install events.
In conclusion, instead of wasting your money on ads which don’t get the results you want, you should run creative A/B testing in order to allocate your budget on the best ads, improve your app install campaigns’ optimization and increase your ROAS.