A successful app install campaign makes use of effective creatives in order to attract users and drive conversions. But what makes ads effective and why ? In every best practice list about ad creatives you will find creative optimization as the secret behind creatives’ success.
There are many ways to optimize your creatives performance: first, you can run creative A/B testing in order to compare two or more ads’ performance; secondly, you can produce a large number of creative variations and rotate them during the campaign; then, another strategy for creative optimization is to create ads with a specific call to action, targeted to one or more in-app events. Indeed, creatives can encourage users not only to download an app, but also to directly engage with the app and generate some key in-app events such as registration, purchase or deposit.
There are advertisers who look for high-quality users and not just install volumes, and they can produce creatives with a call to action to generate revenues in-app. This is especially true for CPA campaigns, where the goal is to generate the key in-app event that drives revenues for advertisers and boosts their ROAS. If that’s the case, creative optimization with ads targeted to post-install events becomes a necessary condition for the campaign’s success.
What Is A Call-To-Action (CTA) And Why It Helps Creative Optimization
In marketing, a call-to-action refers to words or phrases in an ad that encourage consumers to take a specific action. Within the context of app campaigns and creative optimization, a call to action usually tries to make users download an app or generate in-app events, which lead to revenues for app developers and advertisers. Therefore, it is recommended to introduce ads and creatives with these kinds of call to action in your ad rotation. Also, it is possible to show these ads in time periods when it’s more likely that users will click on the ad, download the app and generate the desired in-app event.
Why is that so important ? Targeted creatives will help not only your creative optimization and overall creative performance, but they will also attract more high-LTV users, who generate in-app events, making you increase both your revenues and the ROAS of your app campaigns.
Last but not least, targeted ads are subject to the same rules as all other creatives. So it’s necessary to rotate different formats and variations of those creatives, to A/B test them and to include every analysis in a complete report in order to assess the performance and effectiveness of your creative optimization.