Creative Optimization For User Acquisition 2023 And Beyond

Mapendo Team
August 24, 2022
Creative Optimization For User Acquisition 2023 And Beyond

Effective creatives are used in successful app install campaigns as a way to draw users in and increase conversions. In fact, one of the most important factors for campaign optimisation and driving up your user acquisition is to have a good creative.

But what makes a mobile app ad effective? The answer to this lies with creative optimization.  

What do we mean by creative optimization? 

As Adjust put it, creative optimization is often described as a test and learn strategy designed to enhance the user experience and maximize the user LTV.

In a nutshell, what happens is continuous testing of different creatives and ad formats, with the goal of determining which will be the top performers. These top performing creatives and ad formats will then be applied so as to achieve the user acquisition objectives of your app. 

Read on to find out what elements and strategies app advertisers experiment with to improve their creatives and ad formats:

How can UA Creatives be optimized?

1. Test different creatives

Of course it is not advised to rely on a single ad format when there are numerous ad networks, platforms, geos, and target audiences. Static images, video ads, banners, native ads, playable ads, and other ad formats should all be tested.

Periodically, ad networks release new ad formats. When new formats are introduced, you may want to consider testing them. The initial phase will have little competition. To get an edge over the competition, you can experiment and learn on small scales.

2. Test many variations of the creative

Test different creative aspects, art styles, messaging, text, durations. The following are 3 ways in which you can test variations of a creative: 

  1. A/B Testing: you can first run creative A/B testing.  Creative A/B testing is a randomized test in which two different subjects, which are two creatives in the context of app install campaigns, 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 achieving results in app install campaigns.

  1. Creative rotation: Secondly, you can produce a large number of creative variations and rotate them during the campaign. It is a practice that is used for app campaign optimization to avoid showing the same creative for an extended period of time.

  2. CTAs: Create ads with a specific call to action, targeted to one or more in-app events. With this, 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.

3. Localization

Localizing creatives entails more than just changing the wording. It needs to be cultured as well. Various nations respond differently. You must modify your creative strategy in accordance with how people in other nations respond to advertisements.

Advantages of creative optimization

Although time consuming, creative optimisation will always pay off as you succeed in determining what your app’s LTV users will respond best to. Some of the most notable advantages are:

  • Decrease of the Cost Per Install (CPI).
  • Scaling User Acquisition at CPI levels that are considerably lower.
  • Installs will be of a high quality (greater retention, engagement, and monetization).


Remember it is not a race, it may take some time to find the optimal creatives for your app, always persevere. Another thing to consider is due to creative fatigue, even top-performing creatives may eventually reach saturation. This is why continuously testing your creatives will lead to creative optimization and the biggest generations for your user acquisition.