Improving Creative Optimisation efficiency
Creative optimisation is a key factor for the success of your UA activity. In this article we will explore 3 strategies for better creative optimisation efficiency:
#1 Build and Test more variants
Having enough variants or creatives to test is essential to keep improving performance and uncovering and opportunities to optimise. The broad diversity of creatives you have will help you get the right insights to make informed decisions.
#2 Optimise according to performance data
Always use creative KPIs (Key Performance Indicators) to drive decision making. Some examples of KPIs that can help you with creative optimisation are:
Revenue (ARPU - ROAS - ARPDAU)
Engagement (TTE - ER - #E)
Conversions (CVR - IPM)
#3 Try both macro and micro iterations
Try many different concepts as that often results in a big impact on performance. Once you identify the top-performing concept, you can start iterating on the details and refining your creative (micro-iterations).
Testing features like the background, colour, and length can help optimise performance.