definitelyhuman

I’m running a boostrapped B2C mobile app company, and don’t have access to experienced marketers in my network. I’ve been running some test ads to validate marketability, and have encouraging initial KPI’s, but I don’t know how to grow UA volume effectively, and how KPI’s will change as spend increases.

== Overview My current 4wk test on Google Ads App targeting the US yields: - 3.7% CTR - 21.2% CVR - 450k imp This gets my desired CPI, but does not spend the entire budget, so even though the KPI’s are encouraging, the bid is too low to get traction, and I can’t scale up. I see two immediate options: 1. Get better creative. This is actionable, and in progress 2. Bid higher. This is possible, but is gated by LTV

I’m new to this part of the game, and have tens of thousand in budget, and I want to make the most of it.

== How Do Ad Networks Operate? - At their core, are networks CPM based? Then CPC and CPI become hedging options so the customer only pays for what they want, but the network adjusts impressions based on the statistical performance of ads to decide if the bid is likely to yield a payout. - a CPC bid is then gives a CPM bid based on CTR - CPI gives a CPM bid based on CTR & CVR

== Strategy questions for more conversions for less spend - Use CPM once I am confident in the CTR & CVR of certain creative? - Bid higher on new campaigns to warm up the network stats, then decrease the bid to reduce cost, but maintain the benefit of effective KPI’s? - Campaigns must saturate and get less effective over time, is there an active part I can take to manage this, or let the network tail off? - Do different networks need different strategies? - Google App campaigns only have CPI, can driving installs from a display campaign be effective? - A universe of other strategies & tactics must also exist - what’s yours?

Any insights in this area would be greatly appreciated!