Brutally Honest #111 by Matej Lancaric
No 💩 BS newsletter with useful stuff about UA in the post IDFA world
Hey, FAM! What’s up?
🥃 Drink talk
Alright alright! No more Supercell articles … At least for a while
🦩Tip of the week
Google Ads activities? What, when, and how (much)? Think 70% IAP vs. 30% Ads
Let's start with the overall campaign structure for Android:
US tROAS ($500-2500/day)
3-5 ad groups with different creative concepts
T1(DE, UK, AU, CA) tROAS ($500-1500/day)
3-5 ad groups with different creative concepts
ROW tROAS ($250-1000/day)
2-4 ad groups with different creative concepts
if you spend $1000+/day then use 5 ad groups. It should be a mix of different angles (gameplay, UGC, 3D, altered gameplay, upgrades, whatever else..). Check the creative framework below:
try also different lengths (30-60 seconds)
Go for tROAS campaigns. tCPA Purchase campaigns are always performing worse than tROAS. Event campaigns = tCPA with engagement events as well. I would not spend time trying to optimize these. Retention is usually a bit better, but ROAS not!
Ideally, your Google account can prep a data studio creative report for you, where you have all the creative-level data. If not, removing low-performance assets is a good approach. I also try to look at ad group-level ROAS to make a decision what to pause or replace.
💀 Dr. Doom is not amused
One of my industry friends amused me with his direct and honest TL;DRs, so we agreed to share it here, too! My friend remains anonymous as Dr.Doom!
"Another greenhorn from my "how to destroy a goodwill of a community in 48 hours" class failed his test today. Not only did Sony wiped out the amazing rating of a Helldivers 2 in 48 hours, 250K negative reviews, duh, by forcing players to register even if they don't own a Playstation. Now Sony backtracked against a game that uses "spreading managed democracy" as a meme! I guess someone's ass is going to get liberated at Sony after this fiasco 😅" - Sincerely, Doom (https://www.pcgamer.com/games/third-person-shooter/sony-backs-down-on-demand-that-helldivers-2-players-log-into-a-psn-account/)
🎉 “Ha-ha” moment
Because life is too short to be serious.
🎮 two & a half gamers - Supercent hybrid casual story
Using Gucci, Domino's Pizza, Nike or TEMU to decrease CPIs? Supercent is growing monthly to $6 Million in Revenue/month based on Sensor Tower data with interesting tactics.
They took My Perfect Hotel by SayGames and iterated it, making millions with each iteration.
Games like Outlets Rush and Pizza Ready can earn close to 9 million per month combined, indicating a significant investment in user acquisition. IMHO, spending around 7-8mil monthly with 10-20% profit margins at least!
Supercent Pizza Ready and Outlets Rush heavily rely on ad revenue, with IAP revenue being a low percentage as of now. Still, there is potential for further expansion & innovation, and Supercent is on the right track.
Tune in:
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🦄 Diary of a Dancing Unicorn
Today was a good day.
Hey hey! Are you still doing UA stuff?
Yep, that’s my main job, if that’s what you are asking. What’s up?
Great, we would like to restart our cooperation and work together again.
Cool, let’s do it.
Alright, might need it in a month, but let me circle back with our UA lead.
Nice, looking forward. Really enjoyed working with you last time.
Yeah, same here!
Today was a good day.
🤺 Quote of the week
“The sword creatives you made are still #1 on many places!” - Fredrik, discord DM
From hyper casual to hybrid casual story!
🧞 Level up yourself
I launched a YouTube Channel. I'm putting a ton of energy into creating valuable content that I think you'll like. Check out the latest stuff, and give me a like and subscribe.
👾 Gaming blast from the past
Do you remember this game? What did you play when you were young?
This is literally my childhood!
🥦 Before you go
Ask Matej AI a question. It’s actually quite good!
🍿 Fun starts here
We are opening up a Slack channel for everybody. It is the most inclusive slack for all of the gaming industry. Female, male, non-binary, juniors, mid-level, seniors, vendors, developers = EVERYBODY! We are waiting for you ♥️
Feel free to join here!
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Take care, everyone! See you next Monday!
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