![]() ![]() It looks for users likely to make more than one purchase and will attribute all purchases made by that user back to the campaign within a 7-day window. However, if User A went on to make any additional purchases, they would not be factored into the total Cost Per Purchase and ROAS for that campaign.ĪEO every optimizes and measures based on multiple purchase events per user. This unique purchase is reported and factored into the total Cost Per Purchase and ROAS for that campaign. User A goes on to make only one purchase, signing up for their utility service. This solution is best suited for app monetization models that rely on a single purchase event and for whom multiple purchases in a short window are not relevant.įor example, say a Utility App runs an AEO once campaign and acquires User A. Besides their event count settings, the two solutions share basic product structures and best practices.ĪEO once optimizes and measures based on a single purchase event per user, so it looks for users likely to make at least a single purchase, and will only attribute the unique purchase (first purchase) of that user back to the campaign even if a user goes on to make more than one purchase. There are two AEO solutions that differ in the way they optimize and measure purchase event conversions, AEO once and AEO every (only available for Android). The daily ad group budget for a deep-funnel purchase event should be greater than or equal to (>/=) 10 times event bid (or historical CPA for no bid).įor shallow and mid-funnel events such as Login, View Content, etc., the daily ad group budget should be greater than or equal to 20 times the event bid (or historical CPA for no bid). Sufficient ad group budget and event bid: When using Cost Cap bidding, please set your bid according to the historical CPA for that event. The best practice is to update creatives every several days. ![]() Monitor performance to refresh creatives if performance degrades. Do not use the same creative across ad groups. ![]() Create ads that look like organic TikToks, and lead with user-generated content. High-quality creative: Having engaging and entertaining ads go a long way toward achieving a successful AEO campaign. These withheld conversions will be reported as Null Conversions by SKAdNetwork and will skew accurate AEO campaign performance on TikTok. Failing to reach this install volume may result in SKAdNetwork withholding conversion data, and preventing TikTok AEO campaigns from being correctly measured. It is important to monitor AEO campaign performance to ensure that each AEO campaign of this type returns at least 90 daily app installs. Apple's Privacy Threshold: Serving AEO campaigns to iOS 14 (and above) users requires SKAdNetwork, which enforces Apple's Privacy Threshold. To target iOS 14 (and above) users, advertisers must create a Dedicated Campaign, which has unique configuration requirements and best practices to keep in mind. Understanding Dedicated Campaigns: TikTok created Dedicated Campaigns to work with Apple's SKAdNetwork. It is important to have patience and allow an AEO campaign to run for some days before making significant changes to the bid/budget/creative. Although events will become available for optimization once 1 event conversion is reported, each campaign may take a little more time to warm up and reach its potential. The Learning Phase: When a new campaign is launched, AEO takes time to ingest sufficient data signals from users taking the action for which an advertiser wishes to optimize. Similarly, a gaming app can select Achieve Level to target users who are likely to reach a level that the advertiser has deemed valuable. TikTok will use data insights to serve the ad to users who fit the target criteria and show a propensity to purchase. By introducing AEO into their user acquisition strategy, this app can set Purchase as the key event they would like to optimize for in a campaign. App Event Optimization (AEO) provides the power to do just that, all while controlling costs.įor example, A travel app has a high install volume but low customer LTV. This change means finding new users who will not only install but go on to trigger specific, valuable in-app events, such as Purchase, subscribe, Achieve Level, etc. As the global app market matures, marketers are having to think beyond the install event to maximize user Life Time Value (LTV) and ROI. ![]()
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