App Revenue Growth Podcast with Michael Stysin
Ep.15. Ad creatives for mobile apps. Manson Chen, ex-growth marketer at Calm & Cash App
Apr 17, 2023
Manson Chen, former growth marketer at Calm and Cash App, is now the founder of Parabolica agency. In this discussion, he reveals the secrets to successful ad creatives for mobile apps. Manson emphasizes the importance of testing dozens of ad creatives weekly to fine-tune performance. He shares insights on utilizing generative AI tools to enhance creativity and production efficiency. Additionally, he discusses the impact of Apple's tracking changes on ad strategies and how these lessons apply differently to subscription and FinTech apps.
20:22
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Quick takeaways
- Effective ad creatives for mobile apps rely on rigorous testing and analytics, creating up to 75 new ads weekly to optimize engagement.
- Navigating strict tracking regulations on iOS requires adaptive strategies, leveraging Android's capabilities to inform marketing decisions and performance predictions.
Deep dives
Creative Testing for Engagement
Effective marketing in mobile apps hinges on winning the attention game through creative testing. A consistent approach to testing was employed, with around 75 new ads being created weekly, driven by team capacity and Facebook advertising spend. This emphasis on quantity and experimentation allowed for discovering which elements resonate with users. Metrics such as cost per install and trial conversion rates were monitored to evaluate ad performance and adjust strategies accordingly.
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