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

Creator website

Episode guests

Manson Chen

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Episode notes

Podcast summary created with Snipd AI

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.

Intro

3min

Creative Testing Strategies for Mobile Ads

11min

Navigating Advertising Strategies for Subscription and FinTech Apps

2min

Cultural Influences on Creative Marketing Strategies

2min

Harnessing Generative AI for Effective Ad Creatives

3min

In this episode, we sit down with Manson Chen, ex-growth marketer at Calm and Cash App, and now founder of Parabolica agency, to discuss the secrets of successful ad creatives for mobile apps. Tune in as Manson shares his experience and specific tips on launching and testing ad creatives for mobile apps on channels like Facebook, Instagram and others. How can you make your app stand out in a crowded market? How can generative AI help you create effective ads? Check Manson's agency and connect: https://goparabolica.com/https://www.linkedin.com/in/manson-chen/ 0:00 Introduction 02:12 Analytics toolset and team structure to run ads at Calm 03:37 Creatives at Calm: how to win the attention game 04:39 Testing 50-75 ad creatives weekly & tracking cost per trial, trial to subscriber, CPI 07:09 Creative control elements: duration, size, sound, scrypt for creative experimentation 12:55 Creative rotation: cost per trial, LTV/CAC 14:13 What changed after Apple's ATT introduction. Leveraging Android platform. 16:30 Lessons from Cash App for fintech vertical 17:40 Channel mix and other tips from Cash App experience 20:00 should you dedicate your creatives to AI? 22:00 Stable Diffusion and other tools for text to video creative

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