The holiday season is an excellent opportunity to increase traffic as users spend more time on their phones. There are a few things you can do to make the most of this. Keeping with the Christmas spirit of giving, the ironSource Growth Strategy team shares their top recommendations to help you scale your UA and monetization. As always, we picked out the most important things from their article.
Take advantage of ad networks
During the holiday season, using promotional auctions is a must. Assigning bids creates an environment that encourages competition for you. This, in turn, allows you to increase your CPM and get increased revenue from your game’s advertising inventory.
Add brands to your monetization strategy
Brands are very active in marketing during this period. They are keen to take advantage of rising consumer spending and pay an increased price per 1,000 impressions to reach a gaming audience.
Add a couple of instances with a high CPM. This will help you increase competition for impressions and lead to more revenue.
You may have blocked certain advertisers from showing ads in your
Due to competition, you may have blocked certain advertisers from showing ads in your apps. But, the spike in ad revenue may cause you to risk losing users to your competitors’ games. This will be a plus for you.
Block competitors that bring in low ad revenue while causing high user churn in your game. Ad Quality by ironSource, where you can see churn yield – the ad revenue earned per churned user.
How to scale UA during the holiday season
The Christmas period is a lucrative one for increasing installations. To get the most out of it, do the following:
1. Make sure you are active in your most effective markets.
During this period, users have free time to work, study, so they are more willing to download and use apps/games. So aim to scale your UA activity in the most influential markets — the US, UK, Denmark, France, Japan, and China. Check the data and relevance of these countries.
2. Automate your UA activity.
Return on ad spend (ROAS) is a marketing metric that measures the amount of revenue earned for every dollar spent on advertising. By adding your UA campaigns to ROAS, you can save time to focus on other activities; creating ads, optimizing your budget.
Optimize your ads
Make sure you test new creative options and use them most effectively. Test different Christmas-themed ad creatives to see if they increase IPM and decrease CPI.
You should look at key performance indicators such as IPM, completion rate, engagement rate, and CTR.