Hello Partner,
A key to scaling on our platform is consistently testing a high volume of creatives. Our new Ads Manager makes this easier than ever with features like built-in end card creation, which automatically generates end cards from image assets, and a Media Library that lets you upload multiple assets at once.
This month, we’re sharing results from experiments showing that having a large number of creatives in your campaigns is essential for strong performance. As you’re adding new ads, you may be curious about where they appear - check out this short video for a preview of our games, including Candy Crush, Toon Blast, and Woodoku.
The More Ads the Better
Data shows that for AppLovin's models, campaigns with more ads and greater variety outperform campaigns with cherrypicked best performers.
A clothing brand on our platform illustrates the impact of adding creatives on performance. Over the course of 4 weeks, they were able to scale from $60k/week to $223k/week at the same ROAS as they consistently added more creatives to their campaign, from 20 to over 350.
We tested this with brands across meal delivery, supplements, and makeup categories. Each brand ran two campaigns with the same budgets and targets:
- Campaign 1 (All Ads): All available creatives (avg: 182; range: 65-340)
- Campaign 2 (Top Performers Only): Top 5-10 creatives manually chosen
In every case, the All Ads campaigns outperformed campaigns with a smaller set of “top winners” by 7-23%.
Our creative optimizer selects the best ad for each impression in real time. Many ads play a crucial supporting role in driving conversions, even if they aren’t the last clicked AppLovin ad that gets attribution credit. Pausing creatives—even those that appear on the surface to be lower performers—or cherrypicking top creatives limits the optimizer’s effectiveness.
We recommend that all advertisers add as many new creatives as possible to maximize campaign scale and performance.
When adding additional assets, please try to add longer videos. The top 5% of videos on AppLovin have an average length of 37.4 seconds. Advertisers should test videos of all lengths, especially 30+ seconds. For inspiration, check out our click here about AppLovin video strategies, which has been updated to include data on video length.
An exciting feature of our new Ads Manager is the ability to quickly create end cards from .png/.jpg/.gif files - just upload assets, select the ones you’d like to use for end cards, and a CTA is added automatically. Click here for more information.
Advertiser Highlights
Many thanks to Scott Kramer, VP of Growth at AS Beauty, for his interview on the Chew on This podcast about his AppLovin experience. Find the interview on YouTube, Apple Podcasts, or Spotify.
Scott Kramer at AS Beauty on diversifying channels
Scott leads growth for AS Beauty’s four portfolio brands, each of which generates eight- to nine-figure annual DTC revenue. In the podcast, Scott shares his approach to channel diversification, including testing creatives specific to each platform and using third party tools to measure performance.
Additional advertiser case studies:
- MaryRuth’s beats iROAS target by 49%
- Portland Leather boosts purchases by 70k+
- PROOF drives 25%+ of sales with AppLovin
- Spoonful of Comfort increases social prospecting scale by 2x
- The Foldie achieves 17% higher ROAS
Join Our Team
We’re looking for talented people to join our ecommerce business development team in AppLovin’s Palo Alto office - ideally, sharp media buyers. More information about the Manager-level role can be found here and Associate-level role here.
If you know someone who could be a good fit, please respond to this email letting me know!
Best,
Cathy Sun
VP of Ecommerce, AppLovin