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There are multiple things you should be thinking about when running User Acquisition campaigns for Hypercasual games:
Broad - These ad sets generally target entire countries or regions, and are typically split into female only and male only ad sets due to LTV spread by gender
Precise Interest - Target direct competitor apps and similar apps within the genre. Aim to layer on many interests (5-10) to reach a relatively broad audience
LAL - Utilize a seed audience of high valued users (high % of Ad Click or Ad Impressions, highly engaged users, highly retained users, etc..)
Placements - Serve all placements using placement optimization to maximize your delivery efficiency
Ads - Upload ads to serve all available placements
Most commonly, campaigns are structured by country or region, and by expected LTV.
Within each campaign we use multiple ad sets with varying targeting and optimization methods to drive the most value throughout the gaming lifecycle. Large investments generally go to Broad and Precise Interest Targeting at launch when low CPI and high volume is the main objective, and as we move into later phases of the gaming lifecycle (beginning week 2-4), we occasionally observe investments through LAL rising significantly.
Structure mentioned above is something that Facebook recommends for hypercasual games.
But, I've tested multiple targeting structures from interests to lookalikes, but eventually broad targeting for specific GEO outperformed everything else. Hypothesis was that lookalikes or interests will have higher CPI, but also higher LTV. But it wasnt true at all. LTV was the same with the CPI higher, so almost zero margins.
So again, I am writing it down because it was heavily tested by me and my clients, but when it comes down to best performing targeting - its always broad targeting without any interests or lookalikes.
Best practices for setting up campaign tiers based on eCPM's:
Hyper Casual creatives tends to be:
Things to keep in mind
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