Glu Mobile’s’ Design Home app Increases ROAS By 70% with Consumer Acquisition’s Creative Marketplace
Glu, a leading global developer of 3D freemium mobile games, hired Consumer Acquisition to assist in developing new and innovative creative concepts for effective Facebook & Instagrams Ads to gain worldwide mass distribution of their new interior design game Design Home. Leveraging Consumer Acquisition’s Creative Marketplace platform, Design Home was able to increase its ROAS by 70% on a 7-figure spend.
Consumer Acquisition, a Facebook & Instagram partner and the only end-to-end user acquisition solution, designed the Creative Marketplace to assist Advertisers like Glu produce and test effective Facebook creatives at scale. The Creative Marketplace, which recently became available to all Facebook Advertisers, offers access to a global network of experienced designers and video editors specialized in Facebook advertising, and it’s based on a pay-per-performance model.
Glu was one the first advertisers to experience the benefits of the Creative Marketplace. To get started in the Marketplace, creative briefs were provided detailing Design Home’s target market, creative testing history and available assets. Once the creative brief was live, designers and video editors worked up over 40 video concepts for Design Home to review and test. As a result of this aggressive creative testing, our team was able to find several winning concepts.
Early concept testing was started with some assumptions and not a lot of data, so early ads were naturally some of the lowest performing. Empty rooms were shown side-by-side decorated rooms, emojis, and hands were included to make the ads eye-catching. None of these ads performed well, see some examples below.
Once the winning concept was identified, our team submitted new briefs requesting variations of (the winning videos) of this concept. Variation requests included changes in video length, scene order, image selection, copy, banner color, calls to action, text color, font treatment, and many more. Through the Marketplace, over 150 variations were tested to find new combinations that would allow Design Home to scale and radically increase their ROAS and sustain high spend.
As with Design Home, high-performing advertising campaigns on Facebook require a considerable investment in creative development, and choosing the right visuals offer advertisers the best chance at achieving campaign performance goals. Only 5% of ad creatives are effective at converting installs to meet advertiser’s financial objectives, and often times it’s hard requiring a lot of testing to get to a winning combination. Advertisers must constantly test high volume of ad creatives to drive optimal campaign performance.
Consumer Acquisition’s Pay-for-Performance Creative Marketplace empowers Facebook and Instagram advertisers to fight creative fatigue with scaled creative production and innovation. Advertisers can rapidly deploy and test new ad concepts enabling quick identification of high performing creatives that drive user acquisition and revenue growth.