Unity Optimization Workflow

Optimization Workflow
This sharing aimed to show how Growth Ops team educates the clients
and optimizes the accounts. The local team have been working on an
optimization project in order to generate a comprehensive procedure of
growing the accounts, instead of simply answering the requests.
Best Practise / SOP

Good Results from Sysmetic Analysis
Dataverse03
❖ Publishing mutiple type of
games,, focusing on bingo, slots
and match-3 games.
❖ Multiple contacts, as different UA
teans work for different apps.
❖ Cautious with suggestions.
❖ Have visited the client twice this
year, alongwith close
communication every week.
❖ Started to offer systemic analysis
this quarter, seeing an obvious
increase on spend.
Best Practise
Best Practise
Sanity check
First educate the client to check if they are following the best practise.
Check list:
❏ Appropriate campaign structure
❏ Reasonable APP countries bids setting to let the algorithm
work
❏ Unnarrowing the targeting
❏ Sufficient budget/daily budget
❏ Post-install events validity
Next
Best Practise

T1/important GEO Static Creative A B C D E …...
separate
Retention Creative A B C D E
Return on spend Creative A B C D E
T2 GEOs aggerate Static Creative A B C D E
T3 GEOs aggerate Static Creative A B C D E
…...
Competitor Analysis

In advance, we could compare the client with the benchmark to check how competitors allocate
their budget.
Tool: (Internal) QBR Report / Demand Account Analysis
Slide 4: 1. Sanity check

Best Practise
❏ Reasonable APP countries bids setting to let the

algorithm work
Bid Source Bid WL/BL
One GEO Static $A +10%$A √
Base: >=1.1$A
Retention x Not recommended
Max: 2-3*$A
Return on
spend Max: 2-3*$A x Not recommended

Senity Check
❏ Sufficient budget/daily budget

Clients always ignore the shared daily budget package when they click “duplicate” to
create new campaigns, which will restrict the spending directly.
Game ID: 500094077

DT_600252_CWS_IOS_L
1_US_0903
Two install campaigns
shared one daily budget
pack. After recommending
them to separate the daily
budget, the spend tripled.

Optimization SOP
Optimization Sop 11
1.Scale the campaigns

Remove creatives with few starts & low CTR
Remove sources with few starts & low CTR
Low CTR
Add new creatives
Low CVR
Remove creatives with few starts & low IR
Low IR
Remove sources with few starts & low IR
Low Revamp store page
Impression
Increase CPI
Average CVR Increase budget
Expand targeting options

Increase max bid
Create Retention campaign
Lower ROAS Target

Create ROAS campaign
Increase max bid
*If CVR is 0, check MMP SDK integration and

MMP dashboard configuration.
Optimization Sop
How to increase CTR Game ID：500094077

Tool: (Internal) QBR Report / Demand Account Analysis Video Spend
16%
Back
Optimization Sop
How to offer a reasonable bid suggestion

Tool: (Internal) QBR Report / Demand Account Analysis
Optimization Sop
How to offer a reasonable bid suggestion

Tool: Audience Pinpointer (APP) Campaign Analysis
Game ID: 500014936

DT_600145_BJ_IOS_L9_JP_roas_201028
Increase the max bid to $42 with no change on ROAS goal, the volume scaled.
Optimization Sop 15
2.Increase the performance: Retention
Create Retention campaign Increase bids
Low Review Source Source Bidding

Retention
Blocklist / Allowlist
Remove creatives with low retention
(iOS) Integrate UA SDK
*If retention is 0, check MMP session postback

configuration.
Optimization Sop
Create retention campaigns to increase RR
Game ID: 500085867

DT_600198_VPS_GP_L3
_US_0802_retention
Increase the base bid and
max bid to scale the
retention campaign,
leading to a rise on
retention rate.
(Experiencing the events
issue after Oct 5th)
17
Optimization Sop
3.Increase the performance: ROAS
Decrease max bid
Create ROAS campaign Increase ROAS Target
Source Bidding
Review Source
Low
ROAS Blocklist / Allowlist
Remove creatives with low ROAS
(iOS) Integrate UA SDK
*If ROAS is 0, check MMP session postback

configuration.
Competitor Analysis
Use source bidding/WL to increase ROAS

Tool: Advertiser Position Report
(Internal) QBR Report / Demand Account Analysis
Competitor Analysis
Use source bidding/WL to increase ROAS
Game ID: 500064645

DT_600211_AOG_GP_L1_US_20210928
Offered the client with the top sources under similar categories of better ROAS. Users
acquired from source bidding reached higher ROAS than those from other sources.

Unity Optimization Workflow

Uploaded by

Unity Optimization Workflow

Uploaded by

Optimization Workflow

Best Practise / SOP

❏ Appropriate campaign structure

Return on spend Creative A B C D E

T2 GEOs aggerate Static Creative A B C D E

Return on spend Creative A B C D E

T3 GEOs aggerate Static Creative A B C D E

Return on spend Creative A B C D E

❏ Appropriate campaign structure

Slide 4: 1. Sanity check

❏ Reasonable APP countries bids setting to let the

Bid Source Bid WL/BL

One GEO Static $A +10%$A √

Slide 4: 1. Sanity check

❏ Sufficient budget/daily budget

Game ID: 500094077

Slide 4: 1. Sanity check

1.Scale the campaigns

Remove sources with few starts & low CTR

Low Revamp store page

Average CVR Increase budget

Expand targeting options

Create Retention campaign

Lower ROAS Target

Increase max bid

*If CVR is 0, check MMP SDK integration and

How to increase CTR Game ID：500094077

How to offer a reasonable bid suggestion

How to offer a reasonable bid suggestion

Game ID: 500014936

2.Increase the performance: Retention

Create Retention campaign Increase bids

Low Review Source Source Bidding

Remove creatives with low retention

(iOS) Integrate UA SDK

*If retention is 0, check MMP session postback

Create retention campaigns to increase RR

Game ID: 500085867

3.Increase the performance: ROAS

Decrease max bid

Create ROAS campaign Increase ROAS Target

Remove creatives with low ROAS

(iOS) Integrate UA SDK

*If ROAS is 0, check MMP session postback

Use source bidding/WL to increase ROAS

Use source bidding/WL to increase ROAS

Game ID: 500064645

You might also like