Strategic and operational approach. Learnings taken from Huuuge Games campaigns. Which best practices I saw especially important, which ones can be skipped? Presentation delivered by Itay Milstein, Head of Growth from Huuuge Games at 8th edition of GameCamp (www.GameCamp.io).

1. Google Ads:
Profitability in Scale
Itay Milstein | Head of Growth & Search

2. Agenda
● Huuuge Games Marketing Intro
● Google Ads as a Top UA Channel
● UAC Best Practices - Learnings Taken From Huuuge
● Year over Year - Google Ads Performance: Challenges & Solutions

3. Our structure
Marketing
User Acquisition (UA) Retargeting Branding ASOGrowth

4. Portfolio of games & genres
Social Casino
Match 3
Coffee Break Games
And many more to come in 2020...

5. Reaching our target audience anywhere, anytime
SEARCH SOCIAL NETWORKS RETARGETING

6. 6
Google Ads
One of our strongest UA channels

7. 7
Precious inventory for app advertisers
Google AdMob
+70% of all global
display inventory
Google Play
High-intent
users
Google Search
The world’s largest
search engine
YouTube
Who doesn’t love
Youtube? ;)

8. 8
Serving our goals
Google Ads supports different campaign objectives
High user volume
Optimizing towards
volume & DAU targets,
our main objective for
IAA games
Maximize in-app actions
Optimizing towards CPA
targets, one of our main
objectives for IAP games
Most valuable users
Optimizing towards
ROAS targets, another
main objectives for
IAP games

9. 9
Year over Year
Huuuge Casino: budget optimization

10. 2019 Goal
Maintain Google Ads as a primary UA channel, while
optimizing more efficiently, resulting in higher user value
and stronger paybacks

11. 11
Challenges
We faced throughout the year

12. Challenges (1): Maximizing control over UAC
We took a look inside the black box, analyzed it from every
angle, and learned what to expect from each of our actions.
Challenges (1): Maximizing control over UAC

13. Challenges (1): Maximizing control over UAC
● Conversion lag
● Networks distribution
● Ad groups
Challenges (1): Maximizing control over UAC

14. 1. What is a conversion lag?
It is the time between when a user clicks on an ad ...
and when they convert (e.g. open, sign up, install, purchase, etc)
Sees a
mobile
gaming ad
Discusses
game with
friends
Clicks on mobile
ad, downloads,
but doesn’t open
Opens and
start to play
the game
Excited about
the game and
completes IAP
D1 D3 D6 D10 D15
Example: Conv is IAP: Conversion Delay = 9 days
Challenges (1): Maximizing control over UAC / Conversion Lag

15. Conversion lag
$ CPA development with time
Make the right conclusions from your CPA trends
Challenges (1): Maximizing control over UAC / Conversion Lag

16. Conversion lag
Conversions by cohort maturity
Challenges (1): Maximizing control over UAC / Conversion Lag

17. 2. Networks distribution
Measure networks performance
The Search network has the lowest CPA and the highest ROAS
X3
X1.5
Challenges (1): Maximizing control over UAC / Networks Distribution

18. Networks distribution
● We focused on creative assets that drove mainly search traffic: more text ads and less
banners, videos, and HTML5. We also made sure to exclude creatives that appeared in
placements that had low performance
How we increased search traffic
Text Video Image Html5</>
Challenges (1): Maximizing control over UAC / Networks Distribution

19. Networks distribution
How we increased search traffic
● Monitor the ‘sweet spot’ of each campaign: we learned when to stop scaling to
maintain search as our top spending network
Search traffic usage Search
opportunity
New inventories start
to take over
Scaling campaigns up to a certain point
Challenges (1): Maximizing control over UAC / Networks Distribution

20. 3. Creative control using Ad groups
● We gradually implemented Ad Groups in up to 80% of our activity. These are used to
separate creatives by different themes/types and to promote special events.
Challenges (1): Maximizing control over UAC / Ad Groups

21. Challenges (2): Finding new opportunities to scale
Managing large scale budgets requires maintenance and
outside of the box thinking. We reached our goals by
exploring new strategies and opportunities.

22. Find the right event in your funnel
First Open
Registration/Sign-up
Tutorial/Demo Completion
X Session Start or Session
Duration
Became Active after Inactivity
Invites Users/Shared App
Level Up/Game Score
Community Engagement
Level Completion
Add Payment
Spend Virtual Currency/Purchase
Challenges (2): Finding new opportunities

23. Combine different creative assets
TEXT
VIDEOIMAGE
HTML5</>
Text + Video
Text + HTML 5
Text + Banner
Text + HTML5 + Video
Test multiple creative combinations to find your top combo
Challenges (2): Finding new opportunities

24. Combine country bundles with app events and creatives
TEXT
VIDEOIMAGE
HTML5</>
Find your perfect mix
Challenges (2): Finding new opportunities

25. Challenges (3): Breaking through the glass ceiling
Sometimes the answer isn’t where you expect it to be…
Look beyond your campaigns to break through the glass ceiling.

26. Project Australia
One game, one country
Challenges (3): Breaking through the glass ceiling

27. Our Challenges
#1
We saw room for
improvement in our
store rankings and
UA performance in
Australia
#2
UA in Australia is
very expensive due
to its high demand
#3
Our users didn’t
relate to our creative
style which was
more suited for the
west
Project Australia
Challenges (3): Breaking through the glass ceiling

28. HC screenshots Australia
Up to
+21,8%
CR
Store localization & UA creatives
Challenges (3): Breaking through the glass ceiling

29. HC Video Australia
Up to
+18%
CR
Store localization & UA creatives
Challenges (3): Breaking through the glass ceiling

30. Rankings in the Free Casino category
Results
From #40 to #2 in the Free Casino Category
tCPI (Install-boost) started
tCPA (AU project) started
Before After AU project Activation After 2nd Boost
Challenges (3): Breaking through the glass ceiling

31. 31
UAC Best Practices
True or False - Learnings taken from Huuuge

32. UAC Best Practices
Best Practice: Bid changes
Do not make more than 20% bid changes at a time
Huuuge says: 50/50
In IAP campaigns we agree and recommend following the best
practices. In install campaigns, we learned this isn’t a
limitation since conversion lag is almost non existent.

33. UAC Best Practices
Best Practice: Budget & Bid Changes
Do not make more than one change every 2-3 days
Huuuge says: True
Following the best practice on this is the right way to go.

34. UAC Best Practices
Best Practice: Creatives
Use all creative types if possible
Huuuge says: False
We often saw that excluding certain creative types or using
them in different combos, helped us increase our traffic across
the variety of networks.

35. UAC Best Practices
Best Practice: Country targeting
Don’t target the same country in different campaigns with the
same objective
Huuuge says: It depends
Maintaining budgets at scale forced us to break this rule in order
to maximize our budget attainment. To make it work create a
couple differences between the campaign settings.
*In the case of smaller budgets, we recommend to follow the best practice

36. Thank you!
For questions, contact us at itay.milstein@huuugegames.com