11 Creative Tips forEffective CPE Campaigns

Casual Connect TLV 2016 @ironSource

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Media Pricing: Then and Now

1995Netscape and Infoseek first adopted CPM

1996DoubleClick adopted CPM as its standard pricing

1998Goto.com pioneered precursor to CPC pricing model

2002Google formally adopted CPC pricing model

CPC has been the standard pricing model for paid search ever since

Today

CPA Cost per action

CPE Cost per engagement

CPC Cost per click

oCPM Optimized Cost per impression

CPM Cost per thousand impressions

CPV Cost per completed view

All pricing options are translated into a single metric on the publisher's side: eCPM

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Effort required to optimize performance vs. efficiency risk

CPA

CPE

CPC

oCPMCPM/CPV

Ris

k

Required optimization effort

CPA Cost per action

CPE Cost per engagement

CPC Cost per click

oCPM Optimized cost per impression

CPM Cost per thousand impressions

CPV Cost per completed view

Scale

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Cost Per EngagementAdvertisers pay when a user engages or

interacts with an app or ad unit

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Your Practical Guide toEffective CPE Campaigns

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Find your Engagementby measuring EverythingHow do you know what your E should be? Let the machine come to conclusion

1

Registered Reached level X Shared Wrote a review Watched RV Many more...

...

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The right toolat the right time

2

CPE during soft launch

CPE during lower funnel conversions

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The right toolat the right time

2

The E - Gun IAPPlays a few levels A Bug

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Match your call to actionto your engagement3

Playable Ad featuring Fishdom Level 3 The E: Reach Fishdom Level 4

Ad App

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Don’t assume you know your audience4

?

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Don’t assume you know your audience4

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Buy on impression toprice your engagement5

$5 LTV $1 LTV $0.5 LTV

Targeting feature

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Constantly monitor

Are your LTV predictions still on the right track?

and fine tune your E

Prediction

Actual

LT

V

Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day7 Day 8 Da9 Day 10

6$1.5

$0.4

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Evaluate user qualitySet the right price for the right user7

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Evaluate user qualitySet the right price for the right user7

RV Users$

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Evaluate user qualitySet the right price for the right user

IAP Users$ $ $

7

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8 A CPE and incent love affair

CPE Users

Incent Users

Combine the two to enjoy the best of both worlds: Low CPI (incent) and guaranteed ROI (CPE)U

SE

RS

Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day7 Day 8 Da9 Day 10

$ $ $

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Don’t get stuck in arevenue-only mindset9

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01 Put your E where

Don’t let your engagement get lost in the noise

you can see it

1 Go as granular1 as you canDoes your E behave similarly across devices / geos / gender / age?

USA

LTV $1

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11

LTV $1.21

iPhone 7

35-44

LTV $1.25

LG G4

18-24

LTV $0.85

HTC 10

25-34

LTV $0.45

Samsung S3

25-34

LTV $0.78

Samsung S3

35-54

LTV $0.78

LG G5

45-54

Go as granularas you canDoes your E behave similarly across devices / geos / gender / age?

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11

1,000,000,000,000,000

Go as granularas you canDoes your E behave similarly across devices / geos / gender / age?

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Thank youOren Cohen | VP Media | ironSource

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