Brutally Honest #42 By Matej Lancaric

Hello FAM!

?? Drink talk

Thanks for reading this newsletter week after week. It’s really encouraging. Although I must admit, I still do not get why the fuck you are subscribed. Cheers to you!

???? Tip of the week

As one of you requested, here are some insights about running UA for apps. Slightly different from the games, where for Apps the big portion of spend goes to Apple Search ads. WHY?

Because of the intent of the user, the user is trying to search for different types of apps from battery savers, generative AI apps, fitness apps, or whatever else.

What is the best campaign structure for?starting?ASA?

Let's say your app is called?Generate my pretty face with AI

Brand campaign -?Name of the app, typos, synonyms

Competitors

Eg. Lensa AI, I would also use other apps like Wonder, Dream by Wombo, Reface, ToonMe Cartoon avatar, Faceplay, goArt, etc.

Generic keywords

Ai generated art, generative ai, ai generated images, generative ai images, AI images,etc.

Starting with the US and then adding other GEO campaigns (on geo per campaign) based on the revenue

Then we have the usual suspects here like Facebook, Google, TikTok and honestly sometimes even ad networks (Applovin + Unity).

My usual combo is?ASA, FB, and TikTok?because (for some reason) the apps I manage(d) are mainly published on iOS... But if you have an Android version, add Google ads as well.

?? two & a half gamers #46

Unpacking the business of apps a little bit from different perspectives.

Tune in for Admon tips, UA round down & game design comments:

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???Watch on?Youtube

?? Diary of a Dancing Unicorn

Today was a good day.

Hello hello, my Google rep for this great PC game. How is everything?

We are heads down in the development of the mobile version and testing different things on multiple fronts.

Would be great to understand how the pre-regs work these days on google play. We would like to have our first mobile version in early access, but also run pre-regs campaigns when we are closer to the actual launch.

Could you please share some information about that?

Oh hi! I think it would be best to speak on a call to understand your needs and goals fully

Well, I just said what I need. I don’t need to hop on a call to say the same thing. Please answer via email, it’s more efficient.

Sure, but let's have the call first to understand your goals.

….

Today was a good day.

How to ACE the app business?

?? Quote of the week

“That baby’s snoring is the cutest thing”,?Bryan, weekly UA call

?? Level up yourself

I launched?a YouTube Channel. I'm putting a ton of energy into creating heaps of valuable content that I think you'll like. Come check out the?latest stuff, and give me a?like and subscribe.

?? ?Before you go

Marvel Snap just crossed 30 million downloads according to pg.biz, check out their global launch strategy?here!

Thanks for reading this week’s newsletter!

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Take care, everyone! See you next Thursday!

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