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Creative Optimization

Creative optimization is often described as a test and learn strategy designed to enhance the user experience and maximize the user LTV. In this chapter, Vungle will dive into the do's and don'ts of developing, implementing and evaluating creatives to best achieve your development goals.

You'll learn about:

  • The core elements of creative optimization

  • How to setup your A/B testing strategy

  • Which KPIs you should keep your eye on

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What is creative optimization?

Creative optimization is the consistent application of a test-and-learn strategy designed to enhance the user experience and maximize user LTV.

  • Development of beautiful creative
  • Implementation of consistent test and learning processes
  • Definition of key creative KPIs
  • Evaluation of performance against key KPIs, taking into account audience segments
  • Repetition of development and testing process using learnings

How to setup your A/B testing strategy

Deciding how to evaluate your creative performance can be a key piece to the Creative Optimization Puzzle. Here are some things to consider:

  • Use a minimum sample size
  • Minimize external variables
  • Change one thing at a time
  • Don’t expect one creative to outperform every other you run in every situation
  • Monitor your downstream metrics

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