Unity: If you had to share just one tip, what would be your recommendation to increase performance for user acquisition?
Mittal: The answer here is clearly on the ad creatives side. The first thing marketers need to understand is that when running a UA campaign, you are competing with other advertisers on cost-per-mille (CPM) –basically, how much money the network is making for you for every thousand impressions.
So, for example, advertiser A is generating a CPM of $34 , and advertiser B is getting $32. The network will place advertiser A at the top of the waterfall when an opportunity for impression comes up. If advertiser A passes on the offer, then it goes to advertiser B, and so on.
The goal here, is to be at the top of the waterfall. The way to do this is by breaking down your CPM. The formula to calculate it is IPM (installs per mille) multiplied by CPI (cost per install), so by making sure those two metrics are solid, you get some control on your position within the waterfall.
Marketers should keep in mind that increasing the CPI on a campaign to try to get to the top of the waterfall might lead to overspend. ROAS should always be the true north that defines the limits and parameters for the amount of money you are investing, ideally with the goal to increase your IPM.
The way to increase IPM is by running creative testing. I recommend running as many tests as possible to find the ad creatives that have the highest IPM, which naturally increases your CPM, giving you a better positioning within the waterfall.
Unity: What is the best piece of advice you have got that helped your career in mobile marketing?
Mittal: There is a three-step rule I think applies to any field, but especially to the mobile advertising space:
- Be curious. You have to be a lifetime student as the industry continuously evolves and you have to catch up to those changes.
- Be nimble: A consequence of these changes is that you have to be open to change your processes and the way you work frequently. Oftentimes, you’ll have to come up with new processes in real time.
- Be humble: Absorb and learn as much as you can, and share that knowledge with others. Networking and building relationships will help you along the way. You are not alone, there are thousands of performance marketers out there facing the same challenges, so make sure you tap into that collective knowledge.
Unity: What piece of advice would you offer to people who are just getting started in mobile marketing?
Mittal: To someone getting started I would say, be open minded. A lot of my colleagues back at school had pre-conceptions about certain industries. Some wanted to go into luxury marketing, or consulting, without having worked in those industries before.
The gaming industry has a reputation of being exclusive for gamers or developers, but that is far from the truth. It is a very exciting, ever-evolving space –especially in marketing, that I find very rewarding. Again, come with an open mind and I’m sure you will find your groove.