Tabarak Paracha
In this blog post, we dive into the main talking points presented in the above video. Roman Garbar of Tenjin raises questions regarding Mintegral’s ROAS campaigns, and Hector Almeida General Manager EMEA at Mintegral provides insightful responses.
Read the full blog post to learn about:
- What ROAS bidding is
- What sort of campaigns advertisers can run on Mintegral
- What the advantages are of running ROAS campaigns on Mintegral
…and much more.
If you’re looking to establish Mintegral ROAS campaigns with Tenjin, check out our detailed guide on setting them up here. Additionally, Tenjin facilitates users in sending their ad revenue data to the following ad networks as well:
- ironSource
- Unity
- Meta
- Liftoff
- TikTok
- Aura from Unity
- Adjoe
- Smadex
- Moloco Ads
- Adkomo
What sort of campaigns can advertisers run on Mintegral?
“Mintegral has different bidding options available for advertisers in our self-service platforms. One of the most used is the CPI model. CPI is a bidding approach that is manual. Publishers pay per install, and we can optimize based on each of the different ad sources. We can change the bid manually, and increase the number of users that install the apps from our advertisers.
We also have the CPM model, where advertisers can buy 1000 impressions. Here also the approach is manual.
Then we have the new bidding strategy, which is the ROAS bidding strategy. ROAS bidding is a very interesting bidding option. It’s very new for us. ROAS is the metric that is used to track the gross revenue generated for every dollar spent on advertising. It measures how effective the advertising campaign is. It compares every single dollar invested and how much revenue came out of it. It is our newest bidding mechanism. One of the main advantages of it is that it is driven by machine learning.”
What are the advantages of running ROAS bidding with Mintegral?
“It is very good for advertisers because ROAS bidding analyzes and predicts the users LTV in real-time. This is helpful because the algorithm is able to adjust the bids according to the target ROAS objectives. It is also good for us, because it reduces the advertiser’s manual labor. Everything here is done automatically through machine-learning. It also opens the possibility to attract different high quality users that might be missed by targeting only specific channels or sub sources. For example, some of the gaming apps may be targeting competitors. But with ROAS bidding, we might find the same user or a profitable user in a different category – for example a utility app etc. At the end of the day. ROAS bidding gives us the flexibility to bid higher for specific users that the algorithm predicts will be more profitable for advertisers. This ends up with a higher reach for our advertisers.”
“For some of our advertisers, we have seen that not only has ROAS bidding increased the ROAS return of each advertising campaign, as we can see (in the above picture) with HOMA. When we compare the CPI campaign with the ROAS campaign, we see first of all that we have higher ROAS and a much higher spend from HOMA games in acquiring new users. This is just a testament to how ROAS can really increase the scale of our advertiser’s campaigns.”
Are ROAS campaigns also available for indie developers?
“Yes, ROAS campaigns are available for all advertisers looking to buy traffic through the Mintegral self-service platform. In general, though, we have seen better results with medium to higher budget advertisers. But it’s available for everyone.”
“I also wanted to mention the minimum budget we have for bids for ROAS campaigns. We actually recommend to start with $500 per day minimum per country.”
Do Mintegral ROAS campaigns work well for all monetization methods (IAP, IAA, Hybrid, Subscription-based), or only a particular one?
“In general, ROAS campaigns work with all of the monetization methods. It is suitable for any app that has a clear relationship between the ad spend and a clear way of measuring how much revenue is coming from a specific ad campaign. It is suitable for IAA, IAP and subscriptions.”
If I am doing ad revenue, it is crucial for me to bid on Day 0. So can I bid on Day 0 here, and what are the other options?
“How it works is that we do have the postback data. First, we need 2 weeks of postbacks from all channels. Once we have these 2 weeks of postbacks, we then set the ROAS target. And this ROAS target should be based on the lifetime value (LTV) of the user.”
“If the advertiser is running ROAS campaigns with other ad networks, we can set the same or a similar target and see the performance after a few weeks. Once this is defined, we recommend starting with a bid that is similar to the CPI multiplied by 1.2 or 1.5, and after the first 2 weeks, we would start having a clear view of the performance. Once we have that, we would adapt according to the results and make recommendations. We recommend the use of different ad creatives. Normally we recommend advertisers to upload at least 4 sets of creatives and at least 1 playable ad. And at the same time, once our advertisers are running ROAS campaigns, we also highly recommend to run CPI campaigns at the same time. This would allow us to expand the reach. ROAS campaigns would target the users that the algorithm can predict are high value, but CPI campaigns would also be able to reach different ad sources manually. And we would also be able to manually optimize and feed the algorithm with whatever users we want to target.”
Are there any other ways to send ad revenue or MMP data to Mintegral besides through an MMP?
“Yes, we can get the postbacks in 3 different ways. Through the MMP, directly through the ad mediation platform if its IAA data, as well as directly through the Mintegral SDK.”
How often do you recommend advertisers to update the ad creatives in ROAS campaigns?
“We would recommend updating the creatives every 2-3 weeks. We have also seen that playable ads are quite important so this is one strong recommendation for our advertisers.”
Are CPI and ROAS campaigns connected in any way?
“They are not connected. But we recommend our advertisers to run both campaigns at the same time. Because with CPI campaigns we can choose which specific apps to target, and we can think of targeting for example apps for competitors where we believe we would have similar types of users. And ROAS is fully automated. The algorithm finds users that are valuable across different apps and categories. This is one of the main features of ROAS campaigns – we can expand the targeting and reach with the goal of reaching the target ROAS goal always. And once we reach the target goal, we can increase the spend.”
What should advertisers expect once they have just started ROAS campaigns?
“It’s about setting expectations. It is very important to speak directly to your Mintegral Account Manager and to set good expectations, to set a good ROAS goal. At the end of the day, this will be the key to finding a good balance between reaching the goal and having a lot more reach of users.”
“In the early phases of ROAS campaigns, as mentioned, we focus on data collection and optimizing bids with our machine learning. Then the advertisers will constantly review the ROAS target.
And then mitigating mid-campaign means that it is also possible that at some point, the ROAS campaign might not be performing as expected. And when this happens, we would mainly evaluate what the app performance is across the different channels. We would also check with the CPI campaigns and use this data to optimize.”
When you say we, are you referring to Account Managers?
“So Mintegral is quite a big company, we have thousands of advertisers. So we can not appoint a specific account manager to all our accounts. So we have two methods of working depending on the budget and the size of our advertisers. We can give them either an assigned account manager or we have a general support email where all our account managers help with answering questions. So Mintegral is accessible to all our advertisers.”
What’s coming up next with Mintegral?
“So right now, Day 0 ROAS is fully ready. And we are already working with Day 3 ROAS with some advertisers in IAA. This is something that is currently being tested. And on the other hand, we are also testing IAA+IAP ROAS Solutions. So here, the main goal is to have our ROAS capabilities expanded. So if any advertiser wants to test our IAA and IAP solutions, they should reach out to us.”
What is the best way to reach out to you guys?
“You can always go to our website and reach out to us, you can also sign up for free with a new account and also contact us either through the website form or contact me directly at hector@mintegral.com”
