Gina Kwong's guest appearances

Gina Kwong

App Marketing by App Masters

The Mobile User Acquisition Show

Mirela Cialai

Steve P

Aurora Klaeboe Berg

Natalie Rozenblat

Colette Nataf

Mark Loranger

Eric Seufert

David Barnard

Shamanth Rao

Lomit Patel

Matej Lancaric

Gabe Kwakyi

Joey Prather

Paul Lam

Ian Morris

OwlTail

Today's guest is Gina Kwong who runs Mobile Growth at Electronic Arts (EA). She focuses on global growth for EA’s mobile titles and has great experience in creative testing especially across channels.  You will discover:  How to approach UA with a new app What SDKs and tracking you need before running user acquisition How to get start with Facebook Automated App Ads How to scale Facebook Automated App Ads How should UA managers collaborate with product teams How to get started with Google UAC  Gina Kwong is Growth at Electronic Arts (EA). Show Mentions: - Fav app: Star Wars Galaxy Heroes SPONSORS Want to scale your growth faster? GamesBoost42 gives you early access to your App Store revenues allowing you to multiply your growth without losing equity. See how they can help by visiting GamesBoost42.com. B7DEV.com is the app development firm dedicated to helping entrepreneurs go from app idea to success because they understand startups and don’t charge you huge fees just to get your app off the ground. Learn more at B7Dev.com *************** Follow us: YouTube: AppMasters.com/YouTube Instagram: @stevepyoung Twitter: @stevepyoung Facebook: App Masters *************** Send in a voice message: https://podcasters.spotify.com/pod/show/app-marketing-podcast/message

Today's guest is Gina Kwong who runs Mobile Growth at Electronic Arts (EA). She focuses on global growth for EA’s mobile titles and has great experience in creative testing especially across channels.  You will discover: <ul> <li>How to approach UA with a new app</li> <li>What SDKs and tracking you need before running user acquisition</li> <li>How to get start with Facebook Automated App Ads</li> <li>How to scale Facebook Automated App Ads</li> <li>How should UA managers collaborate with product teams</li> <li>How to get started with Google UAC</li> </ul> <a href="https://www.linkedin.com/in/ginakwong" rel="nofollow" target="_blank">Gina Kwong</a> is Growth at <a href="http://www.ea.com" rel="nofollow" target="_blank">Electronic Arts</a> (EA). Show Mentions: - Fav app: <a href="https://www.ea.com/games/starwars/galaxy-of-heroes" rel="nofollow" target="_blank">Star Wars Galaxy Heroes</a> SPONSORS Want to scale your growth faster? GamesBoost42 gives you early access to your App Store revenues allowing you to multiply your growth without losing equity. See how they can help by visiting <a href="https://bit.ly/2NAIghk" rel="nofollow" target="_blank">GamesBoost42.com</a>. <a href="//B7Dev.com" rel="nofollow" target="_blank">B7DEV.com</a> is the app development firm dedicated to helping entrepreneurs go from app idea to success because they understand startups and don’t charge you huge fees just to get your app off the ground. Learn more at <a href="//B7Dev.com" rel="nofollow" target="_blank">B7Dev.com</a> *************** Follow us: YouTube: <a href="http://appmasters.com/youtube" rel="nofollow" target="_blank">AppMasters.com/YouTube</a> Instagram: <a href="https://www.instagram.com/stevepyoung/" rel="nofollow" target="_blank">@stevepyoung</a> Twitter: <a href="https://twitter.com/stevepyoung" rel="nofollow" target="_blank">@stevepyoung</a> Facebook: <a href="https://www.facebook.com/AppMastersCo/" rel="nofollow" target="_blank">App Masters</a> *************** Send in a voice message: <a href="https://podcasters.spotify.com/pod/show/app-marketing-podcast/message" rel="nofollow" target="_blank">https://podcasters.spotify.com/pod/show/app-marketing-podcast/message</a>

827: User Acquisition for a New Product with Gina Kwong

Our guest today is Gina Kwong, a Senior User Acquisition Manager at EA. She focuses on global growth for EA’s mobile titles, and has great experience in creative testing especially across channels. With the advent of Facebook AAA, many marketers have been sceptical about its efficacy for UA. Gina is one of the few marketers that not only advocates for using AAA for UA, but has also achieved great success in doing so. We are excited to feature Gina’s insights today, as she takes us through her process of setting up campaigns on Facebook AAA, and how they can be used to test creatives - addressing many of the reservations many folks(including ourselves) have had until this point. Tune in to this episode for a completely different perspective on Facebook AAA, and a primer on how to make them work for you.KEY HIGHLIGHTS👬🏼 Facebook AAA is just like Google UAC🎰 Marketers are already working with reduced levers on Google UAC💨 Facebook AAA initially looked like a fast and efficient alternative to lookalike campaigns⚖️ How to evaluate creative performance using the UI🌐 Expect discrepancies between a self-attributing network and internal data🚧 The changes to the Facebook API may not be there yet💯 Why 100 creatives was reduced to 50👌 The optimum number of creatives to maximize effectiveness of the campaign🏆 How to structure a campaign to surface winning creatives🎛️ The downsides to having too many creatives in a campaign🔄 When to refresh creatives in a campaign🎭 The efficacy of testing creatives in AAA vs. lookalike campaigns📜 How AAA handles the bias between historical and new creatives🗺️ How to mitigate the risk of one geo-language optimization🧺 Putting all eggs in the AAA basket isn’t recommended🎡 The product life cycle determines the campaigns🏘️ Using country clustering to test in multiple geos🏃🏻‍♂️ The case for running different types of campaigns at the same time🧑‍🤝‍🧑 Factoring in audience overlap into a campaign strategy🎚️ The balance between audience overlap and performance💰 There are days when learning will be costly💸 How to think about a high CPA with respect to the product📅 Using higher funnel events to amplify algorithm optimization🖼️ How to think about creative testing with AAA🧪 It is important to be open to testing in multiple scenarios📈 Spend and conversion do not always correlate exactly⚓ Using AAA to correct for historic creative bias🧱 Structure campaigns for scale based on geo and regional observations🔭 The case from moving from broad to narrow during optimization⚙️ User exclusion doesn’t work perfectly; and why that’s ok🆗 How fewer levers could be a positive thing📖 Learning can be achieved on conservative campaigns🦺 Multiple ways to mitigate risk on Facebook AAA campaigns🎆 Best practices for scaling campaigns 👗 Facebook can take multiple changes in a week🔆️ Why it is important to keep campaign changes to less than 30% 📶 How to think about scale responsiblyCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-facebook-aaa-campaigns-with-gina-kwong-senior-ua-manager-at-electronic-arts/  **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Our guest today is Gina Kwong, a Senior User Acquisition Manager at EA. She focuses on global growth for EA’s mobile titles, and has great experience in creative testing especially across channels. With the advent of Facebook AAA, many marketers have been sceptical about its efficacy for UA. Gina is one of the few marketers that not only advocates for using AAA for UA, but has also achieved great success in doing so. We are excited to feature Gina’s insights today, as she takes us through her process of setting up campaigns on Facebook AAA, and how they can be used to test creatives - addressing many of the reservations many folks(including ourselves) have had until this point. Tune in to this episode for a completely different perspective on Facebook AAA, and a primer on how to make them work for you. KEY HIGHLIGHTS 👬🏼 Facebook AAA is just like Google UAC 🎰 Marketers are already working with reduced levers on Google UAC 💨 Facebook AAA initially looked like a fast and efficient alternative to lookalike campaigns ⚖️ How to evaluate creative performance using the UI 🌐 Expect discrepancies between a self-attributing network and internal data 🚧 The changes to the Facebook API may not be there yet 💯 Why 100 creatives was reduced to 50 👌 The optimum number of creatives to maximize effectiveness of the campaign 🏆 How to structure a campaign to surface winning creatives 🎛️ The downsides to having too many creatives in a campaign 🔄 When to refresh creatives in a campaign 🎭 The efficacy of testing creatives in AAA vs. lookalike campaigns 📜 How AAA handles the bias between historical and new creatives 🗺️ How to mitigate the risk of one geo-language optimization 🧺 Putting all eggs in the AAA basket isn’t recommended 🎡 The product life cycle determines the campaigns 🏘️ Using country clustering to test in multiple geos 🏃🏻‍♂️ The case for running different types of campaigns at the same time 🧑‍🤝‍🧑 Factoring in audience overlap into a campaign strategy 🎚️ The balance between audience overlap and performance 💰 There are days when learning will be costly 💸 How to think about a high CPA with respect to the product 📅 Using higher funnel events to amplify algorithm optimization 🖼️ How to think about creative testing with AAA 🧪 It is important to be open to testing in multiple scenarios 📈 Spend and conversion do not always correlate exactly ⚓ Using AAA to correct for historic creative bias 🧱 Structure campaigns for scale based on geo and regional observations 🔭 The case from moving from broad to narrow during optimization ⚙️ User exclusion doesn’t work perfectly; and why that’s ok 🆗 How fewer levers could be a positive thing 📖 Learning can be achieved on conservative campaigns 🦺 Multiple ways to mitigate risk on Facebook AAA campaigns 🎆 Best practices for scaling campaigns 👗 Facebook can take multiple changes in a week 🔆️ Why it is important to keep campaign changes to less than 30% 📶 How to think about scale responsibly Check out the show notes here: <a href="https://mobileuseracquisitionshow.com/episode/how-to-win-with-facebook-aaa-campaigns-with-gina-kwong-senior-ua-manager-at-electronic-arts/" rel="nofollow" target="_blank">https://mobileuseracquisitionshow.com/episode/how-to-win-with-facebook-aaa-campaigns-with-gina-kwong-senior-ua-manager-at-electronic-arts/</a> ** Get more mobile user acquisition goodies here: <a href="http://rocketshiphq.com/" rel="nofollow" target="_blank">http://RocketShipHQ.com</a> <a href="http://rocketshiphq.com/blog" rel="nofollow" target="_blank">http://RocketShipHQ.com/blog</a> ** Check out our podcast featuring inside stories of how technology evolves and grows: <a href="http://howthingsgrow.co/" rel="nofollow" target="_blank">http://HowThingsGrow.co</a>

🔑 How to win with Facebook AAA (Automated App Ads) campaigns - with Gina Kwong, Senior UA Manager at Electronic Arts (EA) 🛍️