In-App Event Optimization Setup

1. Shallow-funnel event optimization

1.1 setup page

1.1.1 Choose ‘In-app Event’ and pick up bidding event from the available list.

1.1.2 Set your bid for the event

• First Phase Bid (Learning Phase Bid): Set 10%-20% off for your expected CPA.
• Second Phase Bid (Learning Phase Ended Bid): Set your expected CPA.

e.g. you want to have cost per registration under $3, then first phase bid is $2.4-2.8, and second phase bid is $3.

1.2 Requirement

1.2.1 Event supported: we support to set those events with high CVR (Event/install>=5%).

1.2.2 Already accumulated 50 conversions for the same package name (by bundle id) in past 7 days. (we strongly recommend that post back all events data in the beginning of the campaign)

1.3 Recommended Shallow-funnel events

1.4 Disadvantage

high cost per event in learning phase and learning phase might last a long time.

2. Deep-Funnel Events

2.1 Introduction

When choosing optimization goal, choose Install as the goal and bid for the Install; meanwhile choose the deep event which is also you need to optimize. System will optimize install and try best to optimize the deep goal.

Bigo Ads provides 2 ways to optimize deep goals according to 2 methods to bid for deep goals.

First is auto-bid for deep goal, which means system will automatically optimize the deep goal and advertisers do not need to bid manually for the deep goal.

Second is custom bid for deep goal, which means advertisers can set a bid according to their KPI of the deep goal event cost.

We don’t allow transfers between these 2 methods.

2.2 Auto-bid for Deep Goal Optimization

2.2.1 Cost Control: CPI (Install cost)

2.2.2 Using Scenarios: Control CPI first and secondary improve event rate as much as possible.

2.2.3 Requirements: Accumulate at least 20 unique events within 7 days. (we strongly recommend that post back all events data in the beginning of the campaign)

2.3 Custom bid for Deep Goal Optimization (Require Function Whitelist)

2.3.1 Cost Control: CPI (Install cost)and CPA (Event cost)

2.3.2 Using Scenarios: Control CPI and CPA together.

2.3.3 Requirements:

• Accumulate at least 50 unique events in within 7 days.
• Event to install rate >10%. (We strongly recommend that post back all events data in the beginning of the campaign)

3.FAQ

3.1

Q: Why I can not use in-app event optimization even I have already posted back event data from the 3rd party?

A: After data post-back is set down, we still need to wait until that the ad account accumulates enough events, then it will activate this function.

3.2

Q: If the client’s marketing objective is retention, how should we use BIGO Ads to optimize retention?

A: BIGO Ads calculates D1 Retention based on the number of “Open App”posted back from MMP. Logic here is if the user installs the App one day and BIGO Ads receives one “Open App” event in the second day, then system will identify this as one D1 Retention.

For example, user A installed the App at 11pm on July 11, then opened the App in the morning of July 8, this action will be identified as one D1 Retention.Therefore, if the client wants to optimize D1 retention, several following actions are required, detailed information can be found in this chapter:

Retention Optimization

3.3

Q: How do you define learning phase when using custom bid for Deep Goal Optimization in in-app event optimization?

A: On the ad set level, accumulating 30 installs means basic goal learning phase ended, accumulating 15 deep goal events means deep goal learning phase ended. During the learning phase, ad sets performance may not be stable or not under the bidding price, we recommend that do not adjust ad group settings and leave more room for the algorithm to learn.

3.4

Q: Does the client need to raise the bid when using in-app event optimization?

A: If the client wants to optimize an in-app event with basic goal optimization, bidding as the CPA target is recommended.

If the client wants to optimize an in-app event with deep goal optimization, with different bidding methods, we recommend different bidding strategies: Auto-bid for Deep Goal Optimization means that clients don’t need to bid for the in-app event and bid for install with expectation rate is enough for the beginning, after learning phase, clients can raise the bid according to the performance or traffic demands; Custom bid for Deep Goal Optimization means client needs to set a bidding price for the deep goal event, and we recommend using the specific CPA target as the deep goal event bidding price.