we would like to take this opportunity to learn more about angles and facebook together.
let's see what kind of ways we can explore to generate new angles?
at this point in time, we are still ripping things from other people and making only minor changes, and think that angle improvement could bring us very far ahead of the competition, while keeping in mind the advertiser and traffic source interests.
we will release case studies of what we have done before, and study how that information could be used to lead us to understand the customer better and come up with better angles.
the cases shall focus on the processes involved in the development of angle, and how we could possibly improve it using materials like cashvertising, research, etc. the starting point is still the standard "rip and modify" and we are moving closer and closer towards innovation.
DEFINING THE PROBLEM
1. rated on performance (app installs)
2. subject to facebook traffic source quirks
3. no landing page, just the image and ad copy
4. US only, no interest in other geos right now.
5. initial very low testing budget, might be subjected to statistical significance disadvantages.
6. targeting has been set at android device, all ages, (maybe both genders?)
case study #1 - du battery saver
case study #2 - du speed booster
(to be updated)
case study DU BATTERY SAVER #1 October- december 2014
1. banners was gathered from commonly known mobile sites like wapking, tubidy.mobi from a whole range of countries like south korea, usa, canada, australia, south africa.
2. the top variables which affected conversions seems to be the battery icon on the left (being on the right totally messed things up). the battery icon cannot be too cartoon, cannot be too reflective of that of the battery icon directly on android, yet believable as a android battery icon.
3. the icon works better draining itself out rather than filling itself up.
4. the draining effect works better with the red color than just green alone itself.
5. the icon cannot be too big, i think it needs to be around 2/3 of the 320x50 height.
6. the headlines could affect alot too, the best headline we had was "battery can last 2 days". the other headlines mentioning 30-70% didnt quite work, neither did direct associations with the use of the phone (call your mum, in case of emergency, chat with phone) work.
7. the geos that work with this somehow did not quite work as well with du speed booster
case study #1 review - applications to the challenge
1. the geo is limited to US, we might need to see whether the US is more like the geo that works for du battery? or more like the geo that works for du speed booster?
2. the targeting seems to be everyone, but if someone can provide stats on the age or some kind of interest, maybe we can gear the angle towards that direction? previously this was just run on ron and we dont really know who the people are, but facebook could provide some of this information.
3. the headline seems to need to be linked directly to the function of the phone? and not too far away until their actual needs, maybe its too far to visualize.
4. the lack of a landing page(in the challenge) means there is only one chance to sell, do we need to bring in more impulse?
case study #2 - du speed booster september-october 2014
1. ripped a whole load of pops which was readily available at that point in time, the key here was that it was ripped from the top geos instead of everywhere else
2. tested alot of angles and the best one brought out an element of fear subconsciously, yet compliant. i don't think this would sit well with facebook because the intention is not in line with the allowed promotion methods even though the ad could appear compliant.
3. the copy was pretty short, the elements appeared to hit hard at the consumer, there was no real substance in the ad if u continue thinking about it, but if u just had 2-3 seconds, the user could feel as if he really needed to clean his phone up. the emotional stuff were brought in impulse, but probably wouldnt work for a pin submit if he had to pay 10 bucks?
case study #2 review - applications to the challenge
1. emotional impulse works very well, if brought out subconsciously
2. need to model after the top geos instead of just randomly looking everywhere
3. impulse copy is short like facebook allowed copy.
market overview
a quick look at the top app behavior shows
1. antivirus always tops the list
2. antivirus climbs very fast when released
3. most angles are uncompliant "you have a virus" scare tactics
4. yet there are the launchers,privacy guard stuff with much less popularity.
as an affiliate marketer, is our job to bring up a hidden emotion? or to find a different way to play on an existing emotion that's proven profitable? i'm betting on the antivirus angle, but maybe a more acceptable angle. its like saying its easier to sell sex to a male than to sell anything else. especially in this case, we are given a very limited number of tries, there is no chance of the user coming back (within the challenge) because the app is actually good, or giving us the time to prove to him what amazing things there are. this is a one shot attempt
proposed angle #1 (modeled after phone freezing?? angle)
image attempts to show junk in a phone (almost like a virus subconsciously but looks nothing like it), somehow making the phone operate slowly
text mentions something like... unclog your speed pipes? there is the association that the cleaning automatically increases speed. and the thing being cleaned is depicted in the image of the phone.
proposed angle #2 (real time identified problem in facebook) (assume phone hang in facebook, i have this problem, not sure about the rest)
image shows the facebook logo somehow becoming faster/less laggy, like speedtest.net, maybe referencing the news feeds
text mentions the real time issue (hanging) and then now the app makes it faster to refresh news feeds.
proposed angle #3A (facebook enhancement)
image shows the magical loading speed of the latest hottest news (celebrity stuff, big elections)
text says first to load juicy news!!!
proposed angle #3B (facebook enhancement)
image shows the magical loading speed of his friend's photos doing a popular event (wedding/ travel)
text - don't miss out on your friends life due to lag!
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Very interesting thought process acepowermarketing!