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Libertex Group
Leveraging Smart Events
for CPA App Campaigns
Sergey Brednev
Introducing Libertex and why we are trailblazers
Libertex
3M+ clients
worldwide
400 employees
from 20+ nationalities
20+ years
of experience
9 offices
in Europe, LATAM,
Asia & CIS
{ }
Why CPA is better than ROAS for XYZ
A group of users who reaches those goals is being
used to build patterns & adjust bids for every
impression.
Libertex
{ }
{ }
{ }
Major disadvantages of ROAS
1. Requires a lot of constant data
2. Very few applicable verticals
Libertex
Rising above obstacles with custom events
Advertising platform doesn't care
about what you call a "conversion".
Libertex
From simple to smart
Cheapest possible traffic that meets your goals
The cheaper traffic you buy the less quality it has
Add a “quality” parameter
Campaign optimizes for
CPA on custom event
Custom event counts
only Search
App event tracker
Youtube“Conversion”
Search
Display
Libertex
From simple to smart
“Cut” users who receive a score less
than desired = users that we consider
as good enough.
Custom event with only
“green” conversions
Campaign optimizes for
CPA on custom event
SCORE
USERSTop 30%
Score=X
FILTERS AND DATA STORAGE
USERS
Libertex
The Landslide
Don’t change it more than by 10%
and/or often than couple of weeks.
You may adjust the threshold again –
be careful!
Top
30%
Top
40%
SCORE
At start
After 30 days
USERS
70%
Score=X
Libertex
CPA is widely applicable
Libertex
How to benefit from any user
All traffic has potential for your
business.
Tiers – users grouped by quality:
Top 30%
Middle 31–70%
Rest 71%–100%
SCORE
USERS
Score=X1
30%
Score=X
70%
Libertex
Find your perfect event!
Libertex
Sergey Brednev
sergey.brednev@libertexgroup.com
/company/libertex-group/
@cjbrednev/brednevsa
Libertex

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Smart Events: Create Effective CPA Campaigns

  • 1. Libertex Group Leveraging Smart Events for CPA App Campaigns Sergey Brednev
  • 2. Introducing Libertex and why we are trailblazers Libertex 3M+ clients worldwide 400 employees from 20+ nationalities 20+ years of experience 9 offices in Europe, LATAM, Asia & CIS
  • 3. { } Why CPA is better than ROAS for XYZ A group of users who reaches those goals is being used to build patterns & adjust bids for every impression. Libertex
  • 4. { } { } { } Major disadvantages of ROAS 1. Requires a lot of constant data 2. Very few applicable verticals Libertex
  • 5. Rising above obstacles with custom events Advertising platform doesn't care about what you call a "conversion". Libertex
  • 6. From simple to smart Cheapest possible traffic that meets your goals The cheaper traffic you buy the less quality it has Add a “quality” parameter Campaign optimizes for CPA on custom event Custom event counts only Search App event tracker Youtube“Conversion” Search Display Libertex
  • 7. From simple to smart “Cut” users who receive a score less than desired = users that we consider as good enough. Custom event with only “green” conversions Campaign optimizes for CPA on custom event SCORE USERSTop 30% Score=X FILTERS AND DATA STORAGE USERS Libertex
  • 8. The Landslide Don’t change it more than by 10% and/or often than couple of weeks. You may adjust the threshold again – be careful! Top 30% Top 40% SCORE At start After 30 days USERS 70% Score=X Libertex
  • 9. CPA is widely applicable Libertex
  • 10. How to benefit from any user All traffic has potential for your business. Tiers – users grouped by quality: Top 30% Middle 31–70% Rest 71%–100% SCORE USERS Score=X1 30% Score=X 70% Libertex
  • 11. Find your perfect event! Libertex