AGS is leveraging Fiksu Personas to focus their ads on the right types of users. That includes obvious choices like Casino and Slots personas — along with less intuitive personas that tested well, including Baby Boomer Females, Parents, and Video Bingers.
AGS’s results as they went after increasingly specific audiences are an ideal example of how audience targeting works. First, raw media costs (CPM) go up since we’re competing for more desirable ad impressions. At the same time, because the audience we’re targeting is a better match for this app, the impression to conversion rate goes up, and as a result, the CPIs drop. Take a look at actual results from the AGS campaign:
The rows in this chart are sequential: as we learned more about the performance of each audience, we were able to pick another audience to try that we knew was more expensive to reach, but we expected to convert better. That culminated in the creation of a custom Slots persona, based on exactly the characteristics that we’d seen among Lucky Play users, which yielded the best CPI despite the highest CPM.