OSN Plus: Performance

Marketing Case Study

Mohammed Al-Saadoun
 Case Study Objectives:
a) Detailed Structure of Google SEM Campaigns
b) Overview on accounts mapping and optimization
course for paid search
c) Meta Accounts structure
d) In-depth view of campaigns & Ad types
e) Our Strategic & tactical approach
f) Conversion measurements & Uplifts
Google Ads Structure

• Main MCC OSN Plus: This will host all of the SEM MCCs
• App-acquisition MCC: This MCC will host all App related
accounts and under this account we will have the regions
where our app is live to have all campaigns related app
acquisition and retargeting (UAC/ACE)
• The App MCC will be linked to Adjust MMP for reporting
purposes and linked with the Google’s firebase for
campaign goal optimization eg: first_open or install / sign up
/ Subscribe..etc.
• Under the main MCC: Regional MCCs for each of the 5
regions, In each MCC we will have Sub-accounts of:
• Branded Search Account
• Non-Branded Search Account
• Display & Online Activation Account
Google Ads Account
Mapping:

Qatar & Oman Follows the same structure

 Paid Search Campaigns
Optimizations:
a) Branded-Search-Account : Exact match brand keywords
& misspelled + brand keywords variations in phrase
match, this will ensure an always on defended brand
position and impression share dominance (Visible)
b) Non-Branded-Search-Account : Exclusive content /
upcoming content / keywords related to online streaming
content / TV shows and movies / keywords related to
shows episodes or streaming content (HBO/Disney..etc)/
Competitors bidding to expand IS / DSA by crawling
website index for a specific inventory page.
c) The main tool to explore keywords volume would be the
keyword planner on Google Ads.
d) Firebase and GA4/UA linked into each main account,
campaign optimization to be on the primary goals based
on the Web/App events mapping. eg: Signup /
Paymenet_initiated / Completed_subscribe , Installs to be
a secondary goal for search as we will have separate
UAC campaigns for this objective.
e) Billing sits at regional MCC level to cover the spends of
each region in our internal P&L reports.
 App Campaigns : UAC / ACE Optimizations &
Objectives
UAC & ACE:
• Text ad variations: text ads hold the most volume as it serves on google
search as well as google play-store where majority of downloads intent is
placed.
• Variations of images : up to 20 sizes that can secure positions in discovery
and YouTube placements
• Video Assets: Video assets increases the ad quality score, adding video
variations from different durations (6 sec and above) would enhance the
campaign’s performances, especially for a content rich product like OSN plus,
we can add up to 20 videos or HTMLs in each ad-group
Conversion actions:
For App Acquisition (UAC): primary objective is quality installs, the two
conversion goals would be from firebase (install then secondary objective is
Sign-up/subscribe), this would help the campaign Algorithm to target users who
are likely to convert in both conversion action, which is why we separated the
MCC for app campaigns on its own, since for search we want to target users in a
deeper event like Subscribe or Sign-up.
For App Engagement (ACE ): targeting current active app users or custom
segment (churned/in-active/signed up but did not subscribe ) the conversion goal
would be suitable to the segment such as app open or subscribe.
 Display & YouTube Activations Campaigns:
Tactical Funnel & Campaigns types:

TrueView Ads / Discovery Campaigns Discovery &

Awareness

TrueView for Action / GDN Responsive

Ads Consideration & Action

Discovery Ads
TrueView for Action
/ GDN Responsive Conversion
Ads & Engagement

TVFA+ GDN
Retention & Loyalty

TrueView for Action Ads

 Display & YouTube Activations Campaigns:
Conversion Actions & KPIs
- Optimizing for View rate and Reach, mainly in seasonal periods for Brand awareness, such activates
can increase the audience flow In all our segments as well as Brand recall or SOV.
01 Discovery & Awareness - Using tCPM or Maximum CPV with 3 to 6 user ad frequency. Targeting similar audiences of our own
segments from CRM & GA as well as interest based and Affinity users of movies/entertainment.

- Optimizing towards Sign-ups or Subscribe, can run as an evergreen campaign for prospecting
new users to OSN plus.
02 Consideration & Action - Using tCPA as a bidding strategy – targeting users generated from discovery & Reach
campaigns (non-subscribers).

- An always on campaigns that focuses on user activation and reengagement for

custom audience sets. (SignUp_not_subscribe) (Recently Churned)
03 Conversion & Engagement (Previous_Subscriber).etc.
- Bidding on tCPA with targets sets between segments as it can vary ideal budget
is 15x of tCPA

AHow
crossisactivity from What
progress? ACE (or RTB House)or
information with GDN
data to utilize
is there
bigger inventory. Mainly targeting users who are in our CRM or GA
04 Retention & Loyalty to report?
data but not subscribed yet or did not commit to open the app in
last 14 days

Segments exclusion would be initiated to avoid campaigns

targeting overlap
 Meta Accounts structure

Build Optimize Launch

Measurements & Optimal Campaigns setup

Accounts setup Optimization
• Business manager for each region with enabled
conversion API for both Web & App • Linking adjust SDK to Meta Apps developers, • Structuring the accounts to have languages
activations to ensure the synergy of tracking is claiming the app and ensure deeplinkng structure split, Creative testing as well as Seasonal
accurate from Adjust and Facebook Platform. is optimal and Always-on campaigns.
• Ensure adjust tracking in Datascape is with • Connecting CRM Data for enhanced
minimal discrepancy with all events mapped in targeting of LKL for prospecting new users
correctly for optimization purposes or Retargeting campaigns to activate non-
subscribers
In-depth view of
campaigns & Ad
types (Meta)

• Carousel ads: USPs / Exclusive content / New releases

(Always on)
• Collection Ads: Utilize video content with additional
cards to highlight from USPs or Content releases (Always
on)
• R&F campaigns for major peak periods to ensure
visibility (Seasonal)
• Advantage + for more automatic placements on lower
CPA: Predefine the audiences and objective with meta
team to avoid overlaps between prospecting &
retargeting
• App Install Campaigns: iOS / Android + Action driven to
subscribe
• Funnel of the campaigns with audience exclusions to
minimize overlap
• Cost optimization is on daily pacing of lowest cost and
Ad-set level budget
Meta Ads Tactical Funnel Optimization

Collection Video Campaigns Discovery &

(Web/App)/ R&F Awareness

Prospecting with action / App Install

Consideration & Action
(App ASC) / VC Campaigns

Mid funnel for

Conversion
Activation or
& Engagement
Conversion
 Meta Ads: Audiences & Demographics

Audience Targeting:
• LKL of subs at different weightage 10/15/20%
• Content Viewers of Top Funnel campaigns
• Churned users (Custom list)
• Signed_up_did_Not_subscribe
• CRM Data of all custom segments
Demographics:
- Historical data from GA or raw platform data can be our best guideline for demographics targeting that can
help us identify our targeted audience are within sight to be visible to our marketing efforts (Cross-channels)
- Location: Based on the targeted country, can also be expanded to users who browse in the same country
- Age: 18 – 55 , this is a variable which can be adjusted from the data we have on our current customer base.
- Genders: All genders
- Interest & Behavior: Entertainment, Movies , TV , Reality shows , Netflix , TV Series , HBO , Showtime.IMDB ,
Movies watching.
 Paid channel KPIs & Measurements

a) Main KPI for performance based campaigns would be

CPA and ROI from each campaign or channel
b) New users and CAC would also indicate the direction of
the prospecting campaigns.
c) Whilst optimizing on post-view attribution numbers, we
would also measure against adjust and GA4 metrics
d) Top Funnel campaigns would be measured in separate
reporting line to not dilute the always on campaigns. Top
funnel KPIs would be within and not limited to:
Views/Reach/CTR/Assisted Conversions
e) Setting up CAPI for Meta and Enhanced conversions for
Google would help us tackle iOS tracking blockers as it
integrate S2S tracking
f) Enabling SKAD tracking in adjust and measuring
Datascape numbers against each channel
g) Usage of GA4 (Firebase) Audience prediction feature to
view users who are likely to churn.
 Appendix
References & Case studies:
• DSA Ads
• Firebase measurements and optimization goals
• YouTube Ads: Video content recommendations
• Effective Measurements
• Usage of video content on Meta
• CPA optimization on Meta