S02 E07 Trailmix’s Philippa Layburn on Identifying Winning Creatives

Want a winning formula to pick your winning ad creative and streamline your A/B testing? In this episode of the PocketGamer Podcast, our hosts Brian Baglow and Peggy Anne Salz chat with Trailmix’s Senior UA Manager Philippa Layburn on how she is changing the ads playbook with constant creatives analysis. Part of her secret: think outside the box and measure success using a metric blend that makes sense for their game. This episode isn’t one you want to miss as Philippa details hook rates (her new metric, by the way) and how she hacked Google Ads using UGC.

00:00 - The PGB Podcast Mini Class

03:51 - Introducing Phillipa

06:11 - Your narrative should go beyond written words

07:29 - Influencing ad spends with good creative

11:36 - Hook rate: the key to understanding why your ad works

16:20 - Phillipa “called out” her gameplayers…and it worked

18:11 - Cultivate a team mindset of iterating to reduce CPI

23:55 - Your ads need to include real gameplay

25:14 - Don’t be afraid to break the playbook

28:23 - Peggy and Brian’s wrap-up

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