Moloco - Best practices for campaign setup?

[LeClown]

I'd like to test Moloco in one of the apps of my company. This app is monetized with subscription and we were wondering what is the best setup in terms of:

-Goal: ROAS or CPA
-Number of campaigns for the same goal: is it better to have all creatives under 1 campaign or 2 campaigns with separated creatives (videos and statics)
-Ideal or minimum Number of creative groups
-Structure of creative groups: Meaning, should we break them out by format? by theme? by duration?

Any feedback on top of the above is more than welcome!
Thank you so much in advance

 

[UA-Goblin]

Answering by point:

- CPA is better on constrained budgets, if your pockets are big enough go for ROAS (I'm assuming you're sending all the data they need to optimize)
- I've tested extensively different campaigns for the same goal: again it depends on how much budget you can afford to pour in. If you have enough budget to spend, just get everything together and let the algo decide where and how much allocate. If that's not the case, split the campaigns - you'll have a better picture of how each ad format is performing. The risk of having everything together in one campaign when you're spending, say, $500 a day is that all the spending will go to a single adformat and won't allow enough spend to test the rest (they won't recommend this, but it's tested and it works).
- For creatives the more the merrier. Again, it depends on your budgets: don't expect to test 20 creative groups with a budget of 500$ a day. I'd ask for your POC recommendation here depending on how much you're planning to spend.
- For creative groups structure them in a way that's comfortable for you to properly analyze the data. There's no best practice here, is definitely up to you. What I usually do/prefer is structuring them by creative concept.

My best recommendation: Moloco takes time and money. Their algo works, but might require some time to get where you want it to be, don't be hasty. Their POCs are usually very knowledgeable - follow their lead - it's who knows best the platform and the tools on their backend.

My 2 cents

 

[davamosk]

I have run different setups in Moloco and from my experience, CPA campaigns also work better than ROAS.

I always try to have one campaign per event although I have also tested having few campaigns for the same event but with different creatives.

Regarding formats, I am separating creatives per creative group so I never group more than one asset within the same creative group although Moloco recommends that. With that adjustment, I have total control over creative distribution and reporting so I can really see which specific piece is working better.

That has worked pretty well for me although I know others that also got good performances by mixing assets.