Our Approach
At our agency, we use a data-driven, iterative process to refine ad creatives for mobile games. By systematically testing different visual concepts and audience hooks, we uncover what truly resonates—fast. This methodology applies to a broad range of projects, from puzzle adventures to strategy titles, delivering sustainable user acquisition performance without guesswork or excessive spending.
Real-World Example: Hidden Objects Game
A mid-sized mobile game developer in the hidden objects genre was struggling with rapid ad burnout, pushing up acquisition costs and reducing user engagement. Our solution was to iteratively test multiple banner variations, identifying the most effective designs before investing in final video creatives. This approach not only optimized results but also protected the client’s budget by cutting out unproductive ideas early on.
1. Early Research & Hypotheses
Competitor Analysis
We observed that puzzle game ads tended to fall into two broad categories: some showcased dark, realistic environments (to evoke detective or historical puzzle vibes), while others used bright, cartoonish styles. This mix suggested that no one style always wins—some resonate far more strongly with specific audiences.
Audience Insights
Initial surveys hinted at two main player types:
- Puzzle Traditionalists, who favor vintage or detective-like scenes
- Casual Gamers, who are drawn to lighthearted, colorful visuals and a quick, easy hook
Core Hypotheses
- Hypothesis A: A realistic or vintage theme might appeal to puzzle enthusiasts who love detail and atmosphere.
- Hypothesis B: A comedic, everyday setting could engage casual players looking for a simpler, more relatable hidden objects challenge.
- Hypothesis C: Including clear item counters or prompts (e.g., “Find 5 shoes,” “1/10 bananas”) might boost click-through rates by highlighting core gameplay.
Based on these insights, we planned eight distinct banners:
- Banners 1–5 to explore both realistic and exotic variations
- Banner 6 to pivot toward a comedic/everyday angle
- Banners 7–8 to refine the most promising ideas
2. Multi-Phase Banner Testing
We divided our testing (spanning about six weeks) into two main phases:
- Banners 1–6 (Experimentation)
We tested a broad range of styles—from vintage Victorian interiors to cartoonish kitchens—to see which direction offered the highest potential for success. - Banners 7–8 (Breakthrough)
We then honed and scaled the top-performing style identified in earlier iterations.
3. Fragment from the Case Study: Iterative Testing of 8 Banners
Below is a brief excerpt detailing our approach to experimenting with multiple static banners. (Readers of the published case study will see the actual images themselves.) We highlight key metrics and insights—the driving forces behind our decision to produce two final video creatives.
Banner 1
Key Performance Data (US/UK/DE averages):
- CTR: ~0.90%
- IPM: ~0.7
- CPI: ~$1.45
Analysis
Though the banner’s vintage look intrigued a small puzzle-loving niche, most users lost interest quickly, with Day 7 retention hovering around ~12–13%. It offered a baseline for what a more “traditional” setting could deliver but ultimately didn’t sustain user engagement.
Banner 2
Key Performance Data (averaged):
- CTR: ~0.85%
- IPM: ~0.8
- CPI: ~$1.50
Analysis
A library-inspired “classic puzzle” vibe nudged up IPM slightly (~0.8), but CPI remained at ~$1.50. While some puzzle enthusiasts appreciated the detailed, moody atmosphere, a broader audience found it less enticing, reinforcing our suspicion that a brighter or comedic style might resonate better.
Banner 3
Key Performance Data (averaged):
- CTR: ~1.00%
- IPM: ~0.9
- CPI: ~$1.40
Analysis
Shifting to a bolder, cartoonish aesthetic provided a noticeable uplift in CTR and installs compared to Banners 1 and 2. However, Day 7 retention landed around ~14%, short of our ~17–18% target. It suggested that, while comedy pulled people in, we might need a more relatable environment or clearer puzzle hook to maintain engagement.
Banner 4
Key Performance Data (averaged):
- CTR: ~0.95%
- IPM: ~0.8
- CPI: ~$1.48
Analysis
This return to a more dramatic, realistic look generated decent clicks but underperformed in A/B tests against brighter styles (Banners 3 and 5). Day 7 retention hovered around ~14–15%. We concluded that “dark fantasy” scenes likely need a more powerful narrative hook or a well-known IP to grab a wider audience.
Banner 5
Key Performance Data (averaged):
- CTR: ~1.10%
- IPM: ~1.0
- CPI: ~$1.38
Analysis
A tropical scene increased CTR to ~1.10%, and Day 7 retention reached 15%. However, CPI ($1.38) was still above our target. Although colorful, the ad wasn’t cost-effective enough to expand into a video creative.
First Breakthrough — Banner 6
Key Performance Data (averaged):
- CTR: ~1.35%
- IPM: ~1.4
- CPI: ~$1.15
Analysis
A lively, cartoonish kitchen layout offered our first real breakthrough. CTR rose to ~1.35%, IPM to ~1.4, and CPI dipped to ~$1.15. Day 7 retention also improved to ~17%, confirming that a playful, everyday environment resonated strongly with hidden object fans.
Banner 7
Key Performance Data (averaged):
- CTR: ~1.50%
- IPM: ~1.6
- CPI: ~$1.05
Analysis
Building on Banner 6’s success, we introduced a relatable character in a similarly cartoonish bathroom setting. CTR climbed to ~1.50%, IPM to ~1.6, and Day 7 retention settled around ~19–20%. This personalization clearly boosted user curiosity and subsequent engagement.
Banner 8
Key Performance Data (averaged):
- CTR: ~1.75%
- IPM: ~1.9
- CPI: ~$0.95
Analysis
We blended the household appeal of Banner 6 with Banner 7’s character-driven approach, refining colors for extra vibrancy. CPI dropped below ~$1.00, IPM soared to ~1.9, and Day 7 retention reached ~20%. Users responded strongly to the cohesive, playful environment that mirrored in-game dynamics.
(Note: We also tested various text overlays, UI placements, and icon designs throughout the process, ensuring these elements were both user-friendly and scalable.
4. Interactive Chart & Key Performance Gains
After all eight banners were tested, we plotted CTR, IPM, CPI, and D7 Retention on an interactive line chart, spanning week 1 (Banners 1 & 2) to week 6 (Banner 8). The chart clearly illustrates:
These improvements underscore how each iteration informed the next. By the time we reached Banner 8, we’d minimized guesswork and focused on a cohesive, playful household setting proven to captivate our target players.
5. Transition to Video Creatives
After confirming Banners 7 and 8 as top performers, we produced two video ads:
1. Video Creative #1 (based on Banner 7):
Showcasing a relatable character navigating a cartoonish environment, emphasizing hidden-object gameplay.
2. Video Creative #2 (based on Banner 8):
Further refining the household theme, leveraging bright colors and a playful “find all objects” hook to maintain strong engagement.
By launching the second video before the first showed signs of fatigue, we maintained high CTR and consistent CPI as impressions scaled, avoiding common pitfalls like creative burnout.
6. Key Takeaways & Why This Approach Works
- Structured Hypothesis Testing
Every banner tackled a distinct visual or thematic concept, allowing us to quickly discard underperformers and reallocate budget effectively. - Incremental Refinement
By Banner 6, we identified the comedic household approach as a standout. Banners 7 & 8 further fine-tuned this winning direction. - Immediate Familiarity
Ads mirroring everyday life (kitchens, bathrooms) bridged the gap between ad expectations and in-game reality, pushing Day 7 retention upward. - Timely Video Rollout
Introducing the second video proactively prevented creative fatigue, keeping campaign performance steady. - A Replicable, Data-Driven Process
This iterative test-measure-refine model can be adapted to nearly any genre or budget, ensuring repeatable, measurable outcomes.
Conclusion
Our creative team delivered eight banner designs and two final video ads, evolving from initial concepts to highly refined visuals based on audience response data. The comedic household style proved especially compelling, showcasing how targeted creative testing can lead to significantly improved ad performance.
“Through strategic design and iterative refinement, we produced visuals that genuinely resonated with the game’s audience—building a solid foundation for ongoing advertising campaigns.”
The process doesn’t stop here. It’s built to scale—test fast, refine what works, apply it wider. Updates, new games, or bigger markets can use the same logic. A homey hook worked this time, but data could guide it to other styles or genres next.
If you’re looking to transform your ad campaigns with expertly crafted banners and video creatives, we encourage you to get in touch. Our data-driven methodology and creative expertise can help you achieve lasting results.
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