The best AppLovin ads save the pitch for the end.

Savannah Sanchez's team makes hundreds of ads a week for ecommerce brands. In a webinar with AppLovin she said the ads that win there break most paid social rules: longer, slower to start, and strongest in the last five seconds.

We pulled ten lessons out of her talk. Here are three worth stealing for your next AppLovin batch.

The viewer

Save your best for the end

AppLovin ads are watched for 35 seconds on average, and attention peaks in the last 5 to 10, when the player is almost back to their level.

The fixPut the product in use, the offer, and the CTA in the back half of the ad.

The ad itself

Test end cards like videos

The screen after the video drives more than half the clicks in a creative set. When a video starts winning, scale it with more end cards.

The fixPair one proven piece with one new one: a new video with a proven end card, or the reverse.

Volume and patience

Don't kill the big spender too soon

Buyers saw about eight ads before purchasing. The first one had high spend and the lowest ROAS, but it started most of those journeys.

The fixGive new ads a few weeks before you call them.

The other seven cover rewarded viewing, ad length, story over editing, borrowing from gaming advertisers, uploading your back catalogue, weekly volume, and changing one variable at a time.

Read all ten lessons Book a call

Talk soon,

Muzni Mubarak, Flixr Studios

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