Incipia blog

Category: App Marketing
Total posts: 162

Apple Search Ads Creative Set Testing for ASO in the Wild

Gabe Kwakyi | February 20, 2023

One of the best new methods for alternative A/B testing in ASO is to leverage your Apple Search Ads campaigns for testing new screenshots and videos. Creative sets are ...

Apple Search Ads 301 Slides From App Growth Summit LA 2019

Gabe Kwakyi | February 10, 2023

Didn’t make it to Los Angeles for my presentation on Apple Search Ads 301 at the App Growth Summit? Get the slides here and stay tuned for a blog post on the App Growth ...

3 Considerations for Managing ASO A/B Testing

Gabe Kwakyi | November 26, 2023

The field of A/B testing (both the testing-first thought process and the actual statistic implementation of test management) has been a highly effective technique in the belts ...

A Framework for Predicting Mobile Marketing Profitability

Gabe Kwakyi | October 28, 2023

Posting the slides from a presentation given at App Growth Summit SF. In it, I explain how to use Excel’s scatter plot trend line equations as a framework to predict ...

5 Takeaways From the Google Play Console Organic Search Keyword Insights

Gabe Kwakyi | September 11, 2023

Interested to learn more about the google play console organic search keyword and explore insights? Read on and stay tuned to Incipia. #1 Google Play Organic Keyword Insights ...

What KPI To Use For Measuring Mobile Marketing Profitability

Gabe Kwakyi | September 3, 2023

This post was written to help bring more clarity to mobile marketers who want to find a KPI for analyzing profitability from marketing campaigns. In case you haven’t got ...

How Do Ad Attribution Conversion Windows Work?

Gabe Kwakyi | August 20, 2023

What is an ad attribution conversion window and how does it work? In short, ad attribution is the way in which ads from different marketing channels (e.g. Pinterest) are ...

How Do Mobile Advertising Auction Dynamics Work?

Gabe Kwakyi | August 13, 2023

Every single time a person opens a website or application that is ad-monetized, a new auction is initiated to determine which advertiser will be able to serve the user an ad. ...

Facebook Lookalike Audience Saturation Part 2

Gabe Kwakyi | July 17, 2023

This article picks up from where part 1 left off. Now that we know why lookalike saturation occurs, we can discuss how to address it, by either reversing it or optimizing ...

All About Creatives for Universal App Campaigns

Gabe Kwakyi | July 2, 2023

Why Good Creative is Important for Universal App Campaigns The AdWords PPC auction pioneered and popularized the modern, second-price auction, in which advertisers do not pay ...