How to achieve great ROAS within a multi-channel campaign using AI


By Barak Vinkler, Product Manager at Zoomd

ROAS, or Return on Ad Spend, is a critical metric for any marketing campaign. It measures the amount of money a company earns for every dollar spent on advertising, helping to identify which strategies are the most cost-effective. In the world of mobile app user acquisition, achieving a high ROAS is essential for driving growth and maximizing the return on investment in marketing efforts. 

One way to boost ROAS in user acquisition campaigns is by using artificial intelligence (AI). AI can help optimize campaign performance by automatically adjusting bids and targeting based on user behavior and other factors. This allows marketers to maximize their ROAS while minimizing wasted ad spend. 

As a product User Acquisition expert, I will share my insights on the advantages of incorporating AI into user acquisition strategies and guide how to effectively set up and optimize AI to achieve a high return on ad spend across various channels. 

The Benefits and Challenges of Advertising in Multiple Channels 

Advertising in multiple channels can be a powerful way to reach a wider audience and drive growth for a business. By expanding beyond a single channel, marketers can access new audiences and increase their chances of finding and converting potential customers. 

However, advertising in multiple channels also comes with its own set of challenges. Each channel has its own unique features, targeting options, and ad formats, which can make it difficult to manage campaigns across multiple platforms. Additionally, different channels may have different audiences, which can require customizing campaigns and targeting to fit each platform. 

Despite these challenges, the benefits of advertising in multiple channels can be well worth the effort. By leveraging the unique features and audiences of each platform, marketers can reach a wider range of potential customers and drive growth for their business. By using AI to optimize campaigns across multiple channels, marketers can streamline the process and make it easier to manage campaigns and achieve great ROAS.  

Understanding AI for User Acquisition 

AI for marketing refers to the use of artificial intelligence and machine learning algorithms to analyze data and automate marketing activities. It can be used to identify the most effective strategies for reaching target audiences, improve KPI, and optimize campaigns for better results. 

AI can be used to automate bidding and targeting decisions based on user behavior and other factors such as event, impressions, or location. This can help marketers tailor campaigns to specific users, resulting in higher ROI from each ad spend. 

Applying AI for User Acquisition

Setting up AI for mobile user acquisition requires collecting user data, training a machine learning model, and implementing the model into your existing campaigns. This can be a complex and expensive process, but many tools are available to help marketers get started, including Skipper by Zoomd.  

AI for user acquisition requires testing new media strategies, analyzing user data, and adjusting bids and budgets regularly. In order to maximize ROAS, advertisers must pay attention to trends in their field and adjust their strategies accordingly. 

Maximizing ROAS with Skipper: A Tool for User Acquisition Across Multiple Channels 

One tool that can help marketers achieve great ROAS in user acquisition campaigns across multiple channels is Skipper, created by Zoomd. Skipper is a powerful platform that helps marketers optimize their campaigns by automating decisions such as bid and budget, campaign status updates, and more. 

One of the key features of Skipper “Automation Center” is its use of the “IFTTT” (If This Then That) methodology, which makes it easy and fast to create and edit campaigns. With IFTTT, marketers can set up simple “rules” that dictate how their campaigns should behave based on certain triggers.  

For example, a marketer might set up a rule that says “If the ROAS of a campaign falls below a certain threshold, then pause the campaign.” This allows marketers to automate their campaign management and make real-time adjustments based on performance for multiple campaigns and channels.

Skipper also offers a range of features that make it easy to track campaign performance, such as real-time reporting, budget allocation, graphs, and dashboards. This allows marketers to stay on top of their campaigns and make informed decisions about how to optimize them for the best results. 

Overall, Skipper is a tool for app owners, campaign managers and overall marketers looking to achieve great ROAS and stay on top their data in their UA. By automating campaign management and making it easy to track performance, Skipper helps marketers focus on driving growth and maximizing the return on their marketing efforts. The use of the IFTTT methodology makes it easy and fast to create and edit campaigns, helping marketers to quickly optimize their campaigns and achieve great ROAS. 

In conclusion, achieving a high ROAS is essential for driving growth in mobile user acquisition campaigns and AI can help in optimizing the performance. Advertising on multiple channels can be beneficial, but it can be challenging to manage campaigns across different platforms. Tools like Skipper can help streamline this process by automating decisions and optimizing performance across multiple channels. With Skipper’s automation center, advertisers can easily maximize ROAS and drive growth for their business. 

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Fool-proof tips to make media planning more approachable than ever


Media planning strategies need to be revisited by businesses that are looking to make it in the post-pandemic world, because the tactics that worked in the past are no longer relevant.

30-second summary:

  • Mobile-first approach more important than ever, as global mobile subscribers is expected to become 5.7 billion by 2023
  • Media planning objectives require cross-departmental collaboration for increased efficiency
  • Silos disrupt and complicates workplace communications. 83 percent of executives claim their organizations have silos, and that 97 percent of them are aware that it has a negative effect.
  • Implementation of media plan must be a collaborative effort
  • The best way to measure success of each campaign would be directly tied to each specific goal, the teams that worked on it, and the value to be derived from the media.

Initiatives surrounding media planning are one of the hottest topics for marketers and advertisers worldwide, as they explore ways to make it out of the post-pandemic world in one piece.

The tactics that worked in the past may no longer yield the same results, especially considering consumer behavior has totally shifted in the past year. As such, it’s back to the drawing board for those taking part in media planning. But as with most other types of business-related strategies, it is far easier said than done.

Media plans help determine the best way(s) to convey messages to target audiences. In many ways, they unify general marketing, online marketing, sales, and advertising strategies.

Considering the fact that the first few steps tend to be the hardest, here are some no-fail approachable tips to get started on the media planning process.

First and foremost: Think like a customer

Before starting, it’s important to put the lens of consumer reality on every insight, channel, and anticipated behavior. This is the best way to set the stage for a realistic strategy and approach.

When thinking like a customer, you may realize that the “mobile first” approach would be best, especially when you consider the fact that more than half of all web traffic is mobile, and over four-fifths of time spent online is spent on mobile devices.

The total number of global mobile subscribers is expected to become 5.7 billion by 2023, which is 71 percent of the population.

Create a list of media planning objectives

While many might say that it’s best to narrow down on one objective, the truth of the matter is that there will be many. In some cases, several objectives might branch out of one. In other cases, several seemingly unrelated objectives might eventually meet at one.

One of the primary objectives should be to strengthen cross-team collaboration. Research has shown that of 95 teams in 25 leading corporations, 75 percent of cross-functional teams are dysfunctional because of the lack of clearly defined goals, which ultimately limits the level of success across numerous fronts.

All media strategies will have more depth when properly contextualized with all other relevant components of the marketing strategy. Another objective would be to improve the media distribution timeline in such a way to ensure content is shared in an efficient and timely manner for relevancy.

These join forces in the implementation of media campaigns for social networks that require a streamlined content creation process and pre-scheduled posts.

There are many points to factor (and also research) while listing out objectives and goals, including the following:

  • Communication and media channels to utilize
  • The target market for different channels and/or campaigns
  • Level of exposure for each marketing channel (reach and frequency)
  • Demographics and geographic coverage
  • Budget considerations, allocation, and management
  • Style and creative element, as different mediums require different approaches

Make use of media planning templates

There are many types of media planning templates for different types and parts of the media planning process, from editorial calendars, to social media calendars, to advertising templates, to media design templates, and so much more. These can be created from scratch, or even downloaded from the Internet for immediate usage or inspiration.

The point is that the content of each template ultimately needs to be unique to the organization. The filled templates must help the users of it, whether internal or external, be as efficient and effective as possible through each coordinated effort across all channels.

Collaboratively implement the media plan

Before implementing the media plan, it is important to ensure all parties have all the necessary materials, credentials, access, and information as needed to properly execute the plan. It would also be useful to provide a list of people to contact for specific needs, as well as the details for one central person who can answer general questions on the media plan.

Data silos would prove to be obstructive when it comes to any kind of marketing/sales initiative, especially media planning.

However, it is still far too common in large organizations- 83 percent of executives claim their organizations have silos, and that 97 percent of them are aware that it has a negative effect. Silos disrupts and complicates workplace communications, thereby planting a seed of inefficiency.

Determine how to evaluate success

Countless variables go into media plans, each of which have their own measures of success. In some cases, the goals may solely be an increase in reach, while in others it may be conversions, engagement, or revenue. Sometimes success could be a little more tricky to measure, such as when the goal is to increase brand sentiment.

The best way to measure success of each campaign would be directly tied to each specific goal, the teams that worked on it, and the value to be derived from the media.

As you go through the process of media planning, remember that some campaigns will be more/less successful than others, and there is no such thing as failure so long as lessons are learned from it.



This article was first published on Click Z on December 22nd, 2020:

Fool-proof tips to make media planning more approachable than ever

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Following this eBook , we recommend you gain more clarity on the advertising tactics and operations you need to handle for your first media budget, read it all in our recent blog post.

If you’re looking to understand more on the media side, especially with the noise and clutter post the end of IDFA by Apple, we are here for you. Contact us to get started

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