S02 E07 Trailmix’s Philippa Layburn on Identifying Winning Creatives

Want a winning formula to pick your winning ad creative and streamline your A/B testing? In this episode of the PocketGamer Podcast, our hosts Brian Baglow and Peggy Anne Salz chat with Trailmix’s Senior UA Manager Philippa Layburn on how she is changing the ads playbook with constant creatives analysis. Part of her secret: think outside the box and measure success using a metric blend that makes sense for their game. This episode isn’t one you want to miss as Philippa details hook rates (her new metric, by the way) and how she hacked Google Ads using UGC. 00:00 - The PGB Podcast Mini Class 03:51 - Introducing Phillipa 06:11 - Your narrative should go beyond written words 07:29 - Influencing ad spends with good creative 11:36 - Hook rate: the key to understanding why your ad works 16:20 - Phillipa “called out” her gameplayers…and it worked 18:11 - Cultivate a team mindset of iterating to reduce CPI 23:55 - Your ads need to include real gameplay 25:14 - Don’t be afraid to break the playbook 28:23 - Peggy and Brian’s wrap-up ** Let's Connect ** 👉🏻 Twitter - https://twitter.com/pgbiz 👉🏻 LinkedIn Group - https://www.linkedin.com/groups/144491/ 👉🏻 Facebook - https://www.facebook.com/PGbiz 👉🏻 Website - https://www.pocketgamer.biz Check out more world-class speakers sharing their insights and expertise at one of our events. You can find details of our next event here - https://www.pgconnects.com/next-event