Welcome back, App Growth Community, to High Five, a five-part mini-series where we spotlight five of the biggest minds driving the biggest bottom-line results in mobile today.

In this episode, we showcase Peter Jung, Director of Paid UA & Creatives at App Guardians, a mobile-first marketing agency focused on strategic growth. Throughout his career, Peter has managed $33+ million in ad spend and scaled hundreds of apps, including Lucky Day, a Top 10 App on iOS and Android. He joins our host, Peggy Anne Salz, in this week’s show to reveal his strategy for crafting captivating and attention-grabbing creative ads that actually convert and reduce wasted ad spend.  

It’s a strategy quite similar to fishing, he says. To effectively catch and keep users, every ad needs to bait, hook, and reel in users with engaging visuals, a clear call-to-action, and a creator or character that matches its target demographics' user persona. Throughout the episode, Peter shares several resources that marketers can review before, during, and after creating their ads to ensure each one meets this criteria before spotlighting real ads from real apps and explaining why each one either flopped or had users flying to the app stores to download. 

This is a show filled with practical tips and advice, from the three core elements of a strong creative and the tools Peter uses to edit his ads to why a soft sell rather than a direct ask might be the better option and the metrics to keep an eye on to evaluate campaign performance. Listen in now!

CHAPTER TIMESTAMPS

00:00 - Intro

01:10 - Core of strong creatives

03:25 - Why CTA is so important

05:17 - Direct vs Indirect CTAs

07:34 - Gaming vs non-gaming apps

08:52 - App elements to consider in creatives

16:07 - The creative fishing formula

23:25: A checklist for great ads

27:29 - Effective or ineffective ad #1

30:24 - Effective or ineffective ad #2

32:00 - Effective or ineffective ad #3

35:00 - Effective or ineffective ad #4

36:42 - Effective or ineffective ad #5 

29:32 - Effective or ineffective ad #6

41:34 - Metrics to pay attention to

43:44 - Where does AI ad value?

46:10 - The secret to staying innovative

49:00 - Where to connect with Peter