# Industry Launch Guide–Social Applications

# Background

When clients with social applications launch on the Mi Ads platform, they often encounter high trial and error costs due to a lack of understanding of product tools on the platform, making stable scaling and advertisement optimization difficult.

# Objective

Help clients with social applications understand the product tools that enhance performance and choose the appropriate products and strategies based on their own situations.

# Placement strategies


# Preparations

  • Most advertisers place ads using monitoring URLs configured on third-party platforms and fill in these links on Mi Ads.
  • To quickly accumulate assessment events, we recommend that advertisers postback as many internal events as possible to the Mi Ads platform. Typical owners of social applications first need to increase in magnitude and expand their user group. Secondarily, main assessment events include retention, registration, login, payment, etc.
  • AF postback event naming:

Naming conventions for postback events on Xiaomi's side:

Registration events: REGISTRATION

First purchase events: FIRST_PURCHASE

Purchase events: PURCHASE

Opening the app events: APP_OPEN

Custom event 1: CUSTOMIZE1 (custom events can be any event authorized by the advertiser. For example, a gaming app may evaluate "playing a demo", thus the advertiser can authorize "play" as a "custom event")

Custom event 2: CUSTOMIZE2 (custom events can be any event authorized by the advertiser. For example, a gaming app may evaluate "playing a demo", thus the advertiser can authorize "play" as a "custom event")

Custom event 3: CUSTOMIZE3 (custom events can be any event authorized by the advertiser. For example, a gaming app may evaluate "playing a demo", thus the advertiser can authorize "play" as a "custom event")

# Specific issues

# Increase magnitude: quality meets expectations but magnitude does not

Quick overview

The bidding formula: eCPM=pCTR*pCVR*CPA*1000. Increases in magnitude can start from CTR, CVR, and prices.
Increase CTR Optimize media
Increase CVR Optimize conversion link, such as reducing interception rates, enabling one-click downloading, etc.
Increase Bid Directly increase bidding power
Bidding mode Convert from CPA to CPC
Full coverage Automatic placement filling and developer traffic

# Optimize media

Media tool: Media Center

  1. Advantage: pulls and aggregates media published by the advertiser on all platforms.
  2. Instructions:
  • Open "Placement Tools"->"Media Center", and after entering the pack name
  • You can compare and select media with higher CTR or derivative works for placements

Update frequency: we recommend updating your media 2-4 weeks after placements

Media placement combination: you can select media and ad creatives based on the location of ad placement and relevant product functions.

For example, "App vault + GIF", grid overlapped with app functions + Interstitial/Natives

# Raise the bid

Pricing recommendations: ranges of each price increase shouldn't exceed 20%, and backend costs should be observed after price increases.

Case study:

The client is a leading socializing product in India looking to further scale. After comparing their eCPM to those in the same sector, it was suggested that they increase their unit price to improve bidding power.Results following adjustments were positive. Magnitude, revenue, and impressions all increased significantly.

Product Region of placement Unit price Average daily impressions Average daily magnitude Average daily revenue
A leading social product IN Before adjustment ($0.18) 26,859,956 13,795 $2,833
After adjustment ($0.23) 43,839,316 22,636 $5,092

# System preference

Tool: System Preferred Placement

  1. Capability: using algorithmic strategies to expand coverage to more placements that meet requirements, including newly opened placements, historically neglected placements, and making full use of short, medium, and long tail traffic
  2. Advantage: no need for manual adjustments; automatically expands after one-click whitelisting
  3. Instructions: the ad group dimension strategy whitelist, apply through this procedure (opens new window)

Case study:

A certain video product expanded using system recommended placements, and obtained a net 31% increase in magnitude


# CPC bidding

Change mode of bidding: change from CPI offers to CPC bidding.

Modification suggestions: after making adjustments, actually bid and make payments by clicking. Pay close attention to actual conversion costs and budgets, making adjustments to CPC prices and budgets in a timely manner.

Case study:

One advertiser tried to increase magnitude by adding CPC ad groups to address their scaling needs. Results were positive, although it should be noted that Mi Ads should have a balance of payments with the three parties.

Product Region of placement Method of bidding Average daily impressions Average daily magnitude Average daily revenue

A video product

IN Before adding CPC ad groups 65,498,552 12,533 $3,479
After adding CPC ad groups 90,106,121 13,633 $4,544

# Increase quality: quality not meeting expectations

Cost recovery: for many social application advertisers that monetize through advertising, having numerous active users is necessary to generate revenue. Therefore, metrics of retention are of great importance.

Post-link events: most social product advertisers pay more attention to daily activity of product usage, thus retention events are the main focus

Recovery metrics (retention, registration, etc.) Price adjustment Preferred placements
Audience targeting
Traffic combination
Postlink events (registration, retention, etc.)

# Manual optimization guide**

Step 1: Comprehensive data analysis

Split by country to obtain the data table: siteid * eCPM * conversion * cost * KPI

Step 2: Preferred placements and portfolio bidding: balance quality & magnitude to maximize acquisition

Ads with good KPI but low volume should be supported and bids for them should increase→ increase eCPM

Ads with poor KPI but high volume should be suppressed have lower bids→ decrease eCPM

The combination ensures that the overall CPI meets standards, improving quality and maximizing magnitude at the same time

Step 3: Increase targeting and funnel optimization

Increase target-audience packs: add corresponding competing products or packs for behavior groups of the sector

Time-slot targeting: the video sector has better conversion in periods from late night to early morning

Model/system targeting: preferred models can be selected based on quality and performance

Network targeting: videos play more smoothly under Wi-Fi conditions

# Audience targeting

Audience-targeted placements:

Tool: Manage Target Audiences— placement towards targeted audiences can be done by "local account upload" or by "label selection".


  • Choose a targeting method (upload or select)
  • Select corresponding clusters to country of placement
  • Upload files/select tags
  • Click to generate

# Automatic bidding

Tool: Day 1 Retention Automatic Bidding

Advantages: given a CPA unit price, automatically bids for each ad placement based on the target retention. Reduces time spent on manual adjustment and improves retention efficiently.


  • Enable postback of retention data.
  • Fill in the target day 1 retention rate when creating an ad group.