1. Media brief :
   • A major social media channel where theQoos' main target demographic users -10-20 female, pop culture consumers- hang out vigorously.
2. Main Agenda :
   • To succeessfully settle as a new paid marketing channel that could bring better install volume with decent retention quality than original media mix.
3. Strategy execution and result :
   • 'AB testing on targeting and campaign setting options'
     • Strategy : AB testing regarding setting options ****to find optimal setting condition
     • Goal : To seek for best suited campaign setting condition for the always-on campaign
     • Action : Series of test conducted on following setting elements -
       • Targeting : Test between ‘No targeting (Auto-targeting)’ vs ‘Narrowed Look-a-like user group’
       • Bidding : Test optimal bidding prices between ‘$1.5’ vs ‘$2’ vs ‘$2.5 ‘
       • ETC : Test between ‘ACO(Automatic Creative Optimization)’ on and off , Test on campaign reset strategy
     • Performance : Succeeded to find out following insights out of the tests and applied to the campaigns
       • Tageting :
       1. 'No targeting' is the best option for a mid/long term operation
       2. 'Narrowed Look-a-like of app users' is most powerful option for a short term operation
       • Bidding :
       1. $2 is the best bid for mid/long term campaigns
       2. $1.5 works best for short term boosting campaigns
       • ACO on/off :
       1. ACO is a great function to find best combitation between new creative / new message
       2. It's not much necessary or efficient after initial use on new campaign / new message
       • Campaign reset effect : It was effective to reset the ad-groups once in a month. However, the more it repeats, the less efficient it was for the creatives