You work for an agency managing app campaigns for a client. They've achieved strong performance with their existing creative, but the same assets have been used for a long time. How can you keep creative fresh for users while avoiding a fluctuation in results?

Analysis of Correct Answer(s)

The recommended approach is to replace assets that have a low performance label in the asset report. This is the most effective and least disruptive strategy for refreshing creative in an App campaign.

• Data-Driven Optimization: This method relies on concrete performance data. The asset report explicitly identifies which creatives are not resonating with audiences, allowing you to make informed decisions.
• Maintains Stability: By making incremental changes—swapping out only the worst-performing assets—you avoid shocking the campaign's algorithm. This prevents the campaign from re-entering a volatile learning phase, thus minimizing performance fluctuations.
• Continuous Improvement: This iterative process allows you to continuously test new creative against existing high-performers, ensuring the campaign's creative mix is always being optimized without sacrificing stable results.

Analysis of Incorrect Options

• Replace all the assets at once: This is a high-risk strategy that would force the campaign into a new learning phase, causing the exact performance fluctuation the advertiser wants to avoid.
• Remove the image assets: App campaigns thrive on a diverse portfolio of asset types. Removing an entire category like images limits the campaign's reach and the system's ability to serve the right ad in the right placement.
• Remove the assets and add new ones: This is too drastic. While adding new assets that follow best practices is good, removing all existing ones (including those performing well) is inefficient and would also trigger a disruptive re-learning period.