Please delete any unused boilerplate material before making your final submission.

Let’s begin!

Know what your product is, its features, what problem its solving. Draft the CVP of your product, its natural frequency and engagement framework.

Know your users, what they value the most and define who is your active user.

About the Product

AdPushup is an AI-powered platform that helps content creators generate revenue by connecting them to 50+ premium advertising exchanges, deploying cutting-edge ad-serving technology. Publishers globally can seamlessly maximize the yield from every single ad impression on your website using a single platform. The platform can be pivotal in helping independent publishers, AdSense Publishers, or even enterprise publishers supercharge their ad revenue MoM.

Features

• Increases Bid Competition
• Fast Ad Delivery
• Top-Tier Demand
• Quick integration and continuous optimization

What problem are we solving?

Our state-of-the-art technology helps web publishers open up their ad inventory for bidding by multiple demand partners in real time. Our system auto-selects the optimal number of partners so that they get the best yield for every single impression. Our partnerships with leading, global demand partners enable us to reduce barriers to entry and bring the best global brands, campaigns, and ads to our publisher partners.

What is our core value proposition?

Using a single platform, publishers can maximize yield from every single ad impression on your website.

How do the users experience the core value proposition of the product?

The users experience the core value proposition of the product when they witness increase in yield from ad impressions visible in the intuitive dashboard

What is the natural frequency?

The natural frequency is 7-days. The publishers come back to the dashboard every week to compare the yield from overall ad impressions Week-over-Week

Sub Products and their Natural Frequency

• Header Bidding - enables publishers to open up their ad inventory for bidding by multiple demand partners in real time.
  
  Natural Frequency - 7 days. The publishers compare the revenue earned through real-time bidding from their ad space every 7 days.
  
• Video Ads - enables publishers to leverage programmatic advertising to maximize their yield on web inventory with the new video ad units.
  
  Natural Frequency - 30 days. The publishers compare the revenue earned specifically from video ads after every 30 days.
  
• Ad Block Recovery - enables publishers to use the ad-reinsertion technology to recover the revenue lost due to ad blockers without disrupting the user experience of the website.
  
  Natural Frequency - 30 days. The publishers compare the revenue earned from ads blocked by adblocker solutions after every 30 days.
  
• Ad Layout Optimization - enables publishers optimize their ad placement strategy by evaluating ad performance across geolocation, devices, traffic sources, and user reading patterns. 
  
  Natural Frequency - 7 days. The publishers conduct split tests with different ad layouts and compare the revenue earned from each ad layout until revenue is stabilized.

Who is our active user?

Key action -> Any user who visits and tracks no. of ad impressions optimized in the dashboard at least once a week. Metric to track -> D7 product usage.

What is our Engagement Framework?

Out of the 3 engagement frameworks - Breadth, Depth, and Frequency, the Breadth Framework would work the best for us because three of our most valued products works best when they correspond to each other. They are -

• Ad Layout Optimisation
• Header Bidding
• Video Ads
• AdRecover

If Ad Layouts are properly optimised, the bid during the auction for the ad space through real-time bidding will always be the highest, so Header Bidding will work seamlessly. If Header Bidding is working seamlessly, there will always be a high demand for video ads. However, the revenue from all three sources can be compromised if visitors are using Ad Block solutions. AdRecover can help recover miimum 20% of lost revenue due to Ad Blockers.

build your ICP's- by now you know how to do that in a tabular format as done in earlier projects and segment the users, think about why you are segmenting and what is the goal of your product and segmentation

Answer the list of questions in the project guide to determine your hook. This is not a compulsory section; you can opt for it or always revisit it later.

Write down or mention at least 5 engagement campaigns to drive engagement.

What product hooks must be built to drive casual to core and core to power users?

Product Hooks to Drive Casual to Core Users

Campaign 1

ICP 1 in Casual User - Sreyasi uses only our Header Bidding Tag to participate in real-time bidding. If she also uses our AI-powered Ad Layout Optimization, she will be able to sell her ad space at better, higher bids as the ads will placed contextually in the right format, and in the right place.

Product Hook - Ad Layout Optimization

Asset: Email - Personalize ads for each visitor and plug in premium demand.

User flow - Since Sreyasi has a decent understanding of real-time auctions that go into play for ad view, chances are she will understand the value proposition of automatic ad layout optimization over email .

Decision Maker: Since Sreyasi is an individual content creator, she is the decision-maker.

Goal: Increase breadth of engagement with AdpUshup by integrating Ad Layout Optimization and moving Sreyasi from Casual to Core user.

Success Metric: Sreyasi becomes a core user from a casual user by becoming an active user of Header Bidding and Ad Layout Optimization in the next 30 days.

Problem Statement - Sreyasi is new to blogging, so she is more concerned about driving traffic.

Current Alternative - Mediavine, Raptive, Publift

Solution - AdPsuhup's AI-powered header bidding and ad layout optimization will ensure she gets the highest bids for her ad space from the best demand partners. She is happy to share commissions on incremental ad revenue.

Metric to track:

• Open rate of the email.
• Engagement rate.
• Click Through Rate.
• Conversation with CS team.
• AdPushup's ad layout code integration within D-30.
• Frequency of console log-in after code integration is once every 15 days.

Campaign 2

ICP 2 in Casual User - Poulomi uses only our Adsense optimization service. If she also uses our Header Bidding and automated ad layout optimization solutions, she'll have the highest ROI for her investment. She will have a higher demand for her ad space, ads will be triggered contextually, and ads from ad sense will be optimized by experts.

Product Hook: Managed Header Bidding and Ad Layout Optimization

Asset: Call. Experience Faster Ads, Better Monetization, with Smart + Managed Header Bidding and Ad Layout Optimization

User Flow - Poloumi needs a thorough understanding of how the breadth of products can be pivotal in increasing her ad revenue. We should give her a call and explain in detail how leveraging Header Bidding would help.

Decision Maker: Since Poulomi is an individual arbitrager, she is the decision-maker.

Goal: Increase the breadth of engagement with AdpUshup by integrating Header Bidding and Ad Layout Optimization and moving Poulomi from Casual to Core user.

Success Metric: Poulomi becomes a core user from a casual user by becoming an active user of AdSense Optimization, Header Bidding, and Ad Layout Optimization in 30 days.

Problem Statement - Poulomi is a new arbitrager, so she is more concerned about driving ROI from the traffic she buys.

Current Alternative - Headerbidding.co

Solution - AdPsuhup's AI-powered header bidding and ad layout optimization will ensure she gets the highest bids for her ad space from the best demand partners.

Metric to track:

• Phone call received.
• Duration of conversation.
• Perceived product messaging.
• Perceived value proposition.
• AdPushup's Header Bidding and Ad Layout code integration within D-30.
• Frequency of consoe log-in after code integration is once every 12 - 15 days.

Campaign 3

ICP 1 in Core User - Khaleej Times is currently onboard with our Adsense Optimization and Ad Block Recovery Solution. If she also uses our Video Ad suite, it will open up a new source of revenue for them as engagement on video ads is often higher than on video ads.

Product Hook: Comprehensive video ad suite

Asset: 1:1 meet. Grow competition for your ad inventory with our comprehensive video ad suite.

User Flow: Since integrating any new tech in a large publication would require apporval from multiple stake holders, it's best to meet the team and make them understand about the potential opportunity of opening up a new revenue stream.

Decision Maker: Head of programmatic (decision maker), head of engineering (influencer), ad operations team (end users).

Goal: Increase the breadth of engagement with AdpUshup by integrating the Video Ad Suite and opening up new revenue opportunities for them, making them power users.

Success Metric: Khaleej Times becomes a core user from a casual user by becoming an active user of the Video ad suite in 15 - 20 days along with other solutions.

Problem Statement - Khaleej Times is an enterprise publisher primarily concerned about increasing its Net 30 earnings by selling its Ad Space. Not very open to experimentation.

Current Alternative - Connatix

Solution - APushup's suite of video ad solutions will increase the engagement of visitors and click-through rates, increasing ad views. This will increase the bid, resulting in higher net 30 revenue.

Metric to track:

• Phone call received.
• Duration of conversation.
• Accepted offline meet.
• Perceived value proposition of the product.
• AdPushup's Video Ad Solution integration within D-30.
• Frequency of console log-in is once every week.

Campaign 4

ICP 2 in Core User - HindiKaro is currently onboard with our Header Bidding and Video ad Solution. If they also our Ad Block Recovery solution, it will help them recover revenue lost due to ad blockers.

Product Hook: AdRecover

Asset: Email. Recover Lost Revenue from Ad Blockers, Without Disrupting User Experience

User Flow - Since they are a mid-market publisher and fairly understand the potential of recovering revenue lost due to ad blockers, it's best to make them understand the value proposition of the product through email and build engagement.

Decision Maker: Founder, ad operations team (end users).

Goal: Increase breadth of engagement with AdpUshup by integrating Ad Block Recovery Solution and recover revenue lost due to ad blockers, making them a core user from power user.

Success Metric: Hindikaro becomes a core user from a power user by becoming an active Ad Block Recovery Solution user in 15 - 20 days along with other solutions.

Problem Statement - Hindi Karo is a mid-market publisher losing out a chunk of ad revenue due to ad block solutions.

Current Alternative - Blockthrough

Solution - APushup's Ad Block Recovery solutions will whitelist the ads and help them recover at least 20% of the revenue lost due to ad blockers.

Metric to track:

• Open rate of the email.
• Engagement rate.
• Click Through Rate.
• Conversation with CS team.
• AdPushup's Ad Block Recovery code integration within D-30.
• Logs in to console every 7 - 10 days after AdRecover code insertion

Campaign 5

EU Remote Jobs is a mid-market publisher currently on board with our Header Bidding and Ad Layout solution. He only has a team of 5 people, so they are not aware of whether revenue lost due to Ad Block can be recovered.

Product Hook: AdRecover

Asset: Email + Call. Start monetizing your adblocked ad inventory - Integrate AdRecover to Your Ad Stack!
User Flow - Since they are a small publisher and don't have much understanding if revenue lost due to ad blockers can be recovered, it's best to make them understand the value proposition of the product through email, build engagement, and then convert through call.

Decision Maker: Founder, ad operations team (end users).

Goal: Increase breadth of engagement with AdpUshup by integrating Ad Block Recovery Solution and recover revenue lost due to ad blockers, making them a core user from a power user.

Success Metric: EU Remote Jobs becomes a core user from a power user by becoming an active Ad Block Recovery Solution along with the exisiting solutions in 15 - 20 days.

Problem Statement - EU Remote Jobs is a small publisher losing out a chunk of ad revenue due to ad block solutions.

Current Alternative - Blockthrough

Solution - APushup's Ad Block Recovery solutions will whitelist the ads and help them recover at least 20% of the revenue lost due to ad blockers.

Metric to track:

• Open rate of the email.
• Engagement rate.
• Click Through Rate.
• Conversation with CS team.
• Call Received and conversation
• AdPushup's Ad Block Recovery code integration within D-30.
• Logs in to console every 7 - 10 days after AdRecover code insertion

Figure out the retention data for your product. If you don't have access to the same, begin by adjusting the industry standards. Plot down the data and bring to life your retention curve. Draw out observations and insights from the same.

What is causing your users to churn?

Go back to your user insights and figure out the number one reason of churn by listing down all the factors.

Retention Data

Churn Data

Retention Curve

Observations

1. Retention is becoming flat during 5th and 6th months
2. Cohort 1 is profitable
3. Cohort 2 is profitable
4. Cohort 5th is profitable
5. Cohort 3rd, 4th, and 6th are not profitable.

What Channels Drive the Best Retention?

Observations

We should double down on SEO, content, and referral, while we should entirely cut down Facebook ads, reduce budget for LinkedIn Ads, and increase budget in Google Ads.

What Sub Features/ Products Drive Maximum Retention?

1. Header Bidding Solution
2. Ad Layout Optimization
3. Video Ads Suite

Negative Actions

1. Low NPS
2. Low CSATs
3. High Support Tickets
4. Removing code (cancel flow)

Top Reasons for Churn

Volunatary Actions

1. Reduced demand
2. Did not understand the product
3. Poor customer support
4. Opaque contracts
5. Results are not transparent
6. Slow site speed
7. Higher comission
8. Low frequency use cases

Involuntary Actions

1. Reduced spends on digital ads
2. Holiday seasons
3. Reduced page views
4. Improper content strategy of the creator

You have already created the engagement campaigns, resurrection campaigns are quite similar just keep in mind the churned users that are being targeted here.

(customized your campaigns as per the ICP you're targeting to bring back, add parameters accordingly)

We hope this helped you break the cold start problem!

Reminder: This is not the only format to follow, feel free to edit it as you wish!

Who has churned?

1. Content creators facing reduced demand for their ad space
2. Poor customer support
3. The overall site speed has reduced
4. Higher commission being charged by AdPushup
5. Low frequency use case

Campaign 1

Problem Statement - The yield per ad impression has reduced due to a fall in the auction price, resulting in a fall in net 30 earning

Reasons for motivation - Significant fall in top-tier demand

Type of User - Power users becoming Core users

Offer - Zero Revenue Share for 15 days. This means AdPushup won't charge any revenue share for 15 days so that publishers can recover revenue lost due fall in auction prices.

Asset - Email

Decision maker and Influencer - Founder and end user

Pitch and Content -

Pitch: Guaranteed Earnings with 15 Days of 0 Revenue Share

Content: Maximize your earnings with 15 days of 0% revenue share—zero risks, only gains.

Frequency and Timing:

Timing - Customers conducting split testing on the top pages with competitors. This clearly shows fall in comittment levels.

Frequency - As users keep removing competitor codes, revenue share on that page will become 0 for the next 15 days. For example, if there are 5 pages on which the publisher is conducting split tes with competitors, the revenue share for AdPushup will be 0 for the next 15 days as the publisher keeps removing the competitor codes from each page.

Success Metric:

1. AdPushup Console log-in in the next 7-day time-frame (Reactivation Metric)
2. User resuming monetization with AdPushup on their top pages. No canceled flows.

Campaign 2

Problem Statement: The customer is not satisfied with the Account Manager and is, therefore, planning to exit

Reason for motivation: Long response time for queries

Type of User - Power user may become a churn

Offer: AdPushup will provide dedicated account managers to all its customers, irrespective of account size so that all queries are addressed within 24 hours.

Asset - Email

Decision maker and Influencer - Founder and Head of Ad Operations

Pitch and Content -

Pitch: Dedicated account managers with SLAs of less than 24 hours

Content: Get access to dedicated and experienced account managers who'll respond to all your queries in 24 hours. You have AdPushup Guarantee!!

Frequency and Timing:

Timing: Continuous increase in support tickets, leading to a rise in SLAs.

Frequency - Low CSAT score and NPS result of accounts led us to immediately assign dedicated account managers to each account

Success Metric:

1. AdPushsup console log-in in the next 15-day time-frame (Reactivation Metric)
2. Contracts renewed with AdPushup

Campaign 3

Problem Statement: The site loading speed has reduced because of code-heavy JavaScript

Resason for Motivation: Code-heavy Adpushup Java Script is causing delay in site load, which is impacting user experience.

Type of User - Core user may become a power user

Pitch and Content -

Pitch: Blazing Fast Ad Delivery ensuring seamless user experience

Content: We've made many code customizations to minimize page latency, including modular code generation, lazy loading, and CDN-based delivery

Offer: Be the Early AdOpters of AdPushup's Revolutionary JS and don't let heavy codes Impact Your SEO

Asset - Call

Decision maker and Influencer - CTO and Head of Programmatic

Frequency and Timing:

Timing - Customers going live with competitors on pages that are loading slow. This clearly shows fall in comittment levels.

Frequency - As users keep removing competitor codes, revenue share on that page will become 0 for the next 15 days. For example, if there are 5 pages on which the publisher is conducting split tes with competitors, the revenue share for AdPushup will be 0 for the next 15 days as the publisher keeps removing the competitor codes from each page.

Success Metric:

1. Console log-in and revenue tracked in the next 7-days (Reactivation Metric)
2. User resuming monetization with AdPushup on all their pages.

Campaign 4

Problem Statement: AdPushup is charging a higher comission

Resason for Motivation: The increase in net revenue for the last 6 months has been 30%, while AdPushup is charging a 25% monthly commission out of that

Type of User - Power user may become churn

Pitch and Content -

Pitch: 90% of the revenue stays with the publisher unless net revenue earned increases by 50%

Content: Enjoy 90% of your earnings till Net-30 revenue increases by 50%. We want our publishers to maximize revenue potential like never before.

Offer: Exclusive Offer for Select Publishers - Enjoy 90% of your earnings till Net-30 revenue increases by 50%

Asset - In-person visit

Decision maker and Influencer - CEO and Head of Programmatic

Frequency and Timing

Timing - Customers removing codes (canceling) flows after Month 5 and refusing to sign a contract

Frequency - 7% give up on commission after reinstalling the codes, another 3% give up on signing contract.

Success Metric:

1. Console log-in and revenue tracked in the next 7-days (Reactivation Metric)
2. and 1-year contract signed

Campaign 5

Problem Statement: Publisher is only availing the header bidding solution as he is not eligible for video ad suite

Resason for Motivation: Wants to run video ad suite on his website

Type of User - Power user becoming a churn

Pitch and Content -

Pitch: Maximize your yield on web inventory with the new video ad units customized only for your website

Content: Make the bidding process efficient and maximize yield by utilizing essential inventory vitals on our video ad units

Offer: AdPushup’s customised video ad suite for your website comes with an ML-powered dynamic floor engine to fetch the real-time and user-specific targeted bids

Asset - Email and Call

Decision maker and Influencer -Founder, CTO, and Head of Programmatic

Frequency and Timing:

Timing - Customer providing poor NPS score due to lack of video ads on the website

Frequency - 10% of ads trigerred would be video ads after D7, another 7% after D10, another 3% after D 30. Total 20% of ads trigerred would be video ads to increase net earning.

Success Metric:

1. Core user becomes power user by logging into AdPushup Dashboard within 7 days of going live with video ads
2. 1-year contract signed

*End of Project *