Last month, YouAppi hosted another Recipes for Retargeting Success virtual cooking event. This time, we teamed up with Adjust to host the event led by Chef Charlie Knowles teaching mobile marketers how to cook handmade squid ink cavatelli pasta.

Like our last event, we added a little spice to the class by adding a drinking component. Drinking game rules included: if two guests talked at the same time, they had to drink. If a guest’s family member or dog made an appearance on the Zoom, they had to drink. And, if a guest answered a question correctly, they could nominate another guest to drink.

Guests answered retargeting trivia questions throughout the class. Chef Charlie also peppered the class with useful cooking tips and tricks. Below, find the highlights of our retargeting recipes for success trivia answers and cooking tips from Chef Charlie.

Retargeting Trivia:

What is the important thing marketers should consider when running a retargeting campaign?

To name a few: the partners they’re running with and the audience segments they’re targeting. 

Marketers should consider audience segmentation and undertake data analysis to know what their users’ behavior looks like. This should also influence how marketers segment their audiences. If you don’t have your own data team, products like YouAppi’s DMP can help you undertake this data analysis and fill in the gaps of your segmentation.

How can you be sure that your ads fit the audience viewing them?

By connecting users to previously viewed items or relevant content. Dynamic and personalized ads deliver an extremely effective channel for driving engagement. In addition to utilizing your messaging and themes to get users to perform a certain action, tapping into a dynamic product feed (that discerns whether the user was looking at a pair of shoes versus a tshirt, for example) is useful at delivering a hyper-personalized experience more efficiently.

What percentage of mobile campaigns are eaten by fraud?

In cases where partners are not closely monitoring fraud or suspicious install behavior, 20-40% of your ad spend can be fraudulent in the mobile space. 

There are a range of fraud prevention tools available to help you better monitor fraud in your campaigns. Working with trusted partners who can recommend anti-fraud platforms and trustworthy media sources is key. Also working with partners with full funnel capabilities that can share impression logs, IDFA, and the publisher’s data on impressions and clicks can help you better spot fraud in your funnel. Finally, choose partners with MMP integration so they can compare activity flagged by their proprietary fraud tools. The combined efforts of your marketing stack partners, all with the end goal of client success, is the key combatant to fraud.

Finally, the risk of fraud in mobile retargeting campaigns is very small.

How do you do a lift analysis?

You compare a specific metric to the baseline performance. For example, you can see improvement in a re-engagement campaign by doing a comparison and attaching a methodology to it. In YouAppi’s case, we use the ghost ads methodology and place 90% of users in a test group and 10% in a holdout group. We are able to then incrementally test the performance of exposing users to an ad versus the performance of not exposing users to an ad. 

We usually apply this at a reasonable point where the campaign has been live for long enough or we have enough users for our audience size. YouAppi also supports alternative lift analysis methodologies.

What changes are coming in late 2020/early 2021 from apple? 

Apple is releasing iOS 14 which includes a new IDFA opt-in requirement.

What is a self attributing network? Can you name any? 

A network that takes credit for their own installs like Google, Twitter, Facebook, Shapchat, Instagram, etc.


Cooking Tips from Chef Charlie:

Why do you salt pasta water and what kind of salt do you use?

The salt penetrates the pasta and seasons it. It’s better to use sea salt or kosher salt rather than iodized salt which is highly processed. They add chemicals to iodized salt so that it doesn’t stick together. Also, in recipes, if you do use iodized salt, you always tend to use a lot more iodized salt than regular salt. Always taste your salt because each salt is different and contains different minerals.

What’s the proper kneading technique for pasta dough?

Form your pasta dough into a ball and think of it like a clock. Hold it at ‘6’ with one hand. Then with the palm of your other hand, flatten the dough down at ‘12’ and then fold it over. Then, turn the piece of dough 90 degrees and do that motion again. Keep doing that motion repeatedly. What you’re doing with this motion is stretching, folding and twisting the dough. 

What if my pasta dough feels too dry?

Try wetting your hands under the sink and then kneading your dough again. This way, the more you knead the dough, the more additional moisture is added. It also controls the amount of water you’re adding: a little drop here, a little drop there.

Is it possible to overwork the dough?

No, you can never over-knead pasta dough. Technically, you should be kneading your dough constantly until the ball of dough is nice and smooth. If the ball of dough looks like it has cellulite all over it, you need to keep kneading it. This develops gluten. There are actually 2 ways to develop gluten: agitating the dough (i.e. kneading), or letting it rest. Since it takes at least a day for the dough to rest long enough to develop gluten, kneading is preferable if you’re short for time.

When making tomato sauce, how do you get rid of acidity?

There are 2 ways to get rid of acidity in tomato sauce other than adding sugar (which you should never do). You can cook down your tomatoes for a long time on low heat. Or, you can add olive oil and that will reduce the amount of time you have to cook the tomatoes to reduce the acidity. I would still say cook your tomatoes for 30-40 minutes minimum. Maximum, cook your tomatoes for 4-5 hours (if you have a big enough pot and a lot of tomatoes). 

What’s the proper way to cut an onion?

It’s all about control, so start by cutting off both ends so that the onion sits flat. Then slice it down the middle. Take the outer skin off. Always slice the onion along its seams. If you chop it crosswise (against the seams), you’ll break the cells of the onion and cry twice as much.

Tricks for chopping garlic?

To easily break apart a head of garlic, place the pointy side down and crush it down with your palms. This will loosen the cloves so they easily fall from the head. If you’re slicing garlic to be seen (like on the top of pizza, for example) then cut off the root end of the clove and use the corner edge of your knife to peel it off. If you’re not slicing garlic to be seen, then just smash the skin off with your knife.

How do you know how long to cook your pasta?

It depends on the pasta’s size but for cavatelli, you’ll know it’s almost cooked when it floats to the top. After it does that, then cook it for another 10-15 seconds.

Thanks for joining us for our Recipes for Retargeting Success event! Stay tuned for another virtual live cooking event for more delicious recipes and mobile marketing insights!