App Masters · Feb 15The Facebook Retargeting Ads That Drives App Revenues
Tested 400 to 500 Facebook ads in a year, and one ad has beaten all others for months. Trial cost is about $4.50 on a seven day free trial, with 10% to 15% of budget on retargeting trial users who did not buy.
Tips
- Retarget users who finished a trial without buying, and optimize for purchases▶ 9:02The return on investment on the retargeting campaigns is described as really, really good, and sales and profit show up right away.
- Test 20 to 30 creatives against four or five audiences before scaling▶ 2:08Over the past year OOMPH created and tested 400 to 500 ads, and one ad has outperformed all the others for the last couple of months.
- Optimize for cost per install first, then switch to cost per trial▶ 8:05OOMPH's cost per trial is currently about $4.50.
- Optimize for trials, not purchases, when your free trial is long▶ 8:50
- Let Facebook run new ads about seven days before turning any off▶ 4:29Mike used to turn ads off after a day, and now barely turns off any ad unless something is obviously wrong.
- Build the retargeting audience from trial events and exclude buyers▶ 10:30
- Start with a small test budget of about $30 a day▶ 6:13
- Do not judge creatives by gut feeling; let conversion decide▶ 3:13
- Test very different creative types, including user generated content▶ 4:36
- Keep creating new ads even when one ad is winning▶ 3:40No new test has beaten the top ad in the last couple of months.
