Mobile is global. And thanks to the advertising ecosystem of the giants like Facebook and Google (there are some more) it is possible to reach a global audience of approximately 2 billion mobile users.
Users who use apps like Facebook, WhatsApp or Instagram daily and who may be interested in installing your app or game on their smartphones.
Therefore, using these three massive applications to acquire new mobile users has become a must for all, or almost all, mobile app businesses.
At PickASO we work Social Ads campaigns for all types of clients, and we need technological tools that help us to make our work better.
Since we’ve known it, AdEspresso has become the indispensable tool that helps us achieve the best results and save time, which, after all, is money.
In this article, we’ll show you how to market an app globally by scaling campaigns and maintain acquisition costs at the same time.
Although Facebook Ad Manager has improved significantly over time, AdEspresso allows us to accelerate the process of creating and optimizing campaigns on both Facebook and Instagram Ads and achieve optimal results.
Want the details? Get yourself an excellent espresso, and here we go!
How to Scale & Optimize Mobile App Ad Campaigns with AdEspresso
Mobile is global. Yes, I said it before, but it is important to note that a global audience needs a global product that can be used almost anywhere on the planet.
For example, an app for finding discounts in local stores in a particular city can not be advertised around the world. However, a game of Spacecraft, a photo editor or the app for a social network, depending on the type, can and should be.
To prove it, here’s how we marketed an app, a social network of audiovisual content, on a small budget. No need to say we can’t disclose the commercial name of the app, what we can say is that it can be used anywhere in the world and is available in the Apple App Store and Google Play Store.
The Challenge: Get Results with Low Budget
Our client had a decent product (MVP), but little budget. So, instead of allocating the whole budget on a single country, we convinced him to try and get users from the maximum number of countries, then measure costs and behavior data by country, and -only then- make a decision.
Here are some basic data:
- Campaign type: Mobile App Install
- Platforms: Facebook Ads + Instagram Ads
- Creatives: image & video
- Budget: € 13,000
- Countries: all possible
- Operating system: iOS (iPhone)
- Goal: GROW + MEASURE
The Strategy: Target Languages, not Countries
Launching and optimizing Facebook and Instagram Ads campaigns in a single country have its complexity, but it can be done without problems. We can do it in 2, 3, 4 or 5 countries too. But what happens when the target is the whole world?
Then I remembered the country category “Worldwide” in AdEspresso and got a brilliant idea…
Two of the most spoken languages in the world are Spanish and English -without counting the languages spoken in Asia. If we set up a Worldwide country-focused campaign for people who speak English in AdEspresso, we get the following:
Target Worldwide + language = AUDIENCE EPIC WIN
When advertising apps, there is one major thing to consider.
For a campaign to work properly on Facebook and Instagram Ads, in addition to a correct segmentation (sex, interests, age…), it is important to have a broad audience — the larger, the better. And if it is 160,000,000 people, so much the better!
I always work Facebook & Instagram Ads in the same way:
- 6 creatives
- Same copy for all of the ads
- Gender A/B testing
As such, I get 2 ad sets and 12 different ads (6 ads X 2 genders). There are no differences or variations, apart from creatives and gender.
Golden Rule: Keep it Simple!
What does a simple creative look like?
We always start working our Social Ads with very basic creatives, containing a photo on the background, the brand logo in the top left corner and an arrow pointing to the download button in the bottom right corner. Be careful with this arrow, if it looks like a button, Facebook won’t approve your campaign:
This simple mockup allows us to design TONS of creatives, and testing hundreds of different creatives makes it possible to find the best converting ones.
In our case, this creative worked perfectly in helping us with marketing a mobile app and attract new audiences (new users). Plus, we didn’t have to invent anything new.
How to Segment Demographics for Your Mobile App
I will not go into the details of segmentation (gender, age, interests, etc.) but, being it is a massive app that nearly everyone can use, a broad segmentation was the most suitable option for our app promotion strategy.
IMPORTANT: Installs volume or cost should NOT be the primary mobile app marketing KPIs. The only thing we have to measure is QUALITY of those installs (when they become USERS). Are they signing up? Are they using the app? Are they active? Are they doing what we want them to do in the app?
So, to measure the quality (and ROI) of our campaigns, we have to work with Facebook Analytics or any attribution partner compatible with Facebook Ads & Instagram Ads, like Adjust or AppsFlyer.
As creatives, we used images created by the users of the app (with their permission, of course) with some visual additions, and a video, also generated with the content uploaded by the users.
The Result: 61,000 iPhone Installs – 0,20€ CPI
In addition to the launch of our campaign in some specific countries, we started to work worldwide with the English language. The results with the worldwide strategy were so good that we soon began to use the same strategy for Spanish, French and Portuguese languages.
To do that with AdEspresso you just have to copy an existing campaign, change language and target country and… You’re ready to go!
When we started getting some good results in terms of volume and cost (late June), we created copies of the campaign (also with “worldwide” category but targeted to different languages), and the volume of installs increased.
You can see this below on the chart around 10th of July. After 2 months of work, here are our results:
- CTR: 0.94%
- Total installs: 61,000
- CPI: 0.20€
- Conversion Rate: 43%
If we sum these downloads generated in Facebook and Instagram Ads with the organic downloads (generated directly in the search in the app stores), the eCPI (effective CPI) was less than 0.12 €.
And all this was thanks to app listing localization, the app’s worldwide availability, and of course, an ASO optimized app listing in many different languages. Unlike “traditional online web marketing,” in App Marketing there’s a direct relation between paid and organic traffic. The more paid traffic, the more organic installs.
Tips to Boost App Installs with Facebook Ads + AdEspresso
- Always try new things, do not get stuck to the same strategy (even if it works, somehow).
- Use a maximum of 12 ads per campaign, 6 ads (with different creative) per ad set.
- Use auto campaign optimizer.
- Do A / B gender testing.
- Be careful A / B testing for more than one item … You might go crazy!
- Use simple creatives at the beginning. Later you will find time for complications.
- Clone campaigns using the “COPY” feature of AdEspresso and create slight variations of the campaigns to see which one works best.
- Use “Expand Interests” to increase your target audience further and lower UA costs:
When thinking about how to market your app, Facebook Ads and Instagram Ads provide tremendous opportunities to grow and find the best users, in particular for apps and mobile games. However, we need an Ad Optimizer to help streamline processes and achieve the best results, and AdEspresso is an excellent and more than recommended option.
While with Facebook Ads we can impact nearly everyone, the audience of Instagram is younger. So, depending on the app we are promoting, we will use one or both platforms. In this case, as the app was “massive”, we worked with both placements.
On the other hand, worth mentioning that, due to the form of using Instagram (quick scrolling), the CTR of Instagram Ads is lower than the CTR we get with Facebook Ads. Don’t panic if you get 0,4% CTR in Instagram Ads! It is normal.
In this case, AdEspresso has helped us launch and optimize many campaigns easily, and get users from many countries around the world while maintaining low acquisition costs.
Daniel Peris is co-founder of PickASO agency and TheTool – the first performance-based ASO tool developed in Spain by specialists with more than 10 years of experience in digital marketing and startups.
Daniel has been doing SEO since 2007 and ASO since 2013, he has optimized over 200 apps from different niches: banking, retail, entertainment, gaming, and so on.”