OPTIMAL PROSPECTING APPS FOR BY ZALSTER.COM

Transcription

1 OPTIMAL PROSPECTING FOR APPS BY ZALSTER.COM v released 11/7-2017

2 CONTENT: 1. AUDIENCE STRATEGIES 2. CAMPAIGN STRUCTURE 3. BIDDING & BUDGETING 4. AD CREATIVE STRATEGIES Before you start, make sure you have: 1. A Facebook Business Manager 2. Implemented Facebook SDK in your app

3 AUDIENCE STRATEGIES FOR PROSPECTING

4 CREATING THE FOUNDATION: CUSTOM AUDIENCES There are a lot of ways to find new customers through Facebook Ads. The quality on the various strategies depends on the size of your user database and how your Facebook App populations looks. Our goal is to create a number of Custom Audiences that we can use in order to create a number of potent Lookalike Audiences - which are great for prospecting.

5 CREATING THE FOUNDATION: CUSTOM AUDIENCES A Custom Audience can be created based on: Customer data Example: A list of all s in your system. Website traffic Example: Everyone who ve visited your website. App activity Example: People using your app Engagement on Facebook and Instagram Example: People engaging in your posts and Ads.

6 CREATING THE FOUNDATION: CUSTOM AUDIENCES Let s start with setting up a Custom Audience based on the data you already have. If you have a list of your user, export it from your CRM along with as much information as possible, most importantly the address. If you re also able to add LTV per customer, which is a qualitative metric - that s great. Then, upload this list as a Custom Audience in the section called Audiences in the Business Manager.

7 CREATING THE FOUNDATION: CUSTOM AUDIENCES Since you have Facebook SDK implemented, along with a couple of events - you ll be able to create very powerful Custom Audiences. The reason to why you want to create Custom Audiences based on the events in your app is because they can help you use relevant user data in order to create Lookalike Audiences. An example will follow.

8 CREATING THE FOUNDATION: CUSTOM AUDIENCES Now we want to create a qualitative Custom Audience based on the people who ve made purchases or any other qualitative action in your app. 1. Visit Audiences 2. Click Create Audience 3. Choose Custom Audience 4. Click App Activity 5. Set the settings as the screenshot on the next page.

9 CREATING THE FOUNDATION: CUSTOM AUDIENCES Now we want to create a qualitative Custom Audience based on the people who ve made purchases or any other qualitative action in your app. In this example, we create a Custom Audience based on users who ve purchased for more than $100 in the app - in the last 180 days.

10 CREATING THE FOUNDATION: CUSTOM AUDIENCES In this example, we re creating a quantitative Custom Audience, based on the 25% most active users in the app - regardless of what they re doing.

11 CREATING THE FOUNDATION: CUSTOM AUDIENCES 180 DAYS Since the reason with this Custom Audience is to utilize qualitative and quantitative data in order to find new prospects, we want to maximize the amount of data we base our audiences on. This is why we ve set the data window to 180 days. As you see in the screenshots on the previous pages, you can also utilize more detailed parameters to filter segment user specific data. This demands that you re sending more parameters through your Facebook SDK.

12 CREATING LOOKALIKE AUDIENCES Now that we ve created some highly relevant Custom Audiences, consisting of your existing customers or visitors - we want to utilize them to find as relevant prospects as possible. This is when we want to create a Lookalike Audience. 1. Visit Audiences 2. Click Create Audience (Lookalike Audience) 3. Pick a Custom Audience that you ve created. 4. Choose what country you want to prospect in. 5. Choose an Audience Size, varying from 1 to 10 % of the total Facebook population in the country you ve chosen. If you want to keep it as relevant as possible, you should pick just 1 % (which is predefined). 6. Hit Create Audience and let it populate. Then add it to a new Ad Set.

13 REMINDERS ABOUT LOOKALIKE AUDIENCES A couple of reminders on how Lookalike Audiences works and what to expect from it. The Lookalike Audience you create will only consist of people living in the country/region you choose. A great way to find relevant prospects for a new market is utilizing a Custom Audience in a market where you have a lot of data. In a single Ad Set, you can choose several Lookalike Audiences to be used. Although, if they re big - it s often a good idea to split them up in different Ad Sets. You must have at least people in a Custom Audience to be able to create a Lookalike Audience based upon it.

14 RULE OF THUMB Use the Exclude Audience feature to avoid overlap in Audiences you ve created. When you re using the Custom and Lookalike Audiences you ve created, it s very important that you exclude them from the various Ad Sets they re in. In the Ad Set above, we re using a Lookalike Audience for Germany. Since it s probably some overlap in the Lookalike Audiences used in different active Ad Sets, we want to exclude the one we re using in the other Ad Set.

15 CAMPAIGN STRUCTURE FOR PROSPECTING

16 OPTIMAL STRUCTURE FOR PROSPECTING There are of course a lot of ways to structure your Campaigns and Ad Sets in Facebook Ads Manager. What we ve discovered is that many advertisers have sub-optimal structures. At Zalster, we ve done research on what the most optimal structure is - in order to maximize algorithm efficiency.

17 CAMPAIGN STRUCTURE FOR PROSPECTING If your goal is to maximize ROI on your prospecting, regardless what country or audience the converting users are coming from - use only one Campaign for each final optimization goal (i.e. In-App Purchases). This is because we want to collect as much data as possible in every Campaign, in order to maximize it but also to keep the account clean and not cluttered with a myriad of Campaigns. Example Campaign structure: Building Awareness Prospecting In-App Purchases Prospecting Viral Users Retargeting In-App Purchases

18 AD SET STRUCTURE FOR PROSPECTING A Campaign for prospecting could have the following Ad Sets and Settings. (This is just an example). Campaign name: Prospecting Purchases Final optimization goal: In-App Purchases Ad Set: ios - Lookalikes 1% - Germany Optimization Goal: Visited In-App Store Audience: Customer List Lookalikes - 1% - Germany Ad Set: Android - Lookalike 5% - United Kingdom Optimization Goal: In-App Purchases Audience: Customer List Lookalikes - 5% - United Kingdom Ad Set: ios Interest based - France, Germany, Italy Optimization Goal: In-App Purchases Audience: Various Interest and Demographic Settings

19 RULE OF THUMB Double-check for audience overlaps Active Ad Sets in your Account should not have overlapping audiences. Use the Facebook tool Delivery Insights to see if you have overlapping audiences, alternatively check manually. WHAT IT SHOULD LOOK LIKE WHEN VISITING DELIVERY INSIGHTS

20 RULE OF THUMB Keep proper audiences sizes in your Ad Sets To broad or too narrow audiences can greatly hurt volume, delivery and cost-efficiency. It s difficult to set a standard recommendation on audience sizes, since the conditions are varied depending on industry, country and advertiser. But - when prospecting and having In-App Purchases as a final goal, you should in the most cases try to keep your Ad Set audience above people. If you have more than 15% of a market s population in your Ad Set audience, you should probably narrow it to be a little more relevant. But again, this is very individual. Keep Retargeting in it s own Campaign You can find more about retargeting best practices for Apps in one of our other white papers.

21 BIDDING & BUDGETING FOR PROSPECTING

22 RECOMMENDATIONS FOR BIDDING & BUDGETING Setting an optimal bid and budget in Facebook is a task you have to face every day. This is why it s important to know what you re doing - and why you re doing it. The bid selection you can make in Facebook Ads are currently: Auto bid, Maximum Manual Bid or Average Manual Bid. The budget selections you can make are: Daily Budget or Lifetime Budget.

23 RECOMMENDATIONS FOR BIDDING & BUDGETING When setting up new Ad Sets in a Campaign for prospecting, we recommend that you set a daily budget where you can afford at least 15 app installs or conversions per day - given the bid you ve set. This is because you want Facebook s algorithms to have sufficient volume to make a qualitative optimization upon. >15 DAILY CONVERSIONS

24 RULES OF THUMB FOR BIDDING Bid your true value Facebook auction algorithms are built upon an auction model which is optimal when everyone s bidding their true value of a conversion. Therefore, start out bidding your true value of a conversion and then change it thereafter - depending on the current situation. Split Test bids Since it s almost impossible to know what bid is the most optimal, a good idea would be to split test a couple of bids to see what gives you the best results in terms of delivery and CPA/ROI.

25 RULES OF THUMB FOR BIDDING Don t change bids too often Every time a bid is changed, re-calculations are made by Facebook algorithms. If you don t really have to, keep it unchanged until you really have to change due to delivery or performance. Don t bid too low You will probably get a lot less delivery if you re lowballing the bid. Once again: experiment with split tests. Don t bid on clicks or impressions If you re optimizing towards clicks - you ll get clicks (and not as qualitative clicks as if you were optimizing towards a real goal, such as app installs.) On the same topic, don t look at CPC or CTR when evaluating your performance. Look at the actual CPA/ROI.

26 RULES OF THUMB FOR BUDGETING Don t change budget too often Every time your daily budget is changed, some recalculations are made by Facebook algorithms. If you don t really have to, keep it unchanged until you really have to change. Re-allocate daily budgets between Ad Sets Be sure that you allocate daily budgets between your Ad Sets in order to maximize the performance of your total Campaign budget. Consolidate placements Don t split Facebook and Instagram (or Mobile and Desktop) into different Ad Sets with their own budgets. The average CPA will be lower if you keep them in the same Ad Set and let Facebook algorithms optimize.

27 AD CREATIVE STRATEGIES FOR PROSPECTING

28 APP ADS When advertising an app, you will have the opportunity to choose whether or not to have deep links. When enabling this, you ll be able to deep link from the Ad - into a specific subpage of you app. This will give the user a personalized experience.

29 BE CREATIVE! The biggest mistake advertisers are doing is having bad Ad Creatives. And even worse, they re not doing anything about it. The solution to this is to be really creative with the Ad Creatives. Don t just use plain product images - use images where the products are in a context. Or use image overlays to make the image pop. Even better, use video to showcase your product - instead of just having a static image. BORING ALLURING

30 BE CREATIVE! There are a lot of tools that can help you innovate your current Video Creatives. One of these tools are Cinemagraph by Flixel (not affiliated with Zalster). Browse their gallery to see what kind of screen-popping images you can create. You could also try adding overlays or ribbons to your Ad Images, to see how that affects your Ad Engagement, CPA and Relevance Score.

31 RECOMMENDATIONS FOR AD CREATIVES Test a lot of creatives There s no idea being satisfied with a level of performance. Always try to iterate and find better performing Ads. This will also help you decrease banner blindness, which can occur if you re having the same Ad Creatives in an Ad Set for a long time (relative to audience size and delivery). Have a proper SDK implementation Both for prospecting and retargeting, it s important to have a proper installation of the SDK. This will help you create and maintain healthy audiences. Click here to verify your SDK implementation. Monitor Relevance Score & Negative Feedback By analyzing the metrics Relevance Score and Negative Feedback, which can be found in Ads Manager (on Ad level), you can monitor the development in order to make better decisions on what kind of Ads to run.

32 AUTOMATE & OPTIMIZE FACEBOOK ADS TRY 14 DAYS FOR FREE AT ZALSTER.COM v released 11/7-2017