If you’re managing any kind of ad operation, chances are that at some point you’ve been or you will be using Facebook Ads. This ad network was always considered by many as the front of the internet advertising revolution. Since its initial announcement in 2007 it has evolved to take display ads to another level – now thanks to its vast targeting options, huge user base, and programmatic advertising options you can reach your most desirable players with minimum effort.
FB Ads can be difficult to scale efficiently when you want to spend larger budgets on mid-core and hardcore game advertising. It’s important to have a plan for creating your ad campaigns and to build them on solid theoretical foundations. Because of that, I wanted to share with you a few tips on how to make your Facebook Ads UA for games more profitable, based on the advertising framework that we are using here in Playsoft Games.
Tip #1 – Don’t Overstress The Intermediary Metrics
Don’t get me wrong – too high CPI or low CTR could point to an answer to some of the campaign-related questions. But your main metric should always be ROI. Ever since Facebook Ads introduced purchase event optimization and lookalike audiences, campaigns started to exhibit surprising behaviors – I often see ad sets that are converting bad, have CPI x2-x3 the average, but the users that they bring are big spenders. It wouldn’t make any sense to stop a campaign like that too early because of unsatisfactory intermediary metrics, right?
Tip #2 – Match Your Ad Creative Production Speed To The Ad Decay Rate
There isn’t one set speed for the implementation of new ad creatives in your campaigns. If you’re not spending a lot of money at the current moment (i.e. you’re not getting tons of impressions every day) then there is no need to make your graphic designer work on new creatives 24/7. Monitor how the CPI is changing over time in campaigns with similar targeting options – this is one of the easiest ways of seeing how fast your ad creatives decay. Match your ad designer’s output to the lowering campaign performance and you’ll save time and money!
Tip #3 – A/B Test Creatives Like There Is No Tomorrow
Facebook offers A/B testing of the ad creatives. Use it to accurately test new designs and formats. Simply adding fresh creatives to existing ad sets doesn’t always work – FB Ads uses its own optimization to determine which ads receive most of the impressions, which may leave out your new creatives!
Apply these 3 tips for mobile game advertising campaigns on Facebook and you’ll save time, increase your profits, and drive your app’s installs further. Stay tuned for more user acquisition tips from Playsoft!