Ignite The Gears Podcast: Mobile App Marketing With Facebook Ads
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This is the first ever Ignite The Gears Podcast episode! We are extremely excited to share with you all the amazing ways to market your app with Facebook ads. Here to help us today is Andrew Hubbard, the creator of SmartAppMarketer.com. Below you will find short actionable summaries of what we talked about in the episode. Be sure to listen to the episode so you get the full picture before you start to implement these strategies. Here’s to your success!
Master Mind Groups:
A master mind group will help refine your ideas and challenge you to grow. This is a group environment where you can get feedback, ask questions, strategize, and contribute to the success of others. As a marketer, it is extremely important for you to anchor yourself with a diverse group of professionals who are willing to invest in your growth. Finding the right master mind group will help you avoid many of the mistakes you may not have caught yourself.
What is an App Install Ad?
App install Ads are ads that appear on Facebook’s news feed. When these ads are clicked on, the viewer is redirected to the App’s landing page where they are encouraged to install the app. Potential customers can be targeted by age, gender, location and interest. Building an effective install ad is all about strategically testing what works and what doesn’t on the right type of customer.
Create Clear Goals
Before you get started, you need to know exactly where you would like to be and then work backwards. As you move forward, have extensive analytics set in place to be able to track everything. Your goal has to be as precise as possible. An example would be to buy 1,000 installs from Europe to be able to track each user’s behaviors. This goal clearly outlines how many installs you plan to go after, what part of the world you are going to target, and what you hope to get out of it.
Install the Facebook SDK
The SDK allows Facebook to track install so you can accurately measure your cost per install. Without this, Facebook doesn’t know when someone clicks and installs your app so you can’t measure the cost per install. With the SDK, Facebook is able to track who is downloading your app and then shows your app to more people like them.
The SDK also allows you to create custom audiences. Custom audiences are a group of people that fall between the parameters that you have set up on the SDK. These parameters can be completing a certain task or achieving some type of milestone. When you have enough people in your custom audience, Facebook will take that group and find more people like them.
This “look alike” audience is exactly what you already have. Facebook will go out and advertise to people with the same interest, gender, demographic, and age range as the ones in your custom audience. This saves you the hassle of always having to guess whom you should be reaching out to.
App Store Optimization (improve the conversion rate of your app store page)
When people click on your Facebook ad, they will be redirected out of Facebook and to the app store page. They will scan your app’s page and look at your app name, your screenshots, icon, app description, reviews, and lastly, make a decision to either download your app or not.
How well your app store page converts has a huge influence on your cost per install. Google and the app store now let you see how many people view your page and how many of them actually downloaded your app. To make the most out of your money you need to improve your app page’s conversion rate by improving your screen shots, description, and reviews.
A great way to start is to look at your competitors and see what they are focusing on, what benefits they are offering, and how they go about presenting their apps. There is not a cut and paste formula for this method. This is a great time for A/B testing to see what works and what doesn’t.
Reviews get their own section because they heavily influence whether or not people will download your app. They are often the determining factor to your customers. You may have perfect screenshots, a captivating description, and the world’s greatest app name but if your app has horrible reviews then you will lose everything you have been building up to. Be sure to have at least five reviews and make time to address any problems your customers encounter. Being responsive and attending to your customer’s needs will let others know that you care and will build up your reviews.
You can easily get reviews if you position yourself correctly. You can start by setting up pop ups within your app. These appear when your customer completes a level or gains an achievement. The point is reaching out to your customers when they are at their highest level of satisfaction and personal achievement.
Find the right Interest
Refining the type of interest specific to your app will go a long way in targeting the right audience. You want to list down as many interests as you can find on Facebook. You want to List down your top competitors as an interest when you are formulating your list.
After creating a list of interest, create a separate ad set for each interest. Then you see which interest brings you back the best results. Keep the interest that brings in the most people and remove the ones that don’t. Make sure you keep bringing in new interest immediately after you get rid of the ones that do not perform well.
Facebook’s Audience Insights:
Once you have found a few competitors you can target with interest, you go on over to Facebook’s Audience Insights tool. This tool helps you learn more about the location, interest, and behaviors of you target audience. You enter one of your competitors as an interest into the tool, the tool will then tell you what other pages and interest people like. Make sure you write down these new ideas and include them in your list of interest.
The Golden Scaling Tip:
If you find a particular set of targeting options that work well and you are getting installs, then you want to increase your budget. Don’t jump in and immediately bump up your budget from $10 a day to $100 dollars a day. This will throw off the entire algorithm and bring in fewer results than what you were expecting. Instead, increase your budget by about 50% every 24-48 hours. So if your budget is $10 a day, bump it up to $15 and wait 24-48 hours until you bump it up to $22.50 a day.
In-depth Beginner’s Guide to Facebook Ad Install Ads
Our guest, Andrew Hubbard, created a special guide for our listeners to help guide them through the Facebook Ad install ads process. It goes through everything we talked about in the podcast. SmartAppMarketer.com is also a great way for you to find more resources to take your Facebook Ad Marketing to the next level.
More ways to Market your App
We know you want to keep expanding your app’s reach, so we have created an article with 25 free ways you can start to market your app today.
We hope this podcast episode has given you valuable insight into marketing your app. With these tips you are well on your way to bringing in downloads from all over Facebook. As always, we we are committed to your success and we believe in your mission.
[showhide type=”episode-one-transcript” more_text=”Read Transcript (%s More Words)” less_text=”Hide Transcript (%s Less Words)” hidden=”yes”]
Librado: Welcome to ignite the gears build fire official podcast all about business development, digital marketing and entrepreneurship. We invite all leaders who are disrupting the industry to share their strategies, tricks and wisdom. I am your host Librado Hernandez and with me today is Andrew Herbard the creator of a smartadmarketer.com. Andrew will be talking to us today about mobile app marketing with Facebook ads. So Andrew thanks you for being on the show.
Andrew: Thank you very much for having me on it. It’s great to be here, I’m pumped
Librado: So we so the first question will be you know let’s get to know you, let’s get to know the person behind all that we can see to a smarter ad marketer. So what led you to the career that you are in now?
Andrew: Yeah sure so I guess it started, you know if I look back it will be around 2012 when I first started you know I was in a full time job and all those extra stuff. And I started just rating about apps and what was going on in that world and so I decided to sort of do that on the side and start to make some apps on the side, started with race skin because it was a quick [unclear – 01:03] to learn the process and get involved in it so yeah I just started doing that place apps out there and started seeing a bit of success cause as you know I mean back in 2012, the app store was a different place it was quite easy to put an app out there and get downloads and you know make a bit of money from them and so doing that you know pumping out some race skins and things like that but quickly sort of got sick of that its you know race skinning was, it was making money but it wasn’t satisfying and it wasn’t, you know super enjoyable to do, it was kind of just a process you know repeating over and over and so what I started to do was focus more on building high quality apps and focusing more on marketing and getting involved in that and I guess yeah by this time you know I was involved in couple of mastermind groups which are absolutely great I recommend anyone out thereif you know any mastermind try and get involved in one, it’s just good to speak to a lot more people and meet other people in the industry and stuff like that but what I started to od was, I started to get more involved in marketing, I started running Facebook ads for apps and seeing success in that area and then I started talking about it in my mastermind groups and people were really interested you know. I was sharing my results and everyone in the group was sort of really curious so that led into presenting for the groups sort of when to okay you know, you telling us about this Facebook ads, how about you come back and present and talk to a couple of this mastermind groups and I started doing that which was great because people you know, people were loving the information, that will get them good results themselves and then you know it pretty much went from there so then I started yeah probably talking to a few people out of mastermind and helping them out, on a one to one basis and that led to coaching and consulting and things like that which then in turn sort of led to you know me starting from smart app marketer where I talk about all things ad marketing and starting my you know, the business way, I work with clients to help them get better results with the Facebook ad installers as well
Librado: If you really had a support group to really build you up and when you mentioned that the mastermind group, you know where can people find that group and do you have any in particular that you’ll recommend?
Andrew: Yes, one that I was involved in was Steve young’s mastermind group he’s over at masters.co. he’s got a really good, really good group going on there it’s actually a paid mastermind group but it’s a really supportive group, they’ve got a great Facebook group as well where you can just drop in and ask questions, they organize regular, regular hangouts and start conversations and things like that so that was one and the other one was a bit of, it’s not what it used to be as in, it’s not open to the public anymore but yeah that was one that [unclear – 03:58] had organized back in the day and that was really good as well but yeah the case just finding some likeminded individuals, some people that are doing similar things to you and just forming a group and talking regularly and yeah bouncing ideas of each other, sharing what you’ve learned, it’s surprising how valuable that can be especially when you are you know if you are working from home and you are doing this, you doing this from home it’s often, it can be abit oscillating so it’s really good to get that group of people you can talk to
Librado: Aside from the support group and everything else, why did you decide to smart ad marketer was the best move for you, who were you? What were you doing and why did you start smart ad marketer?
Andrew: I guess the main reason was once I started realizing that the information I was sharing in those small groups people found it really valuable, really useful and they are asking for more I started to think well how can I share this with a broader audience as well and so a website yeah like smart ad marketing just made sense, it didn’t start out as smart ad marketing, it started at a very different name and then you know as it evolved, it changed into smart ad marketer and it just, yeah it just grew from there so I guess the reason for starting it, the core reason was to share that information that new people finding valuable with a broader audience
Librado: I know that a lot of people benefit from the value that you bring to them let’s talk about the value that you built up over the years mobile app marketing with Facebook ads so could you explain a little bit about what that means and what that looks like?
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Andrew: Yeah absolutely so I mean app installer is at the core, they just ads that appear in Facebook newsfeed, also now in instagram as well or on what’s called the Facebook audience network so that’s where the ads actually appear inside of the mobile apps and things like that you know the full screening [unclear – 05:48] Facebook actually have, the audience network, which displays ads like that so basically, all there are is they are ads that appear in those places and when people click the ad it takes them to app store page and they can download your app and the good thing about Facebook you know it’s also serves, you know anyone can go into their Facebook ad manager, I can set up some ad installer and start running them whenever they want so yeah, that’s pretty much what they are and how they work
Librado: So what are some common lies, myths and misconception about mobile ad marketing with Facebook ads?
Andrew: Sure! I think the first one is they are super cheap compared to everything else you know all the time, it’s you know, when Facebook ad first started they were incredibly cheap all the time basically because Facebook had this massive amount of inventory right ahead all this ad space because they’ve got at the time they had hundreds and millions of users, now they’ve got billions of users and it had all this space and there wasn’t much there weren’t many people advertising app installs when I first started so there were incredibly cheap. That’s changed a little bit now because obviously you know big publishers get on board and the inventory gets filled especially when it’s a cheap source of installs but in saying that, you know it’s still cheap but the big common lie or myth is people going thinking they going to get installs in t1 countries like the US, Canada, UK , Australia, you know so for super cheap price like fifty cents and things like that and that just doesn’t happen anymore, you do a Facebook is a great way for cheaper installs in the industry, average and things like that but going and expecting to get this insanely cheap rates like fifty cents and install in t1 countries is a big myth
Librado: So then what can people do instead, if that is the big myth, how do people go about solving their problem?
Andrew: Sure, sure. Look the thing is I think if you go in with a good solid plan as to why you buying installs and understanding that you can get cheaper installs on Facebook on the industry average but you know, they are not going to be insanely cheap depending on where you bought them from of course again I think that’s a great way to do it so if you go in with a plan of okay I’m going into buy, buy installs so that I can collect data and I can use that data to improve my app, and then you know continually improve the app by more users, continue to improve, improve key metrics like my average revenue pay user, my lifetime value and everything like that then no matter how much you pay for installs you are always getting value and the value is in the form of that data that you can use to make improvements to your app so I think the key is going in with the plan, going in with the understanding that you can get cheap installs but they are not going to be ridiculously cheap
Librado: But one of the things that you talked about was kind of like the mindset and the strategy that you have to have, what I want to know is what the mindset and strategy sets you apart that was responsible for your success?
Andrew: You know I think the mindset and strategy thing really comes down to having really defined goals and reasons for buying the installs and it’s a really data driven approach that I take so when I go in and buy installs there are few things that I do before I even get started and one of the big ones is getting analytics installed in, so when I work with a developer or publisher one of the first things I get them to do before we even start buying installs is really dialing in the analytics in their apps and then we’ll set the goal of okay, you know a clearly defined goal like okay we are going to go in, we are going to buy a thousand installs from whichever country that we need them from and then we are going to really look at the data coming back. We are buying the installs purely for the data, we are going to monitor the user behavior and we are going to just learn things like where people dropping off in the app we are going to learn what are the main features they are using we are going to learn you know what features are they not using we are going to learn what are their retention rates you know, after one day, how many people are there coming back, after 7 days, how many people are coming and then you know we are going to take on all that data and that’s going to teach us what we need to do next in the app, the next step in the development process so if we get a lot of data back and we find out that 90% of users is drop at level three we know that well the next thing to focus on is fixing level three. It’s either too difficult, it’s either too long and boring, there’s something there that we need to fix, to get people there, to keep progressing through the app so I think yeah to answer your question in a few words, it’s a data driven mindset and approach of okay we are going in with this clearly defined goal, we are going to yeah measure this quickly matrix and we are going to use the data yeah in whatever way
Librado: So what are the things that you touch down with the practical steps that you took when it comes to you know going about this whole process so for everybody else, what kind of practical steps do you recommend?
Andrew: I guess a good way to start might be yeah practical steps, as in the first things to do when getting started you know what I would do, if I had never bought an install, and I had an app and I want to get started the first thing I’ll do is add the Facebook sdk to the app, I mean that’s a must do in my mind. You don’t, from an actual technical perspective, you can’t run app installers without having the Facebook sdk in the app but there are few reasons why I wouldn’t do that. First of all, with the sdk allows you, allows Facebook to track install so you can accurately measure your cost per install if you don’t have the Facebook sdk in Facebook doesn’t know when somebody clicks an ad and installs the app so you can’t measure your cost per install you know you are flying blind the second reason is it allows the algorithm to optimize properly, so everytime somebody clicks the Facebook ad and downloads the app and you’ve got the sdk installed, Facebook remember, they know everything about everyone pretty much so they track who is downloading the app and then they show your ads to more people like them ok, if you don’t have the sdk installed, they can’t track who is downloading your app and they can’t optimize the algorithm properly to show ads to more people like them. A couple other reasons I mean, lets you use some really powerful targeting options, which you might get into later but they call custom audiences and look like audiences if they obviously, they can’t use those and they wanted the most powerful targeting options out there and I guess the other key thing about the sdk, it’s easy to integrate, it’s not a lot of work, there’s really no reason not to do it if you are going to be running Facebook ads it’s similar to you know, for the developers out there, it’s similar to integrating something like florae or Google analytic okay you don’t need fancy Facebook login and all that sort of stuff, it’s just the basics of integration where you know you add sdk initials when the app launches and that sort of thing so really quick and easy to do as well
Librado: So you are talking about the custom audiences, can you go a little deep about that?
Andrew : Sure, sure, so basically what a custom look like a customer audience is basically, it’s a group of people that you set up on Facebook, so you go into the ad manager and you set up a custom audience and you set up a bunch of parameters there, based on activities you use to perform the act and when the users ,meet those parameters, when they perform those activities, they get added to this Facebook custom audience, so at the base level, you know there are base ones that I set up when I first start running ads so integrate the sdk then I’ll go into my Facebook ad dashboard, then I’ll set up custom audience for everyone who has installed the app in the last 180 days which is the biggest time period you could do so then what happens is everytime somebody installs the app, they get added into your custom audience, when you get enough people in the custom audience and you probably thinking okay great but if they have already installed the app, why do I want them in the custom audience, so I’m not going to advertise to them and that’s true but when you’ve got enough people in the custom audience, when you’ve got a few hundred people in there, you could take their custom audience and you can tell Facebook hey see this audience full of people who have installed my app I want you to go out and find another million people just like them and put them in a lookalike audience for me that I can advertise to so instead of you know when you setting up your ads, taking guesses and you know choosing interesting targets and you know all that sort of stuff choosing a age range and everything you not just saying hey Facebook here’s a bunch of users that already downloaded my app you know everything about them, just go ahead and find me a million more people just like them and then I can advertise to them and that’s what a look alike audience is, so yeah that’s why they are so powerful and the so I’m constantly seeing Facebook improve theses audiences, this look alike audiences as well, the matching is really getting better so they are a really good option to use once you get them installed
Librado: The fact that Facebook will take all those people you already have and find people like them just sounds like a, sounds like an easy way, kind of like the best way to go about you know marketing your app and everything else so they’ve downloaded the Facebook sdk and the rank of analytics and they’ve got the custom audience and now Facebook is going out to make it a look alike audience, what happens next?
Andrew: Yeah so what you do next I guess you know as long as you’ve once you got enough installs obviously to create your custom audience and create your lookalike audience, you target that lookalike audience, you get that running and I guess what you would do is you’d really just start to reform things, so once you’ve got it running basically you let the ads run full, you get information coming back in the Facebook ad dashboard and it tells you what age ranges are installing in the app, it tells you what areas they are from, what cities and all that sort of thing, countries. It tells you what placements, you know whether if you are running multiple placements like if you are running in the mobile newsfeed and if you running on instagram, it will tell you know which one is getting the best performance and all that sort of thing, it will tell you which genders so you know what I’ll do is once I’m running ads for a wall, you can start to refund them by installing on what you see coming back so you might say that you know 18 to 20 year olds at delivering a lot cheaper installs and you know 55 -60 year olds so you know you might switch off the 55 to 60 year olds and just target towards a younger age demographic so that would be the next thing, that’s a really reform base on the results coming back
Librado: So other than the Facebook sdk, is there anything more? That people can do to kind of buff up their Facebook ads?
Andrew: Absolutely so the first thing I’d do is get the facebook sdk, the next thing is I’d make sure as I touched on earlier, I’d make sure my analytics were dialed in really well so whether you got flurry whether you’ve got Google analytics, I’d make sure they dialed in really well and I’m tracking all the important events in the app, I touched on this earlier, you want to track everything you can, whenever somebody completes a level or if it’s not a game, whenever somebody uses a feature of or visits a certain screen in the app whenever someone completes in on that purchase, you will want all this events to be tracked so that you can then you know obviously you’ve got as much data as possible coming back when you buy installs because you know at the end of the day, you go out and spend a thousand dollars on installs, with analytics, no matter what you spend that thousand installs you are going to have good data to use then moving forward. If you don’t have analytics installed, you might spend a thousand dollars, that might bring back $300 in revenue but you still out of pocket for $700 if you didn’t have your analytics set up properly you don’t have that data to leverage and use that alone so let’s get your analytics installed. The next big thing that I’ll do and a lot of people they overlook this but it’s a really good way to reduce the cost per install it’s improve the conversion rate ad of your app store page so what I mentioned earlier was the way app install add work you know, you see the ad in a mobile news feed for an app and you click the ad what happens then is you are taken outside the app, the Facebook app, you are taken into the app store and you see the app store page now the next thing is Facebook have no control over this you are on the app store, you are looking at the app store page, people are going to go through, they are going to look at the screenshots, they are going tolook at the app name, the icon, they are going to read the description, they are going to read the reviews and they are going to make a decision on whether to download the app right and this has really big influence how well that app store page converts has a really big influence on your cost per install, so you know both Facebook, both Google and apple they now let you see in the dashboards, in the reporting dashboards how many people viewed your app stall page and how many people downloaded the app. Okay now that’s called, so the percentage is called the conversion right so if a hundred people see your app store page and only 40 of them install the app then you’ve got a 40% conversion rate right, yeah and I guess lets expand on that, on that example where I’m going so let’s say your app store page is converting at 40% so you spend a thousand dollars, a thousand people click on your Facebook ad okay and go to the app store page but because the page converts to 40% at only 400 of those people are actually installing the apps, so you get a thousand people click the ad, 400 people then take that last step and install the app so for that $1000 you got 400 installs which you know, that equals $2.50 per install, what if you increase your app store page conversion rate by changing the screenshots or something like that to 50%, so now you send a 1000 people, a thousand people click the ads, they go to apps stall page and 500 of them install the app this time instead of 400 because you’ve bumped up the conversion rate so that means you spend a thousand dollars, you’ve got 500 installs this time that equals $2 per install so that’s a 20%, they went from $2.50 per install down to $2 per install so that’s a 20% improvement in your cost and from a 10% increase in your apps page conversion rate, you can see that has a really big effect and I would say definitely look at your app store page conversion rate and improve that before you start running Facebook ads because you can have a massive effect on your cost
Librado: Yeah and that makes a lot of sense, I mean if you are going to be running all this Facebook ads and redirecting everybody back to your apps store page, you want to make sure that page is the best that it can possibly be and so one of the questions that I have is what, you mentioned a little bit about this and how the on changing your screenshots to improve the conversion rate, what other ways can improve the conversion rate in the app store page?
Andrew: Yeah screenshots are big one, you see one of the first things people look at you know, I, you probably do the same thing when I hit the app store page for an app screenshots are one of the first things that I check out and if the screenshots are pretty average then I you know I might skip past I’d say screenshots are a big one focus on those obviously your app icon is not as important here because I find usually the app icon is something that draws people if say they scrolling through a list of search results in the app store or if they are looking at let’s say the features in the app store and there’s a bunch of icons and they are choosing one but because Facebook ads push them directly to your apps, specific app store page the icon isn’t as big, you know has some influence but it’s not as big a factor and then you know you’ve got your description that’s a big one as well, the screenshots and the second I’d focus on the description, start tweaking that and testing different description, a good way to do that is to look at competitors and see how they write their descriptions obviously don’t copy them but you know you can get a feel for the length of that description, you can get the things to focus on you know the core benefits of things they focus on and things like that and then yeah lastly this one is pretty obvious I guess but a review if you don’t have a 4 or 5 star rating or if you don’t have many reviews for your app in apple app store you need at least 5 reviews on each of version of your app, before you get an average rating so that’s really important if you don’t have a minimum of 5 reviews don’t get those because people look at that they say oh this app has got a 4 start rating or this app has got a 5 star rating and that influences their decision on whether they will download the app so yeah they are the key things, the screenshots and then equally followed by your description and your reviews
Librado: So with the reviews, how do you encourage people, you know would it be existing customers or you know somebody just kind of scrolling by, how do you encourage them to write reviews you know on your app?
Andrew: Great question, I think that’s a million dollar question that everyone is looking for, the truth is reviews, they are hard to get you know what I mean, I think I’ve read statistics like 1 in a 1000 people leave a review or something like that, there are few ways, like a few tricks that people use in the app updates they’ll say n the app updates you know these are the changes and then at the bottom of the update because you can add a description for every update they’ll say hey you know we just added this pages and ps. if you are liking the app please leave us a rating and review, that really helps us out so that’s why one way so just whenever you update the app including that log to ask for review. There are you know, there are other ways, there’s a lot of tools out there now that will allow you to create a pop ups in the app so when somebody completes something positive in the app like say completes a level or an achievement or something you know, a pop up to come up and say hey, are you enjoying this app would you like to leave us a rating with review click here and that’s another effective way of doing it, they’ve, it’s really difficult because you are not allowed to incentivize reviews or say that, so you can’t say hey do you want five free coin leave us a positive review on the app store. So really it’s just about asking about at those key moments, when people are happy, when people are enjoying the app the most, having a pop up there and asking if they would leave you a review yes that’s probably the best one
Librado: So you mentioned to ask them when they enjoying the app the most so would you know when they are enjoying the app the most to analytics or how would you know?
Andrew: Well yeah you could analytics or positive events you know like when they finish a level or when they win a price or when they you know things like that as opposed to when they you know when they die, don’t complete a level or when they run out of coins they are bad times because they use this feeling like ah am out of coins again now I’ve got to go and wait till I get more coins or I’ve got to you know go to the store and buy more coins or something that’s the bad time because they are feeling a bit, a bit unhappy that sad so yeah just figuring you know one of the key moments in your app, you know you giving away something for free or you giving a price or something that’s the best time.
Librado: So you are talking about all this different things that you can do you know for your app store page so they’ve optimized the app store page, they’ve optimized the apps, the Facebook apps, where should they go from here?
Andrew: Here, ok really is all about testing, so we kind of skip ahead to the look alike audience part but it’s still very much a plus that when you are running your Facebook ads its, testing is everything, testing the interest that you are targeting testing the look alike audience that you targeting and testing the ads as well we haven’t even touched from the ads but the ad images and the text you use in your Facebook ads you know that’s, that’s really what it comes down to the way I approach it is all test you know lots of different things at the same time and then just eliminate what’s not performing so say I find a bunch of interest really specific to my app that I wanted to target so if I had a rising car app or something, I’d list down as many interest as I could find on Facebook when I say interest, I mean Facebook interest and we can find those you know by toping them into the interest box and the ad manager, you can find those buyer toping them into the interest box you can find those using a tool called audience inside, facebook audience inside so list down as many closely related interest to my game as I could, if I had a car racing game, I’d start by looking at big name competitors okay and list all those down then I’d just start say I find twenty really specific interest one really specific interest to go and move on, if I had a car racing game, car racing is not a specific interest (both laughs) because car racing could be anything alright, they could like Nascar, going to life Nascar races, which is got nothing to do with playing a mobile app about racing, where have you picked, what’s a big name in racing game on mobile at the moment anyway you’ll be much better going to the app store finding the top rated racing game and targeting that as an interest as opposed to just targeting car racing in general or something. Anyway so pick some interest list them out and then say what you can do is I’ll actually pick a few so depending on your budgets, so let’s say your budget is $15 a day, I’ll pick three of those interests, and I’d create a separate ads set for each one and I’ll put one interest, one of those interest in each ad set and I’ll set the ad set to $5 a day, an add set is basically that’s where you choose your targeting and everything and all the options around targeting, budget and everything so one ad set for each interest, $5 a day and then I’d create you know maybe two ads for each ad set and I will start to run those and I’ll start to see the results so we’ve got $15 a day total $5 a day down at each ad set and see which interest is bringing me back the best results and basically I’ll keep the best performer and I’ll turn the other ones off and I’ll create another two to replace the one that I turned off with two of the other interest that I had in my list and I basically just keep going through that, so I’d let each one run from you know twenty four to forty eight hours and see which ones are performing and just keep doing that iterative testing until I find which interest is really working the best. Once I found which interest works the best ill start to tweak the ads and start to test new ads and refer down even further so it’s about that testing process, it’s about structuring your testing process to and testing both things but if you are targeting options as well as your ads, so it all makes sense?
Librado: It makes complete sense, so I feature want to keep testing as much as you can?
Andrew: Exactly, yeah yeah and I mentioned interest targeting there but you know obviously one of your test groups, if you’ve got look alike audiences set up then you I’ll include local ad audiences in as one of those ad sense as well
Librado: I know you mentioned it just a little bit but when it comes down to looking at interest, how do you best can narrow down what your interest is?
Andrew: Like I said I always start with competitors, the bigger competitors will come up as interest in facebook when you type them in that little interest box but smaller competitors won’t and with facebook they are not really specific, they are not specific at all about the criteria for being included as an interest or whatever to get facebook page has to be or anything that I’ll say so really the key is just to test you know, if you’ve got a bigger name competitor like if you’ve had a photo and video app you could top instagram and that’s definitely going to come up as an interest you can target in facebook but start by doing that, start by looking at your competitors in the app because they are specific they are your direct competitors and they are an IOS apps so you know the people interest in those I said IOS but it could be IOS or Android you know the people are specifically interested in that playing that type of game or using that kind of app on a mobile device if they like one of your competitors right so start by doing that and then what I will do is I would, once I found a few competitors that I could tally interest, I go with the audience, the audience inside store, where I’m assuming we could maybe include a link to that in the sure notes maybe we have facebook audience and sorts, I’ll go over there and I will type in you know one of those interest that I found, one of those competitors that I could find as an interesting into audience insides and what that does what is insides you know takes the interest that you enter or whatever you enter and tells you okay for this audience, so say you put it in the interest candy crush you putting that in the audience insights and it will tell you okay people who like candy crush also like this other pages, also like this other interest and that you know then I will just write it down so it’s saying like it’s just heading you in those ideas its saying people who like candy crush also like you know germ dots or you know whatever I will give you a bunch about that (both laughs) you can at list down so that’s a really good way to do it, just start mining through that and as you get more interest out of audiences you can actually put those more into audiences and more ideas so yeah that’s how I will do it for sure
Librado: By now you know, assuming everybody is following all your amazing steps, they’ve installed the facebook sdk, they’ve optimized their app store page, they are testing all their ads and they are getting the resource that they want, you know they’ve gone on, they looked at competitors, they looked at what they are doing. They bring that information back and they re applying it to their own apps and so what comes after that?
Andrew: It Really is just a continue your process of testing and improving measuring, depending on their own objectives you know if there are doing it just to collect data and improve the app, then you know obviously just repaying that circle but that, that’s really it you know if it’s one [unclear – 31:42] play with they are happy with their customer install it’s just about repeating it and continuing in that process of reforming or working towards whatever your goal is you know next stop, you might start to look at things like scaling you might want to spend more money if you find an app seeking to self targeting options and ads that are working really well and you are getting really good price installs, you might want to up your budget and start spending more per day so a good tip for that that I will give everyone is if you are spending $10 a day on an ad set is it performing really well, you might think okay I want to up my budget I’ve figured out that this is great I’m getting really cheap installs I want to spend a $100 a day, what you should not do, is change that $10 budget to a $100 instantly, for some reason, it is a weird facebook thing it throws the algorithm out and suddenly your cost per install said a dollar per install when you spending $10 a day and then you jack it to $100 straight away, certainly the cost per install will go through the roof because it just, for some reasons it messes with the algorithm so what I would do is a great tip is to just bump it up by that 50% every 24 to 48 hours so if its $10 a day, bump it to $15 and then wait 24 to 48 hours, let the algorithm settle again and then bump it up again to another you know another 50% so you might get a what is that $22.50 and just keep bumping it, bumping it by a 150% every 24 – 48 hours until it you get to that you know to whatever your budget is that you want to get to
Librado: Well in that note, that last part is a really good tip
Andrew: Yeah so it’s a common one you know people find this little gold mine of great great cost installs and jack the cost and go where did that cheap installs go?
Librado: So well that’s all really good and I mean something that I’ve been interested at is where can they find more information to continue improving their facebook ads and to learn more now cause you’ve said a lot of cool stuff and its definitely something that I feel everyone is going to benefit from but where can they keep going besides just this information?
Andrew: Yeah so I mean we quickly mentioned this at the start so you can go to my website, smartadmarketers.com and what I had actually done for the listener of this podcast I put together pretty comprehensive guide, I think it’s 60 plus pages to help just the beginners get to facebook ads, it goes through everything we’ve talked about basically but in a lot more detail and you can grab that at smartadmarketer.com/fbguide no hyphens or spaces or anything just smartadmarketer.com/fbguide and I think that will be a really good starting point for our listeners who are interested in kicking off on facebook ad campaign
Librado: I guess this are our final questions, sorry it is a little more personal, what drives you because a lot of our customers are people who also want to make that same job you did a while ago and so I feel like the biggest thing to give them is your reason why, your vision as to why you keep going?
Andrew: Yeah for me, the thing that really got me going in the first place and it still continues to drive me is seeing other people get results like it’s you know, I really enjoy that, working with people and then they are coming back and going where you know after we’ve made those changes after we do those things, you know I got this great results, that’s really encouraging and you know really motivating helps me keep going and I guess the other thing is particularly with facebook ads, you know be competitive to be honest it’s great to come in and see that you get a big win by cutting somebody’s cost by helping them get you know better results and it’s always a bit of a completion so how can we get this install cost down a bit more how can we just you know improve it a little more and get a bit of a win so it’s that competitive thing, it’s a bit of a game
Librado: Oh yeah I love that and so lastly what’s next for you where it’d be personal, you know for your business, what’s the next horizon?
Andrew: The next horizon I guess is to keep building a bidding app smart app marketer, you know obviously putting out better content and helping more people through that channel yes to finding ways to do that you know, I want to expand that into, I don’t know everything about every aspect about ad marketing yeah we talked about just facebook ads but there’s so many other ways to market apps so you know, bringing on more and more people to contribute to that and add their valuable insights as well so that visitors can get even more value is something I would love to do and plan to do this year and yeah so I guess that’s the key direction for smart ad marketer and for the mobile marketing side of the business for sure
Librado: Well thank you so much Andrew, and really appreciate you coming on the podcast and giving everybody tons of advise, I mean gold was just dropping out of your mouth so thank you so much for everything
Andrew: Like I said yeah you are absolutely welcome, I love doing this things it’s a lot of fun so yeah you are absolutely welcome anytime, will love to come and have a chat, it’s been fun
Librado: Love you, that concludes today’s show thank you so much for joining us today, my name is Librado Hernandez and I will see you again next week.
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