Ridiculous Trick To Increase Profit 40% From Facebook Ad Testing

Who doesn’t want better performance from their Facebook advertising dollars? There are many variables to take into account when you run advertising on Facebook. What image you use, what bid option to select, and who to target are just a few of the many things that can impact how your ad performs. In turn, it affects how much ROI you see. As a result, trying to optimize all of these pieces at the same time can be very challenging and cost you a significant amount of money. So, identifying one piece and focusing on Facebook ad testing can really help you squeeze out more efficiency from your ads and learn faster.

 

Increase Profits From Facebook Ad Testing

 

Challenging Your Headline

A/B testing Facebook advertising headlines can increase your profit by 40% or more. Also, challenging your current headline with something new and different can help boost your performance. It’s quick to set up, by simply creating a clone of the ad and changing the headline to a new one. As a result, you may be able to increase CTRs 10-50%, lower CPCs. In turn, you will achieve a lower cost per app installs.

Facebook Ad Testing

We are continually running Facebook ad testing on headlines in the campaigns we manage. The user acquisition success rate is less than 20% but some help takes our performance to the next level. With one of my clients, I recently challenged a long-running headline that was  78 characters long and a fragmented sentence. I replaced it with a shorter, 31 characters long, more playful message that mimics what an average person would post on FB. The new shorter playful message had a 32% increase in CTR and CPC dropped by 18!

Facebook Advertising

No matter how much of a lift in CTR or how much of a decrease in CPC, any improvement moves performance in the right direction. Pile up a bunch of small wins and in no time, you’ll start seeing it impact the whole account.  Now it’s your turn, kick your Facebook advertising up a notch.

facebook ad testing

Yahoo Announces Gemini App Install Ads Marketplace

Gemini App Install Ads

Yahoo recently announced that U.S. advertisers can promote their apps using Gemini app install ads. Most importantly, Yahoo Gemini is the only marketplace that offers search and native advertising in one advertising platform. With Gemini, you are empowered with insightful data, brand-safe premium content, and advanced technologies. As a result, Gemini delivers engaging search and native advertising campaigns that really drive user acquisition results.

Yahoo Gemini app install ads

Yahoo Ads

While Yahoo is painfully late to the mobile app install market, it is hard to ignore its reach of over 550 million monthly mobile users. Also, Yahoo’s ads will appear on their mobile websites like Tumblr, Yahoo App, News, Weather, Sports, Finance, and other sites.

Tumblr’s Ads

Tumblr’s new mobile app advertisers can experiment with varying formats to see how users of the site respond.  In addition, Tumblr will allow mobile app advertisers to target the site’s largely Millennial audience. This is based on interests, site activity, as well as location, and gender.

What’s the catch? You can’t access their tool self-service. You must have a managed account and work through their team.

About Consumer Acquisition

Founded in 2013, ConsumerAcquisition.com is a technology-enabled marketing services company that has managed over $3 billion in social ad spend for the world’s largest mobile apps and performance advertisers.

Consumer Acquisition provides end-to-end creative and user acquisition services for mobile apps and web-based performance advertisers. In addition, we drive game-changing results through creativity, data-driven optimization, and a relentless focus on financial performance. We are also buoyed by our proprietary technology that enables every member of our global team to make decisions based on business outcomes.

Consumer Acquisition has no outside investors, is profitable and growing. We operate across Facebook, Google, TikTok, Snap, and Apple Search Ads.

For more information, reach out to us at sales@consumeracquisition.com.

 

Is Facebook Traffic Lower Quality Than Google?

Is Facebook Traffic Lower Quality Than Google? When advertisers compare the quality of traffic between Google and Facebook, Facebook traffic is almost always viewed as “lower quality.” This makes sense conceptually since Google ads often capture consumers who are at the bottom of the purchase funnel and are searching for products and services with the intent to purchase.

 

Facebook Traffic

 

Facebook advertising is more like billboards along the highway, where consumers see (and click on) ads for products and services that may not interest them. Through custom audiences and lookalike audiences, Facebook is now offering Facebook advertisers the ability to target consumers. Especially those who are closer to the bottom of the purchase funnel. As a result, the improvement in traffic quality is significant. Google should be concerned.

 

What are custom audiences and lookalike audiences?

 

  • Custom Audiences: upload a list of users (email addresses, phone numbers, UDIDs) or build an audience with a website pixel, and Facebook will match your users to Facebook user acquisition profiles. Facebook will then allow you to target these users as a form of remarketing. If you run an e-commerce site, you can upload lists of basketball shoe buyers. Then, you can serve basketball shoe ads to these users on Facebook.
  • Lookalike Audiences: Facebook identifies the common interests and behaviors of users in your custom audience, and then creates Lookalike audiences of users who have similar interests and behaviors. Using the e-commerce basketball shoe example, Facebook may see a high affinity for users who like NBA teams and NBA players. Also, many users interested in the NBA and its players may be your lookalike audience.

facebook traffic Target Audience

How do Lookalike Audiences compare to interest targeting?

 

  • Cost: we have a/b tested a ton of ads with interest targeting vs. lookalike targeting, where all other variables are the same (ad image, ad copy, age, gender, etc.). We generally see a lower CPC for interest targeting and lower cost-per-initial conversion. For instance, the cost-per-install is generally lower with interest targeting for mobile app installs, and the cost-per-lead is generally lower with interest targeting for lead gen advertisers.
  • Quality: the quality of traffic from Lookalike targeting is almost always higher than interest targeting. The monetization event is generally the definition of quality. This includes purchases for e-commerce companies or engagement for a mobile app, etc. Also, this confirms that Facebook is able to identify users who are more likely to purchase your products and services by allowing them to analyze their current users.
  • ROI: Lookalike audiences have a higher cost-per-initial conversion than interest-targeted audiences, but Lookalike audiences generally have higher quality. So which targeting method is more profitable? Lookalike audiences are generally more profitable than interest-targeted audiences. Hence, the increase in quality (monetization) outweighs the increase in cost.

Stay tuned for best practices for working with lookalike audiences.

-Tom Young, CMO

 

About Consumer Acquisition

Consumer Acquisition has acquired more than 40 million mobile app users on Facebook and Instagram. We focus on gaming, e-commerce, automotive, financial services, and entertainment verticals. As a result, we have developed a unique process to reduce costs at a high scale. Our AdRules™ ad management software utilizes custom algorithms for each mobile app. AdRules™ was launched for internal use in January 2015 and is now available to the Facebook advertiser.

To learn how we can help your business with Facebook & Instagram acquisition, please contact Sales@ConsumerAcquisition.com.

facebook traffic

The Holidays are Not So Merry for Facebook Advertisers

The Holidays are Not So Merry for Facebook Advertisers. You woke up on Black Friday to at least 20 emails from e-commerce companies. The competition to grab holiday shopping dollars is fierce, and ad marketplaces like Facebook & Twitter are getting more expensive as e-commerce companies fight to acquire holiday shoppers. The cost increase for Facebook advertisers began a few days before Black Friday and will run through the first week of the New Year.

 

Facebook Advertisers

 

When costs increase, Facebook advertisers need to adjust or risk losing money. Brand advertisers will generally increase their bids to ensure they spend every penny of their budgets, and e-commerce companies will generally see an increased conversion rate to a purchase, offsetting some of the Facebook cost increase. Non-e-commerce performance marketers need to take a different approach. Here are a few recommendations for user acquisition performance marketers on Facebook during the holiday season:

Expect Lower Volume or Higher Costs

You’ll see a significant drop in ad impressions in December if you don’t increase your bids (and budgets).

Decide Whether to Bid Up

If your margins are thin, you may not be able to advertise profitably in December. If you can afford to increase bids and maintain profitability (or for the purpose of driving top-line growth), expect to increase your bids by +25% to maintain the volume you saw in November. In many cases, you can maximize profits without bidding up to “chase” volume.

Front-Load Your Ad Spend

Your cost per conversion will likely increase heavily from 12/15-12/25, and may not normalize until mid-January. If you’re working on a fixed budget, you should consider spending up to 75% of your budget in the first half of December (assuming you can do so efficiently).

Happy Holidays!

Tom Young

CMO, ConsumerAcquisition.com

facebook advertisers are not so merry

For more information, please contact us at sales@consumeracquisition.com.

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