Soft Launch To Worldwide Launch Strategy For New Games Using Facebook Ads


If you have a new mobile game and you want to bring it to a worldwide market, you’ll need an effective launch strategy with effective user acquisition at its core.

Launching a game is more than getting it into the stores and managing user feedback in the forums. Success is largely hinged on attracting and retaining the right users for your game in each market.

Here, we’re focusing on how Facebook can help you achieve this goal. What’s particularly challenging is that user acquisition advertising evolves fast. What worked for Facebook user acquisition advertising in 2019 won’t work nearly as well in 2020, and here, we’re going to help you focus on the future.


What you need to know for 2020


Facebook pivoted toward algorithm-driven advertising last February and never looked back. Their new requirement for Campaign Budget Optimization is more evidence of the algorithm taking over, and Facebook’s Power5 recommendations for advertising best practices just drove the
point home further. Both Facebook and Google have simplified and automated a lot of the levers user acquisition managers used to rely on. That
trend will continue and accelerate in 2020. Now is the time for you to prepare your accounts for that acceleration by structuring them for scale
with the best practices we’ll describe here.

The big takeaway of Facebook UA advertising in 2019 is it’s best to let the Facebook algorithm do what it does best: Automated bid and budget
management and automatic ad placements. Let humans do things the algorithm can’t do well (yet), like optimizing creative strategy. If you want to take your game from soft launch to worldwide launch using Facebook’s 2020 best practices, we’ve created this three-part series with our recommendations.

These are the launch best practices we’ve developed by working with hundreds of clients, profitably managing over $3 billion in social ad spend. Based on an awful lot of trial and error (and quite a lot of successes, too), this is how to get the best return on ad spend possible and to launch your app efficiently.


It breaks out into three phases:


  1. Early Creative Testing in the Soft Launch

  2. Taking Your Campaign to the Next Level in the Worldwide Launch

  3. Scaling Worldwide Through Optimizations


Table of Contents


Phase One: Early Creative Testing in the Soft Launch


Identifying the most efficient campaign setup

Structure for Scale

Compliment the Algorithm

Results During the Learning Phase

A word about campaign structure

Testing and optimizing creative

Collect lifetime value data

Shifting Towards The Worldwide Launch



Phase Two: Taking Your Campaign to the Next Level in the Worldwide Launch


Which geographies to use

Testing audiences

Which optimization goal works best

Developing a campaign structure grid

The Learning Phase



Phase Three: Scaling Worldwide through Optimization


Audience Expansion

Creative Testing

Creative Refresh



READ OUR OTHER whitepapers for creative best practices for Facebook & Google social advertising.

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