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100K Facebook Ads Tested: Here’s What Works!

BlogCoverEvery business wants more customers, more downloads, and more money. Yet a lot of businesses are ignoring where customers are living and advertising to those users: Facebook. So with more than 1.49 billion users, Facebook and Instagram are capturing a greater share of consumer traffic than any other single website (aside from streaming video sites). Further, with its options for targeting and “lookalike” modeling, Facebook delivers high-quality traffic matching outperforming what Google offers.  As a result, if you want to reach your audience, chances are they’re on Facebook. And you’d better learn something about Facebook advertising quickly if you want to grow traffic, downloads, or both. Most importantly, advertising on Facebook, done right, can be a powerful source of customers, traffic, and dollars.

Tips for Advertising on Facebook

1. Facebook advertising works when it’s DONE RIGHT, and traffic quality now rivals Google’s.

There’s a lot of hype on the internet about “quick, easy success on Facebook.” Don’t buy it. Yes, Facebook advertising works extremely well, once you know the rules. But we approach the advertising scientifically, and we’ve learned from trial-and-error, through hundreds of thousands of campaigns. Although, understanding the right creative choices on Facebook is critical to success, and inexperience can lead to expensive failures. While best practices involve systematic testing and reinvention.


Don’t get discouraged, because we’re going to share some of the key things we’ve learned. Because we don’t want you to fail out the gate, following overly simplistic advice from other articles. So if you don’t understand the rules, you will throw your money away, unless you’re one of the very few people who magically “get lucky” on the first try. In addition, we’ll explain how advertising on Facebook is different from advertising in other media. Also, we’ll teach you how to make solid creative choices. So what are you waiting for?


2. Choosing the right image is critical!

3. Photos: Why Stock Photos Aren’t the Answer

4. Optimizing Ad Copy Matters

5. Brand Boldly

6. Plan to Test & Fail More than You Succeed

7. Never Rest & Keep it Fresh


To learn a more, get our full white paper on Facebook creative best practices. Plus, we’ll explain these tips in more detail, with examples and specifics. See examples of good ads and what makes them good. Download the white paper for more tips and best practices.


About Us: Consumer Acquisition is a social advertising technology company with fully managed services for Facebook and Instagram mobile app installs.  We have generated more than 40 million mobile app installs from Facebook and Instagram. With a focus on gaming, e-commerce, automotive, entertainment and financial services verticals, we have developed a unique process to reduce costs at high scale. Our AdRules™ Facebook ad platform, helps brands, direct response advertisers, and agencies achieve performance at scale with social advertising.


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John Parides

Head of User Acquisition, Glu Mobile

“Consumer Acquisition ramped up within the first several days and capped out our daily budget while delivering CPIs 20% below targets and beating ROAS goals. In addition, they continue to test creative (images and videos), messaging, and targeting and have further reduced CPIs by 60% and increased ROAS 25%. As a result, this team knows Facebook and how to fight off creative and audience fatigue.”

Rich Chew

Sr. Director Growth, Playstudios

richchew-150x150“We have worked with since April 2015. They bring a rigorous, a/b testing approach to maximizing volume and ROAS. Also, they systematically work through hundreds of quantitative tests to deliver high-paying, quality users. Most importantly, they have been a consistently high performer with our Facebook media buys.”

Aayush Sakya

Director of User Acquisition, Game Show Network

“We engaged with ConsumerAcquisition to drive mobile app install ads on Instagram while delivering ROAS targets. In addition, through vigorous creative testing and an effective approach to intraday optimization, ConsumerAcquisition was able to quickly hit our ROAS targets and earned additional budget as a result. As a result, I’m very happy with the services provided by Consumer Acquisition and would strongly recommend them to other mobile app advertisers.”

Adam Zbar

CEO, Sun Basket

adamzbar“ delivers outstanding Facebook advertising results for Sun Basket. They reduced our CAC and fueled user acquisition growth to levels that far exceeded our expectations. Also, their passion for creative testing and attention to metrics drove profitability. In addition, the quality of work reflects their experience and expertise in Facebook advertising. So, I highly recommend these guys.”

Eric White

Director of Mobile Marketing, EBATES

“I previously worked with and they consistently delivered strong results for mobile app user acquisition for our shopping app. So, when I joined Ebates, I knew they would be a good fit to help drive our mobile app user acquisition strategy. And once again, they quickly optimized our business and reduced CPI 31% and reduced cost per app registration 56% and that allowed us to scale. As a result, I would highly recommend Consumer Acquisition to any mobile app advertiser that’s looking for strong results on Facebook.”

Noah Godfrey

Founder, Checkout51

“Consumer Acquisition has helped us grow our app installs while initially beating our cost targets by 54%. They have excelled in a/b testing and have discovered new creative strategies through their rigorous testing process. They have successfully scaled our spend to +$1 million per month and we look forward to continue to work with them to find new areas to grow.

Manu Sharma

VP Growth & Data Science, Shopkick

manu“ConsumerAcquisition has delivered amazing results from mobile app install advertising on Facebook. With a relentless focus on creative testing and audience expansion, this team has reduced our cost-per-install, increased user engagement and delivered profitability at scale. The cost savings vs. other agencies and bid management solutions has been tremendous.”

Sean Fox

Co-President & Chief Revenue Officer,

2“ConsumerAcquisition helped us establish our Facebook user acquisition channel, trained our team and then handed over all the accounts. By working closely together, we grew the channel meaningfully in two quarters and continue to build our Facebook business with the approach ConsumerAcquisition installed. In addition, they provided some great feedback and ideas to optimize our landing pages that help lift conversion rates meaningfully. Facebook is tough to conquer, but this team brings tremendous knowledge and experience to that task and gives you a great shot at success.

Tyson Woeste

VP Marketing, TRUECar

Tyson“ConsumerAcquisition pairs deep automotive experience with an impressive track record for Facebook advertising. They worked with us to build our Facebook acquisition channel on the web, optimized ad spend for both new and returning users to meet our cost targets. They’ve also impressed me by driving an incredibly low cost for mobile app installs. These guys are all about performance, and I recommend them to any company who wants to grow.

Alex Tikhman

Executive Vice President, Monclarity

“We’re very proud of our innovative Brainwell App to help people of all ages. However, Facebook ad spend with other partners proved unsuccessful. Consumer Acquisition’s unique Managed Services solution, original creative and highly efficient AdRules Platform has yielded our most rapid high-quality new user growth. This team knows how to scale Facebook!”

Finding Success With Consumer Acquisition