In our previous blog post, we discussed effective strategies to combine UA & ASO for Mobile App Marketing 👉How to Combine UA & ASO for Mobile App Marketing. Today, we will delve deeper into the topic and explore the best practices for conducting UA campaigns on different platforms, monitoring key metrics, and avoiding common pitfalls.
To maximize the potential of these traffic sources, it is recommended to scale horizontally by gradually increasing the budget and bid.
Start by increasing the campaign's budget or the ad set's bid. You can adjust the budget multiple times a day or every few days, depending on the campaign's response to budget increases and the daily conversion rate (CR). Monitor how your key metrics change with each adjustment.
If the advertising account is unable to meet the desired budget, you can continue scaling by gradually raising the bid. However, be cautious as this may lead to a rapid increase in cost. Keep a close eye on your crucial metrics to ensure the performance remains favorable.
When expanding your UA efforts to multiple bid and budget pacing strategies, consider simultaneously running campaigns with different bid and budget settings. This technique can be applied not only to Facebook but also to TikTok.
Don't overlook the potential of ad networks to reach a wider audience. However, scaling on these platforms requires a different approach.
Unlike social media platforms, ad networks primarily support horizontal scaling. This means increasing budgets, bids, or including more geographic regions. It's important to note that replica campaigns on ad networks will target the same audience as the original campaign, resulting in campaigns competing against each other.
In terms of scalability, there are two main categories on ad networks:
Based on our experimentation, scaling ROAS campaigns on in-app networks is easier and more reliable. The algorithms used by ad networks respond predictably over time, allowing them to learn effectively even with limited traffic volumes.
When scaling install campaigns on ad networks, it's recommended to separate traffic by specific locations and even individual apps. Understand the audience that will be exposed to your ads and tailor your creative assets accordingly. Working with each major publication separately makes it easier to adjust bids and assign unique creatives.
Additionally, consider each geographic segment as a distinct entity when scaling on ad networks. Analyze aggregate metrics such as Lifetime Value (LTV) and retention rate if there is insufficient data to analyze individual traffic sources. Keep in mind that different metrics may impact large publishers versus small sources of traffic, depending on your product and goals.
When scaling UA campaigns, it's crucial to closely monitor key metrics such as CPM, CTR, Install Rate (IR), Conversion Rate (CR), and Return on Ad Spend (ROAS). These metrics become increasingly important as traffic volumes increase.
Determine which metrics are crucial for your campaign based on your key performance indicators (KPIs). For example, for products that monetize through advertising, metrics like Cost per Install (CPI) and impressions per user are relevant. For purchase monetization, focus on metrics such as Cost per Action (CPA) or ROAS.
As you scale your campaigns, keep in mind that metrics may deteriorate. Paid traffic often requires ad platforms to optimize for increased visitors while maintaining the same purchase price, which becomes more challenging as your marketing budget grows. Therefore, it's important to track critical metrics daily and observe any changes. Tools like the Ad Reporting tool in Facebook Ads can help consolidate metrics for easier analysis.
Scaling UA campaigns can come with its challenges. Here are some potential pitfalls to be aware of:
To ensure successful scaling of UA campaigns, consider following these guidelines:
Frequently monitor important indicators to catch any potential issues. Keep an eye on the dynamics of key metrics, such as CPM, CTR, IR, CPI, CPA, ROAS, ARPU, and CR, as they can provide insights into the success of your campaign.
Pay attention to metrics like CPM, CTR, and IR, as they can indicate creative fatigue or a decline in organic traffic due to increased bought traffic volumes.
Metrics like CR, CPA, ROAS, and ARPU can reveal changes in audience segments or the platform's learning capabilities. Analyze these metrics to make informed decisions.
Scaling campaigns with a large budget right from the start is unlikely to yield immediate success. Take a gradual approach to allow for effective optimization and growth.
Consider setting up automated rules to prevent budget waste caused by sudden increases in advertising costs. These rules can help identify and disable campaigns that violate predefined metrics.
Maintain a creative backlog and regularly introduce fresh ideas to your campaigns. This allows you to avoid creative exhaustion and ensure a steady flow of engaging content.
The post-IDFA (Identifier for Advertisers) reality presents unique challenges for user acquisition teams. Here are some considerations when scaling iOS campaigns:
Scaling UA campaigns requires careful planning and consideration. It's essential to gather and analyze as much data as possible to make informed decisions. While scaling may seem challenging, having a well-defined strategy and adhering to best practices can make the process more effective.
Now just join FoxData and embark on a journey of business growth as we unveil a FREE App Data Analytics Tool, which boosts your downloads, increases your user base, and watches your performance soar to new heights!
