Google UAC and Facebook/Instagram were among the channels tested, and the main difference we found was the type of content that was preferred in each. UAC was most effective with converting users using video ads played on YouTube, which reached a varied but targeted audience. For Facebook and Instagram, static images, GIFs or a carousel-style set of creatives worked best.
Google’s UAC and MiniMob DSP were great for our budget as they brought greater volumes at a low CPI. On the other hand, Facebook’s network brought in more engaged, quality leads. Balancing these two with other channels gave us the best opportunity for a boost in the App Store and Google Play.
We also noticed a decrease in CPI costs month-over-month on Facebook, Google UAC and Apple Search Ads.