2. Facebook Ads
The key to successful Facebook campaigns for products available on-site and in the app stores is the right cross-device strategy. The strategy must be hypothesis-driven and tested systematically – never assume success without accepting or rejecting your hypotheses with real user data. We followed these best practices:
Tracking – Before running any campaigns, make sure that the tracking of events is set up correctly.
Automation – Set up automated notifications for any abrupt budget and conversion changes.
Full funnel – Make full use of Facebook remarketing tools and bidding strategies to convert free users to paying users.
Testing different audiences and creatives in a systematic manner in multiple languages helped the PNP’s team achieve significant improvement in the number of new users.
Results & learnings
The Facebook ad campaigns were running globally in 4 languages, which strengthened PNP’s position in key markets. The segmentation of campaigns between web and app, broad and narrow, local and worldwide, assured the full coverage of PNP’s brand in front of potential customers with over 2M impressions globally.
• Amount spent in relation to CTR (Click Through Rate).
As we went on testing and found our winning audiences, we increased our budget steadily while also achieving 15% growth in CTR.
• Amount spent in relation to CPA (Cost per Acquisition)
The same reflects on the costs per result over time, although our main focus was on ROAS as a metric, including the higher CPA campaigns with higher ROAS.
• By continuously testing and improving our mobile app targeting, we scaled the number of app installs while keeping a healthy install to purchase ratio.