How One Facebook Ad Became the Paid UA Campaign of the Year

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Hannah Parvaz Head of Growth at Curio (narrated journalism) shares how one Facebook ad became the Paid User Acquisition Campaign of the year.

Source:
How One Facebook Ad Became the Paid UA Campaign of the Year
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
February 25, 2020
Added to the Vault on:
February 28, 2020
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💎 #
1

To understand people's perception of your app, actually go the street and ask people what they think the app does based on the App Store listing. Doing this, Curio went from 2/10 to 9/10 comprehension.

11:38
💎 #
2

Work directly with your designers (be next to each other if possible). Designer needs to understand the funnel, what's working or not in terms of ads, etc.

14:30
💎 #
3

A main source of development for new ads can be speaking to users. Hannah conducted workshops with users along with the designer and the head of brand to learn what would prevent people from using Curio, etc.

18:45
💎 #
4

For creative testing: 1. Create a couple of ad creatives with different themes, put them into a creative split-test campaign. 2. Iterate on the winning ad creative (about 10 versions) and put that into a dynamic Ad.

22:12
💎 #
5

If you start seeing a lot of inconsistencies in results from a Facebook Ad, be patient but if after a week you are still seeing bad results then pause the campaign and duplicate it.

24:52
The "gems" from this resource are only available to premium members.
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💎 #
1

To understand people's perception of your app, actually go the street and ask people what they think the app does based on the App Store listing. Doing this, Curio went from 2/10 to 9/10 comprehension.

11:38
💎 #
2

Work directly with your designers (be next to each other if possible). Designer needs to understand the funnel, what's working or not in terms of ads, etc.

14:30
💎 #
3

A main source of development for new ads can be speaking to users. Hannah conducted workshops with users along with the designer and the head of brand to learn what would prevent people from using Curio, etc.

18:45
💎 #
4

For creative testing: 1. Create a couple of ad creatives with different themes, put them into a creative split-test campaign. 2. Iterate on the winning ad creative (about 10 versions) and put that into a dynamic Ad.

22:12
💎 #
5

If you start seeing a lot of inconsistencies in results from a Facebook Ad, be patient but if after a week you are still seeing bad results then pause the campaign and duplicate it.

24:52
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💎 #
1

To understand people's perception of your app, actually go the street and ask people what they think the app does based on the App Store listing. Doing this, Curio went from 2/10 to 9/10 comprehension.

11:38
💎 #
2

Work directly with your designers (be next to each other if possible). Designer needs to understand the funnel, what's working or not in terms of ads, etc.

14:30
💎 #
3

A main source of development for new ads can be speaking to users. Hannah conducted workshops with users along with the designer and the head of brand to learn what would prevent people from using Curio, etc.

18:45
💎 #
4

For creative testing: 1. Create a couple of ad creatives with different themes, put them into a creative split-test campaign. 2. Iterate on the winning ad creative (about 10 versions) and put that into a dynamic Ad.

22:12
💎 #
5

If you start seeing a lot of inconsistencies in results from a Facebook Ad, be patient but if after a week you are still seeing bad results then pause the campaign and duplicate it.

24:52
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Notes for this resource are currently being transferred and will be available soon.

How to run a successful ad?

Focus on:

Product:

  • Understand your app (use the product yourself like your users would)
  • Get your tracking in place (Curio: event optimization on FB with purchase as conversion - 7 day free trial)
  • Know how you will measure success: create an event tracking map (with core actions to optimize on)

Users (subscribers and most active users)

  • Identify motivators and barriers? Why have you installed? Why haven't you done X?
  • Continuously speak to your users and use this as a base for everything.
  • [💎@11:38] Hannah actually went in the street and asked people what they thought the app did based on the App Store listing: went from 2/10 to 9/10 comprehension.

Experiments

  • [💎@14:30] Work directly with your designers (be next to each other if possible). Designer needs to understand the funnel, what's working or not in terms of ads, etc.
  • For Curio: prefers horizontal ads for static, square for videos. Always tries to do as many placements as possible and ads in new formats/ratios when needed (example: Instagram Story format, etc.).
  • Use Dynamic ads with CBO: 10 images, 5 body copies, 5 headlines, etc.

This has allowed them to drive down their CAC by 90%.

[💎@18:45] Main source of development for new ads: speaking to users. Workshops with users conducted with a designer and head of brand to learn what would prevent people from using Curio, etc.


Creative testing strategy

You don't want to have too many individual ads but if there is a high enough budget to get enough conversions within a 7-day period then you're good. Dynamic ads help as well.

High CPI is not necessarily a problem if you have a high conversion rate (and getting paid users).

[💎@22:12] Use split-test campaign:

  1. Create a couple of ad creatives with different themes and put them into a creative split-test campaign to measure directly the impact of each messaging on the audience,
  2. Once you have the learnings, iterate on that specific ad creative (about 10 different versions) and put that into a Dynamic Ad.


[💎@24:52] If you start seeing a lot of inconsistencies in results from a Facebook Ad, be patient but if after a week you are still seeing bad results then pause the campaign and duplicate it.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

How to run a successful ad?

Focus on:

Product:

  • Understand your app (use the product yourself like your users would)
  • Get your tracking in place (Curio: event optimization on FB with purchase as conversion - 7 day free trial)
  • Know how you will measure success: create an event tracking map (with core actions to optimize on)

Users (subscribers and most active users)

  • Identify motivators and barriers? Why have you installed? Why haven't you done X?
  • Continuously speak to your users and use this as a base for everything.
  • [💎@11:38] Hannah actually went in the street and asked people what they thought the app did based on the App Store listing: went from 2/10 to 9/10 comprehension.

Experiments

  • [💎@14:30] Work directly with your designers (be next to each other if possible). Designer needs to understand the funnel, what's working or not in terms of ads, etc.
  • For Curio: prefers horizontal ads for static, square for videos. Always tries to do as many placements as possible and ads in new formats/ratios when needed (example: Instagram Story format, etc.).
  • Use Dynamic ads with CBO: 10 images, 5 body copies, 5 headlines, etc.

This has allowed them to drive down their CAC by 90%.

[💎@18:45] Main source of development for new ads: speaking to users. Workshops with users conducted with a designer and head of brand to learn what would prevent people from using Curio, etc.


Creative testing strategy

You don't want to have too many individual ads but if there is a high enough budget to get enough conversions within a 7-day period then you're good. Dynamic ads help as well.

High CPI is not necessarily a problem if you have a high conversion rate (and getting paid users).

[💎@22:12] Use split-test campaign:

  1. Create a couple of ad creatives with different themes and put them into a creative split-test campaign to measure directly the impact of each messaging on the audience,
  2. Once you have the learnings, iterate on that specific ad creative (about 10 different versions) and put that into a Dynamic Ad.


[💎@24:52] If you start seeing a lot of inconsistencies in results from a Facebook Ad, be patient but if after a week you are still seeing bad results then pause the campaign and duplicate it.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

How to run a successful ad?

Focus on:

Product:

  • Understand your app (use the product yourself like your users would)
  • Get your tracking in place (Curio: event optimization on FB with purchase as conversion - 7 day free trial)
  • Know how you will measure success: create an event tracking map (with core actions to optimize on)

Users (subscribers and most active users)

  • Identify motivators and barriers? Why have you installed? Why haven't you done X?
  • Continuously speak to your users and use this as a base for everything.
  • [💎@11:38] Hannah actually went in the street and asked people what they thought the app did based on the App Store listing: went from 2/10 to 9/10 comprehension.

Experiments

  • [💎@14:30] Work directly with your designers (be next to each other if possible). Designer needs to understand the funnel, what's working or not in terms of ads, etc.
  • For Curio: prefers horizontal ads for static, square for videos. Always tries to do as many placements as possible and ads in new formats/ratios when needed (example: Instagram Story format, etc.).
  • Use Dynamic ads with CBO: 10 images, 5 body copies, 5 headlines, etc.

This has allowed them to drive down their CAC by 90%.

[💎@18:45] Main source of development for new ads: speaking to users. Workshops with users conducted with a designer and head of brand to learn what would prevent people from using Curio, etc.


Creative testing strategy

You don't want to have too many individual ads but if there is a high enough budget to get enough conversions within a 7-day period then you're good. Dynamic ads help as well.

High CPI is not necessarily a problem if you have a high conversion rate (and getting paid users).

[💎@22:12] Use split-test campaign:

  1. Create a couple of ad creatives with different themes and put them into a creative split-test campaign to measure directly the impact of each messaging on the audience,
  2. Once you have the learnings, iterate on that specific ad creative (about 10 different versions) and put that into a Dynamic Ad.


[💎@24:52] If you start seeing a lot of inconsistencies in results from a Facebook Ad, be patient but if after a week you are still seeing bad results then pause the campaign and duplicate it.