Hannah Parvaz Head of Growth at Curio (narrated journalism) shares how one Facebook ad became the Paid User Acquisition Campaign of the year.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Notes for this resource are currently being transferred and will be available soon.
Focus on:
Product:
Users (subscribers and most active users)
Experiments
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.
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:
[💎@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.
Focus on:
Product:
Users (subscribers and most active users)
Experiments
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.
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:
[💎@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.
Focus on:
Product:
Users (subscribers and most active users)
Experiments
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.
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:
[💎@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.
