| Source | https://www.youtube.com/watch?v=6MGc4qkgxvo |
|---|---|
| Readwise URL | https://read.readwise.io/read/01kv42p3pf784tk0pevnvn2ghz |
| Readwise ID | 01kv42p3pf784tk0pevnvn2ghz |
| Date | 2024-03-22 |
| Author | App Masters |
| Category | video |
| Cover image | https://i.ytimg.com/vi/6MGc4qkgxvo/sddefault.jpg?v=65f9da5a |
[Music] is up app Nation it is Steve p young founder of app masters.com the place you go when you want actionpack content related to helping you grow your app downloads and more importantly those
revenues and today we’re going to talk all about how you master Facebook ads meta ads you guys might have noticed I’ve been particularly focused on the paid acquisition side of things especially with meta with the guest that I have and today I’ve got a phenomenal guest for you as you guys might be or might not be aware when it comes to meta it’s all about creatives that’s what really drives the performance of an ad campaign and to break down his entire 10-step process for creative testing is
Juan David so let’s bring him [Music] in I love the music huh what do you think ju no I love that it’s very upbeat you know go with the flow just so you guys know Juan David is a senior Performance Marketing Manager at Admiral
media they are an app marketing agency as well he’s got eight years over eight years experience in digital marketing for web and app clients across the globe he’s a Colombian and he lives in Portugal right now and then we’ve got Louise Luise thank you always forget he’s from Venezuela Lise good to see you we got Kevin here as well fod good to see you Pedro’s here from Portugal as well there you go a nice nice nice we have a couple of Neighbors
yeah we got five live and then nurx now is live yes we’re live bro what’s up hey Rex and then Demetrios as well all right ju you wanna kick it off with your creative testing framework yeah yeah yeah for sure um first of all thanks a lot Steve for the introduction hello everyone thanks for joining us live I hope that this is useful for you and you also enjoy um being with us in this session it’s uh yeah it’s going to be fun and hopefully you will get with
some interesting insights for your businesses so let’s start uh today we are going to um talk about the 10 steps that you have to take into account uh when launching a creative test a successful creative test in meta but also how to properly use that for your in app installs campaigns in this platform so this is the blueprint to creative testing Al meta by Admiral
media and yeah let’s go let’s go the agenda for today we’re going to talk about the common situations that we Face uh ultimate steps again as I as I mentioned uh what are those existing approaches what’s the difference between Android and meta sorry Android and iOS in meta our methodology for testing the scan this is going to be uh very very important for you to to know as well if you have budget constraint issues which
is very common nowadays we’ll have some some some alternatives to use and finally some plus about uh how to explod the potential of a tool uh of reporting in met yeah so yeah still feel free to um add some comments in between I will just start talking and sometimes I I don’t I don’t see the the camera um but yeah when we are testing uh everybody a
this is a must what we are looking for what we want when testing is first of all to have a f testing H also to be able to um get data on massive amount or massive volume of creatives because there are some cases where we have very very passionate designers and people who are involved in you know every day and developing new Concepts and new creatives
but we’re not able to run them all and to have insights for them so it’s a common issue that most of these uh designers frustrate because we’re not having enough data to show them hey you’re at work or you’re at during work change this change that and this basically happens because we’re um we don’t use the proper methodology to test but this is what we are looking forward to that fair testing approach to again have fast feedback as well to share with these people this key
people in in every company and after that we’re going to Define clearly winners and losers so we can keep iterating on that and and remove what didn’t work and so on so that is that is a a must but there are also some um I would say things that we are currently facing as troubles yes can we go back to the previous Slide the what do you mean by massive amounts I mean do we need are you saying like we need hundreds of
creatives to start testing uh I mean by let’s suppose you have a massive like 50 creatives per week developed by the creative H Team so that’s massive also if you can go up to the 100 it will be important to classify them into um categories because you cannot test 100 different concepts at once unless you have millions of budget of course it’s it’s possible
uh but yeah I I mean about 50 over and so on really so you need to have like 50 creatives to be testing at all times no no no not at all times but I mean with massive that amounts but normally what I have in my clients for example is a probably three concepts and each concept contains a five variations so it would means uh 15 uh ads in total you know so that’s
important to mention thanks Steve because Concepts is a term that we’re going to handle in this meeting um as a group as a category concept and then we have inside the concepts the creatives themselves you know each variant so that is very important to to mind thank you Steve I love it and Erica is very excited colia okay let’s go let’s go muchos love it let’s go now to uh yeah things that
um happens when we are not running this properly of course again as we commented there is some for testing we don’t get the reliable results that we want there are tons of unused Concepts um because all of the spend went to just one app so it’s kind of um yeah bad for us yeah and and yeah it will basically give you plain insights over the same or add one like over and over and that’s what we don’t don’t want I’ve definitely seen
the second part tons of unused Concepts all the spend going to one at creative yeah yeah yeah it’s very frustrating I remember for months having just W that and designers pushing hey we need to drive data on the new ones do you kind of just take that do you have like a different campaign or a different ad group where you’re constantly trying to test out these newer creatives so that that one doesn’t always get all the the love yeah if you’re asking to me yes I those those situations yes of course
it’s very frustrating how do how do you like to separate that one is it just like a different campaign then that is specifically just for Creative testing and one that is the winning campaign we’re going there we’re going there all right sorry yeah all right let’s get there good it’s good it’s very good because you’re you’re on the flow so I like that love it all right we’ll get there we’ll get there yes um this is like the situations a little bit of context and here are the ultimate steps but this is like the theory we’re going
afterwards to go to the to the the yeah the content how to respond to the the Steve’s question which is which is very important um so when testing first of all we need to think about how to develop properly these creatives right and we have to start from a baseline what is that situation that I’m facing that led me to think of testing something again having just one old ad doing the same thing always so probably
this is the situation what I want to to create and and the Baseline that I need in this process so the hypothesis is going to help me to understand if these new Concepts are going to work better or not than the the old ones and for example if I change background or or the character would that make the difference or not so um once I have this two variables variables clear I need to define the M which is the OS in this
case for app install that I’m I’m going to to be testing because this also will make the difference in in reporting and analyzing things um what is going to be the language that I will be using the market the OS version as well um because yeah I mean there are tons of variables that we need to take into account when testing because we need to make sure that uh everything is going to run under under the same um settings to be fair with the testing for for for creatives
in this case um for the fourth step is about events and optimization of course what’s the event that I want to aeve we’re going there uh when it’s about setting up this for testing how many variants of creatives am I going to to run um this is part of the topic of Concepts that we were talking a few minutes ago ER for example is it going to be five different variants from a single concept or or three variants from
five different concepts it’s like playing with this amount of creatives that we’re going to run for this test but the idea of course is to have um this ongoing things happening frequently like probably having an a test running every week or test very several tests running ER I don’t know once H or twice a month you know so it depends of course on the on the speed that we receive creatives and the
creative Supply uh but having budget and time is also very important because that will help this will guide us on the process and the the information that we will get we will be getting from from our test it’s very important to Define budget again this is something that we’re going to cover in the in the next few slides this is just like an overview of the steps but it’s important to have clear here that whenever you’re are testing you need to take into account that a budget is the crucial Factor that is going to Define if F that’s is worth or
not um because it depends of also on the on the cost per action yeah the cost per acquisition or install that you will be having about time um there is also I recommend to run at least one week for for every creative testing uh but bear in mind that if you run for example with Android there is a window attribution that is seven days and for iOS it’s for you need to take into account the scan
framework delay no which is going to vary from from 48 hours to 72 depending on your version of a scan uh if it’s three it can go up to 72 if it’s four it was reduced to 48 because of the course values and so on um and second and third postp but that’s that’s another story um so once I have def find my time let’s suppose one week and I run the test I wait for the window attribution to to be closed and this cas for7 days
before I report that back back and so on I will have my conclusion then I can create a feedback and iterations over the winners and do not be afraid of testing of of selecting one or or sorry two or three winners depending on the amount that you have tested it’s not mandatory to have always one winner out of 15 Concepts you can have three if you have good data of those three and you can support that uh and compare with your normal ads and it’s worth then you can
also um consider them as as winner final step deployment repeat so basically a yeah as David OG be said sorry for saying a little quote here but never stop testing because the test will do your advertisement better so it’s always about testing and that’s why we have come up with these steps after doing the process over and
over once we have here the ultimate steps we need to pick the right approach in meta as you know there are two ways to test in meta and I have put both here in a comparative table which will basically yeah tell us which is the the the pro cons B use case and when is a conclusive test so AB test in my in my opinion is very good when you have limited amount
of ads or variations in this case five um but also this is a a con that plays against this approach because you can only test or pick in the ab test tool in meta only five ads uh compared to for example the the amount of crats that you can run in auction selection uh approach which uh that means um
running creatives or test within existing adsets or within separate adsets that’s what I want to say got it yeah um one of the pros of course of ab test uh Steve I I I want to highlight this is because you can split the the the audience no you can it’s completely clean audiences uh they’re not going to be manipulated so it won’t be any overlap when using a test I think that’s very cool feature um and but but yeah is
is unfortunately it’s like the best feature of this approach because the other things in my opinion are not very very fun and not very useful um compared to the aution selection approach so this table is is very important to help us to identify which approach is the one that I want to to to follow and just remember that when you select in this case the ab test
you need to bear in mind that the UI power there is like a like a like yeah like a measurement bar that will tell you what is your power and it needs to be minimum at 80% um in order for you to have a successful test otherwise it wouldn’t make sense to to run it and how do you increase that value by adding a yeah for example a AI is and the the right setup for for your test budget of course is one of the main main factors
here yeah hey one when you say AB test are you letting meta do all the AB testing or are you manually doing the AB testing yourself that is a meta automatically doing I mean using the tool yeah got it like it yes uh however when it’s about auction selection it’s manual approach we do the test as marketers personally my favorite approach um because this is what we’re going to discuss and this is what we’re going to work on uh and you have here
the all the all the pros uh only one con is that the learning will stay in the test campaign and sff that leads to the question that you asked before the approach right now is to H depending of course on on the on the on the budget that we have but most of the learning will stay on the test campaign and this is also one of the cons of running this approach but also is a helpful for us to to train the algorithm across account
wise you know in terms of of getting the signals that we want for the events that we care about so depending on how we we test or how we set up this test campaign ER the algorithm the other campaigns will beneficiate of that or not I had one case just a a an example that I I run a with a it was a couple of years ago but I run a campaign for testing but optimizing towards an event
that I I was not caring about at all so all of the numbers and results that I was getting were good for that campaign but when I wanted to move them to the actual business goals it was totally different so I I wasn’t training the algorithm for that yeah I mean I’ve heard other people talk about this too one where it’s like if you optimize for clicks face will get you clicks if you optimize for installs they’ll optimize for installs that might not lead to the best conversions and subscription
Revenue but they will optimize for whatever event you’re trying to optimize for correct correct you’ll get a low cost per click you get a low cost per install but the row the row ass might not be good correct correct so if I want Revenue I would need to optimize towards conversion value in this case inm yeah I like it bro um great so also before we move forward it’s important to yeah Define that this approach also is very useful to understand what Concept in terms of creative is having most of the
potential no um because yeah because I mean this this is the idea beh behind all of this what creative can help me to to uh exit this old fashion creative that I have been running always yeah uh but this test will be only conclusive once you have 50 conversions um per week no h per adset so uh this is the the rule of thump that meta has uh put and set in order to exit
the learning phase but I would say that it is not mandatory but it can give you uh better guidance if you are able to fulfill with that you know so my advice aim to get that but do not be uh frustrated if you’re not getting that because depends on on the on the budgets always want on that note if we’re not getting it what do you suggest
just keep going with it or just being like okay what do you suggest let’s say we’re spending like 100 bucks a day and we’re not getting that 50 event if it’s be if it’s among my uh options and it’s possible to do the following thing I will increase budgets to get the to get the conversions that’s the first thing that I will do um whenever you can do that do it you want
and if you want to to follow uh with better algorithm learnings uh try to overcome this learning phase if you’re not because of X or Y reason still you can use the the the the metrics to evalate your performance but bear in mind that it will probably be a little bit biased because the algorithms is still trying to exit this learning process you know so it’s still testing with higher bits in some auctions and again lower bits in some actions so trying to find that
sweet spot of the the cper yeah action or the conversions so I I I think that that’s their their approach topcats loving it awesome information right here I love you’re liking it toat um let’s go now to a the next slide which is about our main topic app installs
H and and guys basically heads up here because testing in in meta is is is very difficult as well as other platforms of course because of the limitation of of scan and iOS and here we have Android case where it doesn’t matter if I am able to get I don’t know 15 installs a day or 20 installs a day I will be always having in case I’m optimizing towards trial for example or
subscription I will be having always the postbacks of these Ina events back to the UI and will help me also to to optimize and also back to the mmps and all the tools because the there is no restriction on getting these postbacks on Android however as you already might know and I know this is industrywide well-known topic uh iOS with this scan framework has put some threshold that needs to be um overcome or yeah
penetrate I would say that is the 88 daily installs in the case of meta yeah uh there are other platforms that have their different values each platform can do whatever they want but in the case of meta it’s 88 installs and it’s important to notice that here it needs to be across campaign so if you’re running a test campaign you make you need to make sure and if you’re optimizing towards uh in app event you need to make sure that
you will be getting this 88 daily installs if you’re testing for iOS otherwise you will not get your trial your H subscription your purchase information back because of the the because of the um threshold you know because of the this privacy framework um it needs to happen at campaign level or uh between H sorry yes between at camping level it doesn’t matter if happens just in one ad group
or five ad groups of of the iOS 14 campaign so make sure that you have that and this is why I have brought here the methodology of Admiral media and also very useful chart uh that will help you of course to to get the right value uh whenever you want to to test so let’s suppose that I’m speaking the auction selection approach right the one that I
will be testing manually as a also stated and I want to run a separate campaign because I I have found in my past experience I’m talking about an hypothetical case but based on what we have talked during this um webinar and it’s let’s suppose that I already tried to run my new creatives into the business as usual like I like to call them campaign of course these trators are not getting any data I’m tired of
that approach and then I say okay I need to do something different then I want to launch a new whole campaign and this is where this chart comes so this is a one example and let’s suppose that a I will be optimizing uh towards installs of course this this is an example just just making sure that it’s pure examples matter uh but I need to check the CPI in this case or my CPA in specific Market how it’s been in the
past in the past well yeah last 14 days is the the time frame that I would recommend to to look at uh these are real numbers based on scan data in terms of not example but the the the benchmarks that we are uh looking at it’s very expensive I’m trying to increase a little bit the US CPI for scan no not am scan so so it’s it’s very insane it’s very insane because if I have for
example one campaign in Germany or one campaign in in Latin America which is actually cheaper the installs of course the budget that I will be needing for testing will be less but in this case us is the top is the most expensive market across the world um as per my experience probably there are a couple of others but I’m not sure yeah but us is very well known to be expensive so let’s suppose I’m going to point out the the laser point because I I don’t want you to get lost here I like it I love the
laser point it’s l bro just hit L on your it’s a shortcut oh look st’s also dropping some boms here very well very well okay um yeah so we have here the thetical example for testing this is the CPI that I have for US based on this SC data m in meta for the last 14 days
70.2 so I want to run also five different concepts of creatives creatives let’s suppose that each concept contains five other variations so example concept one let’s talk about a subscription app for a I don’t know for meditation yeah so my first concept is going to focus on the benefits for sleeping my second concept is going to be focused
on benefits for breathing the next one is going to be for work the next one’s going to be for exercise and the next one for a what else like anxiety anxiety exactly so each of these Concepts will contain different variations try not to make the variants very different from each other because it will be not helping you to actually understand what’s the winning factor between I mean inside each concept you know love it so
yeah for example for work I can do one example of working in a paper versus from an angle of like that and well I’m just thinking ideas follow the idea yeah um but but that that’s a tip uh try to make this variance not too different from each of them um but the concepts very different from each other so you can start having insights per also uh
category no which is also important for the future so again let’s suppose I’m having five adsets H so and the Lend of the test is going to be seven days as I commented like the minimum a seven days just only taking into account that scan is going to have some delays after the test is is is is active now so if I uh do some quick uh calcul we would need to invest daily 7.2 time
88 uh that equals 634 uh Euros a day that’s that that that’s that’s a lot and but it is between the average of many experts also recommend no um it’s just showing you how it works behind behind the scenes I would say um and why it’s that amount of of of budget needed so after you have this fine or you have
this budget H you’ll have of course to multiply it by five and that will give you the daily um budget for for yeah for each asset each each asset and and therefore if you just do the calculation for the days that you will be having the campaign active it will give you the total amount of spend that you will need to to count in in order to to run this hypothetical test for seven days only you can extend this uh for the longer
that you want but this is um this is the the the logic behind uh testing in scan so one yeah sorry the if you actually finish it thought and I won’t finish no no no I was just moving next to the next okay good then perfect then after seven days if we let’s say we hit that Thresh should so 88 *
7 um let’s just do 90 * 7 90 * 7 so we get 630 installs so we hit that metric can we then lower the daily budget like if our da if our maximum monthly budget is I don’t know $6,000 can we lower the daily C budget after that seven days or what do you what do you do after those seven days uh after the seven days you will have already some learnings applied so probably the CPI will lower m in this
case so I I think I think most of the H advertisers should yes H consider not decreasing the budget but let’s suppose that we are running out of budget so probably you can decrease it because you have already some learning into the campaign so to start you have to be very strong to achieve this this these these values this threshold but after you have run that if you don’t want to keep this aggressive pressure uh you are allowed
to decrease let’s suppose from 100 you can decrease in this case from 127 you might be able to decrease probably by to to n 100 or or 90 I mean that that’s fine got it um you’re allowed to do that of course and it’s always on on your decision but my recommendation would be the the the the more budget of course the more track action and if you’re able to improve the CPI and you don’t have
budget you can decrease also budgets for for saving purposes so it it is fine got it yeah it’s it’s kind of scary to run yes it is I know Rob from five live and I think we’re GNA move on to the next topic about this anyways my concern with running meta ads is the amount of money needed to do testing as Juan just Illustrated before I can get a good row ass how can a newbie overcome this so dig onean perfect perfect in your next topic right yes perfect question perfect question
thanks a lot for that how so I know this is a scary so how does a constraint budget F outcomes you know so so it is it is scary I mean not all of the advertisers and businesses have that crazy amount of money daily to overcome scan and to keep those those rhythms those phases so there is options that you can uh avoid this and the answer is the am aggregate event measurement um feature or solution that meta has
developed and by the way Tik Tok has also done a couple of weeks ago which is called ADC in terms of Tik Tok Advan H advanc dedicated campaign also worked like a AEM campaign but yeah I’m laughing because there’s so many acronyms that we have to know yeah in the future I think we’re going to talk only with with letters I’m going to increase this the the budget in for to get better CPI and improve my
a uh based on my am and then run a ADC you got any questions for meta ads just talk to jdc goo exactly love it man it’s getting crazy Green Crazy is this a lot of yeah acronyms happening um but yeah so how does a constraint budget affects outcomes so answer is am and now I have for you a real iOS example for one of my clients that didn’t have that atra amount of budgets to test because you will be very
straightforward no once you have this scan numbers you will get the you wait for the window attribution to close and then you will have the data that you need to actually pick those winners which were those winners and that way you can upload it into the business asual campaign and you can start testing or you can actually uh be more confident about what you’re running there instead of just saying okay this is just because I like the ad let’s test it no you have already data that supports that decision so but one client that I had was having
this issue of okay I don’t have that budget but I want to test what do I do answer again am and here is an example in the next slide that I’m going to show of the numbers that I got there turns out this was a test that I was running for for for seven days of course um where I spent just 1K I’m I’m I’m going aggressive in these examples just to show you that there are ways to do things and to to actually get insights uh I run seven different
ads the data of course the the volume of of of of budget was little um and I was optimizing um towards install in this case uh because the subscription um in past data was very high so I was not able to set up a test for subscription in this case but for for example a example a web client which is having purchases in their website they already
have some C per purchase defined and this cost per purchase or cost per at to car normally are very uh I mean are not that high like 100 a subscription you know or or or it’s like 16 euros a purchase which is also useful so you will be allowed to run test optimizing towards those those lower fun events but in this case where the subscription is the main goal and not very very familiar with that actually no actually this test
run based on I no yes based on installs yes it was based on installs apologies um but anyways I mean this is an approach that I I I had because of the cost per subscription will be too expensive and I need to to get installs on the on the sorry to get data on the creatives and what I did here was to group them by by a concept uh I just took a screenshot from my ad tab ER and
here I had if this is an AM campaign but I had here a two concepts grouped which in this case were F and H and G and D so they suum the 200 daily that I was assigning per adset but when we look at the information at at level of course this will uh make U the difference
that’s why you see different numbers here but in ad set level it was the 200 that I was Destina for each adet based on the on the logic that I explained and here we can uh quickly understand just a quick of context here H what I did for this test and this is something that you can also apply was to include the good performing ad I was spending some money on that already but I create I took that ad created Like A
variation on that but I consider this new variation as the new ad as the sorry as the old same ad of Al always so it was like a kind of a weird strategy but in the end this is all about testing so I pick that ad let’s suppose I just change a a little text or the background color a little bit just to still make it different and and and and test and the other Concepts the other variants were more um differentiated between each other this is like an app for editing
stories and drills okay so it was like a girl talking the other one was just like many videos H coming through in the in the video so they were very differentiated between each other and I named it as a b c d f g h h Etc got it hey one are you doing this and I I think you said it but I was looking at the comments but anyways were you doing this as under one ad group is the limited budget The Limited no
this a screenshot you mean yeah is this all under one ad group all these ad creatives no no no this is an ad tab in the ad tab so this is one campaign but five ad groups okay we have each ad group with 200 of a spend got it let let me point out so 200 in the a version uh 200 in the c 200 in the E and then F and d one ad group and the other one was G
and H okay so you had one creative per ad group yes because again budget was very constrained in this case so I I wanted to still have at least 200 per per per ad group to to spend uh but you can actually split it in way more ad groups I mean I if I had more budget for my client I could create a seven different ad groups but then it would mean 200 per seven like yeah that’s not good let me ask you this the what’s the
difference between the ad groups is there a different targeting or is it just that the creatives itself and you want and I guess separating the creatives makes it so that each creative has its own room to test the algorithm right if you put them all in under one ad group then one the winning one would just get all the all the the span right is that the is that the thinking behind that yes yes exactly uh the targeting was the same and what happened basically was just leted them to to
spend each at each variant with their own spend got it so in the next in the next uh thing there are some other key metrics this is something that I I I spotted uh version C basically work better than version a in this case the old one in quotation I would say uh with better cost per install of CPI compared in the in the in the previous screenshot that we can see version a compared to the c um three cents but still in terms of
percentage looks also good and cost per trial is the most amazing one which is um trial started a where see it’s yeah I can look at it too for you yeah Okay C process subscription was in the main the the the business goal so it’s the most important metric but 14 versus um 100 is good so H the results were very good but there are also some other metric that we can look at when testing and is the VCR
video computation rates right in this case how many of the of the I think you know this metrics I think it doesn’t need uh many uh yeah introduction but there is one metric that I like to use a lot which is the thumb stop rate which means when an user is scrolling after the the seeing the video so it’s like three seconds of video play uh yeah and then just they scroll so it’s important to notice when the user is is leaving and having
this um the higher the the better that’s yeah thank you one it’s like you read my mind yeah exactly the higher the better there the higher the better exactly exactly I love it um so what happened next in this case h we launched this in in the normal campaign and the results were impressive after the first week um we we were able to achieve 12% less pi and 12 and 44%
cost per trial um compared to the all performing ads let’s suppose I have one performing ad in that ad group and then I launched the new ones and these new ads help me to achieve better results for some reason meta is pey but meta decided to allocate spend on these new ads that were winners in the test campaign so it it’s interesting how how the algorithm works and in this case it was uh in favor us H and of course this leads to to
awesome results like 133% more of installs and 75% more of Trials when we talk about volume and the winning creative was the one that was that you highlighted in red yeah correct exactly got it exactly ER so showing up these numbers is is is very encouraging I I think there is a lot to to do in meta because also the freedom that you have in the platform allows you to test a lot and to pick the approach that you want
but in in in the end many options if you don’t know how to handle them and or you get confused a little bit on how to properly set something you will end up messing up the the thing and burnning money basically so having this approaches will help you to properly test and invest the money wisely when it’s about testing it’s very important I like it all right well let’s speed through some of the rest stuff I think we’re on the
last one and then got a bunch of questions for you okay let’s do it yes let’s do the question first I think yeah no let’s go through this one I like this okay so a I think this is it this is a little bit outside the the the testing um part it’s more how to ER yeah get most out of meta UI and in the report as you know there are some custom columns that you can create this
is also helpful when advertising or when grouping Creative Concepts so I think uh this is going to be useful for you in the in the sense that if you have a good naming naming conversion or if you are yeah let’s say naming your ads properly like a concept one reals uh version a and so on you will be able to classify them into the reporting tab through the custom dimensions and if you
are able to do so you will have insights per concept like I put here concept split in this case h the reals this is not for the test this is just a a a longer time frame but it’s showing you how do I report back the creative uh Concepts to the creative team so whenever the the creative team asks me for okay we need to understand what concept is working better I just say Okay do more reals but also bear in mind
the presets or the bit scene because they can have some potential in terms of CTR CTR is also an important metric um that we need to take into account when when creative testing and are you underlining the 1% because that’s the that’s the percentage we’re trying to aim for 1% click click through rate exactly this is this is very good and also is a a reason um to consider a concept a promising I like it I know your team is in there answering
questions as well but I’m going to you’re the star one so I’m going to ask their I’m gonna ask for your opinion all right Stella says have have you have experience with Facebook conversions API the cppy I don’t seem to have proper postback data to meta ads manager I don’t see close to half of the installs in meta ad manager reporting but I see it in my MMP uh yes I I have experience on the conversion API and it’s very ER very strange that you’re not seeing
it in the in the Facebook UI but you are in the MMP sorry yes put the the there I didn’t see close to the half installs in the Mets manager reporting but I see it in the MMP okay I think I’m thinking about probably uh um you’re having the integration well done is it
for Android or for iOS that’s my the first thing I I think about but conversion API would [Music] means yeah I I would need to Deep dive better on that question yeah all right and then still says should any subscription app try anything else than app install app campaigns purchase the install goal is more interesting for apps to try to earn money on ads I don’t know if I’m understanding that but I’ll let you go and I think I know what he or she’s talking
about a subscription not try anything else that app campaigns purchase they install goal is more interesting for apps are trying to earn money on ads no no no no they er when you are referring to apps that are interesting in earn money on ads is that uh having ads within the app or or through the ads manager because if it’s through the ad manager I think um there is another option to try out which is the sales campaign M uh and there you can Al
actually select the OS or the devices that you want to to run the campaign so you can try something else that app campaigns and it’s the the sales campaign um but the install goal would be for apps that are trying to increase their user database so I’m not sure if I’m answering your question sorry kind of I think I think you know your team
regarding meta I think what we definitely want to oh they already answered this attribution stuff but the the thing that I want to point out ideally we want to try to go aim for purchase right like value based optimization so trying to aim for people likely to start a trial those are things that you want to do versus the install the install is just to test out the creatives I think that’s what Stell is asking that’s my guess okay and then daily workout says learn app development
or hire someone daily workout it’s up to you I try to learn it in the very beginning I learned enough to make my first few apps of my own and then I got to a point where I’m like you know what better to hire somebody who’s a lot better than me for this so it really depends on your goal if you want to learn app development do it if you’re like I just want to make apps and try to earn a living off of apps then just hire somebody else and use your talents elsewhere that’s how I would say it all right let’s see if we can go through NK says is meta ads cheaper than Apple
search ads what do you think ju for acquisition in iOS yes for brand terms but depending if you’re a gaming campaign if you’re a gaming app probably not because gaming doesn’t work for for Apple starch ads that much yeah for Apple sear ads it’s getting expensive it is a pretty decent Roi but like at the same time it’s getting pretty expensive so NX this is a question I get all the time it really depends on the app right one just it really depends you you’re gonna have to test it out depends
depends test it out and use brand terms in apple torch hats and probably you will get better all right I like this question from Lucas says hey everyone Steve Juan when is it time to protect the app legally I mean the images used used inside stories Etc in the MVP while scaling with the ads what’s the best practice time to protect the app legally Lucas I would say when you’re big enough bro I wouldn’t worry about it yeah right now so when you’re big enough protect it
otherwise come on there’s other things that you got to be worried about just scale and revenues Roi and all that stuff Juan can you give three examples of hooks used in creatives that are performing well yes yes good question uh one of the hooks that I is that are working well for me is H this is what your current assets or your current skincare doesn’t work uh this will basically catch people because they want to know what they’re doing wrong yeah um
another one is for for example uh this is going to blow your mind you know you’re scolling and then you say this is going to blow your mind blah blah blah blah storytelling happening so I like this kind of approaches that um help you to catch the attention there are some visual effects also using lately for some hyper casual games uh where you just start seeing some crazy animation and then the ad starts but you already are seeing the ad after five seconds and you you don’t realize that so got it yeah this is going to blow your mind
this is why you’re doing wrong uh ER if you have ever done a then you’re going to have B you know something something like that play with psychology I think this is the most valuable asset play with the psychology of the of the target audience this is for my team one this is why your ad creatives are performing really bad there you go exactly and then we’ll clip that and
then we’ll put Juan’s answers right after that good Stella says have you tried the instant experience option instead of sending users straight to the App Store yes it’s a very uh it’s a good intertial section uh that can help you to provide more information about your your business I’ve tried that but the the thing that there is a big percentage of drop of people who get into this inter instant experience and then they
just drop off and probably the ctrs or yeah the ctrs and and and the the time see in an ad and your product will increase but after the the conversion will drop so I personally don’t like to use them but I have in the past ER I prefer them in in TI Tok meta not so much Stella’s iOS and he said you answered my qu question my campat are too small and then Cella gave
some insight my Ros has always been worse on Apple search ads versus meta to be honest the sleep app here I have Stella’s app on my thing right here it really depends like if you’re in a competitive space like meditation and you’re competing against you know calm and head space it could get super expensive on Apple search ads yeah and in apple star shats I think if you’re not big enough I mean I remember that one of meditation the app was biding for these terms of breathing sleep well and
so on genetic terms in Apple Shots and the bids were increasing very very aggressively like you have to spend $40 per bit and then the algorithm just keep increasing the bid so it’s very very expensive for for genetic terms however in apples shats what you can do is to protect your brand uh because it will be cheaper for you and also you will get cheaper installs so brand campaigns will help you but genetic you need to to have big buckets yeah so met better in this
case and am option I think that that’s the way cool how do we set up am in meta uh it’s just a a tole that you can okay you can select when you’re creating new campaign for iOS iOS 14 you you just click a tole and it will be aggregated EV measurement and that’s it a question one do you still need an MMP for that or is the Facebook SDK good good enough for am H what this is the this is a very good question because actually the MMP
is having issues no the MMP is having issues uh with the am reporting yeah and normally they’re reporting back the scan data so this is the the good um conversation happening around these Solutions because most of the advertisers are not seeing their numbers of meta SDK into into MMP but there are others that yes so again it depends a lot on on on on the setup and the integration done
um but for optimization purposes am would make your life easier because it will give Facebook more signals wait so what was the answer I might have missed it do you need an MMP or are you okay with the Facebook SD no I mean you can use MMP to have this the scandate I mean I would recommend to use MMP but if you’re only promoting in meta it’s fine if you just stay with the SDK okay got it right love it all right let’s get into the app audit section of the show
and we like to start off every how are you on time Juan can we go a little bit over h no no no it’s fine I think thanks a lot for for your questions and and asking them and paying attention as well I yeah just saying thank you and we’ll help you a lot if you are if you are interested in reaching out to us as well uh feel free to do so we we have quite experience doing this this kind of things and also it’s my first time live so it’s apologies for my my nervous in
some cases no come on everybody loves you what are you talking about love it all right here it is if you want to go check out Admiral as well I put that up in the the QR code you just have to hit rewind before that all right let’s get into the dad [Music] jokes all right one there you go you want to go first or you want me to go first uh I can I can start if you want oh okay where do cows go on
dates where movies all right I like it Jay all right and then one what did Dad say to Mom well let’s say I’ll just be mean what did I say to my wife when I bought her the wrong kind of flower what oops a daisy there you go all right put s if you thought my joke was better and put J if you thought Juan’s joke was better
and then we’re playing for drinks when we meet up eventually how about that yeah yeah yeah that’s that’s spending we need to to do a couple of drinks so uh another one hold on hold on one we’re gonna get into we’re gonna let the C you know Rob even has some jokes so Rob thank you for your jokes I like it I like how the the audience is already doing that well no we’ll go to round two we’re going to let them go all right we’re do an app audit if you guys want your app featured in a future live stream go to atm.com audit atm.com
audit all right we had fod oh yeah he said my turn all right F yes you’ve been waiting patiently for his app right here and I’ll bring that to the stage he needs his help my customers are starting trial and then cancelling trial before it ends um he’s got a Resume Builder they might just need it for a one-time use basis then I see okay shall we get into the app then Juan since that’s what his question is all about and we’re short on time y okay so we know it’s a Resume
Builder his problem is they’re starting it a trial but they’re cancelling pretty soon after Okay so let’s get into the app okay okay so the the boarding I mean I would fix the the spacing here all
right okay for J for a job I like this I like all of this this is good multiple selection yes good this is all good so I’m gonna put this for now I would add like how many steps are left in the boarding like that choose your your plan uh de I think that okay let me try this real quick six bucks a year I guess he removed the trial
now yeah I’m not sure if they remove the tri but I would like to add also like a percentage discount what’s the difference in terms of percentage between the the J and the quarterly um it feels too cheap to me one what do you think like six bucks seems really really cheap it is it is it is very cheap I was thinking that we we did a case study with a Resume Builder back in
the day A friend of mine he reached out he like hey Steve I added onboarding during the the some screens before the onboarding and the pay wall but what you can do is I like the no trial aspect of things because obviously there might be some onetime use case things but I might just add a weekly plan and a yearly plan and then play around with that not having trials probably better for you but maybe even play around with the lifetime option that is close to a yearly plan so that you can get people to pay for it but if you’re going to
help me get a job you’re probably worth more than six bucks yeah true I I would also change a couple of things here in the in the pay Woll the Tex of the benefits is in Gray it’s all almost mixing with the background white I barely can read them yeah access all resume templates white I would highlight a little bit more the benefits of being premium um you know yeah play around with all of this I
think right now what I do have data on is like I’ve been saying before and one I love your take on this I don’t think right now we’ve actually seen higher prices so far let me know what the higher prices was be because he said I was struggling I’m struggling with conversion so I lower the price to try to increase it sometimes it works but you have to look at your competitors and what people are used to paying for an app like this and that’s how you compete obviously the more you charge the less customers you need to make more money so at a $6 like let’s just pretend you’re
only going to get a percentage of people buying that so it’s a very you have a very low Break Even cost per install metric so you’re never going to be able to scale at a $6 rate right unless you get VC and you’re going for something else so try to increase the price because we actually seen something different sometimes conversions go up when your price increases as well so you’re going to have to play around with all this stuff but I I think the higher pricing and then if you are concerned
I’ve seen other apps do this where I’ll hit an X let’s see what happens okay they do a discount okay and this is where you can put a discount 12% offer is nothing right this is when you go 99 like 10 bucks for Lifetime that’s when you can do something like this where you can do a discount right up front I know I’ve been talking about discounting work but this is why I would start with the higher price point in the beginning because then you can offer a bigger discount and then get them to try to do that but yeah he said his
competitors are three times his price there’s a reason why they’re three times your price okay hit allow oh that that that screen I don’t like that screen of the this one yeah too much task de text way too much and then the buttons like underneath the fold too I I I lose I lose the the I would probably put these bottom on top
yeah yeah agree and reduce the the benefits try to make few words out of each ballet yep um yeah like it and look if you’re trying to compete I know fod you said how do I you know CV Builders are very competitive keywords what are suggestions to compete with the big boys like really try to find the niche as much as possible I’ve been talking about this recently and I know nurx put a thing in their comment but like I I’m of
the mindset one if especially for Indies it’s not like if I have a good idea I’ll build it it’s if people are searching for it I will build it and nobody’s competing for it and so it’s really trying to find the right keywords and going after that so let’s say just a Resume Builder as an example I’m going to pull it up real quick on app follow my favorite tool so I’ll pick one of these this is the best way to do keyword research come in here I’m going to try to pick something like
this right so one thing you might want to try f is resume AI you know I just think the AI term is the the next big thing so think about something like that and then Resume Builder is the biggest one super competitive Resume Builder free so maybe you want to be right here AI Resume Builder it’s 30 and so what we need is a search score of around 30 we built a sixf figure business going after those terms so if you’re trying to compete with the big boys maybe you go after these terms cover letter or CV maker which I
know CV is more popular worldwide in the US we use resume but I know CV worldwide everybody uses that but maybe you go CV maker instead of Resume Builder because what’s the point of going after Resume Builder with just five ratings right so resumé template is another one resume samples so these are all different keywords that I would try to go after CV resume versus what you’re going after right now and then let’s just poke around and see what AI Resume
Builder is comes up let’s see if the search yeah see resume AI see as you can see 195 so there’s less competition than Resume Builder so you can already see this this person’s going after it just that’s what I’m saying like so you can go CV aai and try to go after that term and really go through it and then there a couple of videos go fod go watch that video where I talk about the growth hack and then I call it the greatest growth
hack in the world and I think this app is prime for that type of thing because I’m GNA assume you don’t have per user costs like if I give you a million users your costs are going to probably remain the same regardless so if that’s the case then go watch that video as well all right one anything else you want to cover with this app H so far no all good cool let’s get into the more important stuff who won that dead joke round all right we got thank you rob Louise thank you my brother BD Shane gave it to you hey
Shane good to see you NX NX all right I think I barely won that four to two all right Juan so far you owe me a you owe me a drink let me go into Rob since he put it in there Rob says why was the music streaming app upset because it had a ton of cashed problems there you go that might be a Rob original all right let’s go for round two okay it okay what you got
one uh okay um how do Dar Vader like the toast how On the Dark Side you couldn’t even finish it like Star Wars Stars I’m gonna I’m gonna change my sound effect a little bit I want to play around with the sound effects okay here we go one what country is filled with very bad singers very bad
singers uh I don’t know [Music] wish Singapore I [Music] know all right put s same rules apply put s if you thought my joke was better put J if Juan joke was better and then we’ll go into the last app audit it is blak’s app App Store conversion and possibly keyword rankings okay let’s get into blak’s app he’s got pretty decent ratings you got 784 and then it’s a shared calendar shared family planner
app all right from an ASO perspective anything you’re seeing on your end one I like the video that you have in there um I would add more screenshots I’m not sure if that’s all the screenshot that we have oh no we have a lot all the features the reviews are very good so yeah I think maybe you’re missing the the the premium features I would
communicate them as well in there that’s a good idea good idea um I like the batch of trust of that you have in the second screenshot trusted by uh you see the main view USB yeah do Steve yeah I would change this third because you know the video is taken up one two and so in search
results this is pretty much saying the same thing in my opinion so you want to lead with organize your family I get it okay so I’m I’m searching for family planner and I see this but I want to surprise them with something else so if you know that like what is your clients you know customer favorite feature I’m assuming you have pretty good number of users then lead put that move that up to the third one you know one the way I like to think about it is that first screenshot should always mimic what Target keyword you want to go after with some social proof and then give them you
know some core features USB and then like surprise them with something else that they weren’t expecting within your app and so that’s what that this is pretty much the same as this in my opinion so it surprised me with something else that I’m not expecting that you think I would love and I think yeah the flow of the colors of the backgrounds jumping from Blue to Black and then again to blue and then to Black yeah I think I would organize that maybe in a degrade that would be nice you you
want them to be all one color versus multiple colors no maybe just in a more organized way like going from Blue to Black instead of blue black blue black you know maybe that flow would be more attractive like it okay cool yeah and then from a keyword perspective let’s just take a look so again I really love this AI Trend I think there’s really a lot of room so you can go like family AI but let’s go family planner since this
is the keyword that you’re going after in your title so cozy so I try to look for something that doesn’t belong ju so like long as let’s assume family planner has a lot of volume but Maple only has 474 and you have 784 so they’re obviously doing something better than menu so I’m going to click on there and then this app follow is going to look at the Apple search ads recommendation for keywords
and it’s a great way to do keyword research and so it might be shared family calendar family organizer family planner doesn’t have a whole lot of traffic which may be the reason why you’re going after it but then there should be better if that’s the reason then you should be in the top right if the keyword isn’t that much high volume and because it’s low difficulty then you should be higher up in the the rankings for that particular term and so I would lead with family calendar or family
organizer in that first screenshot you kind of are doing it with easily organize your family but then maybe go after family organizer instead of family plan planner so I would do organizer right here you know planner is fine but that’s what I would do and then let’s look at the Spanish Mexico localization real quick which helps the US app store oh yeah this is bad social calendar come on like this is where you would go after family organizer instead of social
scheduler I just don’t think reminder meet friends groups this is just bad ASO like on that end just you went from I see also sorry to interrupt I see also in up to that for this category calendar is a very very competitive keyword and you don’t even have it in the title or the description so they have it here but it’s it’s not yeah so maybe in the title could be better yeah yes way better than
whatever they had yeah scheduler yes yeah at least put calendar here I know it’s super competitive but still way better than the social scheduler yeah plan as well yeah planner organizer so there’s a lot of from an ASO perspective that you can do here all right one we’re going to have to go to round three because you won that last round s j j votes are coming in not so heavy come on guys all right let’s see uh NK says dear Steve any
recommendations before a launch friendch tracker apps I mean that’s a loaded question re give me more specific questions all right weekly monthly three month which one do you think works better I think yearly always works better if I had to pick but I would go monthly six month and I’m typically doing weekly monthly and yearly that’s how I been doing it I haven’t tested different cadences have you tested that one you know I like a
lot the the combination of weekly monthly and yearly yep you know the way I thought about it was weekly is for like a one-time use and one I’m just Pi basic off my own experience I paid for straa for one week because I was in London I want to go for a run and I want to see all the sites tourist sites so I was like all right Shava give me that run and then they’re like nope you’re gonna have to pay for it so I was like all right I’ll sign for the the weekly yeah pay you one time and then kind of unsubscribe on that end so I think of
weekly as that sense and we see an LTV for high LTV for weekly and yearly so that’s why I like the weekly and yearly and then the monthly is a complete decoy that I don’t want anybody to buy I agree yeah data shows that oh okay here Rob says data shows one week one year one month is best ah there you go thank you all right let’s see I think we’re good you got one more jokeing you let’s do it let’s do it uh here’s a tiebreaker yeah let me start then wish
days are the strongest days which days Saturday and Sunday because the others are weak days all right I like that all right I’ll end with a this type of joke one what kind of dog lives in a toilet I don’t know what a poodle there you go a PO okay good right but Jay if you
thought my joke was better or J Jawan joke was better and they put s if you thought my joke was better and lastly I will plug one his website is linked up into your favorite podcast and YouTube video so go check him out if you want to learn more about what Wan’s up to and then obviously go check out admiral. media admiral. media if you need any help from a Performance Marketing perspective as well and I’m going to pull up that slide with a fancy QR code
right here as well so all that is linked up into your favorite podcast and YouTube description no one I I started off so strong like you’re get the win bro dang it s and you guys are all Traders I love all right well I owe you a drink my friend next time we get together anything I miss if the audience wants to connect with you any other way one you want to send them anywhere else yeah okay uh I mean I mean thanks a
lot everyone and yeah feel free to to to to contact admin on media uh here in the agency we have been able to manage successfully budgets very very high so if you want to to reach out to me feel free to go through the website to my social media Tik Tok ER I play the piano by the way in my in my free time so yeah Tik Tok too yes nothing no no no no no sorry I’m kidding that’s another
joke Spanish songs are so much sexier than English ones man Lou says gracias ju and Steve and then Stella says meta ads question is careful ads a good idea definitely yes there you go SL all right guys well once again Admiral media admiral. media and then Juan’s website Juan’s personal contact want to reach him out there you can go to that as well all right next week we got my boy Yash it’s spring
break so I’m not going to be around but Yash is somebody on my team he’s a he’s one of the lead guys I have and he’s going to cover all your fa questions about ASA some really interesting hacks that we just discovered along with some interesting ASO hacks that we’ve discovered as well so join us every Friday at 9:00 a.m. Pacific I’m going to be flying to Hawaii so but don’t miss me too much I’ll be back the following week as well one thank you so much my friend for coming on doing this thank you Steve thank you guys for watching have a great
weekend and I’ll see youone probably