Home > Facebook & Instagram >

---

FB Utility Direct Install - $4,854.07 spend and 19 days later (7)

---

We have benefitted from the sharing of the other STMers on their Facebook tips and campaigns, and we now have something to share in return. We'll be appreciative if we can get some constructive criticism or ideas on our testing methods if possible. Otherwise, enjoy the data and hopefully you learn a thing or two from this for your own campaigns.

Background

• Utility app - Direct install (pre-approved by FB)
• Different payouts across diffferent geos, which is why we don't list the payouts but it ranges from $0.08 to $0.45

Testing

• Do video ads perform better than static images?
• Should we optimise the campaign, or optimise the angle/creative? Pick one.
• Does CPM (and therefore CPI) decrease if we let a campaign run? i.e. Is there such a thing as a CPM waterfall?
• How can we further improve the test method for this campaign to be profitable?

We've run this campaign for 19 days and spent close to $5k, and here's the profitability chart and spend data:


And here are the changes we made to our campaign management during that period:


Despite this amount of time and ad spend, we have not got a conclusive result on our test. Feel free to ask questions if we missed out on any other information that you would like to know, in order to contribute to this thread.

---

Curious. What were your guys video production costs? What kind of CTR were you getting from video play > offer click and how did it vary with the videos you tested?

---

Definitely interested to hear more in detail how your video based tests went.

---

the video was ripped and edited from youtube. we had one hit but the rest did not perform. it took quite a long time to produce videos, and we had images performing better so we went to images instead.

---

update

1. we hit a few profitable ads and tried to scale it up
2. the images turned unprofitable in 5-6 days
3. we realized that other people had systems to constantly create images while we did not. so we spent a week designing the system so that our employees would be able to constantly create ads with good chances of success. that caused an initial slowdown of progress because we had to draw out a detailed plan and make multiple edits before it could be used.

---

Love this story, awesome!

We're also seeing good numbers with this utility app: https://play.google.com/store/apps/d...in.flash&hl=en
Accepts traffic from +25 countries and no caps.

Utilities are gonna be really big in 2016!

---

What about 2017 Chris, building my own apps, we tested the model (not over FB) and depending on the Geo can pay high CPAs for each app, I say CPA's as we upsell to CPA products inside the app, whats the best to promote over FB now we build anything

---

Home > Facebook & Instagram >