100%+ app install campaign on FB but failing while scaling (6)

Hi guys,

first post on stm for me - it is an honour

I have an app install campaign running on FB that is profitable for quite a while. Unfortunately my scaling skills are really bad. I tried a few things and so far nothing was "really working".

Setup:

• Entertainment App targeting country US, iOS
• FB Campaign incl. direct link --> Affiliate Network
• FB Campaign:
  • Normal FB post on my page with a bit.ly link
  • Campaign objective: Video Views
  • AdSet with Lifetime Budget
  • Target Audience Size: approx 7 million
  • Placement: Mobile Only (Facebook only) & iOS Devices Only
  • Optimization & Delivery: Video Views, Bid Amount: Automatic, charged by CPM

• installs devlivered so far: approx 2k with with a conversion rate of 26% according to the stats of the Affiliate Network
• ROI just so you can see that i actually make some bucks with the whole thing
• FB Stats
• Relevance Scores are all 10

1. Duplicated adsets a lot so far but the duplicates never perform on the same level as the original - normal?
2. I analysed the CR (Affiliate Network) for each hour and saw that there were 6-7hours when it drops --> AdScheduling avoiding those hours. Is that in a good idea or will it just mess with the FB optimization algorithm?
3. The CTR(Link) rate is super low - but since i am having a good ROI i didn't give it much importance so far - good?
4. I have a similar Campaign running where i duplicated the best AdSet like 15 times and kept the best 8 - each with a daily budget of 10€. Is there any chance that i am shooting myself in the knee because the adsets are competing with each other? I mean CPM is really low (i guess) so i am reaching lots of people (but Audience Size is also big).
   

1. What is the minimum budget per day that i need to test campaigns/adsets on FB considering CPM and CTC prices from above? 3€, 5€, 10€, more?
2. Is there a certain time that is best to start my duplicated campaigns? I am CET and i advertise in the US. Like e.g. 12am?

1. It's normal that duplicated ad sets are more expensive in general, yes (at least the times I tested)
2. I would suggest to keep it live, without scheduling, unless the drop is heavy. From 4 to 3% I wouldnt call heavily.
3. Ignore the CTR for now, milk the cow if your ROI is good enough. If you milked this particular ad/angle you can use the best parts for the new ads and maybe you found some tricks to increase the CTR.
4. With 7 million as an audience I think it will not bite eachother on a serious scale.

Why not double your budgets every day for a try? Sometimes I start with 250 euro and boost it for some days with x.xxx spend. Sometimes I give it some days on 5 euro budget. Start new ads in morning, regarding the GEO you are targeting on.

You just have to be lucky with your timing at the end I guess (with placing, testing, adjusting and scaling), although the slow scaling seems to be the "safest".

First of all thanks again to gijsvipresponse for your input - much appreciated!

Killed all duplicate Adsets of my first campaign and created 3 new duplicates in order to see if i can get another with good CPC(link) prices. One of them was way more expensive after the first day --> killed it. Also increased the budget of my "original" adset by 25% - and as far as i can say it didn't have any negative impact on costs. My plan is to increase it now every 2nd day by 25%. Should i be more aggressive? Just don't want to kill the whole thing


I decided to kill my 2nd campaign (with 8 Adsets) since CPC(link) prices went up in the last few days. Also tried to double the budget of one of the Adsets and it didn't go well


Questions:

• How long should i wait after increasing the budget of an adset to see the real performance? 2 days?
• Is there any difference in performance between Daily and Lifetime budget?
• Any good spy tool besides adplexity.com to get inspired for a mobile lander (app installs)? Have honestly 0 clue about how to tackle the whole lander idea in order to use a FB-Pixel for optimisation...

-How long should i wait after increasing the budget of an adset to see the real performance? 2 days?
Depends on budget, on small budget I sometimes leave it for like 3-10 days. Bigger budgets you have to act quicker to avoid any unneccessary loses.

-Is there any difference in performance between Daily and Lifetime budget?
No. The budgets are only relevant if you do scheduling (so campaign only live from 3-7 pm for example). That's only possible with certain settings in budget.

-Any good spy tool besides adplexity.com to get inspired for a mobile lander (app installs)? Have honestly 0 clue about how to tackle the whole lander idea in order to use a FB-Pixel for optimisation...
Whichadswork, adviser.io etc but those you can find on the forum for sure.

Thanks to gijsvipresponse for your input - much appreciated!

In order to use the potential of the FB pixel i built my first SIMPLE mobile landing page.
Since i am a total newbie to the whole landing page topic i want to highlight how much i learned from this threads:

• Study of Top Landing for Installs [the article has useful scripts for landers]
• VIDEO: Creating A Responsive Lander In 10 Minutes
• Using FB Pixel Conversion Tracking More Effectively
• Simple beginners course on coursera.org (FREE) that explains the basics: Responsive Website Basics: Code with HTML, CSS, and JavaScript

1. Could someone have a look at my work and tell me if i first of all built a fully working lander?
   Did i integrate the FB pixel the right way? *i just used the FB pixel code from zeno's tutorial as an example.
2. Is it better to include those tags in my code:
   
   Code:

   <!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd">
   <html xmlns="http://www.w3.org/1999/xhtml">
   <html>
   ...
           <meta name="robots" content="NOINDEX, FOLLOW">
           <meta name="robots" content="INDEX, NOFOLLOW">
           <meta name="robots" content="NOINDEX, NOFOLLOW">
           <meta name="googlebot" content="noarchive">
           <meta name="googlebot" content="nosnippet">
           <meta name="googlebot" content="noindex">
           <meta name="googlebot" content="nofollow">
   ...
   </html>

   I found different landing pages and some had those tags, others didn't. As far as i understand they are not necessary. Are the <meta ....> tags helping make the lander harder to find for competitors?
3. Page speed and compatibility: anything to improve?
4. Design & content suggestions that this kind of lander needs in order to have a good conversion rate? I literally just need it for the FB pixel integration.

Hi there!

1. Yes, its a fine lander. I have had a very quick look at the lander and it looks fine and so does the FB pixel integration.
Just one thing: You forgot to wrap the content in an html-tag and add a document header:

<!DOCTYPE html>
<html>
  YOUR LP CONTENT (the whole <head> and <body>)
</html>

<meta name="robots" content="NOINDEX, NOFOLLOW">