When you are running business with app based and growing your user base or active user are on top your mind you will have 2 best advertising first is Google AdWords and Facebook Advertising.
With so many automation out there especially for Google AdWords sometime we would like to know what are they doing inside, like which segment are they trying to target, which creative are they promoting more to certain target audience and those questions unfortunately you wouldn’t be able to check on Google AdWords. For some people who don’t want to deal with detail stuff then their solution is the best since we don’t need to put our resource and energy for optimization but for somebody geek like us who want to have control then their solution is too difficult to crack for optimization.
Have More Control for Ads, Placement and Targeting
The story is different with Facebook ads where you have more control for your ads and placement. For instance, you are able to setup creative for Instagram feed only and targeted for housewife with particular age, city and other parameter that is interesting to explore. With flexibility of targeting sometime we need to have like around 100 ad-group and 500 ads to cover all potential targeting however once we know the best targeting or automation way to make their engine works by allocating more budget to the most perform ad-group then it is fun and good feeling when your CPI is far more cheaper compare to Google AdWords with almost similar quality such as 7 days retention, register rate and other lower funnel metrics.
Easy to Setup App Re-targeting Campaign
Once you generate users the next step is to attract for action i.e register, purchase or even come back to our app for repurchase. Creating segments for instance install no register, register no purcahse etc are super easy to setup with Facebook ads and you can make an automation for updating audience to save time, no need to update daily if you already implement their Facebook SDK. Different story with Google Ads which you need to be white-listed to be eligible for app re-targeting which most of our case takes month or even more, on top of that we also need to have spending commitment which I don’t think fit for new start-up.
Cheaper and Big Volume for IOS
If you want to scale your IOS user because you find they are more loyal, higher basket size then running on AdWords is a bit tricky because their volume is on their video platform which we know as Youtube based on our experience and information from our Google account manager. With Youtube you will need to have video which need more cost and time and if you still insist to put only image your impression will not working well or even very low impression. With Facebook Ads especially Instagram placement you will get big enough impression to get new user for IOS and creating video is super easy since they have new feature to convert your image to become video for Instagram stories placement. For cost per install based on our travel client with around 50k install our CPI is around Rp 4000 ($0.28) is quite worth to test if you have IOS as your app.
We find Google ads and Facebook ads have their own strength and weakness, in our opinion for app campaign Facebook is a bit ahead. Please let me know what you think.
