|The Facebook Ad I designed with Photoshop, how talented!|
On the 22nd of August 2014, I tried Facebook ads for my iPhone app Flappy Prez.
I created a campaign for 15$ during 3 days (from 23rd to 25th of August, was the weekend and monday).
I targeted to people having the right iOS version (7.1!), living in France (because it's mainly a french topic related-game) and interested in Politics (because the character is a politician).
Before launching it, I had 145 downloads. After that I had 60 new downloads, which represents a 41.4% increase. Not bad!
It also means that it costed 25c to get one user to download.
|iTunes Connect Download report|
- Reach: 4539 unique viewers
- Impressions: 5690
- Clicks: 202
- Unique Clicks: 183
- CTR: 3.55% (click-through-rate, percentage of people who view the ad and clicked on it)
- uCTR:4.03% (unique click-trough-rate)
That gives a conversion rate of 30% which is number of downloads/clicks. How does that compare to standards?
In the wikipedia entry for CTR, they say: "In most cases, a 2% click-through rate would be considered very successful" but it also depends on many parameters (day, seasonality, type of product...).
So, 3.55% does not seem that bad for a start.
For the conversion rate, after browsing a bit here and there, it appears that the average is around 8-10%...So 30% is rather good! :)
But I obviously keep in mind that my app is free and that the ad is quite funny. So I am not sure I can redo the same with a paying app on a boring subject!
So now the question is: "How much would that cost to get 10,000 downloads?"
Hum, for now, with the 25c per user, I would say that it would cost 2,500$... that's quite a lot of money for an experimental project :)
Because I am not even sure the rule $/user is linear (I am pretty sure it is not :)), I should test other methods before investing that much.
Therefore I am going to:
- identify what are the times people go on Facebook app (morning, what day?)
- decide whether I want to focus the campaign on 1 day at a certain time or spread it on many days
- go for a 100% of my advertising budget, that is 30$ :)
So if everything goes fine, I should expect to get 120 new downloads. Let's see what happens!
PS: If you have any suggestion on how to increase download for less money, please feel free to comment!