Hi there,
Thanks for reaching out! Happy to give you some initial thoughts and guidance on your iOS app install campaigns. Seeing those costs and no installs is definitely not ideal, so let's see if we can figure out what's going on.
We'll need to look at the tracking...
First things first: are you absolutely positive the tracking is set up correctly? I know it sounds obvious, but I've seen this trip up so many people. With iOS being what it is these days, it's easy to miss a step. Even with the SDK and AEM, things can go wrong.
Double check your app events in Facebook. Are they firing correctly? A quick way to test is to use Facebook's Events Manager and see if the install event is being triggered when you install the app. If it's not, then that's your problem right there. You might need to tweak some settings in your app or in Facebook.
Also, have you implemented Apple's SKAdNetwork? This is a privacy framework that measures the success of app install campaigns, but it's a bit of a faff to set up. You need to make sure your app is properly configured and that you're sending the right data to Apple. If you haven't done this, then Facebook will struggle to optimise your campaigns if you haven't.
I'd say you should test your ad creative...
Next up: let's talk about your ad creative. It doesn't matter how well your tracking is set up if your ads are rubbish. Sorry, but it's true! Your ads need to grab people's attention and make them want to install your app.
Are you clearly showing the benefits of your app? What problem does it solve? Why should people download it? Your ad copy should be concise and persuasive, and your visuals should be eye-catching. Use strong imagery or video that showcases your app in action.
A/B test different ad copy and visuals. Try different headlines, descriptions, and calls to action. Experiment with different image and video formats. See what resonates best with your target audience. I remember for one software client, we saw some great results simply by changing the opening sentence of the ad. It can be that easy.
Also, make sure your call to action is obvious. Use a clear and concise call to action like "Install Now" or "Download Now". Make it stand out visually so people know exactly what to do.
You probably should review your audience targeting...
Now, let's look at your audience targeting. Are you targeting the right people? It's easy to make assumptions about who your ideal user is, but you need to validate those assumptions with data. Are you showing them the right info and value proposition?
Start by defining your target audience. Who are they? What are their interests? What demographics do they fall into? Once you have a clear picture of your ideal user, you can start targeting them on Facebook.
You can use Facebook's targeting options to narrow down your audience based on interests, demographics, behaviours, and more. You can also create custom audiences based on your existing customer data or website visitors. Lookalike audiences are also worth testing. These are audiences that Facebook creates based on your existing customer data, and they can be a great way to reach new people who are similar to your best customers.
It's possible your audience is too broad or too narrow. I remember when we were running campaigns for a new event and were seeing the same. If it's too broad, you're wasting money showing your ads to people who aren't interested in your app. If it's too narrow, you're limiting your reach and potentially missing out on valuable users.
You'll need a good campaign structure...
This is crucial for any successful ad campaign. How are your campaigns set up? Are you using a single campaign with multiple ad sets, or are you using multiple campaigns with different targeting options?
A good campaign structure will allow you to easily track your results and optimise your campaigns. I typically like to use a single campaign with multiple ad sets, each targeting a different audience. This allows me to easily compare the performance of different audiences and allocate budget to the ones that are performing best.
If you're using multiple campaigns, make sure you're not overlapping your targeting. This can lead to ad fatigue and increased costs. Also, be sure to use a clear and consistent naming convention so you can easily track your results.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Tracking | Double check your app events in Facebook and implement Apple's SKAdNetwork. Make sure they are firing and sending correct data. |
| Ad Creative | A/B test different ad copy and visuals. Ensure you are clearly showing the benefits of your app and using strong visuals. |
| Audience Targeting | Define your target audience clearly and use Facebook's targeting options to narrow down your audience. Test lookalike audiences. |
| Campaign Structure | Use a single campaign with multiple ad sets, each targeting a different audience for better performance tracking. |
Look, I know this all sounds a bit overwhelming, but it's important to get these things right if you want to see results with your iOS app install campaigns. Hopefully, this has given you some ideas on where to start.
Sometimes it's worth getting an expert in. We've helped quite a few software companies with similar issues, and we have the experience and expertise to get things moving in the right direction. For example, we helped one software client get 45k+ signups at under £2 cost per signup using Meta Ads, Tiktok Ads, Apple Ads, and Google Ads. We know that with the right approach and expert management, we can turn your ad campaigns around. If you'd like to discuss your situation further, feel free to book in a free consultation. We can review your account together and give you some more personalised advice.
Regards,
Team @ Lukas Holschuh
