Hi there,
Thanks for reaching out! Happy to give you some initial thoughts and guidance on your Meta ad campaign for your new meal planning app. It's common to see a disconnect between impressions and actual installs, so let's break down some potential reasons why this might be happening and how you can improve your results. There's definitely a few things you could tweak.
We'll need to look at your Ad Creative...
First off, it's absolutely vital that your ad creative really grabs people's attention and clearly explains the core benefits of your app. What problem does your meal planning app solve? Does it save time, reduce food waste, or make healthy eating easier? Your ad creative needs to communicate this value proposition immediately. If its not doing this, its not gonna work. People scroll past ads all the time, so yours needs to stand out and make them think, "Hey, this could actually help me!".
Think about visually demonstrating how the app works and showcasing its key features in your ad. Use eye-catching images or short video clips that highlight the ease of use and the benefits of using your meal planning app. For example, show someone quickly planning their meals for the week, creating a shopping list automatically, and then enjoying a delicious, home-cooked meal. Make it aspirational and show the results. I remember one app growth campaign where we generated over 45,000 signups at under £2 cost per signup across Meta Ads, TikTok Ads, Apple Ads and Google Ads. Perhaps you can take some inspiration from that and try and apply it to your own creatives.
Also, consider testing different ad formats and messaging to see what resonates best with your target audience. Try running A/B tests with different headlines, body copy, and visuals to identify the most effective combination. It's about throwing stuff at the wall and seeing what sticks, innit? And don't forget to include a clear call to action, such as "Download Now" or "Start Your Free Trial," to encourage people to take the next step and install your app. Obvious, but often overlooked.
I'd say you should review the App Store Listing...
Okay, lets get down to your app store listing. A strong app store listing is crucial for converting ad impressions into actual app installs. Think of your listing as your app's shop window – it needs to be attractive, informative, and trustworthy.
Start by making sure your app has a high rating and positive reviews. People are far less likely to download an app with a low rating or negative feedback. Actively encourage your existing users to leave reviews and respond to any negative reviews promptly to show that you're committed to addressing their concerns. That goes a long way in building trust. Do you have good screenshots and a compelling description that highlights the key features and benefits of your app? Are the screenshots visually appealing and do they accurately represent the app's functionality? Is the description clear, concise, and persuasive? I'd take a good look at all of this.
Optimise your app's title and keywords to improve its visibility in the app store search results. Use relevant keywords that accurately describe your app's functionality and target audience. You might wanna A/B test different descriptions to see which resonates most. We always recommend split testing key elements like the title, description, and even the app icon to see what's really driving installs. A/B testing on the app store can really move the needle.
Also, make sure your app's icon is visually appealing and stands out from the crowd. The icon is the first thing people see when they come across your app, so it needs to make a positive impression and entice them to learn more. It needs to stand out from your competitors in the app store. What are they doing that you're not?
You probably should look at your Budget & Targeting...
With a limited budget, its extra important to be really precise with your ad targeting. Make sure you are reaching the right audience with your ads. Use Meta's targeting options to narrow down your audience based on demographics, interests, behaviours, and other relevant factors. The more specific you can get with your targeting, the more likely you are to reach people who are genuinely interested in your meal planning app.
Consider using retargeting to reach people who have already interacted with your ads or visited your app store listing. Retargeting can be a highly effective way to re-engage potential users and encourage them to install your app. For instance, show ads to people who have viewed your app store listing but haven't yet downloaded the app, reminding them of the benefits and encouraging them to give it a try.
I wouldn't bother testing broad audiences if you are on a limited budget. You need to be super precise with the people you are showing the ads to.
You'll need to Test & Optimise...
Constantly monitor your ad performance and make adjustments as needed to improve your results. Track key metrics such as impressions, click-through rate (CTR), conversion rate, and cost per install (CPI) to identify areas where you can improve. Use this data to refine your ad creative, targeting, and bidding strategies. If the CPI is too high, you need to reduce it. Either by testing more ad creatives, or refining your targeting.
Don't be afraid to experiment with different approaches and test new ideas. Paid advertising is an iterative process, and it takes time to find the optimal combination of factors that will drive the best results. Keep testing and experimenting and you'll get there. It's usually just a case of trying new things, and seeing if they beat your existing ads.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Ad Creative | Visually demonstrate the app, highlight key features, A/B test different messaging. |
| App Store Listing | Improve app rating, use compelling screenshots and descriptions, optimise title and keywords. |
| Budget & Targeting | Narrow down audience based on relevant factors, use retargeting to re-engage potential users. |
| Testing & Optimisation | Monitor ad performance, track key metrics, and continuously test and refine strategies. |
Implementing these strategies should help you improve your conversion rate and drive more app installs from your Meta ad campaigns. It can be a bit of a headache working through all these different factors, and seeing how they impact your ads and listings.
If you'd like a more in-depth analysis of your specific situation and some tailored recommendations, feel free to book in a free consultation with us. We can take a look at your ads and app store listing together, and give you some actionable advice to improve your results.
Hope this helps!
Regards, Team @ Lukas Holschuh
