I was able to scale the TikTok app on Android for Vietnam from 0 to 694,467 installs while maintaining a great CPI and retention rate Android For Vietnam on Facebook Ads
This is a report that I have created based on the performance of TikTok installations on Android through the Facebook campaign that I managed.
We use both AppsFlyer and Facebook data to track the installations
The total spent of Android and iOS platforms on Facebook amounts to 988,432 USD
Here is the installation trend of the app for each day
Starting from May 2nd, the volume began to increase, and we implemented a strategy of not restricting age/gender targeting for our ad placements. We selected the feed and instant article placements.
After reaching its peak on May 5th, the volume gradually began to decline, mainly because the CPI of the previously used ad creatives gradually increased, and the new creatives did not perform as well. Therefore, while maintaining the optimal CPA, we controlled the volume.
After May 15th, the volume began to rise again, because the new ad creatives started to perform well.
On May 30th, we adjusted our optimization strategy to prioritize reducing CPI as the primary goal, which led to a decrease in volume.
The retention rate remained relatively stable throughout the month.
Among all the time periods for ad placement, from 6am to 12pm in the morning shows a gradually increasing trend, until the amount peaks at 8pm in the evening and then slowly decreases. The early morning hours have the least amount of ad impressions.
Fom the above graph, it can be seen that users are concentrated in the 18-34 age range, and there are more male users.
Based on the above graph, it can be seen that most of the conversions are concentrated on the Facebook ad placements, followed by the Audience Network placements. Instagram has a higher conversion rate, but its click-through rate is relatively low, so the volume is not significant. Data for other ad placements is relatively small.
Display of Facebook Ad Materials
Strategies for Optimizing TikTok Android
During the initial phase, the main target audience for ad placement was males and females aged 13-24. After increasing the ad volume, the target audience was expanded to all age groups, with the larger age groups being 18-45. However, as there is also significant ad volume among audiences aged 13-17 and 45 and above, these age groups were not excluded.
Regarding bidding, during the initial phase, due to the demand for ad volume, a "lowest cost" bidding strategy was used with a large budget, and high-cost materials were replaced in a timely manner. The "lowest cost" strategy with a "bid cap" was also tested. After adjusting the strategy at the end of the month, the bidding strategy was changed to a "lowest cost" strategy with a smaller budget.
- Regarding ad placements, during the initial phase, there was a demand for ad volume, so ad placements were not restricted and were automatically allocated by Facebook. After adjusting the optimization strategy at the end of May, the main ad placements were focused on the native ad placements of the feed and audience network
Regarding ad creative, video, large image, and carousel ads were tested, and materials related to mobile electronic screens and humorous beauty camera apps performed well overall. In the future, testing will continue for different types of ad creative.
Key points of this client:
1. To increase the ad volume while maintaining the optimal CPA, it is important to try various new types of ad creative. Regularly updating ad creative, including videos, images, and copy, can prevent user fatigue and reduce the possibility of low clicks.
2. Testing different audience targeting methods should also be continued.
Optimizing retention is also important, and ad campaigns should be adjusted based on the AF retention rate."