Effectively targeting Feed on Meta

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[DeC]

Active Member
Hello there!

Today I've read a post from David Vargas about creating ads targeting specifically Feed (thanks for the learnings!). Right now, I'm spending around $300 in a US campaign with a good-enough CPA, but as I scale spend, CPA will rise too.

My app targets 25+ people, and works specially well for 35+ people, meaning that I believe there's a lot of untapped potential if I create ads for Facebook Feed or even Instagram Feed. So I want to put David's theory to the test.

So, in your experience, what's the best way to target Feed? Creating assets in 4:5 aspect ratio? Right now, I'm pretty much 100% focused on creating 9:16 videos so most of my spending is going towards Instagram Reels (45%), followed by IG Feed ($31%) -- a automatically cropped version of the video. Facebook feed has minimal spend here (9%) as my creatives are clearly biased towards Reels.

On top of that, I was actually thinking about creating another campaign or ad set with only images to ensure spend.

Any recommendation from people who have already tried this?
 
Hey @[Dec], checked your message. Creating a separate campaign just for images could be interesting to better evaluate those results, with the same goal settings as the ones that you're using for videos (not sure if it's then better to pause the images on the current one).

For us, CTR is lower for images than for videos across all campaigns (we separate them by GEOs), but the conversion rate in the App Stores is much higher. That means that even if we drive fewer users to the App Stores, once they are there, they convert very well. Our current strategy for those campaigns is to improve CTR on image assets due to the high conversion in the App Stores, since image creation and editing are faster for us than the video production process. Our target audience is 45+, so we have been testing this for several weeks, as the results are quite interesting to us. Not only because with images we get better Install Rates, but because the AEO event we optimize for also shows better results. :)
 
Hey guys

Thanks for the insights! One question tho:

Are we talking about app install campaigns or web campaigns?

I feel like for web campaigns, static images and feed works good when users are directed to an onboarding flow, but for app install campaigns, I couldn't scale any image as much as videos
 
@Grow&Tonic thanks for the reply!

I'm using Appstack's EAC, so kind of "web traffic" redirected to App Store. In the past, when running App Promotion campaigns I've had the same experience as you, @growther , I was unable to scale anything beyond few bucks a day for static images. It could be because they were not great ads, but I haven't invested too much time on this.

I'm going to give it a try and see what happens. I'll keep you guys posted!
 
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