Advanced Meta Ads strategies for subscription apps, featuring Marcus Burke

Advanced Meta Ads Strategies for Subscription Apps with Marcus Burke and David Barnard! In this in-depth webinar, you’ll discover expert tips on how to optimize, scale, and maximize your Meta Ads campaigns to drive growth and improve ROI for your subscription app.

🗣️ What you'll learn:
👉 Smart campaign architecture & attribution: Learn how to structure campaigns to support algorithmic learning and scale with precision.
👉 Creative testing techniques: Explore how to test, iterate, and optimize ad creatives to improve conversions.
👉 Scaling with precision: Discover key tactics to scale Meta Ads campaigns effectively while maintaining strong ROI.

📈 Key takeaways from the webinar:
🔹 Consolidate campaigns for better optimization: By consolidating campaigns, you send stronger signals to Meta, but be careful not to over-consolidate, as it can lead to Meta prioritizing only one creative, which may not yield the best results long-term.
🔹 Start broad, refine with data: Begin with broad targeting and optimize over time using audience exclusions (e.g., exclude younger audiences who are less likely to convert or purchase high-priced subscriptions).
🔹 Allocate at least $10k for effective scaling: To ensure Meta’s algorithm has enough data to optimize your campaigns, aim for a $10k/month budget. Lower budgets may struggle to provide enough signals for effective scaling.
🔹 Test creatives regularly: Spend 20-30% of your budget on creative testing. Focus on different formats (UGC, static, video) and styles to find high-performing ads that resonate with various audiences.
🔹 Use lookalike audiences effectively: As soon as you have enough user data (ideally 10,000 entries), create lookalike audiences based on your highest value users (e.g., subscribers, paying users) for better ad performance.
🔹 UGC ads can stay effective for months: User-Generated Content (UGC) ads can perform well for several months, but monitor audience shifts and engagement to avoid creative fatigue. Refresh creatives when you notice performance drops.
🔹 Optimize ROAS bidding for subscriptions: For subscription apps, it’s essential to feed Meta predicted lifetime value (LTV) data or qualified conversion events, rather than focusing solely on first-time purchases or trials.

🧑‍🏫 About the speakers:

David Barnard is the Growth Advocate at RevenueCat and has worked in the app industry since 2008. With a deep knowledge of app monetization, David helps developers build, analyze, and scale their subscription app businesses.

Chapters:
00:00 Introduction
04:05 Diving into Meta Ads: Campaign Architecture and Attribution
13:18 Optimizing Campaigns: Signal Quality vs. Quantity
29:24 Creative Testing Strategies
41:19 Scaling with Precision: An Overview
44:45 Q&A: Testing New Creatives
47:30 Q&A: Budgeting for Meta Ads
49:39 Q&A: Attribution and Accuracy Post iOS 14.5
57:58 Q&A: Advantage Plus Campaigns
01:00:16 Q&A: Audience Restrictions and Lookalikes
01:04:00 Q&A: UGC Ad Lifecycles and Performance
01:06:30 Q&A: Subscription Campaign Optimization
01:09:19 Conclusion

[IpolytYakaites-ip]

Nice info for someone who just starting

[smakshare]

Great chat! Looking forward to more content about this!

[nat.serrano]

Thank you Ryan Gosling. What is the best campaign for mobile apps? Traffic or downloads? Nobody mentions that. Downloads sounds obvious but its really expensive!