Scaling Your Subscription App with Meta Ads – Marcus Burke, Independent Consultant

On the podcast: The past, present, and future of Meta ads, tactics to scale subscription apps on Meta, and why you should probably exclude younger audiences in your targeting.

Key Takeaways:

⍰  Why Meta Ads? Its vast reach and precision targeting make Meta the best platform for discovery. Ads seamlessly integrate with organic content, providing a native experience for users and transparency for advertisers.

📈 Simplify for efficiency. Kick off with broad targeting within a consolidated account structure. As your understanding and budget deepens, become more targeted with tailored ad variations. 

🎯 Strategic targeting tips. To elevate conversion rates early on, sidestep users under 25 or 30 and prefer manual campaign setups. This initial focus enhances control, paving the way for more automated refinement later on.

🧘 Navigating SKAN with patience. Prioritize trial events and give the data time to crystallize into actionable insights. Rushed evaluations can deceive; allowing at least a week can provide a more accurate picture of your campaign's impact.

🦾 Harness creative diversity and precise placements. Scaling up means evolving your creative approach to suit distinct audience behaviors across Meta's diverse platforms. Meticulously analyzing demographic and placement data ensures your ads resonate more profoundly with your target audience. 

🖥️ Tips for better ads. Study native content and competitors to design ads similar to what users already see. Test new creatives in separate campaigns to protect your main campaign’s performance.

About Guest

👨‍💻 Independent consultant who helps subscription apps unlock Meta as their primary growth channel.

📈 Marcus has over a decade of experience with a background in both gaming and consumer tech, working with companies like Forge of Empires, Blinkist, and Tandem. You can also find him on LinkedIn sharing practical advice on Meta Ads, Web2App, optimizing paywalls, and improving user onboarding.

💡 “Don’t target too narrow. These algorithms usually need a lot of reach so they can use the data to find the right audience for you. If you apply a ton of targeting restrictions on top, then usually you pay a premium for targeting more granularly while performance is not necessarily better.”

👋  LinkedIn

Episode Highlights

[9:18] Before and after: How Meta ad marketing changed after Apple’s App Tracking Transparency (ATT).

[17:56] Working within limits: The pros and (multiple) cons of SKAN 3.

[20:36] Into the Meta-verse: Why subscription apps are uniquely situated to benefit from Meta ads.

[23:40] (Best) practice makes perfect: How to optimize Meta ad campaigns to find the right audiences and maximize ROI.

[32:56] Right on target: Unlock your app’s advertising potential with more advanced creative and placement strategies.

[35:06] The other half of the equation: Ads are just the beginning of the customer journey — make sure your entire funnel is a seamless and compelling experience for potential users.

[48:25] Get creative: For the best ad performance and ROI, create ad content that matches what your users are looking for on social platforms.

[52:13] The future is bright: Upcoming developments like SKAN 4 and Meta’s Aggregated Event Measurement (AEM) should make creating and analyzing Meta ads easier.