Facebook App Ad Experiment Results

Monday, November 25, 2013 – 330 views

— by jazzychad

Recently, I released a word puzzle game app for iPhone and iPad called WordGrid. As part of marketing/promotion, I decided to take out some Facebook Ads to get some installs.

I decided to throw $30 at Facebook and see what happened. This is a tiny amount of money in terms of mobile app ad campaign spending, but the results were interesting to me nonetheless.

Upfront Info:

I chose the following target audience:

Results:

I'm not sure that these numbers give a statistically accurate representation, but it was definitely a losing proposition in terms of user acquisition profitability. I assume it would be very difficult to do paid acquisition of a $.99 paid app. I also assume this is why most successfully marketed apps are now free with in-app purchases (the average revenue per user is much higher thanks to the "whales" that spend a disproportionately high amount of money in the app).

My next game app will be free with IAP, and I will do similar ad testing. I predict that the number of installs will be much higher because of the "free" price tag.

For now, if you enjoy word games, why not give WordGrid a spin?