Mobile Dev Memo Podcast Season 6, Episode 1: MDM Mailbag #3 (with Thomas Petit)
Jul 16, 2025
Join mobile growth consultant Thomas Petit as he shares insights from the latest MDM Mailbag. He dives into how Apple's policy changes are reshaping app-to-web user acquisition. Discover strategies for optimizing Meta ad campaigns, the best platforms for non-gaming user acquisition, and innovative approaches to creative testing. Petit also critiques the effectiveness of demographic targeting in gaming, advocating for behavioral metrics instead. It's a lively discussion on the future of ASO and leveraging AI in advertising for better performance.
AI Snips
Chapters
Transcript
Episode notes
Parallel Meta Ad Testing
- Run two or three Meta ads in parallel to reach different audiences and scale better.
- Restrict placements to avoid direct competition between different creative types like static and video.
Two-Step Creative Testing
- Use a two-step Meta creative testing: low budget to identify ads Meta wants to spend on, then validate performance properly.
- Only deploy ads in main campaigns after passing traction and conversion tests.
Kill Losing Ads Fast
- Focus on quickly identifying and killing losing ads by seeing if Meta delivers any spend on them.
- Treat creative testing numbers as anonymous IDs and avoid emotional bias.