Mobile Dev Memo Podcast Season 6, Episode 1: MDM Mailbag #3 (with Thomas Petit)
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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.
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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.