In this episode, Marcus Burke unpacks the strategies behind optimizing Meta ads for subscription apps. Marcus explains how creative types like UGC and static ads influence placements across Meta platforms and shares insights on scaling ad accounts through creative diversification. He also breaks down the importance of Web2App funnels for faster iterations and better performance while addressing how to avoid pitfalls in Meta’s algorithm. This conversation is packed with actionable insights on scaling subscription apps.

KEY HIGHLIGHTS
🗒 Setting up automated placement-level reporting to track ad spending on Meta platforms effectively is crucial for optimizing campaigns.

👍 Different creative types directly influence ad placements, with static creatives performing well on Facebook feeds and UGC excelling on Instagram Reels.

🛑 Avoiding restrictive ad campaigns for placements helps prevent higher CPMs due to Meta’s algorithmic penalties for limiting targeting.

🧢 Meta’s algorithm tends to skew toward younger audiences in subscription apps, even though older audiences often deliver higher conversion rates.

💵 Scaling ad accounts requires diversifying creatives and placements rather than relying solely on top-performing ads.

💲 Web2App funnels offer flexibility, enabling quicker iterations and experimentation with pricing structures compared to in-app funnels.

🌐 Web-based advertising is gaining momentum as brands bypass App Store fees and optimize web traffic for efficient user acquisition.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/subscription-apps-facebook-ads/

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