Facebook App Install Ads - Increasing Budget = Increasing CPA?

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Hi guys, if you have experience running mobile app install ads on Facebook I'd really appreciate your help with this one.

I have successfully been running Facebook app install ads for a client, getting very high CTR and a CPA (install) of under a dollar.

Since the results were so good, I suggested we move from spending $100 a day and instead spend the budget in bigger bursts.

The reason I suggested is that (since the app is already very highly ranked on the app store organically) if we can increase the number of installs drastically over a short period, then we should enjoy even more organic downloads because we'd be even higher in the app store rankings.

So, today's budget is $500 a day (instead of $100).

Unfortunately, I'm seeing the cost per install become 2 or 3 times higher than it was previously.

The bidding is 'optimised for mobile app installations'.

The total target is 3.2 million people.

The 'frequency' is still 1.0 - 1.2.

In short: At $100 a day I would get installs for under a dollar. At $500 a day I'm getting installs for $4 dollars.

Any thoughts/ideas will be very much welcome.

Should I switch the ads to be 'optimised for impressions' rather than 'optimise for installs'?

(Yes, I have custom audiences set up, I have remarketing, etc.)

Thanks so much if you took the time to read this!
#ads #app #budget #cpa #facebook #increasing #install
  • Profile picture of the author SerpSlayer
    Since you are using facebook optimized campaigns,facebook will bid higher in order reach more people and use up your daily budget. One thing you can do is, make several different campaigns of $100.
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