Flightdrop: Paid Social Ads
Within weeks of Flightdrop's BETA launch, the founder and I were able to nail Facebook and Instagram ads down to just 27c per install. We did this by obsessively researching competition, tweaking our creative, running numerous simultaneous tests, and doing a lot of guess and check. See it all below.
Finding the Right Creative:
When I set out to design and write our Facebook ads, I took inspiration from other travel apps, shopping apps, budget apps, and even dating apps. After toying with video ads, price comparison ads, and all kinds of copy options, I landed on a Carousel Ad with a variety of deals from inside Flightdrop. See it in action below:
Finding the Right Placement:
We began our ads with lots of assumptions about which audiences/demographics would perform the best, but chose to put every single one to the test. Utilizing AdEspresso, we tested around 50 different combinations of behaviors (for example, Frequent Travelers), age ranges, gender, interests (for example, fans of Skyscanner), and more. The results surprised us as CPIs ranged anywhere from 27c to over $5, so we were glad we did.
