The ad whales report is a popular way to improve your facebook campaigns by leveraging SOOMLA data.
The report is suited for apps that meet the following criteria:
- Publisher is using Facebook to market the app or consider doing so
- Apps where the SOOMLA version is already propagated to over 90% of the user base
- App data health is in good shape with no known issues
- App has more than 100K MAU in the target market
The report you will receive from SOOMLA will be in a CSV format where each row represents a single user. For each user the report will include the advertising identifier for that user - IDFA for Apple or GAID for Google as well as a value representing the revenue contribution of that user. The report might contain two additional columns - platform and country in case it is generated for multiple platforms, countries or both.
Here is an example:
Main Purpose of the Report
The report should be used to create a lookalike audience on Facebook and then use it in an app marketing campaign. The file can be uploaded to Facebook ads manager in two different ways in order to create a custom audience and can then be used as a seed for lookalike audiences.
For more details about how to use the report on Facebook - please refer to this link - https://drive.google.com/file/d/1N2lGlo56--l0a8K5EsyZSqIZ7FPitw2L/view
Relevant Case Studies
Targeting ad whales on Facebook has proven to be be quite effective for many customers. There is a dedicated case study about Ad Whales by SOOMLA and Nanobit - https://lps.soomla.com/2018-q3-casestudy-nanobit
Getting the Report
At the moment, the report can’t be exported directly from the dashboard and has to be requested from your Customer Success Manager (CSM). The report can be requested in 2 formats:
- One time - if you are unsure if it will be useful
- Recurring (bi-weekly) - once you already have campaigns targeting ad whales you would want to keep the audience fresh
When requesting the report from the CSM, make sure to specify the target app, platform(s), country(ies) and initial date range.
The report is provided with no additional cost.
Question: Is there an audience overlap between lookalikes created from IAP whales and lookalikes created from Ad whales?
Answer: Based on our experience, the overlap is quite small actually. This makes sense as many apps limit the ad exposure for payers. That said, the best way to know is to upload the audience and check.
Question: What CPI levels I can expect when targeting ad whales
Answer: Our experience is that the CPI level of ad whale lookalikes would be lower compared to CPI levels of IAP whales lookalikes but higher than CPI levels of some broadly targeted or incentivized campaigns.