Facebook App Install Ads are a cost-effective strategy to drive more downloads and users to your app.
Depending on your goals, you can set up a Facebook Ad campaign to:
- Increase app install
- Track and measure performance
- Promote on any budget
As of now, Facebook App Install Ads are one of the most cost-effective advertising channels for growing traffic and users to apps. It can be used across both Facebook and Instagram to target a wide range of users.
If you’re looking to spend less while driving more users to your app, this guide has a few tips and strategies you can use.
What are Facebook App Install Ads?
Let’s begin by taking a closer look at what differentiates Facebook App Install Ads from the other ads available.
You can identify these ads because they have either “Play Now” or “Install Now” call-to-action.
When someone clicks on these ads, it takes them directly to the app store to download the app.
This is what an App Install Ad looks like
When you click on the ad, it takes you here:
Promoting your app using Facebook App Install Ads is beneficial for 5 reasons:
- Skip the landing page and send traffic directly to the download
- Avoid slow loading landing pages which can decrease conversions
- Easily track and optimize conversions in Facebook’s Reporting Tools
If you want to get more people to install your app, use Facebook App Install Ads to take them straight to the app store.
Targeting Facebook App Install Ads
To get your Facebook ad campaign started, take a moment to identify your target users.
Create a user persona, which includes:
- Demographics & Interests
- Motivations for downloading the app
- Problems & pains your app solves
Once you have identified the needs and types of people who download your app, you can start creating ads tailored to them. With Facebook, you can use their rich database to target your ideal users anywhere in the world.
TIP: Avoid narrow targeting and choose interests that reach a broader group of people
You might want to narrow the audience to target a specific population. Doing so might allow you to increase your conversion rates, however, the cost-per-acquisition is going to be much more expensive than if you used a broader audience.
Ideally, you’ll want to find a balance between your target location and the interest groups related to your app. Once you find a sizable audience, you can tweak and modify the ads to achieve your goals.
Defining Your Facebook App Install Ad Goals
What are you trying to achieve with your app?
When you’re creating your Facebook ad campaign, there are a few choices available:
- Increase app installs campaign
- App engagement campaign
- Lead retargeting campaign
To keep things simple, let’s focus on increasing app installs. As you set up your ads, there are a few things to consider:
- Ad sets
- Which app to advertise
- Ad placement
- Campaign budget and schedule
- Ad creatives/format (i.e. video or image, carousel)
- Ad copy
- Call-to-action
If you’re new to Facebook Ads, you may want to read our Comprehensive Guide to help leverage your results.
Structuring Your Facebook App Install Ad
Facebook lets you choose which App Store to send your paid traffic. This is an important step which can be tested to see where and how you get the best results.
Two most popular app stores
Apple’s App Store and Google play are the two most common places to download apps. You might have your app published on both which means you’ll need two ad sets to target each store.
- Ad set 1 for Google Play
- Ad set 2 for Apple’s App Store
Alternatively, Facebook App Install Ads allow you to promote other app stores, too:
- Windows Store
- Facebook Canvas
- Amazon Appstore
- Instant Games
Create ad sets for each app store
Note: Be sure to have your app integrated with Facebook using as this will allow you to:
- Measure engagement in your app
- Run ad campaigns to get new people to install your app or existing users to return to the app
- Earn morning by embedding ads from the Facebook Audience Network in your app.
Without Facebook integration, you won’t be able to use Facebook App Install Ads.
Fortunately, integrating your app can be done quickly and easily in Facebook for Developers. Use this Quick Link.
Integrate your app to use Facebook Ads
For more support on integrating your app on Facebook, try the following guides:
- Integrating iOS Apps
- Integrating Android Apps
Tracking & Optimizing Your Facebook App Install Ad
Once your app is successfully integrated with Facebook, you will have the ability to track these 14 standard events:
- Achieved level
- App launched
- Added payment info
- Added to cart
- Added to wishlist
- Completed registration
- Completed tutorial
- Initiated checkout
- Purchased
- Rated
- Searched
- Spent credits
- Unlocked achievement
- Viewed content
You can optimize your ad delivery based on any of these events.
In the Facebook Ad setup page, you can then choose your ad delivery style:
- App installs
- Retention
- App events
- Other options (i.e. Link clicks, 10-sec video views)
For best result, use either App Installs or an app event that tracks conversions. This will display your ads to the most amount of people likely to: download your app, complete registration, make a purchase, and so on.
Facebook’s advanced algorithms with automatically optimize your ads to reach the most amount of people with the potential to download your app. This will also decrease your cost-per-acquisition.
Facebook Ads Best Practice
There’s a lot you can do with Facebook App Install Ads to drive more traffic to your app. If you need creative ideas for the visual element of your ads, check out these resources:
VoyMedia partners with brands to increase their online revenue and optimize their online business. For a personalized plan to drive more traffic to your app, feel free to contact us.
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