Post on 08-May-2015
description
Mobile App Ads
Driving discovery and action in a compelling way
VS
Mobile App Ad in News Feed
Third-party ad
Larger canvas
Call to action
Video
App Store > 900,000 Apps Google Play > 900,000 Apps
You are here
Two key challenges
1. Customer discovery & acquisition
Mobile App install Ad in News Feed
App available through app store
Mobile app install ad How it works
Two key challenges 2. Retention, engagement, and conversion
66% of app users
open apps only between 1-10
times
Average consumer has
27 apps on their phone
Mobile app engagement ad How it works
Mobile App Engagement Ad in News Feed
Deep linked to specific location within app
App now available on
device Mobile app ad to install your app
Connecting the dots: Build an install base
Installed from app store
Now what?
Connecting the dots: Engage and keep users active
App now available on
device
Mobile app ad to engage existing
user
Switches user into app by a
deep link
Mobile app ads work
8400 Advertisers
245M Installs Driven
60%+ Penetration among top grossing
apps
ROI Positive and CTR above 2.5%
in the first week of the campaign in the UK
# 283 to # 2 in under 5 days in the U.S. top Apple App store paid iPhone
apps
Driving users back to their mobile app to book new ticket deals
YPlan, a mobile app that offers carefully curated shortlist of the best events in town, used mobile app ads to encourage their existing users to come back to their app and book new ticket deals.
215% return on ad spend 20% Increase in paid
bookings
Getting Started
Installs
Simply copy and paste your URL
Place your order! 3
In Ads Create tool, choose App Installs objective and Copy + Paste App Store URL
1
Customize your ad: - Creative - Targeting - Budget
2
Buying methods
Preferred Marketing Developer
Ads Create Tool
Advanced options
Getting Started
Engagement and Conversion
Key steps when using mobile app engagement ads
Determine objective you are seeking for your mobile app Make sure your app supports deep-linking Set-up your ad creative and budget Target customers who have installed your app Measure in-app actions as a result of your campaign
1
2
3
5
4
Setting up your ad
Target existing users: - If measuring, check a box - If not, upload a Custom Audience
3
Select engagement objective 1
Customize your ad: - Deep link destination - Choose call to action - Budget
2
Place your order! 4
Measurement
Why measure installs?
Demographic Makeup of Users
App Insights
Mobile App Ad Performance
Ads Manager or MMP
Plus, unlock advanced bidding options: oCPM, CPA for install ads
Register your app with Facebook: - Provide basic app information - Provide an app icon
Integrate the Facebook SDK to log installs with a couple lines of code Or work with a Mobile Measurement Partner
2
1
How to measure
You can also measure actions taken within your app…
Integrate with App Events in the Facebook SDK or work with Mobile Measurement Partner to see demographic makeup and ads attribution.
Purchases
Registrations
Reached a Level
Added to Cart App Opens
…then target based on those actions
Target based on App Events in a simple UI when creating ads. Use rules and logic to set the value and time period you wish to target as well.
Purchases Registrations
Reached a Level
Added to Cart App Opens
So here are some best practices…
Three Pillars of Success
Create Target Scale
Create
Mobile App Ad for Installs
app icon character description
App title
Image size
Include Mobile Devices
Demonstrate Your Value with Numbers
Illustrate What Your App Does
Test, Test, Test
Target
Phase 1: Standard Demographics
• Age • Gender • Geo • Device • OS
Phase 2: Interest Based Targeting
• Precise Interests • Broad Categories • Partner Categories • Similar Apps
Only available
on Facebook
Phase 3: Custom Audiences and Lookalikes
Custom audiences
Reach the people you already know
Lookalike audiences
Find more people like your best customers
Only available
on Facebook
Scale
Expand Campaigns Globally Make unprofitable countries profitable
Top partners adver/se in 40+
countries
+ 60% of Facetune revenue
is from markets outside of the US # 1 spot in Apple
App store of top paid iPhone apps in over
40 markets
Buy Facebook Ads Efficiently Work with a Preferred Marketing Developer
Measure Post Install Performance
Work with a Mobile Measurement Partner
Scale with expertise