PowerPoint Presentation

The Future of App Growth:Driving Conversions Beyond InstallTejal Parekh, Head of App Ad Marketing, Facebook

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App usage is on a riseMORE APPS INSTALLEDMORE TIME IN APPSVS.3727APPS(2016)APPS(2015)VS.4.52.8HOURS(2016)HOURS(2015)

*Mary Meeker Report 2016

App usage is also on the rise. On average people download 37 apps vs 27 last yearThey are spending 4.5 hrs in apps vs 2.8 last year

But app competition is getting intenseTOTAL iOS SUBMISSIONS

230K455K326KJulAugSep80,44611,492.3Last Week( +15% )Avg. per Day

If we look at iOS stats alone, the numbers are staggering. Almost 1/2 M apps submitted in Aug.

Only a fraction of developers benefitfrom the growth

51%4%

MAKE $500K/MONTH

Strategies for successful app marketing

So whats a good app marketer to do to succeed in this hyper competitive space

Many people focus on driving as many new users as possible but it doesn't matter how many new users you drive if people don't use your product.

Our goal is to share with what we think are the best practices and tools for growing your business with smarter analytics and growth techniques.

Organic AcquisitionPaid Acquisitions

There are two ways you can acquire users - organic and paid downloads.

Organic AcquisitionsPaid Acquisitions

There are two ways you can acquire users - organic and paid downloads.

#1: Think beyond the install

First tip that we want to share with you is to think retention and conversion not just acquisition. While acquisition is important, if the majority of users that you bring in aren't coming back to use your product or if your flows are too difficult to get through then you are wasting a lot of resources.

So it's okay to focus on acquisition as long as you are verifying that the users you are bringing in are actually sticking with your service.

LOW INTENT

HIGH INTENT

Downloaded appOpen appProductpageAdd-tocartPurchase

AND what is really great is that you get the same great results when you apply your advertising efforts to Instagram. Instagram is not just a brand play, we have DR objectives that are performing for our partners.

Understand your funnel

By integrating the Facebook SDK and sending Facebook the app events you care about, you can also measure the results you care most about. For example, you can get demographic breakdown views of your entire funnel, which will allow you to optimize your ads to reach the most valuable people for your business.

#2: Optimize for events that matter

77%App users are lost in the first week*Mobile engagement challenge* Source: Facebook internal data

We know that the average app loses 77% of it's customers in the first week which means the majority of people being acquired are lost within that week.

Acquire high-value users

Actions people take in your appLearnPeople based on real actionsTargetMeasurePerformance of your app ads

We recently introduced App Event Optimization which lets you target people likely to take a specific action in your app such as purchase. So the value here is that it goes beyond the install and optimizes for acquisition of people that will add value to your business.The way it works is that it measures the actions taken inside your app by sending an event via Facebook's SDK. This small piece of code allows you toUnderstand the people using your appReach the right people with adsMake insightful decisions based on your ads performance

#3: Captivate audience with creatives

First tip that we want to share with you is to think retention and conversion not just acquisition. While acquisition is important, if the majority of users that you bring in aren't coming back to use your product or if your flows are too difficult to get through then you are wasting a lot of resources.

So it's okay to focus on acquisition as long as you are verifying that the users you are bringing in are actually sticking with your service.

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Facebook offers multiple ad formats to help you best express your message to your target audience. Static images may be a good starting point but investing in more engaging creatives will be worth the effort!

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Canvas

Canvas ads let you create immersive and interactive experiences.

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#4: Reengagement, a powerful lever

When to re-engageAdded to Cart but Didn't PurchaseInstalled your app but haven't registeredHaven't filled out a profile

So when you are thinking about re-engaging your users. You should look to find key drop-off points and deliver targeted ads to improve your business performance

Some examples are when people have installed your app but haven't registered. This can be true for a lot of Enterprise or B2B apps. If your service works better with people signed in, then you'll want to encourage people to come back and do so.

For social apps, typically there is better performance when people have actually filled out their profiles because it allows other people to connect with them more easily.

Finally, in e-commerce products, when someone adds to cart but doesn't purchase.

You may want to send them a gentle reminder via ads

10%lift in overall sales4xreturn onad spend

#5: Experiment, analyze, iterate

Experiment with different creatives, formats and placementsMeasure performance of your campaignsIterate and optimize performance

Compare campaign performance

Understand reaction to adsOptimize to get the most ROI

Experiment heavily with campaigns

Example: A friend of mine recently developed his app and started promoting on FB. He ran some audience experiments and realized that by targeting one specific demographic his CPI dropped by more than 55%. In early stages of growth and acquisition, these efficiency gains can be huge for your success.All these insights help you make the right decisions as you develop strategies for your app. By leveraging the full capability of Facebook platform, you get to experiment and learn quickly so that you can reallocate your ad spend and get the most ROI.

Invest in analytics tools

Understand your app's audience

Measure what matters most

Track usage across regions, devices and platforms

#1: Think beyond the install#2: Optimize for events that matter#3: Captivate audience with creatives#4: Reengagement, a powerful lever#5: Experiment, analyze, iterateTips to maximize your app growth

Thank You!