A Guide to Facebook App Install Ads

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Facebook may be the social media platform everyone likes to hate at that time, but it’s hastily become one of best ways to acquire successful users on your mobile app. Facebook’s app set up ad units, which debuted back in 2012, have been widely praised in the trade and, in line with Facebook’s own numbers, around 40% of the pinnacle 100 grossing iOS and Android apps were running user acquisition campaigns on the network last year. The app install unit is now offering more than 263 million clicks in a single month March 2013. Exclusive Bonus: Download the PDF guide to Facebook App Install Ads Facebook points toward success memories similar to retail mobile app Poshmark, which generated three times the ROI with app set up ads compared to other channels, and UK telco O2, which reached more than 9 million users with its app, based on three days of Facebook promotion. In Q1 2013 the install ads drove more than 25 million installs in the App Store and Google Play.

Of course, the ads are not only benefitting builders – Facebook is now generating 53% of its income from mobile ads. So it’s clear that Facebook is doing something right. App marketers are clamouring for answers to the problem of app discovery and Facebook, for the instant, is providing a viable avenue where effective users can be focused. But how do app install ads benefit app retailers and developers, and what should retailers look out for when working an app install ad campaign on Facebook?Read on to find out. ContentsFacebook has a few alternative ad types when it comes to mobile, a lot of which also are accessible on computer, such as ‘offer ads,’ website conversion ads and video ads.

Facebook also recently revealed its new mobile app engagement ads allowing advertisers to target present app users in to augment user retention. But app set up ads look like the foremost form of mobile ad unit general, with Ad Parlor estimating 68% of the company’s mobile ad income coming from app installs. Facebook app set up ad unit As one can see from the image above, the unit is straightforward and direct, consisting of the app’s title, a small text based ad message, followed by an image, and most importantly an “Install Now” call to action. Clicking on the decision to action sends the user to the applicable app store entry, where they may be able to read the app page after which download the app. On iOS, users are capable of install the app while final within Facebook though Android users get sent to the Google Play store and have to travel back after installation. Facebook’s merits in the world of user acquisition are clear, but there also are a few issues to be acutely aware of before atmosphere up your campaign.

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One of the main apparent obstacles is Facebook’s higher Cost Per Install CPI in comparison to blind networks. Rates will vary dependent on the category the app falls under, reminiscent of games or travel. But in line with Yodel’s Colin Pritchard, advertisers can typically expect to pay under $2 per user – while iOS users, suddenly, drive cheaper installs than Android users. MobAd tells us advertisers should expect CPIs around $2, that is a bit higher compared to CPIs on blind networks on common. Obviously higher CPI is mitigated by higher value users, but MobAd’s Daniel Solden says Facebook’s rising CPI, over a better six months, could risk making the social community a victim of its own success.

Segmentation plays a serious role in supplying a pretty good CPI on your Facebook app campaigns, says Yodel Mobile’s Colin Pritchard. Facebook’s platform lets you easily reproduction the ads you’re operating and create new advert sets. It is better to break out to sets into 3 key areas, says Pritchard, the first being by geo focused on, age group and working system. Colin says the explanation for breaking out advert sets in this manner is to assist you to control your crusade budget and bids per advert set so you can up weight and down weight funding based on their performance, this may help you carry better basic outcomes in your campaign. Facebook cpm/cpc rates have gone up dramatically in the last year or so.


This is in a huge part due to Facebook’s fulfillment as a mobile acquisition channel, but Daniel Solden says it’s also a double edge sword. Although cpm/ cpc have gone up – because Facebook has elevated the mobile ad size, announced video, and has high excellent viewers data and user engagement – CPIs have gone up slower, and on occasion CPA goals have decreased. Solden says ways to aid get the bottom CPI is to utilise Facebook’s data – e. g. gender, age, pursuits , run lots of various inventive to capture user’s attention expanding CTR rates, and regular refreshes to stay away from user blindness.

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Facebook has strict checklist on how much text appears in ads as the agency agree with an excessive amount of text appears like spam and makes adverts appear low high-quality. Colin Pritchard says advertisers must consequently pay close consciousness to the images they are using. “With Facebook’s app engagement ads Facebook will only assist you to have 20% text in your image inventive,” says Pritchard. “If your images involve more than 20% text they can be disapproved. Facebook measures text in images by a grid system where it divides the picture into 25 tiles only five of that may contain text.

Facebook has a text overlay tool you can use to check your images before you upload them. Make sure the headline and body of your ad coveys what you wish. ” Clash of Clans got creative with app install ads and it paid off Facebook’s app set up ads are a clear winner for advertisers and developers, allowing you to buy efficient users at scale, with highly targeted ads. The format has been a hit with both advertisers and users, pushing the mobile ad industry toward native ad codecs and no more intrusive practices. But as we’ve learned, Facebook does face challenges with rising CPIs, a lack of traction in rising markets, and transforming into apathy among younger users.

It’s crucial to consequently keep trying out other channels and expect the opportunity that, as prices increase, Facebook’s love affair with app advertisers may not last.