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As of now, Facebook app install ads are one of the most cost-effective advertising channels to increase app traffic and users. It can be used on both Facebook and Instagram to target a wide range of users.
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If you want to spend less while attracting more users to your app, this guide will give you some tips and strategies you can use.
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Let’s start by taking a closer look at what makes Facebook app install ads different from other ads.
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When someone clicks on these ads, they are taken directly to the app store to download the app.
If you want more people to install your app, use Facebook app install ads to drive them directly to the App Store.
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Once you determine the needs and types of people who download your app, you can start creating ads tailored to them. Facebook allows you to use its rich database to target your ideal users anywhere in the world.
You may want to specify an audience so that you can target a specific audience. This can increase conversion rates, but your cost per conversion will be much higher than using a broader audience.
Ideally, you want to find a balance between your target location and the interest groups associated with your app. Once you’ve found a large audience, you can change and adjust your ads to meet your goals.
To keep things simple, let’s focus on increasing app installs. There are a few things to keep in mind when setting up your ads:
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If you’re new to Facebook advertising, you may want to read our comprehensive guide to help you capitalize on your results.
Facebook allows you to choose which app store your paid traffic will be sent to. This is an important step that you can test to see where and how you get the best results.
The Apple App Store and Google Play are the most popular places to download apps. Your app can be published on both, which means you’ll need two ad sets to target each store.
Fortunately, integrating your app into Facebook for Developers is quick and easy. Use this quick link.
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When your app is successfully integrated with Facebook, you can track these 14 standard events:
For best results, use app installs or an app event that tracks conversions. This will show your ads to the most people who are likely to download your app, complete a registration, make a purchase, etc.
Advanced Facebook algorithms automatically optimize your ads to reach the maximum number of people who can download your app. This also reduces procurement costs.
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:
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It works with brands to increase their online sales and improve their online activities. Feel free to contact us for a customized plan to drive more traffic to your app.
With the help of Facebook ads, Spoon, a Korean radio app, was able to increase its monthly active users by 54%, increasing its total revenue by 92%. Similarly, HealthifiMe, a health app, was able to increase its monthly install volume by more than five times while increasing its return on ad spend by four times.
The heavy competition in all the major app stores has made it extremely difficult for apps to get a significant number of organic downloads. As a result, many companies are moving towards paid user acquisition, and Facebook mobile app install ads seem to be the obvious solution.
Facebook has over 1.74 million monthly active mobile users, and if you’re not already using Facebook mobile ads to get more downloads, you’re missing out and far behind your competitors.
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Let’s dive in and see what it takes to create an effective and successful mobile app install ad on Facebook:
Being able to target your ideal customers is what makes Facebook ads so effective. Your goal should be to target the smallest, most relevant audience for your app, not as many people as possible.
You can target your ideal customers with great precision by taking advantage of the available targeting options that allow you to define the demographics, behaviors and interests of your target group.
The Custom Audience option allows you to target users based on their age, location, gender, and other interests. You can also target them based on their net income, political beliefs, life events, recent purchases, and other behaviors.
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While location, age, gender, and language are some of the basic options, the detailed targeting section is where you can precisely target your ideal customers.
For example, if you have an e-commerce app that sells skin care products to young women, you can target women between the ages of 20 and 30 who enjoy online shopping and often purchase skin care products online.
Custom audiences also allow you to reach people who have previously interacted with your mobile app or business. So if you have email addresses, user IDs or phone numbers of your existing customers, you can upload them to Facebook and contact them with your ads.
If you already have a number of loyal customers through your website, you can target those customers to let them know that you now have a mobile app too, via the “Website Traffic” option.
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You can also use In-App Activity to convert free trial users into paying customers by offering them discounts on your subscriptions.
Using Lookalike Audiences, Facebook analyzes your specific custom audience or Facebook Page and shows your ad to users who are similar to your chosen audience in terms of their interests, behaviors and other characteristics. So if you have a campaign that is well received by a custom audience, you can create a new lookalike audience to reach more similar users.
The next step is to determine the position of your ad. You can now follow the shortcut and select the Auto Placement option, which means Facebook will choose the optimal ad placement for you, or you can determine the placement of your ads yourself by selecting the “Change Placement” option.
Because your ad will only appear on mobile devices, some placement options, such as the right column and marketplace, will not be available.
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For Facebook, the ad can appear in your main news feed, as a current article, or as a suggested video. Facebook messenger ads have also recently launched and there are two methods you can use:
Sponsored Messages: These are contextual ads that people can see when they chat with your business on Facebook Messenger.
Thanks to Facebook’s acquisition of Instagram in 2012, you can also run your ads on Instagram and reach more than 800 million monthly active users on the photo-sharing platform.
The Audience Network option allows you to move away from social media and display your ads on third-party mobile apps and Facebook websites. Your ad can appear on the Audience Network as a native ad, banner ad, or transitive ad.
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For mobile app install ads, you can choose to pay per link click, per install, per app event (engagement), or per 10-second video view. The most popular, of course, are pay-per-link and pay-per-install.
Choose the pay-per-click option only if you are sure that your advertising campaign will generate a high conversion rate. After all, if a lot of people click on your ad and only a few install it, paying per click doesn’t make any sense.
Facebook lets you choose how much you want to pay for each install or link click. The value of the offer is assigned to users by Facebook based on their behavior. For example, a user who matches your target audience but never downloads apps through Facebook ads will have a lower bid value compared to users who download most of the apps they discover through ads.
This is best suited if you are on a tight budget. A lower price gives you the ability to set a bid limit. This is the most you pay per install or click. Facebook only shows your ad to users with a lower bid value
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