Booming competition across the major app stores is making it increasingly difficult for app developers to get significant organic download numbers. As a result, many are turning to paid user acquisition and app install ads as solutions to this problem.
Paid user acquisition campaigns running ads can deliver some amazing advantages to developers brave enough to give it a try. Some common ways that app developers successfully use ads is to drive installs to boost an app launch, collect valuable usage data, promote an existing app, or drive re-engagement. But regardless of the campaign goal, everyone wants one thing: To minimize advertising costs.
That means cheaper installs and cheaper mobile app engagement. As an app developer, my personal favourite when it comes to advertising platforms is Facebook. The huge user base over million daily users on mobile , amazing targeting options, and most importantly, the ability to deliver low cost app installs and engagement, make it an ideal solution for app developers.
But like anything else, there is a learning curve if you want to optimize your Facebook app install ad campaigns. These are the keys to a killer Facebook app install ad campaign for your mobile app. Targeting is what makes Facebook Ads so powerful compared to other advertising platforms. Get this right, and watch your advertising returns soar.
Targeting is all about putting your ads in front of the right people. And for us, the right people are the ones who will download, use, and spend money in our apps. Facebook offers us a huge range of targeting options. Yep, all of those are actual targeting options taken straight from Facebook. Here are my tips to help app developers improve Facebook App Install Ad targeting: Work out who your perfect user is. That will make targeting much easier and more effective.
Once you know who the ideal user is, use demographic targeting to find them. Narrow down the demographic targeting as much as you can. Be specific with interest targeting. Target users who are interested in your competitors. Interest targeting also allows you to target people based on products or services that they like. That means that you can often target people based on them being interested in a particular app.
I knew people who liked that game would also enjoy my game. Catch the eye with a stunning image or video. The image or video that you use is going to be the first thing people see, so you have to make it count. The role of the image or video is to get the attention of your ideal user. Notice I said ideal user, and not just anyone. The image has already done its job and captured attention. You can see exactly how to do this here. You can create lookalike audiences off of those who are just engaging with the app regularly, which would indicate that the app is valuable.
I use a tracking app, for example, called MileIQ. It lets me track the miles I drive, which I use to track business miles that I can use as a business expense on my taxes.
That was enough for me, because I work mostly online and work from home. My husband, however, upgraded to the professional paid version because he drives a lot more for business purposes as he works in tech. Want to increase mobile app downloads?
Do everything you can to make it as convenient for the user as physically possible. Most users will follow suit; you want to strike while the iron and interset! Your customers may be overwhelmed with apps and a little over trying to find new ones right now. So many businesses have apps, after all, that they really only are interested in downloading the ones that will be valuable to them. Your images and videos should ideally go beyond just showing a person holding a mobile app; it should show how the app works, highlighting different use cases along with how easy it is for people to use.
People want to see the interface and functionality so they know that it can deliver, and the copy should reinforce this. This ad, on the other hand, does a lot more to convince users that the mobile app and the service itself is worthwhile.
You get to see a screenshot of what the interface looks like, which puts users at ease while grabbing their interest. Images showing the interface are great, but try to include videos showing actual use of the app. Split test both to see what works for your audience. Choosing the right CTA can be a game-changer for the results of your campaigns. Our own experiments have shown that having any CTA can decrease cost by 2.
Consider giving video a try in your ads—you could make eye-catching GIF-like clips of your product or show exciting scenes from your gaming app. Here are our quick tips for creating effective videos for app install ads:.
The Facebook platform itself provides great tools for tracking and reporting on your ad spend, your ad performance, your audience, and more elements of your app install ad.
However, consider the far more likely scenario in which someone views your ad, or even clicks on your ad, is taken to the Google Play Store or Apple App Store, and then gets distracted or goes off Wi-Fi, and ultimately fails to download your app.
All hope is not lost, however! The potential user in question may well return later and go directly to the appropriate app store, search for your app, and download it. But unfortunately, that app install will not be attributed to your Facebook ad, so your Facebook ad and, by extension, you will not get any credit for the app download, and the mobile app install will instead appear to be a direct organic download.
Over time, this can make it more difficult to justify your ad spend, and make it even harder to understand how to improve your Facebook ads to acquire more installs and mobile app users. Keep in mind, the above example was a fairly simple customer journey from a Facebook ad to an app install—most of your users will have a much more complicated journey spanning multiple channels, platforms, and devices. This elite certification enables Branch to offer advanced ad attribution insights using campaign data directly from Facebook.
Learn More about People-Based Attribution. Subscribe now for a weekly blog digest containing mobile growth tips, industry updates, and product announcements! Tamara Marx April 4th, Find out how to maximize the value of your mobile content. Branch provides the leading cross-platform linking and attribution platform, offering solutions that unify user experience and measurement across devices and channels. Branch has been selected by over 75, apps since including Adobe, BuzzFeed, Yelp, and many more, improving experiences for more than 3 billion monthly users across the globe.
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