Mobile app ads – already considered one of the most effective ad products currently offered by Facebook – recently got an upgrade: Video. Ampush offers three tips for those just getting started with the new medium.
Facebook continues to expand efficiency and options for advertisers with new features to its mobile app advertising platform, the latest addition being cost per action (CPA) bidding for mobile. So what is CPA bidding, why is it important, and how do we get started using it?
In the past 18 months, Facebook has shifted its focus to mobile, moving from an HTML5 product to higher-quality native iOS and Android apps (that launched last fall). Why is that important? Mobile ads were 41% of Facebook’s Q2 revenue and mobile users spend roughly one in every five minutes online using Facebook (versus one in seven on the web). The Facebook app is being updated regularly including recent updates with News Feed redesign, Chat Heads, adding photos to comments, and the recent autoplay feature for videos.
Facebook recently introduced new features into its Mobile ad unit which transformed it from being a user-acquisition tool to something much more versatile. By allowing marketers to deep link and use any of eight vertical specific and universal calls-to-action, the Mobile App Ad unit enables brands to drive engagement and sales through their app.
Last year, Facebook launched mobile app ads to drive installs. These captured the growing number of Facebook mobile users and helped apps stand apart in the crowded marketplace of over 2 million competing products in both the Google Play and Apple App stores. It worked. Mobile app ads led to over 145 million installs this year to date (October 2013). However, brands are finding that increasing discoverability is just the first step in building and maintaining a mobile audience.