Build Irresistible Desktop and Mobile App Install Ads

Build Irresistible Desktop and Mobile App Install Ads

May 16, 2013

It’s no secret that mobile devices are here to stay, and that the potential for growth is huge for app developers. Facebook in particular continues to emphasize the importance of mobile advertising to increase app downloads. In Q4 2012 alone, over 23% of all web traffic came from mobile devices. Facebook’s mobile tools allow developers to reach users on their devices, when they’re most likely to download.

Despite the fact that just about all verticals are experiencing increased mobile presence, there are three that stand out: e-commerce, gaming, and finance. These industries have not only figured out how to reach users on mobile devices; they’ve also realized the importance of delivering relevant, useful content on those devices. Mobile App Install Ads are primarily used for gaming, which ultimately drives down the cost per install to 40% lower than any other platform.

Mobile App Install Ads:

(with image)                                               (without image)

But how do these companies create interesting, clickable ads that get installs? Let’s look at a few best practices.

Using custom creative can greatly increase conversions. Staying relevant to an audience is key, and using current, engaging images and localized text are ways to do so. Testing different creative is also a great way to find the most effective ads. Refresh content every few weeks, and look at the conversion results to find out which text and image combinations are working best. Updating frequently allows developers to stay relevant.

App Ads:

(Right-hand Side of homepage)                                    (Right-hand Side of Facebook)

The most successful App Ads have a large clickable area with authentic, engaging imagery. Screenshots of the app or images of the app on mobile devices perform well, demonstrating to users how the app looks, and differentiating between mobile and desktop apps. When incorporating call-to-action text into the images, however, Facebook requires that text overlays cannot take up more than 20% of the image. Images that tell a story on their own not only create stronger reactions from users, but render the need for text minimal. Additionally, including the app icon in the ad image helps users identify the app on their mobile device after download.

Anatomy of Mobile App InstallAd LRG (2)

Use separate campaigns for separate audiences to optimize ad reach, delivering relevant ads to the correct users in a timely fashion. Ads can be tailored to reach users by device, further increasing relevance, and ultimately, the odds of an install.

Leverage Facebook’s targeting capabilities to reach users on multiple levels. Start with a broad audience, then move toward smaller segments using Facebook’s more advanced features. This will allow developers to combine broad categories with narrower interests in order to focus their efforts and reach more audiences with their content.

Lastly, integrating the app with the Software Development Kit (SDK), or using a third-party data analytic provider, can help monitor the performance of an ad. Track and measure Cost-Per-Install (CPI) for ads in Ads Manager to see how well the ad itself is performing, or measure the overall health of the app using App Insights. Total app installs are displayed by demographic in App Insights, providing developers with vital information about who is installing the app and thus furthering their ability to sharpen targeting. Another benefit of using Facebook’s SDK is the ability to bid on Optimized Cost-Per-Mille (oCPM). This allows Facebook to optimize impressions for installs, which is highly effective.

Mobile device usage continues to grow, and Facebook remains at the forefront of capturing its potential. Capitalizing on both mobile and social media traffic is essential to the success of a Mobile App Install Ad. Using these best practices, developers can utilize their own creativity and metrics, along with Facebook’s SDK and targeting capabilities, to create relevant and compelling content.