You Need to Create New Mobile App Ads – Why, When & What’s Next
June 19, 2014
Using mobile app ads on Facebook? Well, you’ll need to create some new ones: the darling of Facebook’s ad products is getting social context, and your action is required to make the switch.
As part of its ongoing ad simplification, Facebook is reformatting mobile app ads to more closely align with link ads. The update will require each ad to have an associated Page and also add social-context to the ads, a pairing that has demonstrated notable success across with other ads in the past. The Nielsen study revealed that including social context in ads can improve recall by 10%, awareness by 4%, and purchase intent by 2% over the same ad without the recommendations.
Until this point, mobile app ads were the only ad units in the Facebook News Feed without social engagement buttons such as like, comment and share. The addition of social context will provide advertisers another opportunity to eke out every bit of performance possible from their ads.
What is the update?
The update will provide Facebook users another way to interact with an app beyond simply installing and using the app. Now, if a user “Likes” a Page running a mobile app ad, their name may be displayed above the ad as liking that page. As part of this change. each ad must also link to a Page.
Why does it matter for advertisers?
The introduction of social context to mobile app ads provides app developers one more opportunity to drive installs and expand their customer base. Now, how do we know that? Research has shown that ads with social-context boast a 50% higher recall than their non-social counterparts, and drive 35% more online sales.
Integrating social context with ads also optimizes the efficiency of ad pricing. Facebook’s ad algorithms take into account actions such as Likes, Comments and Shares when evaluating the performance of ads. In other words, more action indicates a more successful ad and increases its likeliness to win the auction.
What action do I need to take?
Facebook will stop selling ads in the old format starting July 11 and will automatically migrate all currently running ads to the new format on August 6th. Yes, it’s that important that we needed to bold the whole sentence.
Here’s what you need to do now to ensure for a smooth transition and to take full advantage of the new format:
1. Avoid migrating ads. This may sound like the easy option, but in reality it is quite… technical. This may be the only option for some, but if it can be avoided, opt to create new ads instead.
2. Start the ad creation process early. It may seem like a ways off, but look again – that’s only a month to create all new ads! We recommend starting this process on July 11, the earliest possible date to ensure smooth sailing and no last minute sprints to create thousands of new ads.
3. Refresh Your Business Page. Been neglecting your Page due to decreasing organic traffic? Expect a boost in traffic now that mobile ads will link to your Page. No major changes necessary – a quick check-in to ensure your visuals are appearing correctly and messaging is on point will do just fine.
4. Work with a partner. Everything is easier when you have a second set of hands (especially programmatic hands that can create thousands of ads at a time). Work with a partner like Ampush that makes it easy to create and target thousands of ads quickly and at scale. Due to their experience working with multiple businesses across verticals, a partner can also provide insight into how your ads will perform with the new format and optimize your campaigns accordingly. Click here to learn more about working with a partner.