How to Acquire Mobile Users using Facebook by Stephanie Shum
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The document discusses using mobile app ads on Facebook to drive app installs and engagement. It outlines two key challenges for mobile apps: customer discovery/acquisition and retention/engagement. It then describes how mobile app install ads and mobile app engagement ads can help address these challenges by driving new users to install an app and get existing users to re-engage. The document provides best practices for creating effective mobile app ads, targeting the right audiences, and scaling ad campaigns.
How to Acquire Mobile Users using Facebook by Stephanie Shum
- 3. Driving discovery and action in a compelling way VS Mobile App Ad in News Feed Third-party ad Larger canvas Call to action Video
- 4. App Store > 900,000 Apps Google Play > 900,000 Apps You are here Two key challenges 1. Customer discovery & acquisition
- 5. Mobile App install Ad in News Feed App available through app store Mobile app install ad How it works
- 6. Two key challenges 2. Retention, engagement, and conversion 66% Â of app users open apps only between 1-10 times Average consumer has 27 apps on their phone
- 7. Mobile app engagement ad How it works Mobile App Engagement Ad in News Feed Deep linked to specific location within app
- 8. App now available on device Mobile app ad to install your app Connecting the dots: Build an install base Installed from app store
- 9. Now what? Connecting the dots: Engage and keep users active App now available on device Mobile app ad to engage existing user Switches user into app by a deep link
- 10. Mobile app ads work 8400 Advertisers 245M Installs Driven 60%+ Penetration among top grossing apps
- 11. ROI Positive and CTR above 2.5% in the first week of the campaign in the UK # 283 to # 2 in under 5 days in the U.S. top Apple App store paid iPhone apps
- 12. Driving users back to their mobile app to book new ticket deals YPlan, a mobile app that offers carefully curated shortlist of the best events in town, used mobile app ads to encourage their existing users to come back to their app and book new ticket deals. 215% return on ad spend 20% Increase in paid bookings
- 14. Simply copy and paste your URL Place your order!3 In Ads Create tool, choose App Installs objective and Copy + Paste App Store URL 1 Customize your ad: - Creative - Targeting - Budget 2
- 15. Buying methods Preferred Marketing Developer Ads Create Tool Advanced options
- 16. Getting Started Engagement and Conversion
- 17. Key steps when using mobile app engagement ads Determine objective you are seeking for your mobile app Make sure your app supports deep-linking Set-up your ad creative and budget Target customers who have installed your app Measure in-app actions as a result of your campaign 1 2 3 5 4
- 18. Setting up your ad Target existing users: - If measuring, check a box - If not, upload a Custom Audience 3 Select engagement objective1 Customize your ad: - Deep link destination - Choose call to action - Budget 2 Place your order!4
- 19. Measurement
- 20. Why measure installs? Demographic Makeup of Users App Insights Mobile App Ad Performance Ads Manager or MMP Plus, unlock advanced bidding options: oCPM, CPA for install ads
- 21. Register your app with Facebook: -⯠Provide basic app information -⯠Provide an app icon Integrate the Facebook SDK to log installs with a couple lines of code Or work with a Mobile Measurement Partner 2 1 How to measure
- 22. You can also measure actions taken within your app⌠Integrate with App Events in the Facebook SDK or work with Mobile Measurement Partner to see demographic makeup and ads attribution. Purchases Registrations Reached a Level Added to Cart App Opens
- 23. âŚthen target based on those actions Target based on App Events in a simple UI when creating ads. Use rules and logic to set the value and time period you wish to target as well. Purchases Registrations Reached a Level Added to Cart App Opens
- 24. So here are some best practicesâŚ
- 25. Three Pillars of Success Create Target Scale
- 26. Create
- 27. Mobile App Ad for Installs app icon character description App title Image size
- 29. Demonstrate Your Value with Numbers
- 30. Illustrate What Your App Does
- 31. Test, Test, Test
- 32. Target
- 33. Phase 1: Standard Demographics â˘âŻAge â˘âŻGender â˘âŻGeo â˘âŻDevice â˘âŻOS
- 34. Phase 2: Interest Based Targeting â˘âŻPrecise Interests â˘âŻBroad Categories â˘âŻPartner Categories â˘âŻSimilar Apps Only available on Facebook
- 35. Phase 3: Custom Audiences and Lookalikes Custom audiences Reach the people you already know Lookalike audiences Find more people like your best customers Only available on Facebook
- 36. Scale
- 37. Expand Campaigns Globally Make unprofitable countries profitable Top  partners  adver/se  in  40+  countries Â
- 38. + Â 60% Â of Facetune revenue is from markets outside of the US # 1 spot in Apple App store of top paid iPhone apps in over 40 markets
- 39. Buy Facebook Ads Efficiently Work with a Preferred Marketing Developer Measure Post Install Performance Work with a Mobile Measurement Partner Scale with expertise