Facebook Mobile App Ads

Best Practices
Always Be Testing
To supplement Facebooks built-in optimization features, ad effectiveness
can be further improved through A/B testing. Experiment with three to ve
different text options, ad titles and creative to see which resonates best for
your audience(s). We suggest testing ads by placing ads with different creative
in separate campaigns. This will allow you the best insight into the impact of a
particular creative.
Cast a Wide Net, Then Segment Your Audience
To start, we recommend targeting each ad to reach over 100K people, then
narrowing your audience once you have discovered who responds best to
your ads. Facebook lets you segment audiences by Location, Demographics,
and Interests. Mix and match different targeting options to nd the
combination that elicits the desired response from your audience.
Understand Ad Effectiveness across Platforms
Target only one device in each ad in order to measure the effectiveness of your
campaigns on different devices (e.g., iPhone, iPad, Android). Showcasing the
relevant device within the ad (i.e. a picture of someone using an iPhone) can
also boost ad performance.
Measure Installs and Lifetime Value
The simplest way to measure installs from your Facebook campaigns
is to integrate the latest SDK. Third-party measurement solutions AD-X,
Apsalar, Localytics, Kochava and others can measure ROI and lifetime
value of your mobile app advertising campaigns across publishers.
You can nd more information about these partners here:
https://developers.facebook.com/preferredmarketingdevelopers/mobile/measurement/
Optimize Bidding for Actions
Cost per action (CPA) bidding and optimized cost per mille (oCPM) bidding
lower user acquisition cost by effectively delivering ads to users most likely
to install your app. CPA bidding is the primary choice for advertisers who
have previous install history with Facebook and wish to set a cost-per-action
bid to better manage budgets while maximizing installs. oCPM bidding is an
effective alternative when sufcient Facebook install history isnt available
and you wish to optimize delivery for installs.
Bring Your App to Life with Video
Mobile App Ads featuring video creative are especially engaging and offer
potential users the chance to see the app in action before actually downloading
it. Tests have shown that Facebook ads featuring video creative had higher
install rates and a lower cost per install. Videos should highlight the best
features of your app and in-app screenplays.
Hyper-Target Qualified Users with Specific Interests
Reach a highly specic audience that is more likely to engage with your
ads by using interests targeting. These targeting options enable brands to
target users based on their Facebook activity. An app developer, for example,
can target the Engaged Gamer or New Device Owners to zero-in on
audiences that will play or download their app. Test various categories and
interests in conjunction with one another to determine which combination
elicits the best response.
Demographics Interests
Qualied
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Make use of the customer information you already have, including user email
addresses, Facebook UIDs, phone numbers, app user IDs, and Apple IDFAs
to create a hyper-targeted Custom Audience of current and potential
customers. Use this information to target ads accordingly, or identify lookalike
audiences that share similarities to your Custom Audience and, therefore,
are more likely to download your app. Facebook ensures customers identities
are protected by hashing users email addresses, phone numbers, and other
personal information.
Scale Your Campaign
Agencies and brands that want to take their native advertising efforts
to the next level should partner with a Facebook Strategic Preferred
Marketing Developer (sPMD). sPMDs specialize in designing and
executing native advertising campaigns, and extend measurably beyond
the functionality of Facebook's native tools. Look for a partner that can
deliver powerful technology, expertise, and insights to help your brand
achieve maximum performance and efciency at scale.
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Email
Phone Number
Facebook UID
Users are more likely to engage with image-centric ads with minimal text.
Facebook nudges advertisers in the right direction by requiring ad images
to be comprised of no more than 20 percent text. To ensure your ads appear
as intended, images should be exactly 1200x627 pixels and body text
should not exceed 90 characters.
Last, but not least, refresh your creatives at least every two weeks to
reduce ad fatigue.
Play Up Images and Minimize Text
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Leverage Customers to Identify New Audiences
Ampush is an advertising technology company that helps brands and direct response advertisers achieve measurable business results on mobile-rst native
platforms such as Facebook and Twitter. Our AMP 2.0 marketing software takes the complexity out of native platform advertising by combining
programmatic media optimization tools with rich audience data and end-to-end measurement solutions to deliver targeted reach at scale. Ampush is a top
Facebook Ads Strategic Preferred Marketing Developer (sPMD) powering fully-managed solutions for brands and direct response advertisers across travel,
e-commerce, nancial services, entertainment, and CPG. Ampush is based in San Francisco with ofces in Chicago and New York.
San Francisco | Chicago | New York
www.ampush.com | info@ampush.com
1.877.AMPUSH.1
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