Facebook Mobile AppInstall Ads Best Practices

Always Be Testing

The Facebook (FB) ads system automatically optimizes delivery across ads

inside a given campaign. Test 3-5 different banner creative and text options to

see what message works best for your audience(s). Banner size is 600x360px

and character count for text is 130 characters. Custom creative ads will only

show to users who have iOS 6 and FB app versions 5.3+. Android targeted ads

will show to all Android users.

We recommend that you test your ads in one of two ways:

In order to quickly assess what creatives perform better, leverage

Power Editor’s automatic optimization by having multiple ads

within a campaign while targeting the same audience for each ad.

Alternatively, place different creatives in separate campaigns

while targeting the same audience, and maintaining equal timing

and pricing for each campaign. This will give you a much better

sense of the impact of a particular creative.

Last, but not least, refresh your creatives at least every two weeks.

•

•

Refine Your Targeting To Drive Installs

We recommend targeting >100K people per ad when you're starting out to

quickly discover what creatives and target audiences work. Then, after

understanding your audiences, you should start to hyper-target ads by

segmenting your audiences (through testing!) in order to drive more installs.

We also recommend using Broad category and Precise Interest targeting at

the same time. The connection between Broad category and Precise Interest

targeting is an "and" clause. For example, you can target people who like

‘Running’ (Broad category) and who like a particular sports apparel brand

(Precise Interest). With the launch of the Lookalike Audiences tool you may

also use your existing audience segments to identify new groups and expand

hyper-targeting across more groups.

Understand Ad Effectiveness

Target only one device in each ad in order to measure the effectiveness of your

campaigns on different devices (e.g., iPhone, iPad, Android).

Measure Installs and LTV

The simplest way to measure installs from your FB campaigns is to integrate

the latest SDK. Support for a number of 3rd-party measurement solutions

including HasOffers, AD-X, Apsalar, Localytics, and Kontagent has also been

recently announced. You can find more information about these partners

here: https://developers.facebook.com/preferredmarketingdevelopers/

mobile/measurement/

Simplified Campaign Management & Lower CPI

oCPM campaigns allow clients with the latest SDK to specify CPM bids to

automatically optimize for installs. FB’s optimization algorithms determine the

full potential value of each individual impression based on the desired event.

oCPMs are generally more effective for broad campaigns.

Motivate People to Download Your App

Include a clear call to action or incentive within the first 90 characters of your

app's description to help your ad stand out against other News Feed content.

Be sure to describe how the incentives you offer work within the app

(e.g., “Get 2X the coins when you install today”).

Reach Qualified Users Through Broad Categories

You can easily find your target audience with FB’s broad categories.

For example, the Engaged Gamer categories help you connect with people

that currently play specific categories of games including Casino, Puzzle,

Strategy, and many others. The “New Smartphone Users” category is an

excellent way to help you target apps that are ideal for new phone users.

BroadCategory

PreciseInterest

QualifiedUsers

H

asOffers AD-X

Kont

agen

t

Localytics

Apsalar

Campaigns

Inst

alls

3rd-partyMeasurement

Solutions

puzzle

other

strategy

ca

sino

a

ctio

n sim

ulation

Build Advanced Targeting Groups with Your Data

You can use email/phone number/Facebook UIDs to create a custom audience

to target your ad as well. You can then specifically reach out to your customers

you already know like your apps.

Scale Your Campaign

Once you've built a solid user base, leverage the viral power of News Feed to

achieve even greater distribution. Facebook Preferred Marketing Developers

(PMDs), such as Ampush, specialize in designing and executing effective social

campaigns to help brands and apps grow.

Ampush is a social technology company helping brands and direct response

advertisers achieve performance at scale with Facebook Ads. As a Facebook

Preferred Marketing Developer (PMD), our fully managed solutions deliver

marketing ROI by amplifying the viral power of social recommendations,

which Ampush calls Referred Intent. Select clients include MasterCard,

Kellogg's, Samsung, Rdio, and LivingSocial. Ampush is based in San Francisco

with offices in Chicago and New York.

1

2

3

4

5

6

7

9

10

Email

Phone Number

Facebook UID

Users are more likely to engage with your ad if you limit the amount of text

within the images of your creatives. Facebook also has a strict policy limiting

text to just 20% of any image you use in an ad, so this best practice serves a

dual purpose that will increase your engagement and keep your ads compliant.

Minimize Text Within Images8

20% of ad

80% of ad

$$