8/13/2019 Mobile App Ads Best Practices - 2014
1/1
Facebook Mobile App AdsBest 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 five
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 find
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 find 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 likelyto 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 sufficient 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 specific 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
combinationelicits the best response.
Demographics Interests Qualified
Users
H
asO
ffer
s AD-X
Kon
tagent
Localytics
Apsala
r
Campaigns
Instal
ls
3rd-partyMeasurement
Solutions
puzzle
other
stra
tegy
casino
action
sim
ulatio
n
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
effortsto 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 efficiency at scale.
1
2
3
4
5
6
7
9
10
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
textshould 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 Text8
$$
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-first 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, financial services, entertainment, and CPG. Ampush
is based in San Francisco with offices in Chicago and New York.
San Francisco | Chicago | New York
www.ampush.com | [email protected]
1.877.AMPUSH.1
Sponsored
6 friends use this
Suggested App
Install Now
GadgetStop
Sponsored
6 friends use this
Sugge stedApp
Install Now
GadgetStop
Sponsored
6 friends use this
Sugge edApp
Install Now
GadgetStop
Sponsored
6 friends use this
Suggested App
Install Now
GadgetStop
20%of ad
80%of ad
