How can Facebook help your mobile app to hit the TOPs on Appstore and PlayMarket?

FACEBOOK?HOW CAN YOU PROMOTE YOUR MOBILE APP ON

Facebook Preferred Reseller in Russia and participant of Facebook PMD accelerator program

MOBILE CONSUMPTION

MOBILE USERS ARE GETTING OVER DESKTOP USERS BY 2015

BY DECEMBER 2014 CROSS-DEVICE USAGE GREW UP TO ABOUT 75%

SOURCES: HTTPS://COMSCORE.COM

ECLIPSES DESKTOP

https://com

http://score.com

THE CONSUMER PREFERENCE FOR MOBILE APPS ACCOUNT IS 89% OF

ALL MEDIA TIME

MOBILE APP INSTALLS IN FACEBOOK INCREASED UP TO 182%

IN 2014

CLICKS-TO-INSTALL RATE GREW UP TO

+135% BY DEC’2014FACEBOOK IS THE MOST VISITED

MOBILE APP IN 2014

FACEBOOK IS THE ONLY PLATFORM TO GAIN THE BEST REACH OF YOUR MOBILE APP

CAMPAIGN

44% PEOPLE IN RUSSIA VISIT FACEBOOK ONLY FROM MOBILE

SOURCES: WWW.FACEBOOK.COM/ADS/AUDIENCE_INSIGHTS

http://www.facebook.com/ads/audience_insights

HOW DOES MOBILE APP FACEBOOK PROMOTION WORK?

ATTRACT NEW PEOPLE, TARGETING ON FACEBOOK AUDIENCE

REACH CUSTOMERS YOU KNOW, TARGETING ON YOUR CUSTOM AUDIENCE

FIND PEOPLE SIMILAR TO YOUR CUSTOMERS, CREATING LOOKALIKE AUDIENCE

YOUR ADS ARE CHEAPER, WHEN YOU JOIN AUDIENCE NETWORK

TRACK YOUR ROI WITH APP INSIGHTS

Main Instruments

LEAD YOUR CUSTOMERS TO THE MOST RELEVANT PAGES BY DEEP LINKING

FOR MOBILE ADVERTISING

PROMOTE FOR INSTALLSWHENEVER ON IOS OR ANDROID

SOURCES: HTTPS://DEVELOPERS.FACEBOOK.COM, HTTPS://FACEBOOK.CCM/HELP/

TO MAKE PEOPLE LEARN ABOUT AND INSTALL YOUR APP YOU CAN REACH THE RIGHT AUDIENCE, USING WELL-CLASSIFIED FACEBOOK TARGETING. YOUR AD WILL LEAD TO APP STORE LANDING PAGE, AND AFTER AN INSTALLATION, YOUR CUSTOMER WILL BE LEADED TO THE MOST RELEVANT INNER PAGE OF YOUR APP BY A DEEP LINK.

https://facebook.ccm/help/

Reach peopleKEEP YOUR USERS ENGAGED, APPLYING RE-ENGAGEMENT TOOL, DEEP LINKS AS WELL, WHICH WILL HELP DEVELOPERS AND ADVERTISERS SEND PEOPLE DIRECTLY TO INFORMATION THEY CARE ABOUT WHEN THEIR APP IS OPENED FOR THE FIRST TIME. FACEBOOK CAN SHOW A SUITABLE CALL-TO-ACTION FOR EACH EVENT YOU WANT TO ENGAGE YOUR CUSTOMER.

WHO ALREADY INSTALLED YOUR APP



Use Carousel AdsWHEN IT IS RELEVANT FOR YOUR DECISION


THIS FORMAT SUPPORTS 5 IMAGES AND LINKS THAT ARE SCROLLED HORIZONTALLY. IT IS AVAILABLE FOR BOTH APP INSTALL ADS AS WELL AS ENGAGEMENT ADS. ACCORDING TO FACEBOOK THE CAROUSEL LINK ADS DRIVE A 30-50% LOWER COST-PER-CONVERSION AND 20-30% LOWER THAN SINGLE-IMAGE ADS.

CAROUSEL-EXAMPLE

CAROUSEL ADS ARE AVAILABLE FOR LINK ADS IN THE API, POWER EDITOR AND AD CREATE TOOL WHILE THE MOBILE INSTALL AND ENGAGEMENT ADS ARE AVAILABLE IN THE API AND IN THE AITARGET ADS’ TOOL.


http://beta-facebook.aitarget.com

CHOOSE THEIR • OS, • GEO, • GENDER, • AGE, • INTERESTS, • BEHAVIOR AND E.T.C. • INCLUDE AND EXCLUDE CUSTOM AUDIENCES, • START TARGETING ON LOOKALIKE AUDIENCES.

Targeting for Facebook AudienceMAKE A/B TESTS


TARGETING CLASSIFICATION OF FACEBOOK MAKES YOU POSSIBLE TO A/B TEST YOUR AUDIENCE OR GAIN YOUR AD GOALS.


CUSTOM AUDIENCES OFFER A POWERFUL WAY TO REACH YOUR USERS WITH OUR MOBILE APP ADS. YOU CAN REACH MOBILE USERS THAT HAVE TAKEN SPECIFIC ACTIONS WITHIN YOUR APP, THOSE THAT HAVEN'T TAKEN A SPECIFIC ACTION, BOTH, OR EVEN PERCENTAGES OF USERS TAKING ACTIONS WITH JUST A FEW STEPS.

Custom AudienceTARGET USERS YOU KNOW



Cross-device retargetingE-COMMERCE EXAMPLE

TARGET MOBILE ADS TO USERS WHO

HAVE SHOWN INTENT ON THE WEBSITE, AND TEND

TO CONVERT ON TABLET

TARGET MOBILE APP INSTALL ADS TO

WEBSITE VISITORS WHO DON’T HAVE THE APP

YET

TARGET MOBILE ADS TO USERS WHO THEN

CONVERT ON DESKTOP

TARGET DESKTOP ADS TO MOBILE APP USERS WHO HAVE SHOWN INTENT ON THE

APP SUCH AS VIEWING A PRODUCT AND HAVEN’T

CONVERTED

LOOKALIKE AUDIENCES ALLOW ADVERTISERS TO TARGET MORE PEOPLE WHO LOOK LIKE THEIR ESTABLISHED CUSTOMERS. A LOOKALIKE AUDIENCE USES SEVERAL KINDS OF USER SET AS A "SEED" AND AN AUDIENCE IS BUILT OF SIMILAR USERS. LOOKALIKE AUDIENCES CAN BE USED TO SUPPORT ANY BUSINESS OBJECTIVE: TARGETING PEOPLE WHO ARE SIMILAR TO SETS OF CUSTOMERS FOR FAN ACQUISITION, REGISTRATION ON YOUR APP, OFF-FACEBOOK PURCHASES, AND COUPON CLAIMS AND SO ON.

Lookalike Audience FIND POTENTIAL CUSTOMERS SIMILAR TO YOURS



1. THE SEED CUSTOM AUDIENCE IS RECOMMENDED INCLUDE AT LEAST 100 PEOPLE. MAKING IT AS LARGE AS POSSIBLE WILL HELP ENSURE THERE IS ENOUGH DATA TO FIND PEOPLE SIMILAR TO THE LIST.

2. LOOKALIKE AUDIENCES CAN BE COMBINED WITH THE REST OF FACEBOOK'S TARGETING TO NARROW DOWN WITH ADDITIONAL DEMOGRAPHICS OR INTERESTS.

3. LOOKALIKE AUDIENCES CAN BE USED TO TARGET ANY KIND OF MEDIA, INCLUDING MOBILE APP ADS, PAGE POST ADS AND OTHER DOMAIN ADS.

4. IF THE SEED AUDIENCE HAS QUALITIES LIKE GENDER OR GEOGRAPHY BUILT IN, THE LOOKALIKES MAY NOT ADHERE TO THE SAME LIMITS.

General tipsFOR WORKING WITH LOOKALIKE AUDIENCE



THE AUDIENCE NETWORK SHOWS PEOPLE THE RIGHT ADS BY EXTENDING FACEBOOK’S PEOPLE BASED TARGETING TO THIRD-PARTY APPS. THIS MEANS THE ADS MATCH THE INTERESTS OF PEOPLE, JUST AS THEY DO ON FACEBOOK.

ADVERTISERS CAN OPT THEIR CAMPAIGNS INTO THE AUDIENCE NETWORK WITH A SINGLE CLICK. WHEN IT HAPPENS, ALL OF THE SAME TARGETING APPLIES TO THEIR ADS, ON FACEBOOK OR IN THIRD-PARTY APPS.

Hint: your ads are cheaperWHEN YOU JOIN AUDIENCE NETWORK



YOU CAN USE DEEP LINKING FOR MOBILE APP BOTH INSTALL AND RE-ENGAGEMENT ADS TO IMPROVE CONVERSIONS. THIS WILL HELP YOU SEND CUSTOMERS DIRECTLY WHERE YOU WANT THEM TO GO IN YOUR APPS. THE POINT OF HANDLING AN INCOMING LINK, WHICH IS SPECIFIC TO EACH OF YOUR ADS, IS TO PROCESS THE INFORMATION ENCODED IN THAT LINK AND USE IT TO DIRECT THE USER TO A RELEVANT PART OF YOUR APP.

FOR EXAMPLE, IF YOUR APP IS AN E-COMMERCE APP AND SOMEONE TAPPED ON AN AD ABOUT A PARTICULAR PRODUCT, THEN WHEN THEY ARE DIRECTED TO YOUR APP YOU CAN PROCESS THE INCOMING LINK THAT CONTAINS THIS INFORMATION TO SHOW THIS PERSON A VIEW FEATURING THAT PRODUCT AS OPPOSED TO SHOWING THEM SOME UNRELATED CONTENT IN THE ROOT VIEW.

Use deep linksPROVIDE YOUR CUSTOMERS WITH INFORMATION THEY CARE ABOUT



Make your threshold business decisionsAPP INSIGHTS ARE ANNOUNCED BY FACEBOOK AS ITS OWN INSTRUMENT FOR TRACKING INNER EVENTS OF YOUR APP, ITS INSIGHTS AND STICKINESS. FACEBOOK ANALYTICS FOR APPS HELPS YOU BETTER UNDERSTAND HOW PEOPLE ARE USING YOUR IOS, ANDROID OR CANVAS APP. IT COMES WITH A NUMBER OF BUILT-IN GRAPHS FOR COMMON APP ACTIONS, LIKE THE NUMBER OF PEOPLE LAUNCHING YOUR APP EVERY DAY, OR PURCHASES BY PEOPLE IN YOUR APP.

KNOW YOUR AUDIENCE BEHAVIOR BETTER SEGMENTS DRIVEN BY PERSON USING YOUR APP, BY FACEBOOK BUILT-IN EVENTS, CUSTOM EVENTS YOU DEFINE, PARAMETERS, DEVICE INFORMATION, OR ACQUISITION SOURCE FUNNELS BASED ON THE PARAMETERS THAT ARE ADDED TO THOSE EVENTS COHORTS BASED ON EVENTS, CAN BE FILTERED BY SEGMENT, AND CAN ALSO USE PARAMETERS.

BASED ON APP INSIGHTS



Learn on Case Examples

All Cases are provided on the Facebook website in the public access.

BUDGET: £10,000

30 MLN+ DOWNLOADS OF APP REACHED IN 2013

2.7 MLN DOWNLOADS OF APP IN THE FIRST 3 WEEKS OF THE FB CAMPAIGN

77% LOWER COST PER DOWNLOAD THAN PREVIOUS MOBILE DISPLAY

SkyscannerPITCH FOR MOBILE APP DOWNLOADS



FISHBRAIN TURNED TO THE MOBILE NEWS FEED, WHERE IT COULD CONNECT WITH THE 20 MILLION FISHING FANS IN THE US. BY RUNNING MOBILE APP ADS WITH SPECIFIC CREATIVE, FISHBRAIN REACHED THESE POTENTIAL CUSTOMERS WITH TRULY RELEVANT MESSAGES. THE NEXT STEP WAS FOR FISHBRAIN TO USE ITS OWN CRM DATA, CREATING AN ANONYMOUS CUSTOM AUDIENCE FROM THE MOST LOYAL PART OF ITS USER BASE. USING THAT DATA, FISHBRAIN THEN CREATED A LOOKALIKE AUDIENCE OF PEOPLE ON FACEBOOK WHO SHARED SIMILAR CHARACTERISTICS.

20 MLN US ANGLERS REACHED

80% LOWER COST PER INSTALL THAN COMPETING SOLUTIONS

82% OF APP INSTALLS LEAD TO REGISTRATION

FishBrain App and Custom AudiencesGROW PERFORMANCE AND CUT COSTS



FEVER OFFERS A SMARTER ALTERNATIVE TO BILLBOARDS AND WORD OF MOUTH, SO IT WANTED TO REACH ITS AUDIENCE AND GROW THE BUSINESS IN AN INNOVATIVE WAY AS WELL. TO DRIVE DOWNLOADS AND IN-APP PURCHASES, FEVER USED FACEBOOK TO REACH THE RIGHT PEOPLE WITH THE RIGHT MESSAGES.

NEARLY HALF OF OUR LOOKALIKE AUDIENCE WHO CLICKED ON THE AD INSTALLED APP.

4X+ INCREASE IN CLICKS-TO-PLAN VIEWS

42% INCREASE IN CLICKS-TO-INSTALL OVER 3 MONTHS

35% INCREASE IN IN-APP PURCHASES

Fever app looking for bigger audiencesUSING LOOKALIKE AUDIENCES



SHAZAM ALLOWS USERS TO ACCESS RELEVANT INFORMATION ON MUSIC AND TV SHOWS, LIKE THE NAME OF THE TRACK, ARTIST AND LYRICS, DELIVERED STRAIGHT TO THEIR SMARTPHONE. WITH THE GOAL OF MONETIZING ITS APP IN MANNER THAT FELT LIKE A NATURAL PART OF THE USER EXPERIENCE, SHAZAM IMPLEMENTED A NATIVE AD UNIT WITH THE AUDIENCE NETWORK.

THE AUDIENCE NETWORK HAS DELIVERED PHENOMENAL PERFORMANCE - 37% INCREASE IN REVENUE FROM AD NETWORKS.

Shazam: drive revenueFROM AUDIENCE NETWORK



Facebook ads work

and there is no better check than try

AYRANA MONGUSH

+7 967 004 75 70

[email protected]

mailto:[email protected]?subject=

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How can Facebook help your mobile app to hit the TOPs on Appstore and PlayMarket?