May 8, 2021

7 Steps for Driving Mobile App Installs on Facebook

What are Mobile App Install Ads?

App install ads allow users to install your app directly from your ad. Based on where your ad appears, any original content may be added to, removed, or modified during the ad serving process. Facebook does this to help make sure that users get a great experience from your ad no matter when and where they see it.

Mobile apps are a huge part of marketing today. In a world where competition for both clients and online attention is high, mobile apps can help keep users thinking about you and engaged with your brand.

Best Practices for Successful Mobile App Install Advertising

When you are looking to drive mobile app installs or any mobile app engagement, awareness, or app purchase. Must having the right strategies in place is essential, and having the right target audience.

1) Set Up Conversion Tracking.

Before you can track any mobile app installs, add the Facebook SDK to the app. After you implement the Facebook SDK in the app, create a new app install ad campaign. Check with the app developer and make sure that they have followed all the steps for setting up the Facebook SDK in the app, to ensure that you are getting the most valuable data.

What is the SDK? 

It’s a set of tools that can be used to develop software applications targeting a specific platform. It stands for Software Development Kit. The term software development kit is generally used to refer to a set of resources made available. Any binary or source file that is necessary or helpful to developers using the platform.

2) Create Custom Audiences.

A Custom Audience is a targeted advertising service that allows businesses to import user email addresses for retargeting on the social media platform. Custom Audiences are an effective way for online businesses to interact with relevant users across multiple channels.

One of the greatest advantages of Facebook advertising is the vast array of targeting options available to companies, particularly ecommerce stores. These filters help brands increase the relevance of their ad messages by targeting audiences that are most likely to respond. The more relevant the advertising is, the greater the return on investment.

The best practise is to start by creating at least two custom audiences that reflect your highest value users and most engaged users from the last 14-30 days.

3) Creating Lookalike Audiences.

A lookalike audience is a targeting audience based on a custom audience. Examples of custom audiences include people on your email list, website visitors, and Facebook users who engage with your video or Facebook page. When you create a lookalike audience of a custom audience, Facebook finds users who have similar attributes to the people who are in that base custom audience.

Lookalike audiences are a Facebook segmentation tool that finds users whose demographics and interests are similar to those of your existing followers. These are easy to create and implement, making them extremely.

Lookalike audiences give you a way to reach a cold audience beyond interest or behavior targeting. Also give you a way to reach cold audiences that are like those warm audiences but much bigger. Depending on how closely you want to match your base audience, you can set up a lookalike audience size that’s anywhere from 1% to 10%, where the 1% includes only those people who most closely match your base audience.

4) Placements Optimization.

The places where you can run your ads are called Placements. Depending on the objective you choose when you create your campaign, your ads can appear on Facebook, Instagram, Messenger and Audience Network.

Ads Manager groups placements by how people experience your ads across platforms. For example, people have similar experiences with your Stories ads on Facebook, Instagram and Messenger.

You choose the Automatic Placements setting in Ads Manager as it allows the delivery system to make the most of your budget. However, you can choose Manual Placements to exclude certain placements instead. You can use the Devices dropdown menu to limit your placements to target by  Mobile Device.

5) Target by Mobile Device.

Smartphone users across the globe are a unique set of consumers. These users check their phone everyday. Those are the perfect audiences for mobile devices advertising and marketing strategies.

Many apps will be only available on certain devices. Some apps will work only for Apple, or work only for Android.

Since you are trying to increase your app installs, we recommend targeting users who have specific mobile devices that your apps work on, as it can waste your money cause some apps do not work for all mobile devices.

6) Design Creative Assets Specifically for Facebook Mobile Ads. 

Facebook is a unique advertising platform. It’s important to consider both user behaviour and the limitations of mobile install ad units when designing ad campaigns for mobile apps. 

While there are other options for other types of campaigns, it’s important to use 600 x 300 banners for mobile app install ads which show only in news feed, as this ad unit has been shown to deliver twice the CTR of the smaller default size.

We have to follow Facebook’s guidelines for designing creatives. It’s mandatory that images contain less than 20% text! You should also constantly test your ads as different keywords and images may work better than others, especially with different audiences.

Finally, refresh your creatives every few weeks as the CPI for each campaign can as much as double every 20 days.

7) Choose the Right CTA.

To make a good CTA. Start with effective CTAs that relate strongly to the content of the page, and to people’s motivation for taking action on that content.

A good call to action has to send a clear message about the benefits  people will get when they act.

Your CTA must deliver what you promise immediately. That’s why so many thank you messages and subscription confirmation messages include links to a promised download or valuable resources.

Facebook and Instagram both offer a variety of CTAs you can use to encourage users to install your mobile app. Choosing an effective CTA can help you to increase your mobile app installs and engagement.

Need further help? Feel free to reach out to us at [email protected] today! We’ll be more than happy to help you.

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