How to Acquire Mobile Users using Facebook by Stephanie Shum

1. Mobile App Ads

3. Driving discovery and action in a compelling way
VS
Mobile App Ad in
News Feed
Third-party ad
Larger
canvas
Call to
action
Video

4. App Store > 900,000 Apps
Google Play > 900,000 Apps
You are here
Two key challenges
1. Customer discovery & acquisition

5. Mobile App install
Ad in News Feed
App available
through app store
Mobile app install ad
How it works

6. Two key challenges
2. Retention, engagement, and conversion
66%
of app users
open apps only
between 1-10
times
Average
consumer has
27 apps on
their phone

7. Mobile app engagement ad
How it works
Mobile App Engagement
Ad in News Feed
Deep linked to specific
location within app

8. App now
available on
device
Mobile app ad to
install your app
Connecting the dots:
Build an install base
Installed from
app store

9. Now what?
Connecting the dots:
Engage and keep users active
App now
available on
device
Mobile app ad to
engage existing
user
Switches user
into app by a
deep link

10. Mobile app ads work
8400
Advertisers
245M
Installs
Driven
60%+
Penetration
among top
grossing
apps

11. ROI Positive and
CTR above 2.5%
in the first week of the
campaign in the UK
# 283 to # 2
in under 5 days in the U.S. top
Apple App store paid iPhone
apps

12. Driving users back to their
mobile app to book new ticket deals
YPlan, a mobile app that offers carefully curated shortlist of the best events in
town, used mobile app ads to encourage their existing users to come back to their
app and book new ticket deals.
215% return on ad
spend 20% Increase in paid
bookings

13. Getting Started
Installs

14. Simply copy and paste your URL
Place your order!3
In Ads Create tool, choose App
Installs objective and Copy +
Paste App Store URL
1
Customize your ad:
- Creative
- Targeting
- Budget
2

15. Buying methods
Preferred Marketing
Developer
Ads Create Tool
Advanced options

16. Getting Started
Engagement and Conversion

17. Key steps when using mobile app engagement ads
Determine objective you are seeking for your mobile app
Make sure your app supports deep-linking
Set-up your ad creative and budget
Target customers who have installed your app
Measure in-app actions as a result of your campaign
1
2
3
5
4

18. Setting up your ad
Target existing users:
- If measuring, check a box
- If not, upload a Custom Audience
3
Select engagement objective1
Customize your ad:
- Deep link destination
- Choose call to action
- Budget
2
Place your order!4

19. Measurement

20. Why measure installs?
Demographic Makeup of Users
App Insights
Mobile App Ad Performance
Ads Manager or MMP
Plus, unlock advanced bidding options: oCPM, CPA for install ads

21. Register your app with Facebook:
- Provide basic app information
- Provide an app icon
Integrate the Facebook SDK to log
installs with a couple lines of code
Or work with a Mobile Measurement
Partner
2
1
How to measure

22. You can also measure actions taken within your app…
Integrate with App Events in the Facebook SDK or work with Mobile
Measurement Partner to see demographic makeup and ads attribution.
Purchases
Registrations
Reached a
Level
Added to Cart
App Opens

23. …then target based on those actions
Target based on App Events in a simple UI when creating ads. Use rules
and logic to set the value and time period you wish to target as well.
Purchases
Registrations
Reached a
Level
Added to Cart
App Opens

24. So here are some best practices…

25. Three Pillars of Success
Create Target Scale

26. Create

27. Mobile App Ad for Installs
app icon
character description
App title
Image size

28. Include Mobile Devices

29. Demonstrate Your Value with Numbers

30. Illustrate What Your App Does

31. Test, Test, Test

32. Target

33. Phase 1: Standard Demographics
• Age
• Gender
• Geo
• Device
• OS

34. Phase 2: Interest Based Targeting
• Precise Interests
• Broad Categories
• Partner Categories
• Similar Apps
Only
available
on
Facebook

35. Phase 3: Custom Audiences and Lookalikes
Custom audiences
Reach the people you
already know
Lookalike audiences
Find more people like
your best customers
Only
available
on
Facebook

36. Scale

37. Expand Campaigns Globally
Make unprofitable countries profitable
Top
partners
adver/se
in
40+
countries

38. +
60%
of Facetune revenue
is from markets
outside of the US # 1 spot in Apple
App store
of top paid iPhone apps in over
40 markets

39. Buy Facebook Ads Efficiently
Work with a Preferred Marketing Developer
Measure Post Install Performance
Work with a Mobile Measurement Partner
Scale with expertise