This document discusses using Facebook ads to drive mobile app success. It provides statistics on Facebook and mobile usage, describes different ad formats and targeting options on Facebook. It then outlines best practices for using Facebook ads such as focusing on interest targeting, testing bidding methods, optimizing for key metrics and taking a test-and-learn approach to driving mobile app installs. The document concludes by discussing upcoming Facebook features like autofill that could provide more data for targeting and measuring mobile ads and commerce.
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'Facebook app advertising' - Markus Von Der Luehe at App Promotion Summit Berlin
1. Using Facebook ads as a key
to unlocking mobile success
Markus von der Luehe
linkedin.com/in/markusvonderluehe |
@mluehe | mvdluehe@adknowledge.com
2. AdParlor: Smarter Social Advertising since 2008
Games
Founded in „08. Ads API Partner in „10. Acquired by AdKnowledge in ‟11
Serve over 1b daily impressions on Facebook, 2m app installs per
month
Offices in DE, FR & UK. Various locations in Americas & APAC
Strength in Team, Technology, Client Service, and Performance
Gaming
Brands
DR
Agencies
4. Cutting Through the Clutter?
An estimated 56-82 billion apps were downloaded 2012
Google Play & iOS Appstore offer ~1 million apps
App discovery & loyalty are a huge challenge
6. A Look at Facebook in Germany
Every Day
Every Month
That’s
>19M
people daily
>13M
people daily on
mobile
76% of monthly active users return daily
>25M
people monthly
>18M
people monthly
on mobile
Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage
of internet and mobile phone users calculated with data from eMarketer, April/May 2013
43%
of internet
users in
Germany
That’s
27%
of mobile
phone
users
in Germany
14. As Mary Meeker said in her Annual Internet Trends:
Mobile is helping drive users and revenue for Facebook
Q1:12
Ad Revenue (m)
Q2:12
$872
$992
Q3:12
Q4:12
Q1:13
Q2:13
Q3:13
$1329
$1245
$1599
$1798
$139
Mobile (m)
$1086
$250
$399
$656
881
--
--
14%
23%
30%
41%
49%
Total MAUs (m)
911
955
1007
1056
1110
1155
1180
Mobile (m)
488
543
604
680
751
819
874
54%
57%
60%
64%
68%
71%
74%
% from Mobile
% of Total MAUs
15.
16. The Power of News Feed
40% of time spent is in News
Feed
Over 180b News Feed
impressions daily
News Feed is the most engaging
place (e.g. 65% of likes)
10x higher ad recall per Page
post vs. right-hand side
17. Native Ad Units:
Built to use the power of News Feed and mobile form factor
38%
More Attention
Photo Page post ad
Link page post ad
Mobile app install ad
18. Detailed Audience Targeting at Scale
Demographic
Age
Gender
Geo
Interest Targeting
Target people based on
information they’ve added to
their timeline, e.g. Pages they
like, apps they have used
Mobile Consumers
Mobile users with
3+ year old devices
Custom Audiences
Active feature phone users
Create specific lists with your
real customers
Smartphone users
Current users of specific device
models
Match against email, phone,
UID in a data-secure mode
19.
20.
21. Interest “Keywords” Matter
AdParlor was driving iPad app installs &
subscriptions of females for “Spotify for
magazines” startup pixelmags
The big impact was when through our testing we
found the right set of interest based keywords,
e.g.
…#Gossip,#Gossip magazine,#Hello
(magazine),#InStyle…
76%
more subscriptions driven by this
targeting group of keywords vs.
the next best performing group
22. Pay Attention to your Bidding Method
Facebook launched CPA bidding 21st October
AdParlor and ebookers immediately began
testing the effectiveness to drive iOS app
installs
The results were so impressive, all the
ebookers Facebook campaigns were switched
to CPA
23. Is it Sunday yet?
CVR
13.89%
14.00%
13.50%
13.38%
13.16%
13.00%
13.35%
13.02%
12.87%
13.31%
12.50%
12.00%
CPI
$2.10
$2.05
$2.00
$1.95
$1.90
$1.85
$1.80
$1.99
$2.05
$1.97
$1.93
$1.89
$2.00
$1.95
Thursday &
Sunday are best
performing days
at the moment to
drive app installs
via Facebook
24. Android performs better than iOS
across the board, though you will
have lower CVR’s
Android vs.
iOS
CPC: $0.11
CTR: 2.06%
CVR: 6.93%
CPI: $1.53
CPC:
CTR:
CVR:
CPI:
$0.38
1.04%
18.48%
$2.08
25. Measurement
Update mobile SDK to access Facebook metrics
Integrate with Facebook SDK for
oCPM bidding and measuring CPI
FB on iOS:
SDK
FB on Android:
SDK
Integrate with SDK from one of our
mobile measurement partners for
complete tracking solutions
26. To Drive Mobile App Installs on Facebook
Take a test & learn approach
Reach
Iterate
Prepare & Diagnose
• Identify KPI s and attribution
• Set up measurement
• Set up creative delivery
As needed (1 to 4 weeks)
Test
• Conduct a low cost test
• Leverage Facebook levers
until you achieve target CPI
Typically 3 to 6 weeks
Time
Scale
• Incrementally increase
spend while meeting
target CPI
Ongoing
27. What‟s to Come…
Autofill: Facebook Plans for Partnership with PayPal and
Braintree for in-app purchases using credit card information
stored in their Facebook account. The process avoids the
need to type in numbers and data on a tiny smartphone or
device screen.
Facebook will know which e-commerce companies its
members buy from, what they buy, and how much they
spend. This would give Facebook tremendous leverage
when selling mobile advertising since it can tell potential
advertisers how much its members are willing to spend on
their products
So how can you cut through the clutter?Industry estimates range from 56 to 82 Billion global downloads in 2012 with predictions for that number to more than double to 200 billion app downloads by 2017. Not surprisingly, Facebook has taken the top spot as the most downloaded free app of all time But marketers still face the challenge of differentiation or “discoverability” and ensuring usage of the app. For both, the initial app discovery but also the loyalty and engagement Facebook has a fantastic ad solution at hand.
The news feed is the main event on mobile. And, given businesses can appear in the news feed, they can essentially takeover the entire homepage, resulting in the ultimate engagement with consumers. You can run a Page post with a link to your mobile app, which creates a more compelling opportunity to tell your story to users, compared to standard display ads.FB mobile Page post ads are 10-120% more likely to regularly draw attention than other ad typesLikelihood that FB ads and ss regularly draw attention on mobile as compared to other ad type10% more than Pre-roll or Mid-roll Ads22% more than Video Ads38% more than Banner Ads120% more than Pop-up AdsSource: Prosper Mobile Insights, July 2012.
One of the challenges with the typical mobile display ad networks today is connecting with your real customers. It’s a broadcast tool, similar to a billboard on the side of the bus. You’ve got to hope that your customers are there. This limits the ROI of the messaging.Facebook has a solution for that: custom audiences. Now you can take the segmented lists you use for branch, call center, direct mail and statements, email, or your own website, and connect in the same way with your customers on Facebook. You can use custom audiences with Facebook’s other targeting capabilities to ensure you’re serving Android messaging to those users, or iPhone to their users. You can also use our demographic, lifestyle, and life stage targeting to further enhance your messaging strategy with Page posts.We recognize that using custom audienceis a big step forward for targeted advertising on Facebook, and will require additional conversations with your compliance and database marketing teams before testing can start. The good news is that you don’t have to wait until you’ve gotten approval to begin marketing your mobile app products on Facebook. You can use our existing targeting clusters and optimize your spend – our targeting capabilities are significantly better than other advertisers since we’re an authentic identity platform. But using custom audience can help ensure you’re only communicating with your existing customers.
FEEDBACK – show more people highlighted in GreenWe recognize that you may have proprietary data that is specific to your customers. Your CRM database or an email list. With Custom audiences we provide the ability to use that information to reach those specific groups on Facebook 2 Options Available. Self Service – work with FB directlyMatch via direct phone or email between advertiser and FacebookGlobal offeringHigh, accurate match rates – north of 60%Managed Service – employ the services of a trusted 3rd party who may host and/or process customer data on your behalfExpanded match functionality leveraging name, postal address, email, phone, demo (age, gender) – waterfall approachUS specific data partners todayHigh, accurate match rates – north of 70%
Facebook’s modeled audience offering can help you find people who look like our best customers. You sometimes hear it referred to as “look-alike” modeling. Key features / benefitsLeverages Facebook data, millions of attributes for predictionAudience expansion or prospectingPower of Look-Alike Targeting: combining custom audiences data with FB’s robust user data to get to look-alikes.
76% more installs driven by this targeting group of keywords vs. the next best target group in the campaign.
You can also update your SDK’s to get the most accurate metrics on app installs. This is similar to installing a conversion pixel at the bottom of the application funnel, just for mobile app installs.https://developers.facebook.com/preferredmarketingdevelopers/mobile/measurement/,
Just like other channels and your other strategies on Facebook, the best results occur when there are clear goals and KPI’s, and scaling up using tests to learn and optimize along the way.Success on Facebook entails following these 3 steps:Set up a low-cost test, Test FB using the right tools and Scale it in increments as they find successIt’s important to understand that if you’re testing the Facebook platform for the first time, it takes some time to figure out the right ad copy, targeting and optimization before you hit your target CPI. In particular if you have a view window of about 7 days, it will take some time to fully count installs to access performance; that’s why we recommend a 6-week test. Note that during the testing process, your CPI can start as high as 3-5x but fall very fast as you get further along in the testing process.