How to Acquire Mobile Users using Facebook by Stephanie Shum

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How to Acquire Mobile Users using Facebook by Stephanie Shum

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How to Acquire Mobile Users using Facebook by Stephanie Shum

  1. 1. Mobile App Ads
  2. 2. Driving discovery and action in a compelling way VS Mobile App Ad in News Feed Third-party ad Larger canvas Call to action Video
  3. 3. App Store > 900,000 Apps Google Play > 900,000 Apps You are here Two key challenges 1. Customer discovery & acquisition
  4. 4. Mobile App install Ad in News Feed App available through app store Mobile app install ad How it works
  5. 5. 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
  6. 6. Mobile app engagement ad How it works Mobile App Engagement Ad in News Feed Deep linked to specific location within app
  7. 7. App now available on device Mobile app ad to install your app Connecting the dots: Build an install base Installed from app store
  8. 8. 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
  9. 9. Mobile app ads work 8400 Advertisers 245M Installs Driven 60%+ Penetration among top grossing apps
  10. 10. 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
  11. 11. 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
  12. 12. Getting Started Installs
  13. 13. 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
  14. 14. Buying methods Preferred Marketing Developer Ads Create Tool Advanced options
  15. 15. Getting Started Engagement and Conversion
  16. 16. 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
  17. 17. 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
  18. 18. Measurement
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. …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
  23. 23. So here are some best practices…
  24. 24. Three Pillars of Success Create Target Scale
  25. 25. Create
  26. 26. Mobile App Ad for Installs app icon character description App title Image size
  27. 27. Include Mobile Devices
  28. 28. Demonstrate Your Value with Numbers
  29. 29. Illustrate What Your App Does
  30. 30. Test, Test, Test
  31. 31. Target
  32. 32. Phase 1: Standard Demographics • Age • Gender • Geo • Device • OS
  33. 33. Phase 2: Interest Based Targeting • Precise Interests • Broad Categories • Partner Categories • Similar Apps Only available on Facebook
  34. 34. 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
  35. 35. Scale
  36. 36. Expand Campaigns Globally Make unprofitable countries profitable Top  partners   adver/se  in  40+   countries  
  37. 37. +  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
  38. 38. Buy Facebook Ads Efficiently Work with a Preferred Marketing Developer Measure Post Install Performance Work with a Mobile Measurement Partner Scale with expertise

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