It seems everyone’s goal is to get installs for their app. But that’s just the first step. Helping your users become engaged and ultimately paying requires smart tactics on your part. For example, businesses not only want people to enter their store but also to make purchases in their store. The challenge for most app marketers is that they acquire installs with the hope that those installs becoming engaged customers of their product. Unfortunately, not all installs become engaged customers. In fact, only 30% of users return to an app a day after installing it. That means advertisers can easily waste money on people who never become passionate about their business. In this session, hear about some of the latest features you can use with app ads to not only acquire installs, but also long-term and engaged users of your app, leading to what’s most important for your business: sales. Tejal Parekh, Product Marketing, App Ads and Games @ Facebook

1. The Future of App Growth:
Driving Conversions Beyond Install
Tejal Parekh, Head of App Ad & Games Marketing, Facebook

2. > 4 M

3. App usage is on a rise
M O R E A P P S I N S TA L L E D M O R E T I M E I N A P P S
V S .
3727
A P P S
( 2 0 1 6 )
A P P S
( 2 0 1 5 )
V S .
4.52.8
H O U R S
( 2 0 1 6 )
H O U R S
( 2 0 1 5 )
*Mary Meeker Report 2016

4. But app competition is getting intense
T O TA L i O S S U B M I S S I O N S
230K
455K
326K
Jul Aug Sep
80,446 11,492.3
Last Week
( +15% )
Avg. per Day

5. Only a fraction of developers benefit
from the growth
51%
4%
M A K E < $ 5 0 0 / M O N T H M A K E > $ 5 0 0 K / M O N T H

6. Strategies for successful app marketing

7. Organic Acquisition Paid Acquisitions

8. Organic Acquisitions Paid Acquisitions

9. #1: Think beyond the install

10. LOW INTENT HIGH INTENT
Downloaded
app
Open app
Product
page
Add-to
cart
Purchase

11. Understand your funnel

12. #2: Optimize for events that matter

13. 77%
App users are lost in the first week*
Mobile engagement challenge
* Source: Facebook internal data

14. Acquire high-value users
Actions people
take in your app
Learn
People based
on real actions
Target Measure
Performance of
your app ads

15. #3: Captivate audience with creatives

16. Video Canvas CatalogCarousel

17. Video Canvas CatalogCarousel

18. Canvas

19. 63%Increased CTR
65%Decreased CPA
Catalog

20. #4: Reengagement, a powerful lever

21. When to re-engage
Added to Cart but
Didn't Purchase
Installed your app but
haven't registered
Haven't filled out a
profile

22. 10%lift in overall
sales
4xreturn on
ad spend

23. #5: Experiment, analyze, iterate

24. Experiment with different
creatives, formats and
placements
Measure performance of your
campaigns
Iterate and optimize
performance

25. Compare campaign performance
Understand reaction to ads
Optimize to get the most ROI
Experiment heavily with campaigns

26. Invest in analytics tools

27. #1: Think beyond the install
#2: Optimize for events that matter
#3: Captivate audience with creatives
#4: Reengagement, a powerful lever
#5: Experiment, analyze, iterate
Tips to maximize your app growth

28. Thank You!