A Guide to Facebook Mobile App Installs
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This document provides information about Mobile App Installs (MAI) on Facebook. It discusses what MAIs are, their key benefits like higher bandwidth and lower costs than other networks. It covers important terminology, the setup process, creative best practices, mobile measurement partners, and how MAIs compare favorably to other networks in terms of volume, quality and costs. Keys to success include optimizing delivery based on creative, understanding ad effectiveness, and measuring installs and user lifetime value.
A Guide to Facebook Mobile App Installs
- 1. A Guide To Facebook Mobile App Installs July 2013
- 2. What are Mobile App Installs?
- 3. The Mobile App Install (MAI) ad unit promotes mobile applications within the Facebook News Feed through a users’ mobile phone by directly taking them to their respective app stores. What are Mobile App Installs?
- 5. Mobile app install ads on Facebook receives 80% more bandwidth than ad networks 1 Key MAI Benefits
- 6. 3rd party tracking allows for downstream assessment of revenue and ROI for targeting optimization 2 Mobile app install ads on Facebook receives 80% more bandwidth than ad networks 1 Key MAI Benefits
- 7. MAI drives quality installs at a low cost 3 3rd party tracking allows for downstream assessment of revenue and ROI for targeting optimization 2 Mobile app install ads on Facebook receives 80% more bandwidth than ad networks 1 Key MAI Benefits
- 9. Important Terminology Install An install is not counted until the user actually opens the app. This can occur up to 14 days after the app has been downloaded
- 10. Important Terminology Install An install is not counted until the user actually opens the app. This can occur up to 14 days after the app has been downloaded Click This is what is recorded when a user presses the “install now” button on the advertisement
- 11. Important Terminology Install An install is not counted until the user actually opens the app. This can occur up to 14 days after the app has been downloaded Click This is what is recorded when a user presses the “install now” button on the advertisement CPI The cost a client pays for each install of the app. The average CPI depends on multiple factors including geographic location, and competition for bidding
- 12. Important Terminology Install An install is not counted until the user actually opens the app. This can occur up to 14 days after the app has been downloaded Click This is what is recorded when a user presses the “install now” button on the advertisement CPI The cost a client pays for each install of the app. The average CPI depends on multiple factors including geographic location, and competition for bidding Conversion Tracking Allows both Ampush and a client to monitor post-install activity to better determine user ROI and ad optimization
- 13. Important Terminology Install An install is not counted until the user actually opens the app. This can occur up to 14 days after the app has been downloaded Click This is what is recorded when a user presses the “install now” button on the advertisement CPI The cost a client pays for each install of the app. The average CPI depends on multiple factors including geographic location, and competition for bidding Conversion Tracking Allows both Ampush and a client to monitor post-install activity to better determine user ROI and ad optimization SDK A software development kit is software that needs to be embedded into an app’s code base in order to allow for conversion tracking
- 14. Set-up Process
- 15. Set-up Process There are only a few steps needed to start running Mobile App Install campaigns
- 16. Intuitive set-up through Ampush
- 17. Intuitive set-up through Ampush Registration1 If desired, a developer can register anApp via Facebook. Recent changes have made this unnecessary, however it is still recommended
- 18. Intuitive set-up through Ampush Registration App Store Information Developers will enter their ID information from the iTunes App Store and/or Google Play Store on Facebook. 1 2 If desired, a developer can register anApp via Facebook. Recent changes have made this unnecessary, however it is still recommended
- 19. Intuitive set-up through Ampush Registration App Store Information Developers will enter their ID information from the iTunes App Store and/or Google Play Store on Facebook. App Information Add a description and cover image. 1 2 3 If desired, a developer can register anApp via Facebook. Recent changes have made this unnecessary, however it is still recommended
- 20. Intuitive set-up through Ampush Registration App Store Information If desired, a developer can register anApp via Facebook. Recent changes have made this unnecessary, however it is still recommended Developers will enter their ID information from the iTunes App Store and/or Google Play Store on Facebook App Information Add a description and cover image Granting of Advertiser Access to Ampush A developer must grant Ampush special access to allow us to run advertisements for apps 1 2 3 4
- 22. Text: 130 characters maximum Creative Best Practices
- 23. Image: 600 x 360px Text: 130 characters maximum Creative Best Practices
- 25. Creative Best Practices Less Than 20% Text Too much text in image is seen as inauthentic or impersonal.
- 26. Creative Best Practices Less Than 20% Text Too much text in image is seen as inauthentic or impersonal. Call To Action Include a clear call to action or incentive within the first 90 characters.
- 27. Creative Best Practices Less Than 20% Text Too much text in image is seen as inauthentic or impersonal. Relatable Content Emotions are triggered by images of real people, real things, and real situations. Call To Action Include a clear call to action or incentive within the first 90 characters.
- 28. Creative Best Practices Less Than 20% Text Too much text in image is seen as inauthentic or impersonal. Mobile Device Images Including a picture of the app increases conversion rates. Relatable Content Emotions are triggered by images of real people, real things, and real situations. Call To Action Include a clear call to action or incentive within the first 90 characters.
- 29. Creative Best Practices Less Than 20% Text Too much text in image is seen as inauthentic or impersonal. Gameplay Cause excitement by showing people what they will experience. Mobile Device Images Including a picture of the app increases conversion rates. Relatable Content Emotions are triggered by images of real people, real things, and real situations. Call To Action Include a clear call to action or incentive within the first 90 characters.
- 31. In order to track post-install information (retention rate, in-app purchases, registrations etc…), it is necessary to install the Facebook SDK or utilize a third party mobile measurement partner Mobile Measurement Partners
- 32. In order to track post-install information (retention rate, in-app purchases, registrations etc…), it is necessary to install the Facebook SDK or utilize a third party mobile measurement partner Mobile Measurement Partners How do you choose between the Facebook SDK and a third party?
- 33. FB SDK Third Party SDK Tracks app installs Yes Yes Tracks downstream conversions No Yes Free Yes No Attribution Installs = Post-Click 0-28 days and Post-Impression 0-24 hours. (Post-Impression 1-28 days also available in Actions by Impression Time report) Installs = Post Click only, attribution window varies, usually 0-14 days oCPM Bidding Yes No Mobile Measurement Partners
- 34. Select third party vendors include: Mobile Measurement Partners
- 35. Select third party vendors include: Mobile Measurement Partners
- 36. Select third party vendors include: Mobile Measurement Partners
- 37. Select third party vendors include: Mobile Measurement Partners
- 38. Select third party vendors include: Mobile Measurement Partners
- 39. Select third party vendors include: Mobile Measurement Partners
- 40. How do MAI’s compare to traditional Mobile Ad Networks?
- 41. MAI are superior in terms of volume, quality, and costs How do MAI’s compare to traditional Mobile Ad Networks?
- 42. Volume
- 43. Volume The 750 million+ users of Facebook on mobile spend a majority of their time (nearly 9 hours/month) in the Facebook application
- 44. Volume The 750 million+ users of Facebook on mobile spend a majority of their time (nearly 9 hours/month) in the Facebook application
- 45. Volume The 750 million+ users of Facebook on mobile spend a majority of their time (nearly 9 hours/month) in the Facebook application
- 46. Quality
- 47. Quality With large ad real estate and sophisticated targeting options, Facebook delivers users with higher intent and retention.
- 48. Quality With large ad real estate and sophisticated targeting options, Facebook delivers users with higher intent and retention.
- 49. Quality With large ad real estate and sophisticated targeting options, Facebook delivers users with higher intent and retention.
- 50. Costs
- 51. Costs The combination of better targeting and higher conversion rates makes MAI very cost effective to drive ROI.
- 52. Costs The combination of better targeting and higher conversion rates makes MAI very cost effective to drive ROI.
- 53. Costs The combination of better targeting and higher conversion rates makes MAI very cost effective to drive ROI.
- 54. Keys to Success
- 55. Keys to Success 1 Prevent Facebook ad system from automatically optimizing delivery across ads by segmenting creative (in campaigns) and optimizing accordingly. Optimize Delivery Based on Creative
- 56. Keys to Success 1 2 Prevent Facebook ad system from automatically optimizing delivery across ads by segmenting creative (in campaigns) and optimizing accordingly. Optimize Delivery Based on Creative Understand Ad Effectiveness Target only one device in each ad in order to measure the effectiveness on different devices (e.g. iPad, Android, iPad)
- 57. Keys to Success 3 1 2 Prevent Facebook ad system from automatically optimizing delivery across ads by segmenting creative (in campaigns) and optimizing accordingly. Optimize Delivery Based on Creative Understand Ad Effectiveness Target only one device in each ad in order to measure the effectiveness on different devices (e.g. iPad, Android, iPad) Measure Installs and LTV Understand ARPDAU (average revenue per daily active user), LTV (lifetime value), ARPU (average revenue per user), 1 and 7-day retention, DAU/MAU and other metrics.
- 58. Ampush is a social technology company helping brands and direct response advertisers achieve performance at scale with Facebook Ads. As a Facebook Strategic Preferred Marketing Developer (sPMD), our fully managed solutions deliver marketing ROI by amplifying the viral power of social recommendations, which Ampush calls Referred Intent. Learn how our solutions can work for you at ampush.com