A Guide to Facebook Mobile App Installs

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Learn more about Mobile App Installs from a Facebook sPMD!

Transcript of A Guide to Facebook Mobile App Installs

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A Guide ToFacebook Mobile App InstallsJuly 2013

What are Mobile App Installs?

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?Key MAI Benefits Mobile app install ads on Facebook receives 80% more bandwidth than ad networks1Key MAI Benefits 3rd party tracking allows for downstream assessment of revenue and ROI for targeting optimization2Mobile app install ads on Facebook receives 80% more bandwidth than ad networks1Key MAI Benefits MAI drives quality installs at a low cost33rd party tracking allows for downstream assessment of revenue and ROI for targeting optimization2Mobile app install ads on Facebook receives 80% more bandwidth than ad networks1Key MAI Benefits Important TerminologyImportant TerminologyInstallAn install is not counted until the user actually opens the app. This can occur up to 14 days after the app has been downloadedImportant TerminologyInstallAn install is not counted until the user actually opens the app. This can occur up to 14 days after the app has been downloadedClick This is what is recorded when a user presses the install now button on the advertisementImportant TerminologyInstallAn install is not counted until the user actually opens the app. This can occur up to 14 days after the app has been downloadedClick This is what is recorded when a user presses the install now button on the advertisementCPIThe cost a client pays for each install of the app. The average CPI depends on multiple factors including geographic location, and competition for bidding Important TerminologyInstallAn install is not counted until the user actually opens the app. This can occur up to 14 days after the app has been downloadedClick This is what is recorded when a user presses the install now button on the advertisementCPIThe 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 TrackingAllows both Ampush and a client to monitor post-install activity to better determine user ROI and ad optimizationImportant TerminologyInstallAn install is not counted until the user actually opens the app. This can occur up to 14 days after the app has been downloadedClick This is what is recorded when a user presses the install now button on the advertisementCPIThe 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 TrackingAllows both Ampush and a client to monitor post-install activity to better determine user ROI and ad optimizationSDK A software development kit is software that needs to be embedded into an apps code base in order to allow for conversion tracking Set-up Process Set-up Process There are only a few steps needed to start running Mobile App Install campaigns Intuitive set-up through AmpushIntuitive set-up through AmpushRegistration 1If desired, a developer can register anApp via Facebook. Recent changes have made this unnecessary, however it is still recommended Intuitive set-up through AmpushRegistration App Store InformationDevelopers will enter their ID information from the iTunes App Store and/or Google Play Store on Facebook.12If desired, a developer can register anApp via Facebook. Recent changes have made this unnecessary, however it is still recommended Intuitive set-up through AmpushRegistration App Store InformationDevelopers will enter their ID information from the iTunes App Store and/or Google Play Store on Facebook.App InformationAdd a description and cover image.123If desired, a developer can register anApp via Facebook. Recent changes have made this unnecessary, however it is still recommended Intuitive set-up through AmpushRegistration App Store InformationIf 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 InformationAdd a description and cover imageGranting of Advertiser Access to Ampush A developer must grant Ampush special access to allow us to run advertisements for apps 1234Creative Best Practices Text: 130 characters maximum

Creative Best Practices Image: 600 x 360pxText: 130 characters maximum

Creative Best Practices Creative Best Practices Creative Best Practices Less Than 20% Text

Too much text in image is seen as inauthentic or impersonal.Creative Best Practices Less Than 20% Text

Too much text in image is seen as inauthentic or impersonal.Call To ActionInclude a clear call to action or incentive within the first 90 characters.Creative Best Practices Less Than 20% Text

Too much text in image is seen as inauthentic or impersonal.Relatable ContentEmotions are triggered by images of real people, real things, and real situations.

Call To ActionInclude a clear call to action or incentive within the first 90 characters.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 ContentEmotions are triggered by images of real people, real things, and real situations.

Call To ActionInclude a clear call to action or incentive within the first 90 characters.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 ContentEmotions are triggered by images of real people, real things, and real situations.

Call To ActionInclude a clear call to action or incentive within the first 90 characters.Mobile Measurement Partners 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 partnerMobile Measurement Partners 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 partnerMobile Measurement Partners How do you choose between the Facebook SDK and a third party?FB SDKThird Party SDKTracks app installsYesYesTracks downstream conversions NoYesFreeYesNoAttributionInstalls = 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 daysoCPM BiddingYesNoMobile Measurement Partners Select third party vendors include:Mobile Measurement Partners Select third party vendors include:Mobile Measurement Partners

Select third party vendors include:Mobile Measurement Partners

Select third party vendors include:Mobile Measurement Partners

Select third party vendors include:Mobile Measurement Partners

Select third party vendors include:Mobile Measurement Partners

How do MAIs compare to traditional Mobile Ad Networks? MAI are superior in terms of volume, quality, and costs How do MAIs compare to traditional Mobile Ad Networks? VolumeVolumeThe 750 million+ users of Facebook on mobile spend a majority of their time (nearly 9 hours/month) in the Facebook applicationVolumeThe 750 million+ users of Facebook on mobile spend a majority of their time (nearly 9 hours/month) in the Facebook application

VolumeThe 750 million+ users of Facebook on mobile spend a majority of their time (nearly 9 hours/month) in the Facebook application

QualityQualityWith large ad real estate and sophisticated targeting options, Facebook delivers users with higher intent and retention.

QualityWith large ad real estate and sophisticated targeting options, Facebook delivers users with higher intent and retention.

QualityWith large ad real estate and sophisticated targeting options, Facebook delivers users with higher intent and retention.CostsCostsThe combination of better targeting and higher conversion rates makes MAI very cost effective to drive ROI.

CostsThe combination of better targeting and higher conversion rates makes MAI very cost effective to drive ROI.

CostsThe combination of better targeting and higher conversion rates makes MAI very cost effective to drive ROI.Keys to SuccessKeys to Success1Prevent Facebook ad system from automatically optimizing delivery across ads by segmenting creative (in campaigns) and optimizing accordingly.Optimize Delivery Based on CreativeKeys to Success12Prevent Facebook ad system from automatically optimizing delivery across ads by segmenting creative (in campaigns) and optimizing accordingly.Optimize Delivery Based on CreativeUnderstand Ad EffectivenessTarget only one device in each ad in order to measure the effectiveness on different devices (e.g. iPad, Android, iPad)Keys to Success312Prevent Facebook ad system from automatically optimizing delivery across ads by segmenting creative (in campaigns) and optimizing accordingly.Optimize Delivery Based on CreativeUnderstand Ad EffectivenessTarget only one device in each ad in order to measure the effectiveness on different devices (e.g. iPad, Android, iPad)Measure Installs and LTVUnderstand 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.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 full