Facebook originally launched mobile app install ads to effectively drive installs.
Last week Facebook have announced a new way to use mobile app ads – to drive engagement and conversion in app.
So far this year, mobile app ads have driven over 145 million installs in the Google Play and Apple App stores. However, the challenge and goal of the app developers is to get those installed users return and remain active within the apps.
To help drive engagement and conversions, Facebook added new features that are designed to help businesses reach people that have already downloaded their apps and direct them back into specific features, content or products within the app.
This is pure performance oriented ad, that will allow us to target and optimize for long term values and to increase ROI for our clients.
How does it work?
With this new capability, businesses can keep existing users active within their app, even after they install the app. Businesses need to leverage custom audiences to reach their existing app users.
The app needs to support handling *deep-linking which opens corresponding resources inside the app.
(*A deep link allows a user to be redirected directly into an app or specific content within it if the app is installed on their device, such as a sale, promotion or specific piece of content such as a new album or hotel listing.
If the app is not installed, the user is taken to the App Store or Google Play store to download the app.)
And this is how it works:
Mobile app ads for engagement and conversion provide seven call to action choices, including universal actions such as “Open Link” or “Use App” as well as more vertical specific actions such as “Shop Now”, “Watch Video”, “Listen Now”, “Book Now” or “Play Game”.
Below are some examples:
Shop Now – A retailer advertises a 24-hour sale for purchases made within its mobile app.
Play Game – A game wants to bring existing players back to its app to play newly updated levels.
Listen Now – A music app wants to bring listeners to a newly updated playlist.
Book Now – A travel app wants to promote cheap fares and getaways.
Product Manager, Facebook EMEA