With the help of Facebook ads, Spoon, a Korean radio app was able to increase their monthly active users by 54% and with that their overall revenue grew by 92%. Similarly, HealthifyMe, a health app was able to increase their monthly install volumes by over 5x while achieving a 4x increase in return on ad spend.
High competition across all the major app stores has made it incredibly difficult for apps to get large organic download numbers. As a result, many of the companies are moving towards paid user acquisitions, and the Facebook mobile app install ads seem to be the clear solution.
Facebook has over 1.74 million mobile monthly active users, and if you are not taking advantage of Facebook’s mobile advertising already to get more downloads, then you are missing out on a lot and falling far behind your competitors.
Let’s dive in and discuss everything you need to know about mobile app install ads on Facebook
Designing a high performing mobile app install ad
Let’s dive in and see what it really takes to create an effective and successful mobile app install ad on Facebook:
Choosing your target audience
The ability to target your ideal customers is what makes Facebook ads so effective. Your goal should be to target your app’s smaller, more relevant audience, instead of targeting as many people as possible.
Determine your ideal customer by analyzing the following points:
- What kind of people would want to install your mobile app?
- What are the main issues or challenges these people face?
- How does your mobile app help resolve those issues?
You can target your ideal customers with high precision by taking advantage of the targeting options available which allow you to define your audience’s demographics, behavior, and interests.
There are two ways to create target audiences for your Facebook ads:
With the custom audience option, you can target users by their age, location, gender, and other interests. You can also target them by their net income, political affiliation, life events, recent purchases, and other behaviors.
While location, age, gender, and languages are some of the basic options, the detailed targeting section is where you can really target your ideal customers accurately.
For instance, if you have an e-commerce app that sells skin care products for young women, then you could target women between 20-30 years of age who like online shopping and often buy skincare products online.
Custom audience also allows you to reach people who have engaged with your mobile app or business previously. So if you have the email addresses, user IDs, or phone numbers of your current customers, you can upload them to Facebook and reach them with your ads.
If you already have a number of loyal customers through your website, then you could target those customers to let them know that you also have a mobile app now, through the ‘Website Traffic’ option.
Similarly, you can use the ‘App Activity’ option to convert free trial users into paying customers by offering them a discount on your plans.
– Lookalike audience
With the lookalike audience option, Facebook analyses your selected custom audience or Facebook page and shows your ad to users who are similar to the selected audience in terms of their interests, behavior, and other characteristics. So, if you have an ad campaign that was well received by a custom audience, then you can create a new lookalike audience to reach more similar users.
This option works best when you already have a large user database.
Finding the right ad placement
The next step is to determine the placement of your ad. Now, you can either take the shortcut and choose the automatic placement option which means Facebook will pick the most optimum ad placements for you, or you can custom select the placement for your ads yourself by choosing the ‘edit placement’ option.
Since your ad will only run on mobile devices, a few placement options like right column and marketplace are unavailable.
There are several platforms where you can showcase your mobile app install ads, including:
For Facebook, the ad can be displayed in the main news feed, as an instant article, or a suggested video. The Facebook messenger ads were also recently launched, and there are two ways you can utilize them –
Messenger home: Users will see a banner ad for your mobile app on the Messenger home page.
Sponsored messages: These are in-context ads that people can see when they are in conversation with your business through the Facebook Messenger.
For Instagram, you can choose between advertising your mobile app within the Instagram feed or stories.
3- Audience Network
With the Audience Network option, you can move away from social media and display your ads on third-party mobile apps and websites that are affiliated with Facebook. Your ad on an audience network can be displayed as native, banner or interstitial.
Here are a few more options in the Placement section that you can take full advantage of:
- Asset Customization: With asset customization, you can add different images or videos for every placement of the same ad. This allows you to save time and cost since you don’t have to create a new ad to display different visuals with the same content
- Exclude categories: You can choose to prevent your ad from being displayed in certain audience network categories
- Only when connected to WiFi: In case your mobile app is big in size, users may not be comfortable downloading it using their mobile data. So, you can choose only to display your ad for users who are connected to the WiFi.
Understanding ad budgets
For mobile app install ads, you can choose to pay per link click, per install, per app event (engagement), or per 10-second video views. The most popular of the lot are obviously pay per link click and pay per install.
Paying per app install is more effective, but it’s also more expensive than paying per link clicks.
You should only choose the pay per click option when you are confident that your ad campaign will be able to drive high conversion. After all, if a lot of people are clicking on your ad and only a few are installing it, then paying per click doesn’t make sense.
Facebook allows you to choose how much you want to pay for each install or link click. The bid value for users is set by Facebook according to their behavior. For instance, a user who matches your target audience, but never downloads any apps through Facebook ads has a lower bid value as compared to users who download most apps they discover through ads.
The bidding section on Facebook have also changed recently, and now you have two options —
Best-suited when you have a restricted budget, the lowest cost gives you the option to set a ‘bid cap’ which is the highest amount you will pay per install or click. Facebook will only show your ad to users who have a lower bid value than the bid cap. But that also means, your ad may not be seen by your ideal customers who may be incredibly interested in your app.
The target cost option is only available for app events and app installs, and with this option, Facebook automatically gives your ad an average bidding value. Now if the average bidding value is $3 per install, then Facebook will seek for results close to that value, even if lesser bid values are available.
It may sound like a more expensive option, but it gets your ad displayed to a more ideal audience.
If your targeting is correct, but you are still not able to achieve the conversions that you had expected with the lowest cost option, then you may want to consider using target cost option instead.
You can also set a daily or lifetime budget for your ad campaign along with setting a start and end date.
Selecting the right visuals for the ad
Anybody can create an ad that users scroll right through, but by using compelling visuals, you can make your target audience stop and notice your ad, and in turn, get more downloads.
But before you start designing your visuals for your Facebook ad, you need to know the five types of ads that you can create:
– Single Image
With a single image ad, you can add only one image per ad. That is why it is crucial to make sure that the image you choose is compelling and it also depicts your brand’s message as clearly as possible.
Facebook allows you to publish up to six single image ads with the same image, at the cost of one. So this is a great way for you to run smaller campaigns to test target audience, scheduling time, and captions.
– Single Video
Ads with videos give brands more flexibility because you are able to better showcase what your mobile app can do. Since Facebook and Instagram auto-play videos, you are able to drive better conversions with single video ads. But it’s important to use the first few seconds of your video ad wisely because research has found that engagement drops quickly for long videos.
Carousel ads allow you to upload multiple photos or videos for your ads that users can scroll through. With a higher engagement than single image ads, carousel ads give you more space to showcase the features of your mobile app. You can add up to 5 images to your carousel ad for no extra cost. Each image can have a different headline.
Not as used as the other ad formats, the Slideshow ads display a slideshow of pictures you have uploaded, and there is also an option to add background music. If you want to make a slideshow, we would recommend converting the pictures into a video instead and opting for the single video ad because that has a higher engagement.
Here are a few more things you should know before designing visuals for your ad:
- The recommended image size is 1200px x 628px
- The image ratio should be 1.91:1
- Only up to 20% of your image can contain text. To make sure your images are optimal, you can verify them with the Facebook’s Grid Tool.
Creating a compelling copy
Now that you have captured the user’s attention with compelling visuals and made them stop scrolling, it’s time to create an ad headline that can convince them to click on it.
The idea is to share the most helpful and unique features of your mobile in the least words possible. So focus on features that would appeal to your target audience.
For your ad content, you will need:
- Body (90 characters) – You should use this space to convey your app’s key benefits and convince the users that they need to click on the ad. Your copy needs to be succinct and hard-hitting at the same time
- Headline (25 Characters) – For the headline, you shouldn’t take the most obvious route by just adding the name of your mobile app there because they can already see it at the very top. Instead, you can use this space to share any offers or sales
- Call to action – This is your way of telling the user what you want them to do. Facebook gives you the option to choose from more than 11 CTA buttons. While you can go the obvious way by choosing ‘Install Now’ or ‘Download Now,’ you can also choose other CTAs depending upon the type of mobile app you have
With everything else done, all you have to do is preview your ad one last time before you confirm and start running it. After your ad campaign is over, check the analytics to identify places where you can improve to get a higher conversion.
Now that you know everything there is to know about mobile app install ads on Facebook, are you ready to take your mobile app to the next level?
If you were searching for some time for strategies to get more app installs or downloads you’ve probably noticed that most articles offer only some general advice like: “use SEO” or “get more active on Social Media”.
But what you’re probably looking for are some actionable tips that you can actually implement and see some results, right?
So, my goal for this article is pretty simple: to offer you some concrete, effective ways you can get more app installs. No general advice, only real-life examples you can adapt for your own business.
- Here’s an overview of what you’ll discover in this article:
- How to get more app downloads if you’re just starting out;
- How to get your app almost viral;
- How to turn every existing customer into a salesperson promoting the app for you;
- How to use Facebook’s advanced targeting strategies to drive more app installs;
- How to use reviews to increase your conversion rate.;
Ready? Let’s dive right into.
1. If you’re just starting out, use the “list post” guest blogging strategy
When it comes to app installs tactics, on many blogs out there you’ll find this advice: “start a blog”, “blog frequently about your app”.
The problem with this strategy is that blogging doesn’t equal traffic.
Because there are millions of blogs out there. And Google has to rank all these based on their authority. And this authority usually means having a lot of backlinks with authority (this means having other powerful websites link to your website).
So, the point is, if you want to have traffic from search engines, you need to have a well-optimized website.
Which depending on your niche, it could take a lot of hard work to rank for a certain keyword.
So, what can you do, right?
Well, the simplest way is to piggyback on other website’s authority and traffic.
Let’s say you have an app for taking notes. You can go to Google, type in “best apps for taking notes” + “list” and check the articles on the top 3-5 positions that have a list article.
Then, check each app and see how your app is better than those.
And the last step, of course, is to pitch the blog owner to include your app in the article.
But as you probably suspect, we’re not the only people who thought of this tactic. So, since the blog owner’s inbox is probably full of pitches, you need an email to stand out from the crowd.
Fortunately, we’ve got you covered. Below is an email I used successfully to reach out to people I haven’t met before, including for this guest post (thank you, Kevin!) and which got some great feedback from blog owners.
Nobody likes cold emails, do they?
So, to make this a little less awkward here’s a photo of me holding a banner with your website name on it.
Now that I hope we broke the ice just a little bit, here’s why I am bothering you.
I would like to contribute with a guest post on your blog.
But because probably you get a lot of crappy emails who want just to write a copy-pasted article from another blog, just for the sake of a link, here’s the top 5 reasons why I think my post would bring value to you:
All you have to do is copy this intro and add the top 3-5 reasons why your app should be in that article.
2. Once your app gets some visibility, use review articles to convince more and more people to install it
Ok, this tactic won’t work from day 1.
But, after you create some buzz and people start hearing about your app from different sources, this tactic can help you convince them to install it.
How does it work?
It’s pretty simple. Let’s say you are a user who is searching for an app for taking notes.
You probably first Google something like: “best app for taking notes“.
From that list, you’ve probably chosen two or three that sparkled your interest, but you don’t want to go through all the hassle of trying all three and then having to uninstall the ones you don’t like, right?
So, what’s the next obvious step? Reviews and comparisons, right?
Here’s an example of how many people are comparing Evernote to Google Keep:
Now, all you have to do is:
- Find the top blogs that are doing comparisons in your niche: [similar app] + review or [similar app 1 vs. similar app 2]
- Offer them free use of your app in exchange for an honest and in-depth on their blog.
You can even adapt the same pitch from above to get their attention and increase your chances of success.
3. Get almost viral adoption by integrating your app with complementary apps
Using this tactic you basically use another app’s traffic to get installs at 0 acquisition costs.
For example, by integrating Slack with Zappier, every Zappier user can easily discover Slack.
Or, if you want a pure mobile app integration, here’s how JetBlue integrates with Lyft to drive more app installs for literally zero costs.
Or this Google Maps and Uber mobile app integration
What do all these integrations have in common and why they’re so successful?
One thing: they all provide value to their partner.
Take the last example. By integrating with Uber and Lyft, Google maps adds more value to their users by not only offering a next logical step a user might take (which is finding a way to reach his destination), but also offers diverse solutions someone can choose from.
4. Get viral by turning every existing customer into a salesperson for your own app
The trick here is to offer a strong incentive to both the one who refers and to the referred person (but that’s not limited to incentives, as we’ll see in a second).
One of the most famous examples is Dropbox. When one person who has Dropbox refers to another, they both get a 500MB increase.
Another great example is Evernote who has both an online and an offline virality leverage.
In the online world, when you refer a friend, you earn points to redeem Evernote Premium. When your friends get started, they’ll get one month of Premium too.
And in the offline world, they’ve turned one of their biggest problems into an advantage that can help them attract more users.
The problem was that if you were in a meeting and you were taking notes on your Evernote, the people around could think that you’re ignoring them or that you’re being rude and you actually chat on Facebook with your friends.
So they came with the following idea:
This helps Evernote present their app in an interesting way while making people curious enough to check the app.
Remember: if you want to turn every existing user into a sales agent, you have to offer a very powerful incentive to both parties involved.
5. Use Facebook’s advanced targeting features to reach people similar to your existing users
The simplest way and the most obvious way is to use Facebook’s App Installs objective, preferably with a FREE trial as an incentive to download it (if it’s not a free app).
This is a special feature that puts your ad in front of your ideal client and when he clicks the ad, he’ll be redirected to install your app.
Well, this works pretty well, but if you want to scale things and also dramatically increase your conversion rates, here’s a better strategy.
Once you have an existing user base (a.k.a you have their emails) you can use Facebook to find more people similar to your existing customers.
It’s called Lookalike audience and here’s how simple it is to implement it.
First, you create a usual campaign which has App Installs as objective.
Then, you create a custom audience.
You select App Activity as a source.
And here you have a few useful options. You can create a custom audience that contains only the most active users in the past X days (I totally recommend you this option because it works like crazy).
Another useful option is to build an audience from your top purchasers.
And then to create the Lookalike audience starting from this custom one.
Here you can leave all the options as they are pre-populated.
After that, the rest of the ad creation process is the same as usual: you upload your image and you fill in the text you want.
Before you begin implementing any of these strategies…
Each of the strategies mentioned above works best only if you clearly define who is your ideal client.
Once you know exactly what problems does your app solve for him, what are his objectives for not installing your app, what other apps does he compare your app with, then you can create truly powerful messages and also find even more creative ways to target your users and get them to install your app.
Patrik Bindea is a growth hacking marketer and the owner of strodin.com, where he helps dentists get more patients. He obsessively tests everything until he finds those details that turn strategies, concepts, and words into sales.
Having your teen getting enthralled about the launch of the latest Samsung Galaxy S9 is no more a bolt from the blue. The latest feature-rich Android smartphones fascinate our teens more than the adults as they allow texting, making group video calls, surfing the internet, exchanging media files with fellows and buddies and much more exciting features. However, the excessive and unrestricted use of these smartphones can be more harmful than advantageous.
In this digital age, our teens dedicate most of their working hours to the social networking platforms such as Facebook, Instagram, Snapchat and Tinder among others. The time they spend using social media platforms can be the riskiest period as they may expose to the cyber-bullies, child predators, sex offenders and online criminals out there. The commonly used dating and socializing apps are causing more harm to our youngsters than good. Today, the parents are required to be informed of the online threats and keep tabs on the digital behavior of their children.
By good fortune, we have several applications to monitor android smartphones of children. These apps enable parents to keep tabs on the activities of kids in the online and real world. Read on to know how you can monitor Android phone remotely and secretly without giving any hint to your kiddo.
How to monitor Android phones with spy app?
There are numerous spy applications rightly available in the online market. However, picking the most suitable and reliable app can be a hard nut to crack if you do not have enough information about the spy applications. To help you get a trusted and feature-rich Android spy app we have reviewed the highly rated monitoring and tracking apps of which TheOneSpy can be recommended to parents.
Once you get yourself registered to the Android spy software, you are provided with an online control panel through which you can monitor and record almost all of the cell phone activities of your teens and tweens. All you need to do is to install the spy software on the Android phone of your kid. After successful installation, the software gets access to the mobile phone data and uploads that data to the online control panel from where parents can review and download that data.
Track Social Media Apps on Android Phone
Among the high-tech features of TheOneSpy Android spy software, social media monitoring is the most appreciated feature. It enables parents to keep an eye on the activities performed by their kids on social media platforms including Facebook, Skype, Instagram, Snapchat, Tinder, Kik, WhatsApp, Hike, Telegram, Zalo and Yahoo Messenger. All the conversations, exchange of media files and social media posts of your kids can be reviewed from the online control panel of the spy app.
Record Calls on Android Phone
Have you ever wished to tap the secretive phone calls of your loved ones? With the Android tracking software, you can record all the incoming and outgoing calls of your kids with getting access to their phones. The spy app automatically records all phone calls either received or made and uploads these recorded calls to the control panel of the spy app.
Monitor Surroundings of Targeted Android Phone
The Spy 360 feature of the Android tracking software enables parents to keep tabs on the real-life actions and conversations of kids with a simple click. As you send a command to the targeted phone from the online control panel, it starts showing you the surrounding scenes. Also, it lets you listen to the spoken words and sounds in the vicinity of the monitored phone without any delay.
Monitor Online Activities of Android Phone
Whatever your kids do on their Android phone connected to the internet can be monitored with the help of the spy software. From the internet browsing history to the credentials of the online accounts of your kids, you can trace almost all of their online activities and restrict their access to the objectionable content prevailing on the internet.
The Bottom Line
There are several other ways to monitor the Android phone of someone else using the Android spy software. It lets you trace the activities performed on and in the vicinity of the targeted cell phone without leaving any clue for the user of that device.