Moreover, Facebook ads tend to have a great cost-per-install compared to other advertising channels.<\/p>\n
According to AdEspresso<\/a>\u2019s data, Facebook App Install Ads cost around $1.2 per app install. I\u2019ve also seen many App Install Campaigns with a CPI lower than $0.80.<\/p>\n Facebook\u2019s also the top advertising platform when it comes to reaching a large audience of potential app users. With more than 1.3 billion monthly active users<\/a>, it\u2019s the perfect ad network for reaching your target audience.<\/p>\n So it\u2019s a no-brainer that if you want to promote your mobile app and have more people install the app, Facebook App Install Ads are a surefire way to get new users.<\/p>\n After working with several App Install Campaigns, I\u2019ve learned that there are multiple best practices that always apply.<\/p>\n After reading this article, you will know:<\/strong><\/p>\n Note to readers:<\/b><\/p>\n If you\u2019re an advanced app marketer, you may want to scroll down to the \u201cHacks\u201d section. If you\u2019re just starting out, read the entire guide to get a complete overview of how App Install work and how to set up your first campaign.<\/p>\n Alright\u2026 Ready to learn to create winning App Install campaigns? You better read on!<\/p>\n Let\u2019s start from the beginning and see what exactly differentiates the App Install ads from other Facebook campaigns.<\/p>\n You can usually recognize App Install ads by the \u201cInstall Now\u201d call-to-action button.<\/strong><\/p>\n Perhaps the most important factor is that the App Install campaigns lead people straight to the App Store, instead of a landing page.<\/p>\n So as you click on an App Install ad\u2026<\/p>\n You\u2019re taken straight to the App Store.<\/p>\n Why does it matter? Why is it better to lead people straight to your App Store page?<\/p>\n Put simply, by skipping the landing page and taking people straight to the App Store, you can:<\/strong><\/p>\n If your goal is to get new app users via paid advertising, it\u2019s always the best practice to use App Install campaigns. You will get more new app users at the lowest cost.<\/p>\n Before you start setting up your first Facebook App Install campaign, think about the following questions:<\/b><\/p>\n Once you know the answer to these questions, the likelihood of you going crushing the campaign (in a good way) is significantly higher.<\/p>\n When marketing your app, you can have multiple goals:<\/b><\/p>\n In this article, we\u2019re going to focus on the first goal: getting new app users.<\/p>\n However, here\u2019s a quick overview of which Facebook campaign types you can potentially use for all three objectives:<\/p>\n But let\u2019s just assume that your goal is to get new people to install your app and start using it. In this case, when setting up a new Facebook ad campaign, you should select the \u201cApp Installs\u201d campaign objective.<\/p>\n <\/p>\n Tip:<\/b> It\u2019s easiest to create your first campaign in the Facebook Ads Manager, where there\u2019s a guided setup process.<\/p>\n After you\u2019ve chosen your campaign objective, you\u2019ll be lead to the next stages where you can set up the following campaign elements:<\/strong><\/p>\n We\u2019re going to learn how you can proceed in each of these steps to maximize your campaign\u2019s success rate.<\/p>\n Read more: 12 Facebook Features that 95% of Marketers Don’t Know About<\/a><\/strong><\/p>\n First of all, let\u2019s make a super quick stop and revisit the Facebook campaign structure.<\/p>\n There are three levels in every campaign:<\/p>\n While for most Facebook campaigns, you can start out with a single ad set that includes multiple ads, the Mobile App Install campaigns are slightly different.<\/p>\n Here\u2019s why.,<\/p>\n There are two App Stores \u2013 one for Android and one for iOS. There\u2019s a high chance your app\u2019s present in both.<\/p>\n This also means that when setting up your Facebook App Install campaigns, you\u2019ll need to create a campaign with two ad sets<\/b>:<\/p>\n You can select the app and App Store you want to advertise in the campaign setup phase.<\/p>\n Tip:<\/b> Add the app type (Android \/ iOS) to your ad set\u2019s name so that you can differentiate the two ad sets later.<\/p>\n In the image above, I was able to select the app because it was already integrated with Facebook.<\/p>\n If you haven\u2019t yet integrated your app with Facebook, you won\u2019t be able to set up the App Install campaigns.<\/b><\/p>\n No Facebook integration, no App Install campaigns.<\/p>\n Fortunately, integrating your app with Facebook isn\u2019t too difficult. Still, you\u2019re going to need your developer\u2019s help.<\/p>\n Go to the Facebook for Developers page to add a new app. Here\u2019s a Quick Start link<\/a>.<\/p>\n Next, follow the instructions that include copy-paste\u2019ing the tracking code into your app\u2019s code and setting up app events you want to track. You might want to assign this task to your development team.<\/p>\n Here are two additional how-to guides by Facebook<\/p>\n Once you\u2019ve successfully integrated you App Store pages with Facebook, you can:<\/strong><\/p>\n Here are the 14 standard app events you can track:<\/p>\n When running a Mobile App Install campaign, you can optimize your ad delivery on these events.<\/p>\n As you scroll down in your ad set setup page, you will find the Optimization & Delivery section.<\/p>\n Here, you will have the option to optimize your ad delivery on:<\/b><\/p>\n I always suggest my clients to optimize their ad campaigns on conversions<\/i>. For App Install campaigns, it either means app installs or specific app events.<\/p>\n As you optimize your ad delivery on conversions, Facebook will show your ads to people most likely to complete the action you need them to: download your app, register as a user, make a purchase, etc.<\/strong><\/p>\n As you optimize your Mobile App Installs campaign on app events, you\u2019re 95% guaranteed to get the lowest cost-per-install. (As Facebook will automatically show your ads to the most potential customers)<\/p>\n When setting up your Facebook ad campaign, you can target three types of audiences:<\/p>\n Start by targeting a Saved Audience \u2013<\/strong> this means targeting people based on their interests, demographics, etc. Even when running a low-budget Facebook campaign<\/a>, you should keep your audience sufficiently large to leave some room for automatic optimization.<\/p>\n You can see your audience\u2019s potential reach in the right-hand corner of the page.<\/p>\n Here are three audience targeting best practices you can follow:<\/b><\/p>\n As you already know, your Mobile App Install ads take people straight to the App Store.<\/strong><\/p>\n This means that all your Facebook ad placements must be mobile \u2013 you can\u2019t target desktop placements with this campaign type.<\/p>\n However, this still leaves you with plenty of placement options:<\/strong><\/p>\n I recommend that you start out with Automatic Placements and later, based on your campaign reports, optimize your campaign by excluding some low-performing placements.<\/p>\n Mostly, I\u2019ve seen app installs coming from three ad placements, so I would encourage you to test at least those three to begin with:<\/strong><\/p>\n According to AdEspresso\u2019s research<\/a>, the cost-per-install is lowest in the Audience Network. The Instagram ads cost<\/a> has been dropping in time, especially compared to other ad placements.<\/p>\n As you reach the Budget & Schedule section of your ad setup process, you can select between two options:<\/p>\n Which on of these Facebook features<\/a> is the best option?<\/p>\n It\u2019s hard to tell as both options have their advantages.<\/p>\n Advantages of using a daily budget:<\/strong><\/p>\n Advantages of using a lifetime budget:<\/strong><\/p>\n Important! <\/b>No matter which option you select, you won\u2019t be able to switch the budgeting options after publishing the campaign. However, you will always be able to edit the size<\/i> of your budgets.<\/p>\n If after all this information you\u2019re even more confused\u2026<\/p>\n I recommend that you use the daily budget as it\u2019s easier to measure and increase\/decrease when needed. And let your ads run 24\/7 to begin with, especially if you want to maximize the number of new app users.<\/p>\n Tip: Among other 2018 Facebook updates<\/a>, a feature called Campaign Budget Optimization<\/a> was introduced.<\/strong><\/p>\n This new feature allows you to set campaign-level ad budgets and let Facebook algorithms allocate it between ad sets. You could use this feature to optimize the budgets between your iOS and Android ad sets.<\/p>\n The next step in the campaign setup process is creating your ads. Arguably, this is the most difficult challenge of creating a Facebook ad campaign.<\/p>\n At least it usually is for me. You need to get right so many different elements:<\/p>\n Let\u2019s take a quick look at how app install ads look in Facebook\u2019s mobile newsfeed and as Instagram ads<\/a>.<\/p>\n The main difference between App Install ads and regular Facebook ads leading to a landing page is that there is no link description under the headline.<\/b><\/p>\n In Instagram ads, your ad copy will appear below your image as the title for your image.<\/p>\n So how can you assure that your ads look great and convince the audience to download your app?<\/p>\n Follow these nine rules:<\/b><\/p>\n Let\u2019s explore each of these suggestions a little more in-depth…<\/p>\n Before we get to each of the nine points, you may want to check out the article that lists 142 best Facebook ad examples<\/a> \u2013 it\u2019s a great resource for inspiration.<\/p>\n And now, let\u2019s learn all the Facebook advertising hacks<\/a> to create magical App Install ads.<\/p>\n Two great advertising legends, David Ogilvy and Rosser Reeves believed that having a strong USP is the key to successful ad campaigns.<\/p>\n Reeves explained that your unique value offer has three parts:<\/b><\/p>\n For example, LinkedIn\u2019s Facebook ad clearly states the value proposition to their target audience \u2013 marketers: \u201cAttract new customers.\u201d<\/p>\n Think about your USP before<\/i> creating any ad copy or campaign visuals. Both of these should support your USP, not the other way around.<\/strong><\/p>\n I know that looking for your unique value offer might seem like an unnecessary, time-consuming step, but it\u2019s really not \u2013 I\u2019ve seen so many Facebook campaign results improve once the brand added a strong USP to their ads.<\/p>\n If you\u2019d like to read more about finding your unique selling proposition, check out this article:\u00a018 Golden Advertising Rules by Legendary D. Ogilvy and R. Reeves<\/a><\/p>\n A study by Consumer Acquisition<\/a> found that 90% people first look at a Facebook ad\u2019s image. Ip next, their attention is drawn to the headline. Basically, many people decide whether to click or not click on your app install ad based on its headline.<\/p>\n How can you write a headline that won\u2019t let you down?<\/p>\n Here are some tried-and-proven headline formulas you can\u00a0use:<\/strong><\/p>\n Here\u2019s an example by Frank<\/a>, asking a question both in the ad image and headline.<\/p>\n Tip: <\/b>Research has found that by starting your headline with a number<\/a>, you\u2019re 36% more likely to have people click on your ads.<\/p>\n Here are some numbers you can mention in your mobile app\u2019s Facebook ad:<\/strong><\/p>\n You can also include emojis in your Facebook ads<\/a> to drive more attention to the key messages. We tested this with Scoro and the ad using emoji had a significantly higher click-through rate. ?<\/p>\n For additional writing hacks, see this guide on copywriting for Facebook ads<\/a> and social media posts.<\/p>\n Whenever you need to choose between an original design and stock photos, dismiss the latter.<\/p>\n Facebook ads using stock photos blend into the newsfeed and are difficult to notice.<\/b><\/p>\n Which one of these two ads catches your<\/i> attention?<\/p>\n If you must<\/i> use a photo, make sure it\u2019s original.<\/p>\n Tip: <\/b>Marketing Experiments found that using a real person associated with your product instead of a stock photo increased conversion by 35%.<\/p>\n If you want to learn more about how to create the perfect Facebook ad image, check out this article with 25 Facebook ad design tips<\/a>\u00a0and get inspired by these 21 Facebook video ad examples<\/a>.<\/p>\n I discovered this rule while working on SaaS (Software as a Service) Facebook ads.<\/p>\n Mobile apps and software products both have this one thing in common: they enable you to take screenshots to easily showcase your product.<\/b><\/p>\n As you include your app screen in the Facebook ad image, three things will happen:<\/p>\n You can even take this one step further and create a Facebook carousel ad with several app views like Gusto.<\/p>\n If you have a 15-30 second introductory video about your mobile app, you can also create a Facebook video ad. See all the Facebook and Instagram ad specs<\/a> here.<\/p>\n Another way to indicate that you\u2019re promoting a mobile app is to include Google Play and App Store icons in your ad image to indicate that people should install your app.<\/p>\n That\u2019s exactly what Bloomberg Business did in their Facebook app install ads.<\/p>\n Similarly, you can include your app icon (the icon that signifies your app on a smartphone\u2019s home screen) in the image.<\/p>\n Very important tip: <\/b>Once someone clicks on your Facebook App Install ad, they\u2019re taken to the App Store. To convince them to download your app, your App Store description and images need to be high-quality and your app ratings high.<\/p>\n![\"cost](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null.jpeg\")
![\"daily](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-1.png\")
\n
What is a Facebook App Install campaign?<\/h2>\n
![\"facebook](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-2.png\")
![\"app](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-1.jpeg\")
\n
How to create a Facebook Mobile App Install campaign?<\/h2>\n
\n
![\"Karate](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/01\/Karate-Cat.gif\")
\n
\n
![\"\"](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-3.png\")
\n
What\u2019s the best App Install ads campaign structure?<\/h2>\n
\n
![\"Facebook](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-4.png\")
![\"app](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/app-stores.png\")
\n
![\"select](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-6.png\")
How to integrate your mobile app with Facebook?<\/h2>\n
![\"panda](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/01\/whid.gif\")
![\"Integrate](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-7.png\")
![\"ask](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-8.png\")
\n
Optimize your campaign on the right app events<\/h2>\n
\n
![\"Facebook](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-9.png\")
\n
![\"Optimize](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-10.png\")
How to select your target audience?<\/h2>\n
\n
![\"audience\u2019s](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-11.png\")
\n
How to select your ad placements?<\/h2>\n
\n
![\"Facebook](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-14.png\")
\n
Facebook App Install ads budgets and bidding<\/h2>\n
\n
![\"budget](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-15.png\")
\n
\n
![\"confused](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/01\/giphy-1.gif\")
Creating your Facebook App Install ads<\/h2>\n
\n
![\"app](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-17.png\")
\n
9 hacks to create irresistible Mobile App Install ads<\/h2>\n
![\"pusheen](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/01\/tenor.gif\")
1. Find your USP \u2013 Unique Selling Proposition<\/h3>\n
\n
![\"LinkedIn\u2019s](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-19.png\")
2. Write a short yet strong headline<\/h2>\n
\n
![\"Frank](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-20.png\")
\n
![\"headline](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-21.png\")
![\"using](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-24.png\")
3. Create original images and avoid stock photos<\/h3>\n
![\"Facebook](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-25.png\")
4. Show your app \/ app screen in the image or video<\/h3>\n
\n
![\"showing](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-28.png\")
5. Include the App Store icons in the image<\/h3>\n
![\"Adding](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-29.png\")
![\"good](\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-31.png\")