With the festive season upon us, and new devices likely to be a key gift this year, Facebook is offering 5 tips for app advertising success.
1. Find New Device Owners. Smartphone sales grew 25 percent last holiday season compared to the quarter before.1 New devices means new opportunities for app installs. Advertisers can reach new device owners by targeting people that have recently used Facebook on a new device. This targeting option can be found under Behaviors during ad creation.
2. Reach Specific Devices. If your app is optimized for certain devices, you can target people using newer device models such as the iPhone 6, Nexus 10, Samsung Galaxy S5, and Kindle Fire.
3. Optimize Campaigns For Your Business Objective. To get the most efficient delivery for mobile app install ads, choose “Optimize for installs.” For app launches and major updates, where the goal is broad awareness, use Reach and Frequency buying.
4. Identify Your Top App users & Find People That Look like them. To drive app installs, build a Custom Audience using the top 25 percent of users. Then build a Lookalike Audience based off of it to find people with similar characteristics.
5. Test multiple Ad Creatives, Including Video. As new mobile devices are activated over the holidays, this is the perfect time to test new ad creatives. Test five to 10 new concepts to improve overall campaign delivery and achieve campaign goals.