Facebook Mobile App

Install Ads Best Practices

Always Be Testing

The Facebook (FB) ads system automatically optimizes delivery across ads
inside a given campaign. Test 3-5 different banner creative and text options to
see what message works best for your audience(s). Banner size is 600x360px
and character count for text is 130 characters. Custom creative ads will only
show to users who have iOS 6 and FB app versions 5.3+. Android targeted ads
will show to all Android users.

We recommend that you test your ads in one of two ways:

In order to quickly assess what creatives perform better, leverage
Power Editors automatic optimization by having multiple ads
within a campaign while targeting the same audience for each ad.
Alternatively, place different creatives in separate campaigns
while targeting the same audience, and maintaining equal timing
and pricing for each campaign. This will give you a much better
sense of the impact of a particular creative.
Last, but not least, refresh your creatives at least every two weeks.

Refine Your Targeting To Drive Installs

We recommend targeting >100K people per ad when you're starting out to

quickly discover what creatives and target audiences work. Then, after
understanding your audiences, you should start to hyper-target ads by
segmenting your audiences (through testing!) in order to drive more installs.
We also recommend using Broad category and Precise Interest targeting at
the same time. The connection between Broad category and Precise Interest
targeting is an "and" clause. For example, you can target people who like
Running (Broad category) and who like a particular sports apparel brand
(Precise Interest). With the launch of the Lookalike Audiences tool you may
also use your existing audience segments to identify new groups and expand
hyper-targeting across more groups.

Broad
Category

Precise
Interest

Qualied
Users

Understand Ad Effectiveness

Target only one device in each ad in order to measure the effectiveness of your
campaigns on different devices (e.g., iPhone, iPad, Android).

Measure Installs and LTV

Installs

The simplest way to measure installs from your FB campaigns is to integrate

the latest SDK. Support for a number of 3rd-party measurement solutions
including HasOffers, AD-X, Apsalar, Localytics, and Kontagent has also been
recently announced. You can nd more information about these partners
here: https://developers.facebook.com/preferredmarketingdevelopers/
mobile/measurement/

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3rd-party
Measurement
Solutions

Localytics

Campaigns

Simplified Campaign Management & Lower CPI

oCPM campaigns allow clients with the latest SDK to specify CPM bids to
automatically optimize for installs. FBs optimization algorithms determine the
full potential value of each individual impression based on the desired event.
oCPMs are generally more effective for broad campaigns.

Reach Qualified Users Through Broad Categories

You can easily nd your target audience with FBs broad categories.
For example, the Engaged Gamer categories help you connect with people
that currently play specic categories of games including Casino, Puzzle,
Strategy, and many others. The New Smartphone Users category is an
excellent way to help you target apps that are ideal for new phone users.

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Motivate People to Download Your App

Include a clear call to action or incentive within the rst 90 characters of your
app's description to help your ad stand out against other News Feed content.
Be sure to describe how the incentives you offer work within the app
(e.g., Get 2X the coins when you install today).

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8

Minimize Text Within Images

Users are more likely to engage with your ad if you limit the amount of text
within the images of your creatives. Facebook also has a strict policy limiting
text to just 20% of any image you use in an ad, so this best practice serves a
dual purpose that will increase your engagement and keep your ads compliant.

80% of ad
20% of ad

Build Advanced Targeting Groups with Your Data

You can use email/phone number/Facebook UIDs to create a custom audience

to target your ad as well. You can then specically reach out to your customers
you already know like your apps.
Email
Phone Number
Facebook UID

10

Scale Your Campaign

Once you've built a solid user base, leverage the viral power of News Feed to
achieve even greater distribution. Facebook Preferred Marketing Developers
(PMDs), such as Ampush, specialize in designing and executing effective social
campaigns to help brands and apps grow.

Ampush is a social technology company helping brands and direct response

advertisers achieve performance at scale with Facebook Ads. As a Facebook
Preferred Marketing Developer (PMD), our fully managed solutions deliver
marketing ROI by amplifying the viral power of social recommendations,
which Ampush calls Referred Intent. Select clients include MasterCard,
Kellogg's, Samsung, Rdio, and LivingSocial. Ampush is based in San Francisco
with ofces in Chicago and New York.