Getting people downloading your apps on their phone is quite hard. Yet it’s harder to make them use and return. And finding potential users who spend money in the app or take other actions that encourages the developer is the difficult task of all. Facebook has announced plans to attack that problem with the introduction of more advanced ads targeting options for mobile app install ads on its social medium.
With a new product called App Event Optimization, the company is now allowing advertisers to reach directly over those users who will be valuable to their mobile app in the longer term – much after the installation.It is critical to build an app business, Facebook points out, because of fast growing mobile commerce. The company says, citing third party data around 90% of time spent on mobile is now takes place in apps as well, and nearly 58% of mobile purchases in U.S. are made through apps.
However, other research comes up with a line that 30 days after an app is installed merely 6% of the people who downloaded the mobile app are still uses it.The new ad tool works by allowing developers choose which in-app events they wants to target. This lets them to reach the users who are likely to do things like completed in-app registration, initiate a checkout session, view content, make a purchase, add items to a cart, earn achievements and lot more.
With this mobile app install ad will be served only to the target audience on Facebook.To use App Event Optimization, developers should have the Fb SDK installed, the company notes. This option also available in both Facebook’s Power Editor for ads creation and via its API too.
Early adopters of this method claims notable results. A clothing marketplace said that Facebook helped them finding the right users who were more likely to make orders,decreasing the company’s cost per by 24%. One more company named Smule, meanwhile said the App Event Optimization improved its cost per purchase almost by 32% and its revenue for single user by 22%.
In addition Facebook also introduced two new ways to advertise apps. Dynamic ads are now allowed advertisers to reach people via app install ads who have already subscribed or interested in particular product or website – increasing the chances on people will make in-app purchases.
Canvas ads, which allows advertisers to show more about the app through more impressive ad experiences, this will also be available for the businesses looking for increased app installs or retaining with existing users.These are the two ad experiences rolling out worldwide for the next few weeks. However, App Event Optimization is already live globally.
For Facebook, improvements to its mobile app install ad business can also have significant effects on its bottom line. According to analyst of Business Insider estimates 1.15 billion apps will get downloaded through marketing on Facebook properties by this year, up 33% from last year. And mobile app install ads accounted for 17%, or $2.9 billion, of Facebook’s total ad revenue in 2015.
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