In terms of app discovery, Facebook’s mobile app install ads have been valuable for both developers and consumers. Since their launch, thousands of businesses used the ad unit to drive more than 145 million installs from Apple’s App Store and Google Play. Now Facebook is focused on getting people to return and remain active within those apps.
To help businesses keep customers coming back, the company has announced seven new calls to action for mobile app install ads. The new calls, which will be rolled out over the next week, are “Open Link,” “Use App,” “Shop Now,” “Play Game,” “Book Now,” “Listen Now,” and “Watch Video.”
These calls to action are designed to help businesses reach people who have already downloaded their apps and direct them into customized, specific locations within their apps, such as new content, sales, or product promotions. For example, a retail app can notify existing users of a current sale, or a music app can bring listeners to a new playlist.
According to a study conducted by Localytics — one of Facebook’s Mobile Measurement Partners — 66 percent of app users only open apps between one and 10 times. With these new features, mobile app ads can now help your business drive awareness, acquire new users, and increase engagement.
App developers can create these ads with Power Editor or work with a Facebook Preferred Marketing Developer. With more than 819 million monthly mobile active users, app developers should seriously consider integrating mobile app install ads into their marketing strategies.