The Facebook Ad updates keep coming, making it a busy week for advertisers. Following FBX ads and unpublished posts in News Feed, the social network has now introduced new ways for developers to target mobile app install ads.
Launched last October, mobile app install ads allow you to buy prominent exposure for your app inside Facebook’s mobile News Feed. Today’s update makes it possible to reach people on specific versions of Android and iOS and devices with Wi-Fi only connections.
This not only gives you more control over who you reach and when, but you’ll also have a better chance of reaching the people who are most likely to download your app. For example, by targeting your message to consumers using iOS 6 or Jelly Bean 4.2, you can reach people with the version of your app that will work best on their device.
In addition, if your app requires a significant amount of data usage, you can target people who are connected to Wi-Fi. By doing so, you’re more likely to reach individuals who have more time and bandwidth to download and check out your app.
Facebook also announced that, just like Page Like ads and Sponsored Stories, mobile app install ads can be created through the self-serve ad tool. Previously this ad type could only be created through Power Editor or the Ads API. In some ways the self-serve ad tool is more user-friendly, so this is a helpful option to have.
It’s easy to get overwhelmed by all of the different ad types Facebook has to offer, but if you’re a mobile developer, mobile app install ads are a no-brainer. According to Facebook, they make up the majority of traffic that is sent to Google Play and the App Store — there were more than 263 million clicks in the last month.