While there are several types of Facebook Ads to choose from, mobile app developers should consider Mobile App Install Ads, which were named “one of the most important new ad products” by Facebook’s CEO Mark Zuckerberg.
Launched last October, Mobile App Install Ads enable iOS and Android developers to purchase prominent exposure for their apps inside the social network’s mobile News Feed. Although these ads direct individuals to Google Play to download, Facebook recently eliminated the extra step for those using iOS 6 devices.
During the company’s first quarter earnings call, COO Sheryl Sandberg revealed that 3,800 developers used the ad unit to drive a total of 25 million app downloads in the App Store and Google Play. Additionally, 40 percent of the 100 top-grossing apps for Android and iPhone have advertised on Facebook.
Many of the recent Mobile App Install Ads have been for games, travel apps, and financial services, but that doesn’t mean other kinds of companies won’t benefit. As a brand or a retailer, if you have an app, you’ll want to start driving consumers to your mobile experience. And if you’re planning on doing so through Facebook, Mobile App Install Ads are the way to go.
To help ensure that you’re reaching the right audience, Facebook recently began allowing developers 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, but you’ll also have a better change of reaching the people who are most likely to download your app.
According to Zuckerberg, this particular ad unit — which doesn’t have a desktop equivalent — is a “high quality” addition to the News Feed because members are interested in learning about new apps, but there haven’t been many great experiences for discovering them through traditional app stores.