How can Facebook help your mobile app to hit the TOPs on Appstore and PlayMarket?

FACEBOOK?
HOW CAN YOU PROMOTE YOUR MOBILE APP ON
Facebook Preferred Reseller in Russia
and participant of Facebook PMD
accelerator program

MOBILE CONSUMPTION
MOBILE USERS ARE GETTING OVER DESKTOP
USERS BY 2015
BY DECEMBER 2014 CROSS-DEVICE USAGE
GREW UP TO ABOUT 75%
SOURCES: HTTPS://COMSCORE.COM
ECLIPSES DESKTOP

THE CONSUMER
PREFERENCE FOR MOBILE
APPS ACCOUNT IS 89% OF
ALL MEDIA TIME
MOBILE APP
INSTALLS IN FACEBOOK
INCREASED UP TO 182%
IN 2014
CLICKS-TO-INSTALL
RATE GREW UP TO
+135% BY DEC’2014
FACEBOOK IS THE
MOST VISITED
MOBILE APP IN 2014
FACEBOOK IS THE ONLY PLATFORM  
TO GAIN THE BEST REACH OF YOUR MOBILE APP
CAMPAIGN

44% PEOPLE IN RUSSIA VISIT FACEBOOK
ONLY FROM MOBILE
SOURCES: WWW.FACEBOOK.COM/ADS/AUDIENCE_INSIGHTS

HOW DOES MOBILE APP
FACEBOOK PROMOTION WORK?

ATTRACT NEW PEOPLE, TARGETING ON FACEBOOK AUDIENCE
REACH CUSTOMERS YOU KNOW, TARGETING ON YOUR CUSTOM AUDIENCE
FIND PEOPLE SIMILAR TO YOUR CUSTOMERS, CREATING LOOKALIKE AUDIENCE
YOUR ADS ARE CHEAPER, WHEN YOU JOIN AUDIENCE NETWORK
TRACK YOUR ROI WITH APP INSIGHTS
Main Instruments
LEAD YOUR CUSTOMERS TO THE MOST RELEVANT PAGES BY DEEP LINKING
FOR MOBILE ADVERTISING

PROMOTE FOR INSTALLS
WHENEVER ON IOS OR ANDROID
SOURCES: HTTPS://DEVELOPERS.FACEBOOK.COM, HTTPS://FACEBOOK.CCM/HELP/
TO MAKE PEOPLE LEARN ABOUT AND INSTALL YOUR APP YOU CAN REACH THE RIGHT AUDIENCE, USING WELL-CLASSIFIED
FACEBOOK TARGETING. YOUR AD WILL LEAD TO APP STORE LANDING PAGE, AND AFTER AN INSTALLATION, YOUR CUSTOMER
WILL BE LEADED TO THE MOST RELEVANT INNER PAGE OF YOUR APP BY A DEEP LINK.

Reach people
KEEP YOUR USERS ENGAGED, APPLYING RE-ENGAGEMENT TOOL, DEEP LINKS AS WELL, WHICH WILL HELP DEVELOPERS AND
ADVERTISERS SEND PEOPLE DIRECTLY TO INFORMATION THEY CARE ABOUT WHEN THEIR APP IS OPENED FOR THE FIRST TIME.
FACEBOOK CAN SHOW A SUITABLE CALL-TO-ACTION FOR EACH EVENT YOU WANT TO ENGAGE YOUR CUSTOMER.
WHO ALREADY INSTALLED YOUR APP

Use Carousel Ads
WHEN IT IS RELEVANT FOR YOUR DECISION
THIS FORMAT SUPPORTS 5 IMAGES AND LINKS THAT ARE
SCROLLED HORIZONTALLY. IT IS AVAILABLE FOR BOTH APP
INSTALL ADS AS WELL AS ENGAGEMENT ADS. ACCORDING TO
FACEBOOK THE CAROUSEL LINK ADS DRIVE A 30-50% LOWER
COST-PER-CONVERSION AND 20-30% LOWER THAN SINGLE-
IMAGE ADS.
CAROUSEL-EXAMPLE
CAROUSEL ADS ARE AVAILABLE FOR LINK ADS IN THE API,
POWER EDITOR AND AD CREATE TOOL WHILE THE MOBILE
INSTALL AND ENGAGEMENT ADS ARE AVAILABLE IN THE API
AND IN THE AITARGET ADS’ TOOL.

CHOOSE THEIR
• OS,
• GEO,
• GENDER,
• AGE,
• INTERESTS,
• BEHAVIOR AND E.T.C.
• INCLUDE AND EXCLUDE CUSTOM AUDIENCES,
• START TARGETING ON LOOKALIKE AUDIENCES.
Targeting for Facebook Audience
MAKE A/B TESTS
TARGETING CLASSIFICATION OF FACEBOOK MAKES YOU
POSSIBLE TO A/B TEST YOUR AUDIENCE OR GAIN YOUR
AD GOALS.

CUSTOM AUDIENCES OFFER A POWERFUL WAY TO REACH YOUR USERS WITH OUR MOBILE APP ADS. YOU CAN REACH MOBILE
USERS THAT HAVE TAKEN SPECIFIC ACTIONS WITHIN YOUR APP, THOSE THAT HAVEN'T TAKEN A SPECIFIC ACTION, BOTH, OR
EVEN PERCENTAGES OF USERS TAKING ACTIONS WITH JUST A FEW STEPS.
Custom Audience
TARGET USERS YOU KNOW

Cross-device retargeting
E-COMMERCE EXAMPLE
TARGET MOBILE
ADS TO USERS WHO
HAVE SHOWN INTENT ON
THE WEBSITE, AND TEND
TO CONVERT ON
TABLET
TARGET MOBILE
APP INSTALL ADS TO
WEBSITE VISITORS WHO
DON’T HAVE THE APP
YET
TARGET MOBILE ADS
TO USERS WHO THEN
CONVERT ON
DESKTOP
TARGET DESKTOP ADS
TO MOBILE APP USERS WHO
HAVE SHOWN INTENT ON THE
APP SUCH AS VIEWING A
PRODUCT AND HAVEN’T
CONVERTED

LOOKALIKE AUDIENCES ALLOW ADVERTISERS TO TARGET MORE PEOPLE WHO LOOK LIKE THEIR ESTABLISHED CUSTOMERS.  
 
A LOOKALIKE AUDIENCE USES SEVERAL KINDS OF USER SET AS A "SEED" AND AN AUDIENCE IS BUILT OF SIMILAR USERS.
LOOKALIKE AUDIENCES CAN BE USED TO SUPPORT ANY BUSINESS OBJECTIVE: TARGETING PEOPLE WHO ARE SIMILAR TO
SETS OF CUSTOMERS FOR FAN ACQUISITION, REGISTRATION ON YOUR APP, OFF-FACEBOOK PURCHASES, AND COUPON
CLAIMS AND SO ON.
Lookalike Audience
FIND POTENTIAL CUSTOMERS SIMILAR TO YOURS

1. THE SEED CUSTOM AUDIENCE IS RECOMMENDED INCLUDE AT
LEAST 100 PEOPLE.  
MAKING IT AS LARGE AS POSSIBLE WILL HELP ENSURE THERE IS
ENOUGH DATA TO FIND PEOPLE SIMILAR TO THE LIST.
2. LOOKALIKE AUDIENCES CAN BE COMBINED WITH THE REST OF
FACEBOOK'S TARGETING TO NARROW DOWN WITH ADDITIONAL
DEMOGRAPHICS OR INTERESTS.
3. LOOKALIKE AUDIENCES CAN BE USED TO TARGET ANY KIND OF
MEDIA, INCLUDING MOBILE APP ADS, PAGE POST ADS AND OTHER
DOMAIN ADS.
4. IF THE SEED AUDIENCE HAS QUALITIES LIKE GENDER OR
GEOGRAPHY BUILT IN, THE LOOKALIKES MAY NOT ADHERE TO THE
SAME LIMITS.
General tips
FOR WORKING WITH LOOKALIKE AUDIENCE

THE AUDIENCE NETWORK SHOWS PEOPLE THE RIGHT ADS BY
EXTENDING FACEBOOK’S PEOPLE BASED TARGETING TO
THIRD-PARTY APPS. THIS MEANS THE ADS MATCH THE
INTERESTS OF PEOPLE, JUST AS THEY DO ON FACEBOOK.
ADVERTISERS CAN OPT THEIR CAMPAIGNS INTO THE
AUDIENCE NETWORK WITH A SINGLE CLICK. WHEN IT
HAPPENS, ALL OF THE SAME TARGETING APPLIES TO THEIR
ADS, ON FACEBOOK OR IN THIRD-PARTY APPS.
Hint: your ads are cheaper
WHEN YOU JOIN AUDIENCE NETWORK

YOU CAN USE DEEP LINKING FOR MOBILE APP BOTH INSTALL AND RE-ENGAGEMENT ADS TO IMPROVE CONVERSIONS. THIS
WILL HELP YOU SEND CUSTOMERS DIRECTLY WHERE YOU WANT THEM TO GO IN YOUR APPS. THE POINT OF HANDLING AN
INCOMING LINK, WHICH IS SPECIFIC TO EACH OF YOUR ADS, IS TO PROCESS THE INFORMATION ENCODED IN THAT LINK AND
USE IT TO DIRECT THE USER TO A RELEVANT PART OF YOUR APP.
FOR EXAMPLE, IF YOUR APP IS AN E-COMMERCE APP AND SOMEONE TAPPED ON AN AD ABOUT A PARTICULAR PRODUCT,
THEN WHEN THEY ARE DIRECTED TO YOUR APP YOU CAN PROCESS THE INCOMING LINK THAT CONTAINS THIS INFORMATION
TO SHOW THIS PERSON A VIEW FEATURING THAT PRODUCT AS OPPOSED TO SHOWING THEM SOME UNRELATED CONTENT IN
THE ROOT VIEW. 
Use deep links
PROVIDE YOUR CUSTOMERS WITH INFORMATION THEY CARE ABOUT

Make your threshold business decisions
APP INSIGHTS ARE ANNOUNCED BY FACEBOOK AS ITS OWN INSTRUMENT FOR
TRACKING INNER EVENTS OF YOUR APP, ITS INSIGHTS AND STICKINESS.
FACEBOOK ANALYTICS FOR APPS HELPS YOU BETTER UNDERSTAND HOW PEOPLE
ARE USING YOUR IOS, ANDROID OR CANVAS APP. IT COMES WITH A NUMBER OF
BUILT-IN GRAPHS FOR COMMON APP ACTIONS, LIKE THE NUMBER OF PEOPLE
LAUNCHING YOUR APP EVERY DAY, OR PURCHASES BY PEOPLE IN YOUR APP.
KNOW YOUR AUDIENCE BEHAVIOR BETTER
SEGMENTS DRIVEN BY PERSON USING YOUR APP, BY FACEBOOK BUILT-IN
EVENTS, CUSTOM EVENTS YOU DEFINE, PARAMETERS, DEVICE INFORMATION, OR
ACQUISITION SOURCE
FUNNELS BASED ON THE PARAMETERS THAT ARE ADDED TO THOSE EVENTS
COHORTS BASED ON EVENTS, CAN BE FILTERED BY SEGMENT, AND CAN ALSO USE
PARAMETERS.
BASED ON APP INSIGHTS

Learn on
Case Examples
All Cases are provided on the Facebook website in the public access.

BUDGET: £10,000
30 MLN+
DOWNLOADS OF APP REACHED IN 2013
2.7 MLN
DOWNLOADS OF APP IN THE FIRST 3 WEEKS OF THE FB
CAMPAIGN
77%
LOWER COST PER DOWNLOAD THAN PREVIOUS MOBILE DISPLAY
Skyscanner
PITCH FOR MOBILE APP DOWNLOADS

FISHBRAIN TURNED TO THE MOBILE NEWS FEED, WHERE IT COULD CONNECT
WITH THE 20 MILLION FISHING FANS IN THE US. BY RUNNING MOBILE APP ADS
WITH SPECIFIC CREATIVE, FISHBRAIN REACHED THESE POTENTIAL CUSTOMERS
WITH TRULY RELEVANT MESSAGES.
THE NEXT STEP WAS FOR FISHBRAIN TO USE ITS OWN CRM DATA, CREATING AN
ANONYMOUS CUSTOM AUDIENCE FROM THE MOST LOYAL PART OF ITS USER
BASE. USING THAT DATA, FISHBRAIN THEN CREATED A LOOKALIKE AUDIENCE OF
PEOPLE ON FACEBOOK WHO SHARED SIMILAR CHARACTERISTICS.
20 MLN US ANGLERS REACHED
80% LOWER COST PER INSTALL THAN COMPETING SOLUTIONS
82% OF APP INSTALLS LEAD TO REGISTRATION
FishBrain App and Custom Audiences
GROW PERFORMANCE AND CUT COSTS

FEVER OFFERS A SMARTER ALTERNATIVE TO BILLBOARDS AND WORD OF MOUTH, SO IT
WANTED TO REACH ITS AUDIENCE AND GROW THE BUSINESS IN AN INNOVATIVE WAY AS
WELL. TO DRIVE DOWNLOADS AND IN-APP PURCHASES, FEVER USED FACEBOOK TO
REACH THE RIGHT PEOPLE WITH THE RIGHT MESSAGES.
NEARLY HALF OF OUR LOOKALIKE AUDIENCE WHO CLICKED ON THE AD INSTALLED APP.
4X+
INCREASE IN CLICKS-TO-PLAN VIEWS
42%
INCREASE IN CLICKS-TO-INSTALL OVER 3 MONTHS
35%
INCREASE IN IN-APP PURCHASES
Fever app looking for bigger audiences
USING LOOKALIKE AUDIENCES

SHAZAM ALLOWS USERS TO ACCESS RELEVANT INFORMATION ON MUSIC AND
TV SHOWS, LIKE THE NAME OF THE TRACK, ARTIST AND LYRICS, DELIVERED
STRAIGHT TO THEIR SMARTPHONE. WITH THE GOAL OF MONETIZING ITS APP IN
MANNER THAT FELT LIKE A NATURAL PART OF THE USER EXPERIENCE, SHAZAM
IMPLEMENTED A NATIVE AD UNIT WITH THE AUDIENCE NETWORK.
THE AUDIENCE NETWORK HAS DELIVERED PHENOMENAL PERFORMANCE -
37% INCREASE IN REVENUE FROM AD NETWORKS.
Shazam: drive revenue
FROM AUDIENCE NETWORK

Facebook ads work
and there is no better check than try

AYRANA MONGUSH
+7 967 004 75 70
a.mongush@aitarget.com

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