Get the Lowdown on Mobile App Install Ads
Published: December 31, 2014
Author: Clark Sioson
So you’re interested in learning more about Mobile App Install Ads? Great. There’s a lot to like about them. More clients (and presumably yours) are creating apps. There are over 1 million apps available in Apple’s App store alone.
Additionally, if you’re trying to get in front of a Facebook user, your best bet is going to be mobile anyway, as mobile is the preferred choice of today’s Facebook user. Using App Install Ads mean the ads appear on prime real estate, the mobile News Feed, so there’s even more of an incentive to get on board.
In this post, we’ll look at: how to integrate your apps into Apple and Google stores; creative requirements; and an OS caveat. Let’s get started.
Integrating Apps currently in the Apple Apps Store and/or the Google Play Store is a pretty straightforward process. The main steps are registering the app to Facebook, integrating SDK to track installs, and working with a Mobile Measurement Partner (Kochava, Apsalar) to track (including attribution, lifetime value, downstream conversions, ROI, etc.) and analyze campaigns across acquisition channels. Working with a partner is only necessary if you’d like a deeper dive in analysis. For more information on how to set up the ads, check out the Facebook Help section on the matter.
When you’re setting up creative for Mobile App Install Ads, you’ll want to keep in mind the following numbers:
–Headline : 25 characters
–Text: No Limit
–Image : 1200 x 627 pixels
–Star Rating: Pulled from App Store
–Top Logo and Headline: Pulled from App
Follow other ad best practices, and keep in mind that the unlimited body text doesn’t mean you should write a novel in that space. Keep it tight and succinct, and make sure to include a call to action to spur users to click install.
One last caveat: make sure you stay aware of OS updates and focus your targeting appropriately. Ensure you are targeting the minimum OS version the app works on, and verify applicable devices with the client. There’s no sense in showing an ad to someone who can’t even run the app.
I hope this list gives you a good springboard for getting into mobile app ads. Dive in, and good luck!