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How and Why to Promote Your Mobile App on Facebook

Published: October 20, 2017

Author: Molly Shotwell

Looking to run mobile app install advertising campaigns to promote your app? Have you explored doing so on Facebook?
Not yet? Well, take a seat, sit back, and enjoy our quick run-through of why you should use Facebook to promote installations for your mobile app, and how to get started.

Why Facebook?

Facebook currently holds the trophy for the largest amount of monthly active users among social platforms; this is undisputable. On the Facebook Q2 2017 earnings call, it was reported that Facebook’s MAU count had passed 2 billion. Notably, 87% of users are accessing Facebook via smart phones and tablets.


That’s a huge audience, and one that is already mobile-savvy. If you’ve got a new mobile app, or an existing one that’s been struggling to find a foothold, it would be crazy to not reach out to such an accessible audience. People are rapidly increasing the amount of time they spend on their mobile devices, so why not use Facebook to try to get them to spend their mobile time on your app?

Getting Started

To begin, we recommend to our clients that they set up the Facebook Software Development Kit (SDK) for their app. Doing so will enable the following options (varies by phone operating system):

  • Facebook Login – Authenticate people with their Facebook credentials.
  • Account Kit – Log people in with just their phone number or email address.
  • Share and Send dialogs – Enable sharing content from your app to Facebook.
  • App Events – Log events in your application.
  • Graph API – Read and write to the Graph API.
    Source: Here and Here

Currently, there are 14 different types of in-app events that the Facebook SDK can track:

What about Mobile Marketing Platforms (MMPs)? MMPs allow you to place events within an app (such as Add to Cart) and pass those events on to various partners – whereas the Facebook SDK will only work for Facebook. An MMP should be used if you integrate with various platforms or if your conversion path for your app involves multiple conversion points.
Once you’ve set up your SDK and MMP solutions, you will need to set up your Mobile App Install campaign in Facebook’s Power Editor. You’ll need to create a new campaign with “Mobile app installs” as the objective, build out your ad set, and then select the app that you’re choosing to promote.

Next, you’ll want to select your placement and iOs requirements to target devices that can run your app.

Finally, you’ll need to select your audience and bidding strategy. Here you have lots of options but we recommend starting out with a lookalike audience built from high-value app purchasers, and using oCPM bidding to get an early read on the campaign.
Read more about audiences, bidding, and advertising on Facebook in our other blog posts!

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