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

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Think about new avenues of promotion for you Mobile App? Or you are just interested in the way it works? Maybe you want to improve quality of Facebook Advertisement of your App?

It's not a secret, that Facebook is the mobile social net №1 all around the world. It has over 1.441 billion Monthly Active Users.

Advertisement on Facebook is manifold. It takes a lot of time and a confident expertise to manage Facebook Ads properly. And a good result can be gained only, when you follow a serious Facebook Marketing strategy.

The way to get answers on your possible questions about Facebook Ads for Mobile Apps is to learn our presentation. It helps you to hit Play Market or AppStore tops.

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

  1. 1. FACEBOOK? HOW CAN YOU PROMOTE YOUR MOBILE APP ON Facebook Preferred Reseller in Russia and participant of Facebook PMD accelerator program
  2. 2. 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
  3. 3. 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
  4. 4. 44% PEOPLE IN RUSSIA VISIT FACEBOOK ONLY FROM MOBILE SOURCES: WWW.FACEBOOK.COM/ADS/AUDIENCE_INSIGHTS
  5. 5. HOW DOES MOBILE APP FACEBOOK PROMOTION WORK?
  6. 6. 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
  7. 7. 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.
  8. 8. 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 SOURCES: HTTPS://DEVELOPERS.FACEBOOK.COM, HTTPS://FACEBOOK.CCM/HELP/
  9. 9. Use Carousel Ads WHEN IT IS RELEVANT FOR YOUR DECISION SOURCES: HTTPS://DEVELOPERS.FACEBOOK.COM, HTTPS://FACEBOOK.CCM/HELP/ 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.
  10. 10. 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 SOURCES: HTTPS://DEVELOPERS.FACEBOOK.COM, HTTPS://FACEBOOK.CCM/HELP/ TARGETING CLASSIFICATION OF FACEBOOK MAKES YOU POSSIBLE TO A/B TEST YOUR AUDIENCE OR GAIN YOUR AD GOALS.
  11. 11. 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 SOURCES: HTTPS://DEVELOPERS.FACEBOOK.COM, HTTPS://FACEBOOK.CCM/HELP/
  12. 12. 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
  13. 13. 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 SOURCES: HTTPS://DEVELOPERS.FACEBOOK.COM, HTTPS://FACEBOOK.CCM/HELP/
  14. 14. 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 SOURCES: HTTPS://DEVELOPERS.FACEBOOK.COM, HTTPS://FACEBOOK.CCM/HELP/
  15. 15. 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 SOURCES: HTTPS://DEVELOPERS.FACEBOOK.COM, HTTPS://FACEBOOK.CCM/HELP/
  16. 16. 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 SOURCES: HTTPS://DEVELOPERS.FACEBOOK.COM, HTTPS://FACEBOOK.CCM/HELP/
  17. 17. 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 SOURCES: HTTPS://DEVELOPERS.FACEBOOK.COM, HTTPS://FACEBOOK.CCM/HELP/
  18. 18. Learn on Case Examples All Cases are provided on the Facebook website in the public access.
  19. 19. 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 SOURCES: HTTPS://DEVELOPERS.FACEBOOK.COM, HTTPS://FACEBOOK.CCM/HELP/
  20. 20. 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 SOURCES: HTTPS://DEVELOPERS.FACEBOOK.COM, HTTPS://FACEBOOK.CCM/HELP/
  21. 21. 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 SOURCES: HTTPS://DEVELOPERS.FACEBOOK.COM, HTTPS://FACEBOOK.CCM/HELP/
  22. 22. 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 SOURCES: HTTPS://DEVELOPERS.FACEBOOK.COM, HTTPS://FACEBOOK.CCM/HELP/
  23. 23. Facebook ads work and there is no better check than try
  24. 24. AYRANA MONGUSH +7 967 004 75 70 a.mongush@aitarget.com

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