How to Buy App Install Ads on Facebook

App Marketing Networks 2014
How to Buy
App Install
Ads on
Facebook
Guide
All you need to know on how to get an advertisement
for your app install on the network that reaches an
estimated 1.2 Billion or 82% of mobile users.
An inside guide, from the experts at
2015Edition

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How to Buy App Install Ads on Facebook Guide
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How to Buy App Install
Ads on Facebook
Following on from our recent Guide to App Install Advertising on Facebook, Google, You-
Tube and Twitter, we thought it would be useful to go into a little more detail and look at
how to buy app installs on each of these platforms. So first of all we are going to look at
Facebook and all you need to know to place your ad for your app on the network that reach-
es an estimated 1.2 Billion or 82% of mobile users.
Setting up your Facebook Ad Account
First things first. Your app must be available in the Apple App or Google Play store. If you
haven’t already you need to set up a Facebook Ad account, which is relatively easy if you
follow Facebook’s own guidelines. Simply add in your credit card details and you are pretty
much good to go and ready for the next step, which is …
Creating and Installing Your Facebook App
Now comes the techy bit. Just like any other network, you are going to need an SDK, in
Facebook Ad’s case it’s referred to as a Facebook App. To set up head over to developer.
facebook.com/apps and click New App, choose your platform and if you have hired a devel-
oper he/she will take care of the rest – but they will need to:
• Install the Facebook SDK into your app
• Copy App ID into plist

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• Copy App Name into plist
• Copy URL types ID into the plist
Screenshot: Once your dashboard is set up and your app is working, approved and ready for
business, you are now ready to create your Facebook install ads
Source: developers.facebook.com
How to Buy App Installs on Facebook?
You should be now able to purchase traffic as a CPI (cost per install) NOT CPC (cost per
click). CPCs will allow you to buy traffic through the Facebook app without an SDK but you
can’t track the traffic so, you, poor app developer, are clueless as to how many installs are
being generated directly from FB, unless you are doing your own independent tracking – not
a good idea!
Another point to remember is that CPIs will give you all the information at your fingertips
and allow you to adjust your ad campaign in real time to get more installs for a lower price.
But even CPIs are worthless if you don’t measure the real return. The most important thing is
to optimize your bottom line profits by measuring the exact ROI (Return On Investment) and
Lifetime value. By using an FB Measurement Partner such as AppsFlyer.com you can meas-
ure and optimize your app using their data.
Pricing
CPI on FB goes from $0.50 up to 2$. One thing to note is that Facebook shows both post-click
and post-impression installs, as an indirect effect of their branding advertising. Normal display
networks show only post-click installs and measure the CPI based on that. As a consequence
Facebook CPI is lower (discrepancy between post-click and post-impression is normally
around 10%). The type of app is also a factor on pricing, as is great audience targeting or
precise interest targeting. Some apps can pinpoint the competitive advantage that Facebook
Advertising possess, such as dating, gambling, entertainment and e-commerce, for example.

Formats
Facebook Video Ads: You can easily create, measure, and optimize video campaigns on Face-
book. Video ads can be created when you create a campaign in the ads create tool, Power
Editor, or its API. For advertisers who specifically want to drive video views, they should use
the “video views” objective. For advertisers who are interested in maximizing the reach of
their videos, Reach and Frequency allow advertisers to purchase guaranteed reach while
managing the frequency. Facebook will automatically optimize these ads across devices and
across target audiences.
Screenshot: Tell a story using a video in your ad
Source: facebook.com
Tip: Upload videos directly to Facebook instead of linking to an external site, like YouTube.
Facebook Carousel Ads: Recently announced, Facebook’s carousel format is a best practice
ad format that provides you with more creative real-estate in News Feed and drives people
to your website or mobile app to convert. Ultimately, this advertising opportunity delivers a
showcase of up to five images within one ad unit, creating a more immersive experience that
leads to greater marketing value.

Screenshot: Currently carousel mobile app ads support only one app, with a minimum number
of three images (vs. two on non-app ad carousel ads)
Tip: Facebook recommend that you use at least three objects (ie images) for achieving optimal
performance.
Facebook Engagement Ads: Mobile app ads help drive engagement and conversion for your
app with ads that take users to a customized location within your app. For example, a trav-
el app can target its existing users with relevant flight deals in an ad with a call to action to
‘Book Now’ for a flight. When the person clicks the ad, they will be sent straight into the app
to the flight deal advertised.
Screenshot: For engagement ads the call-to-action plays a very important role
Source: facebook.com
Tip: Optimize your Call-To-Action! For engagement ads the call-to-action plays a very important
role: The better the fit, the higher the engagement rate.

Designing Your Ad
Now, you need an ad of course, and once again there is a guide provided by Facebook on how
to make ads look their best on a number of different platforms. The first step is clicking the
“Create an Ad” button in your Facebook dashboard. Then select “Find potential customers
for your business”, of course.
Screenshot: The Ads Create Wizard will guide you through all necessary steps to create an ad.
When changing parameters you will be able to preview the result of each setting, for example
how your ad will look like
You may have to employ a little Photoshop wizardry and for mobile app installs you will need
to include certain demographics such as:
• Platform
• Operating System (OS)
• Connection
• Country
• Age
• Gender
Next check the boxes in the Interests, Behaviours and Connections area – a bit of research
in this area by reading up on best practices from other sites might help, but basically you will
want to be looking at:
• Interests – what people are interested in. If you’re promoting a wine app, finding people
that are interested in wine makes sense.
• Behaviours – how people behave on Facebook and online. Do they spend a lot? What’s
their occupation?
• Connections – Is you your app installed on their mobile already?
By making the demographic areas completely generic, you’ll reach a bigger audience, but the

more focused and smaller your audience, the better your metrics will be assuming you have
selected the right factors.
Third Party Platforms
The Facebook platform allows mobile app developers and app marketers to choose from a
selection of PMDs (Preferred Marketing Developers) who offer the ability to buy app install
ads that will appear on Facebook using a third party tool. App installs ads need careful track-
ing and most PMDs offer data reporting as part of their services and analytics capabilities
which can help to identify high LTV (lifetime value) users. Where a PMD can really be helpful
is in managing increasingly complexity. For app or game publishers or agencies running multi-
ple campaigns keeping organised is vital in order to maintain ROI.
Here’s a selection and brief resume of some of the top third party tools and platforms – to
discover more on PMDs and the services they offer see our article from earlier this year: 7
Ways to Buy Facebook App Install Ads.
AdParlor is one of the largest Ads API partners on the Facebook PMD platform. Check them
out for a free trial, self-service, real-time bid optimisation, range of service levels.
Bidalgo is a company that focuses on delivering high ROI results for their clients. Check them
out for real-time bidding, A/B testing.
Ampush offers fully-managed advertising solutions for app developers and app marketers.
Check them out for custom reporting, 24/7 optimisation, in-feed advertising.
Nanigans is a well established company in this field. Check them out for predictive optimisa-
tion, real-time reporting, post-install automation.
The Budget
Things to consider on Facebook are to optimize for Mobile App CPI Installs and run ads all
the time – but remember when you set your spend do not leave it checked to “run forever”
unless you want a big Facebook invoice!
The best advice is to initially set your budget relatively low for the first week while Face-
book’s algorithm gets used to your app. It will also take time for installs to come through
while the data on users etc is being collected. For more on what Ad Sets are, check out this
article from Facebook.

Screenshot: Monetize Your App and Maximize Ad Revenue
With Facebook commanding 18% of the total time users spend on mobile, on its app, FB is
the biggest publisher. However, the more you want to spend, the more different campaigns
you need to initiate in order to keep the performance of your app at a respectable level.
Finally, once you have written your ad copy and are happy with your design and visuals and
written a punchy headline, description and call to action button. You are Go! So click the
Place Order button on the page and wait for you beautifully crafted app install ad to work its
magic.
Conclusion
So that’s our guide to buying app install ads on Facebook – hopefully it’s provided some
useful tips and you can find out more about other platforms in our forthcoming coverage of
Google Adwords, Twitter and YouTube, so stay tuned!

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How to Buy App Install Ads on Facebook

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How to Buy App Install Ads on Facebook