Even after all the giving of the holiday season is over, there are still consumers on the hunt for new things to buy. Maybe they have cash or gift cards that they’re itching to spend, or maybe they’re trying to give themselves the gifts they didn’t get. After all, who hasn’t hit the post-holiday sales?
Maybe they have cash or gift cards that they’re itching to spend, or maybe they’re trying to give themselves the gifts they didn’t get. After all, who hasn’t hit the post-holiday sales?
But the must lucrative of all these customers might be the people that received new gadgets as gifts — smart watches, phones, tablets — and they’re looking to fill their blank slate with all their new favorite apps.
If you’ve developed an app, you need to be reaching these customers. Their pockets are open and they’re excited about trying new things on their new devices. Keep on reading to learn how!
First of all let’s give a look at the numbers, to prove that this isn’t pure speculation. There’s actually a huge bump in app downloads during the months of December, January, and February.
But during the highest volume of app store traffic in the year, how can you cut through the noise to get to your customers?
Facebook’s dynamic mobile install ads are the key to your success. They allow advertisers to drive better kinds of traffic to their apps, and put ads for apps in front of the people who are actually likely to download and use those apps.
Why dynamic app ads matter
Discovery on the App Store has never been harder than it is today. The number of apps available has grown enormously in the last few years and doesn’t show any sign of slowing down.
Unfortunately, the App Store simply isn’t set up well for connecting customers to apps. With no way to get beyond the most popular apps, it is extremely hard for new apps to break into the charts. If your app isn’t listed among the most popular, you have to look at smarter ways to get your app onto your customer’s devices.
You need to know who wants your app, and you need to be hyper-specific about your user base. That’s the only way to grow and build a truly sustainable business as an app developer. That probably means diving into your app analytics and figuring out who your target audience is. Once you’ve got your audience, it’s time to put that information to work.
Dynamic ads can help you through every part of this process.
What are dynamic ads?
In essence, dynamic ads allow advertisers to use Facebook targeting options, re-targeting tools and lookalike audiences to sell products.
The catch is that, before now, these ads couldn’t direct people to the App Store, meaning that they were not an optimal tool for driving customers to your mobile app. But now, Facebook has expanded their dynamic ad service to include app-specific features.
The key here is that you can tailor your ad to direct the customers who are most likely to download your app or make a purchase — straight to your native app.
Finding those customers is not an easy task, but dynamic ads help you identify custom audiences through a couple of special tools.
App event optimization tracks the behaviors of Facebook users to predict who will be a valuable customer. This gets you started with powerful targeting through all the social data that Facebook collects.
View-through attribution helps you identify your most effective ads by tracking the behaviors of people that see your ads. This gives you a more complete understanding of who is driven to download from your campaign, even if they don’t click through when they see an ad.
Let’s take a closer look at how these features can help your campaign.
Dynamic ad perks
#1 – App event optimization
Facebook puts its huge store of data to work for you with app event optimization. They say:
Businesses can… use app event optimization to identify the customers who are more likely to take valuable actions after downloading an app—such as completing a level in a game, booking a trip or making a purchase.
This means that you can drive more valuable customers to your app with dynamic ads. For example, let’s say you have a horseback riding game, mostly played by girls ages 13-18. You know that completing multiple levels of the game is the best indicator of sustained use of the app, and the best indicator that people will make in-app purchases.
With app event optimization, you can target 13-18 year old girls whose past behaviors will indicate they will complete multiple levels of your app. Facebook leverages data from across its platforms (including Instagram) to figure out your audience and helps you get your ad in front of customers who are most likely to use your app.
Hypotheticals are great, but the proof for app event optimization is in the pudding:
Poshmark, a clothing resale app, used Facebook’s app event optimization to find customers who were most likely to make a purchase from their app. They decreased their cost per event by 24%.
Smule, an app company that specializes in music apps and games, worked with app event optimization to improve their revenue per user by 22%.
The fact of the matter is that getting your ads in front of the right audience really pays off.
# 2 – Accurate impact measurements
Dynamic ads also help you understand how your ad campaign works. Understanding which ads work well is one of the best ways to maximize your ad budget. With view-through attribution, you can see when your ads drive a download, even if that user didn’t click on your ad when they saw it.
This means you can work towards making smarter campaigns because you know how many people were influenced by your dynamic ads, not just who downloaded your app by clicking through. For example, Pocket Gems, an app game company, realized that 18% of their installs happened after a user viewed their ad but didn’t click through.
That’s valuable information that will help them accurately assess the impact of a campaign, so they can keep putting the most effective ads out there.
Impact measurements help you get an accurate understanding of what ads are working the best, which allows you to focus your ad budget on only the ads that give you the best results.
Dynamic mobile install ads can be set up through your business manager account.
Once you’ve created or are into your account:
Upload your product catalog to showcase your products in your ad
Create your Facebook pixel, which is the key to audience optimization
Make your dynamic template to assemble your eye-catching ads
Although there are more customizable options for seasoned dynamic ad creators, these three steps are all you need to be ready to rumble with your first dynamic ad campaign.
Ads that work for you
Building a mobile app business is hard. You need all systems firing and in tip-top shape, and that includes your advertising.
When you get the right users, your retention and engagement will form a strong foundation for you to build success. To find the right users, you need ads that are focused at people who are most likely to be enthusiastic users of your app.
Dynamic mobile app installs can help kickstart that process for you. It’s not easy to find your best, most targeted audience, or track the impact of all your ads. But with all the tools attached to dynamic ads, you can tap into those best practices from your first ad placement.
And now’s the time of year to do it — right when people are on the hunt for new apps to add to their new devices. There’s truly never been a better time to get started on Facebook ads as an app developer.