Facebook recently introduced a new type of video ad, which focuses on driving mobile app installation. This feature is a part of Facebook Mobile Apps which brings more interactivity to the newsfeed, where customers can click and play the video before installing a particular app.
Now, developers can use videos to drive customers to a Google Play Store or Apple Apps Store within Facebook. This allows users some preview on the product before installing the app.
Videos are proven to boost engagement in the Facebook news feed, so it seems natural to test this out for app installs as well.
The brand Double Down Casino was the first partner to test the advantages of the new feature. John Clelland, Vice President, Interactive Marketing for DoubleDown Casino says that using videos on the ads resulted to increase in installs, while the company costs per install has decreased. This is indeed a proof of greater opportunities in mobile app marketing.
Lately it’s becoming a trend for developers to utilize Facebook as an alternative channel to Google Play and the Apple Apps Store to widen reach among target users. This is particularly true to free-to-play games.
Successful Facebook ad campaigns requires the most compelling copy to drive leads. Facebook recommends videos that showcase the best characteristics of the app, user experience, game instructions or screenplays.
Bonus: The videos are not set to play automatically on the newsfeed, just like other shared video contents, so it is less likely to receive negative comments.
Facebook Ads has also simplified the way advertisers buy mobile app ads. This is by providing options for bidding and optimizing mobile app installs. Facebook has now introduced the cost per action (CPA) bid, which helps advertisers manage their ad budget better, maximizing costs per installs. Through this bidding, advertisers are only charged when a user downloads and installs the app, providing more control on spending in mobile app campaigns.
Based on beta tests, buying on CPA costs per install is 20% cheaper compared on buying on CPC or Cost Per Click. In order to start bidding CPA, advertisers will need to track the number of installs on a ad campaign. You can do this by integrating the ad campaign with Facebook SDL or get a mobile analytics partner.
As of now these new features will be gradually introduced to developers and advertisers who are promoting mobile apps installs and not yet to general users.
So what do you think? Excited about this latest news? How will you use this for your business?