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Tag: Mobile App Ads

  • Facebook Adds Carousel Format To Mobile App Ads

    Facebook Adds Carousel Format To Mobile App Ads

    Facebook announced that it is extending its carousel ad format to mobile app ads. The format enables advertisers to showcase multiple images and links in one ad.

    “Since its introduction last year, the carousel format has been successful for advertisers, driving 30 to 50 percent lower cost-per-conversion and 20 to 30 percent lower cost-per-click than single-image link ads,” a Facebook spokesperson tells us in an email. “The carousel format can support up to five images with links and helps advertisers meet objectives across direct response and brand awareness marketing. Mobile app install and engagement ads in the carousel format are available now through the ads API. The carousel format continues to be available for link ads in the ads API, Power Editor and Ads Create Tool.”

    Facebook shares a few success stories advertisers who have used the format. Neiman Marcus saw 3x higher conversion rates than previous Facebook campaigns. Foodpanda increased CTR by 180 percent and reduced their cost-per-impression by 39 percent. MVMT Watches saw CTR jump by 75 percent and a 3x lower cost-per-acquisition compared to other advertising platforms.

    “Facebook can optimize the order of the links based on engagement and expected performance,” the spokesperson notes. “This optional feature has helped increase click-through rates by an average of 12 percent.”

    The format is currently available through the ads API for mobile app install ads and engagement ads. It also continues to be available for link ads in the ads API, Power Editor, and Ads Create tool.

    Image via Facebook

  • Facebook Gives Mobile App Ads Device Level Targeting

    Facebook announced on Tuesday that it is adding device level targeting to mobile app ads, enabling developers to reach the precise devices they need to in order to succeed with their campaigns.

    For example, developers will be able to specifically target Samsung Galaxy S5 users or iPhone 5s users or iPad 1 users. As Facebook points out, you could even get as specific as someone using a Google Nexus 10 with a minimum OS version of 3.0, who are on Wi-Fi. Before, you’d have only been able to target the OS, minimum OS version and Wi-Fi only users.

    Facebook says the new device targeting option lead to greater ROI, and help you identify which devices are working best for your app. It will also help you eliminate wasted spend, it says.

    “In addition to using device level targeting, you can reach the most relevant people by creating Custom Audiences consisting of your mobile app users,” says Facebook’s June Li. “For example, if you were a developer with multiple apps, you could cross-promote your portfolio of apps to the people you know that love your apps. In addition, you could also create a separate lookalike audience based on the attributes of your existing users to reach a larger set of people.”

    “This combination of mobile device targeting, Custom Audiences and lookalikes gives you the power to acquire high quality users and increase engagement among your existing users,” says Li.

    Facebook warns against going too narrow with your audience, and suggests customizing your ad for particular audiences and layering on complimentary targeting features like custom audiences and lookalikes.

    The new targeting options will be available within the next few days.

    Images via Facebook