A Guide ToFacebook

Mobile App Installs

July 2013

What are Mobile App Installs?

The Mobile App Install (MAI) ad unit promotes mobile applications within the Facebook News Feed through a users’ mobile phone by directly taking them to their respective app stores.

What are Mobile App Installs?

Key MAI Benefits

Mobile app install ads on Facebook receives 80% more bandwidth than ad networks

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Key MAI Benefits

3rd party tracking allows for downstream assessment of revenue and ROI for targeting optimization

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Mobile app install ads on Facebook receives 80% more bandwidth than ad networks

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Key MAI Benefits

MAI drives quality installs at a low cost

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3rd party tracking allows for downstream assessment of revenue and ROI for targeting optimization

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Mobile app install ads on Facebook receives 80% more bandwidth than ad networks

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Key MAI Benefits

Important Terminology

Important TerminologyInstallAn install is not counted until the user actually opens the app. This can occur up to 14 days after the app has been downloaded

Important TerminologyInstallAn install is not counted until the user actually opens the app. This can occur up to 14 days after the app has been downloadedClick This is what is recorded when a user presses the “install now” button on the advertisement

Important TerminologyInstallAn install is not counted until the user actually opens the app. This can occur up to 14 days after the app has been downloadedClick This is what is recorded when a user presses the “install now” button on the advertisementCPIThe cost a client pays for each install of the app. The average CPI depends on multiple factors including geographic location, and competition for bidding

Important TerminologyInstallAn install is not counted until the user actually opens the app. This can occur up to 14 days after the app has been downloadedClick This is what is recorded when a user presses the “install now” button on the advertisementCPIThe cost a client pays for each install of the app. The average CPI depends on multiple factors including geographic location, and competition for bidding Conversion TrackingAllows both Ampush and a client to monitor post-install activity to better determine user ROI and ad optimization

Important TerminologyInstallAn install is not counted until the user actually opens the app. This can occur up to 14 days after the app has been downloadedClick This is what is recorded when a user presses the “install now” button on the advertisementCPIThe cost a client pays for each install of the app. The average CPI depends on multiple factors including geographic location, and competition for bidding Conversion TrackingAllows both Ampush and a client to monitor post-install activity to better determine user ROI and ad optimization

SDK A software development kit is software that needs to be embedded into an app’s code base in order to allow for conversion tracking

Set-up Process

Set-up Process There are only a few steps needed to start

running Mobile App Install campaigns

Intuitive set-up through Ampush

Intuitive set-up through AmpushRegistration 1If desired, a developer can register anApp via Facebook. Recent changes have made this unnecessary, however it is still recommended

Intuitive set-up through AmpushRegistration

App Store InformationDevelopers will enter their ID information from the iTunes App Store and/or Google Play Store on Facebook.

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If desired, a developer can register anApp via Facebook. Recent changes have made this unnecessary, however it is still recommended

Intuitive set-up through AmpushRegistration

App Store InformationDevelopers will enter their ID information from the iTunes App Store and/or Google Play Store on Facebook.

App InformationAdd a description and cover image.

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If desired, a developer can register anApp via Facebook. Recent changes have made this unnecessary, however it is still recommended

Intuitive set-up through AmpushRegistration

App Store Information

If desired, a developer can register anApp via Facebook. Recent changes have made this unnecessary, however it is still recommended

Developers will enter their ID information from the iTunes App Store and/or Google Play Store on Facebook

App InformationAdd a description and cover image

Granting of Advertiser Access to Ampush A developer must grant Ampush special access to allow us to run advertisements for apps

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Creative Best Practices

Text: 130 characters maximum

Creative Best Practices

Image: 600 x 360px

Text: 130 characters maximum

Creative Best Practices

Creative Best Practices

Creative Best Practices Less Than 20% Text Too much text in image is seen as inauthentic or impersonal.

Creative Best Practices Less Than 20% Text Too much text in image is seen as inauthentic or impersonal.Call To ActionInclude a clear call to action or incentive within the first 90 characters.

Creative Best Practices Less Than 20% Text Too much text in image is seen as inauthentic or impersonal.

Relatable ContentEmotions are triggered by images of real people, real things, and real situations.

Call To ActionInclude a clear call to action or incentive within the first 90 characters.

Creative Best Practices Less Than 20% Text Too much text in image is seen as inauthentic or impersonal.

Mobile Device ImagesIncluding a picture of the app increases conversion rates.

Relatable ContentEmotions are triggered by images of real people, real things, and real situations.

Call To ActionInclude a clear call to action or incentive within the first 90 characters.

Creative Best Practices Less Than 20% Text Too much text in image is seen as inauthentic or impersonal.

GameplayCause excitement by showing people what they will experience.

Mobile Device ImagesIncluding a picture of the app increases conversion rates.

Relatable ContentEmotions are triggered by images of real people, real things, and real situations.

Call To ActionInclude a clear call to action or incentive within the first 90 characters.

Mobile Measurement Partners

In order to track post-install information (retention rate, in-app purchases, registrations etc…), it is necessary to install the Facebook SDK or utilize a third party mobile measurement partner

Mobile Measurement Partners

In order to track post-install information (retention rate, in-app purchases, registrations etc…), it is necessary to install the Facebook SDK or utilize a third party mobile measurement partner

Mobile Measurement Partners

How do you choose between the Facebook SDK and a third party?

  FB SDK Third Party SDKTracks app installs Yes YesTracks downstream conversions No YesFree Yes No

Attribution

Installs = Post-Click 0-28 days and Post-Impression 0-24 hours.(Post-Impression 1-28 days also available in Actions by Impression Time report)

Installs = Post Click only, attribution window varies, usually 0-14 days

oCPM Bidding Yes No

Mobile Measurement Partners

Select third party vendors include:

Mobile Measurement Partners

Select third party vendors include:

Mobile Measurement Partners

Select third party vendors include:

Mobile Measurement Partners

Select third party vendors include:

Mobile Measurement Partners

Select third party vendors include:

Mobile Measurement Partners

Select third party vendors include:

Mobile Measurement Partners

How do MAI’s compare to traditional Mobile Ad Networks?

MAI are superior in terms of volume, quality, and costs

How do MAI’s compare to traditional Mobile Ad Networks?

Volume

VolumeThe 750 million+ users of Facebook on mobile spend a majority of their time (nearly 9 hours/month) in the Facebook application

VolumeThe 750 million+ users of Facebook on mobile spend a majority of their time (nearly 9 hours/month) in the Facebook application

VolumeThe 750 million+ users of Facebook on mobile spend a majority of their time (nearly 9 hours/month) in the Facebook application

Quality

QualityWith large ad real estate and sophisticated targeting options, Facebook delivers users with higher intent and retention.

QualityWith large ad real estate and sophisticated targeting options, Facebook delivers users with higher intent and retention.

QualityWith large ad real estate and sophisticated targeting options, Facebook delivers users with higher intent and retention.

Costs

CostsThe combination of better targeting and higher conversion rates makes MAI very cost effective to drive ROI.

CostsThe combination of better targeting and higher conversion rates makes MAI very cost effective to drive ROI.

CostsThe combination of better targeting and higher conversion rates makes MAI very cost effective to drive ROI.

Keys to Success

Keys to Success1

Prevent Facebook ad system from automatically optimizing delivery across ads by segmenting creative (in campaigns) and optimizing accordingly.

Optimize Delivery Based on Creative

Keys to Success1

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Prevent Facebook ad system from automatically optimizing delivery across ads by segmenting creative (in campaigns) and optimizing accordingly.

Optimize Delivery Based on Creative

Understand Ad EffectivenessTarget only one device in each ad in order to measure the effectiveness on different devices (e.g. iPad, Android, iPad)

Keys to Success

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Prevent Facebook ad system from automatically optimizing delivery across ads by segmenting creative (in campaigns) and optimizing accordingly.

Optimize Delivery Based on Creative

Understand Ad EffectivenessTarget only one device in each ad in order to measure the effectiveness on different devices (e.g. iPad, Android, iPad)

Measure Installs and LTVUnderstand ARPDAU (average revenue per daily active user), LTV (lifetime value), ARPU (average revenue per user), 1 and 7-day retention, DAU/MAU and other metrics.

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Learn how our solutions can work for you at ampush.com