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Guides for Advanced Advertisers on Facebook | Acquiring New Customers for Your Mobile App
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When you get potential customers to take actions you care about (ex, signing up for your newsletter), you’re getting what is called acquisitions. Acquisitions allow advertisers to understand the purchase intent of potential customers. Intent may come in the form of a person installing your app or simply subscribing to your newsletter or business. Acquisitions are an important part of growing a mobile app because they help you pinpoint likely customers.
Once you know who those potential customers are, you can reach them using a mobile app installs ad and track installs and the actions they take using tools like the Facebook SDK. You can even optimize your ads for the actions you want people to take in your app and have your ads delivered to the people who are most likely to take the specific actions at least once and at the lowest cost. Now that you know what acquisitions are, let’s look at some ways to help you set up your ad campaigns to drive more acquisitions.
Choose the right ad objective
For this guide, we’ll look at how you can drive acquisitions using the mobile app installs objective. To use this objective, you’ll need to have a mobile app.
Use mobile app installs
To acquire new customers for your app, choose the mobile app installs objective. You’ll know you have the right objective if you’ve selected Get installs of your app in ad creation. The mobile app installs objective was created to help you drive installs of your app by directing people to the Apple App Store or Google Play Store.
And with this ad objective, you can go beyond just getting people to install your app. A key advantage of mobile app installs is that you can deliver your ads to people who are most likely to take an action (ex, making a purchase) after installing your app so you can track what matters most to your business goals. In order to use mobile app installs effectively, you’ll want to implement app events to your mobile app, which will allow you to:
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Track mobile app installs.
Re-engage with people already using your app to drive revenue and grow engagement in your app(s). Grow your app by helping you reach people who are similar to those who’ve already installed your app, made in-app purchases or demonstrated interest or loyalty to your app in other ways. To use app events, you’ll need to implement the Facebook SDK.
Pick the right buying type
There are two buying types you can choose from the auction and reach & frequency. If your goal is to drive new acquisitions using the mobile app installs ad objective, it’s recommended you choose auction as your buying type. The auction buying type gives you control, allowing you to choose your target audience as well as the duration and budget of your ad. You can make edits to your ads at any time.
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Choose the right audience for your ads
Bear in mind that for acquisitions, your main goal is to reach people who aren’t already using your app but are likely to be interested in it.
Guides for Advanced Advertisers on Facebook | Acquiring New Customers for Your Mobile App
source: Facebookpeadia