In the mobile app advertising world, it’s one thing to successfully drive mobile app downloads—but it’s a whole different ballpark when it comes to identifying effective ways of driving engagement and revenue from mobile app users. Last week, Boost Media shared a Q&A to help you get started using Facebook and Instagram app advertising to step up your game and improve mobile app engagement. This week, we continue laying the ground rules for success with 9 quick tips.
1. User context
Start with clear use cases for why someone would want to engage with your app and why it might make sense for them to do so while using social media.
With your use cases in mind, develop images and headline copy that would not only entice the user to open your app, but also clearly direct them to take a specific high-value action once they get into your app.
With Facebook app ads, use deep-linking to send users directly to the specific page within your app where they can take the action you specified in your ad text. You can take this one step further by setting up custom audiences by app activity, essentially retargeting users who have viewed certain products in your app and abandoned them without purchasing. You’ll need a developer to implement deep-linking in your app before you can use it in your ad.
Test several CTA buttons like “Use App” or “Play Game” to see what works best for different audiences. Be sure to use a CTA is in line with your ad creative and deep link.
6. Image optimization
In Facebook, take advantage of ad optimization by uploading up to six images: Facebook will automatically optimize the image that shows based on performance.
Remember that Facebook also offers a desktop app ad format. If your goal is to drive mobile app downloads or engagement, be sure you are only targeting your campaign to mobile users. Since Instagram is a mobile-only platform, you don’t have to worry about device targeting.
Use Facebook Analytics for Apps to learn what is and isn’t working to uncover new optimization opportunities.
9. Beta test
We’ve heard rumors that Facebook might be beta testing mobile app push notifications. Ask your Facebook rep about getting involved in that beta test to improve app engagement.
Where to go from here
If a mobile app is central to your business model or marketing strategy, figuring out how to improve both app engagement and average revenue per user (ARPU) is critical to winning. Facebook and Instagram mobile app advertising should be a key component of your game plan for boosting engagement and ARPU. If you find that getting new ad creative is a roadblock to testing and driving mobile app engagement, don’t hesitate to reach out to Boost Media. We can help!