wersm-facebook-app-event-optimization

Facebook Ads Target Users Who Are More Likely To Use Your App

by • July 19, 2016 • FacebookComments Off on Facebook Ads Target Users Who Are More Likely To Use Your App4160

Facebook ads are a great way to help people discover and download your mobile app. But until now that’s all they were good for: Getting you downloads.

Downloads are an important metric, but in some cases, only 6% of people who have downloaded your app will still be using it after 30 days. That’s a low retention-rate and as a consequence, App Download Ads may not be as good an investment as they seem.

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This is where the latest Facebook Ads update comes to the rescue. The new App Event Optimisation tool aims to deliver mobile app installs to people who are “likely to take valuable actions within your app.”  Yes, that’s right, the Facebook knows so much about us and our behaviours, that it thinks it can predict how likely we are to take action within a specific app… like adding something to a shopping cart, or completing a level in a gaming app.

The App Event Optimisation tool comes with many specific actions that can you can bid on, when creating your ads. Some of the most current ones would be: level completion, adding payment or contact information, completing registration, making a purchase, rating a product, or even viewing content.

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As Facebook product manager Jehan Damji explains,

We’re now aligning a lot closer with what developers have been asking for. It’s about really delivering the right customers to the right apps so developers can continue to grow their business.

I think this is a huge step in the right direction. What do you think?


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