How to Use Facebook’s New Capabilities in Mobile App Ads

Facebook Mobile Apps

When Facebook rolled out the Mobile App Ads last year, the goal was to drive installs for companies. Mission succeeded. Over 145 million installs from the Google Play and Apple App stores. Now comes the 2nd, and potentially much more exciting phase of this app. With most users opening an app between 6 and 10 times, Facebook went to work to find a way to urge installed users to return and actually use the apps. Facebook has done this by offering seven more calls to action inside the app itself, such as “Open Link,” Use App,” “Shop Now,” “Play Game,” “Book Now,” “Listen Now” and “Watch Video,” all designed to pump up user engagement with already installed apps.

How to Utilize These New Calls to Action

Your thoughts are probably already spinning with inventive ways to employ this new functionality in the Facebook Apps Ads. One of the companies Facebook used to test this was HotelTonight. Here’s what their marketing manager Kevin Kwon had to say about it, “The ability to engage people on mobile by deep linking them into our app from Facebook is very powerful.” Kwon also said that the feature “has significant potential to drive bookings in our app.”

Some additional uses of them offered by Facebook include:

  • Shop Now – A retailer advertises a 24-hour sale for purchases made within its mobile app.
  • Play Game – A game wants to bring existing players back to its app to play newly updated levels.
  • Listen Now – A music app wants to bring listeners to a newly updated playlist.
  • Book Now – A travel app wants to promote cheap fares and getaways.

How to get this set up in Facebook Ads

Use the Facebook ads tool – Power Editor – to set up your campaign and creative. You’ll be able to identify your app users and upload them to the ad platform. Make sure you measure your results. Facebook’s objective here is to help users engage more over the app they’ve already downloaded, and to help merchants better connect and convert through their campaigns.