- Facebook has launched a new ad format, App Event Optimization, that helps advertisers target users who are likely to take specific actions within apps, according to a Facebook blog post.
- The format allows advertisers to bid more for app install ads to target users that are likely to take specific actions, such as buying a product or rating the app.
- “As a developer, this means you can now deliver ads to people in your target audience who are not only likely to install your app, but also likely to take the specific action you value within your apps," Facebook wrote in the post. "App Event Optimization keys off of the app events required that you have enabled in your app. When creating your mobile app install ads, you can select the option to purchase installs that optimize for one of the standard app events we offer. Then we will serve your ad to people in your target audience likely to take the action you choose.”
Apps are valuable marketing assets for many brands: They provide a wealth of data points on users, indicate a high level of engagement, and allow marketers to use cutting edge tactics such as augmented reality.
But while apps are important, app marketers shouldn’t focus on installs alone—at least not at first, Nancy Hua, CEO of mobile A/B testing service Apptimize, told Marketing Dive.
"You're not going to get everything right the first time, so you have to have a plan for how you'll improve the app as you start to get user feedback and analytics," she said. "Marketers should spend just enough to get some basic ideas on what needs improvement within the app, quickly fix those issues, then spend more on acquisition ... rinse and repeat."
Only 6% of consumers will use an app 30 days after they install it, according to Facebook. That makes it hard for brands to keep consumers engaged with their apps, which is part of the reason Facebook has launched chatbots for its Messenger platform. While time spent on mobile devices continues to increase, the number of apps that consumers use on a regular basis is going in the opposite direction.