Facebook Ads (Mobile App Marketing) | Technology Mania | Skillshare

Facebook Ads (Mobile App Marketing)

Technology Mania

Facebook Ads (Mobile App Marketing)

Technology Mania

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19 Lessons (1h 6m)
    • 1. 1- What Will We Learn in this Course?

      3:28
    • 2. 2- Let's Create a Facebook page

      2:20
    • 3. 3- Register your App

      5:21
    • 4. 4- How to Enable Permissions?

      1:32
    • 5. 5- Facebook SDK

      3:02
    • 6. 6 Advertising Formats

      10:28
    • 7. 7- Advertising Placement

      3:38
    • 8. 8- Choose Account

      0:35
    • 9. 9- Choose Objectives

      0:53
    • 10. 10- Define Audience, Placements, Budget and Schedule

      11:39
    • 11. 11- Ad Format, Upload Media

      4:45
    • 12. 12- Audience Network

      1:26
    • 13. 13- App Event

      1:53
    • 14. 14- App Event Optimization

      0:50
    • 15. 15- Value Optimization

      1:22
    • 16. 16- Custom Audiences

      3:00
    • 17. 17- Create Look a Like Audiences

      2:51
    • 18. 18- Measurement for App Ads

      4:42
    • 19. 19- Split Testing

      2:12
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About This Class

Welcome to Facebook Ads (Mobile App Marketing) course.

In this course, you will learn how to create a universal app campaign on Facebook Ads. If you are thinking to start to learn app promotion with Facebook, this course is a perfect place for you to start. This course is specifically designed for the beginner all the way up to advanced with hands-on projects.

I have explained all the subjects with simple examples and applications, and explanatory diagrams in a way that the student can understand at all levels.

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Transcripts

1. 1- What Will We Learn in this Course?: Hello and welcome to Facebook. Mobile app marketing is a great course. It's fully extended and includes everything you need to create app promoting on Facebook ads. And we'll talk about lots of things that you'd like to learn and whether you need it or not. So this course, we're going to create an app ads. Okay, so let's start with some information and some quick tips and tricks about the mobile app business and the content about the following course. So mobile lapse, of course, are increasingly helping businesses grow, right? Facebook app install ads enables your business to connect with the people who are more likely to install your app. So it brings you a wider audience. You get more people using your app. App install ads linked directly to the Apple App Store or Google Play. So people can download and start using your app right away. With a single campaign. You can show your ads across Facebook, Instagram, and audience Network. This course will teach you how to use the app install objective to Drive app downloads. Leveraged the Facebook SDK and app events. Use app event optimization to find people who will take valuable actions in your app. Optimized for specific app events. Utilize available creative formats and placements. Build an app, install ads step-by-step. Measure and optimize your app install campaign. Okay, but first let me explain just a little bit about how important app installs are. Alright? So the app ecosystem is continuing to see incredible growth today. In fact, there are more than 5 million apps available on the Google Play and the Apple app stores. Now of course, your first thought is, I want to give me some of that. But the thing is, it does pose a challenge for businesses. It's no longer just about App Discovery, but happened discovery by the right customers who will engage with your app over time. So with a Facebook SDK, you can integrate at events and leveraged app targeting to help increase engagement and revenue. So to maximize the impact of your mobile app, install ads. You've got to first install the latest SDK for Android or iOS to measure installs and in-app conversations. And a great app events to track actions taken within your app. Leverage amp targeting to reach the relevant audience with the right messaging. Customize Ads Manager reporting to measure app events. Use Facebook analytics for deeper performance metrics. So we're going to cover all these things and more. Stay tuned. 2. 2- Let's Create a Facebook page: So if you haven't already done so and just set up a Facebook page. Having a page, of course, is an important tool for reaching your business goals and it's as simple but necessary first step to utilizing the app installs objective. Not only requirements for setting up your page Shara, personal Facebook profile, and an app or a website step-by-step to build our app page. Alright, let's create a Facebook page together. So first of all, I login to Facebook. Click on the arrow in the top right corner and then select create page. You've got to choose a business category, local business or plays company, organization or institution, Artist, Band, public figure, entertainment, cause or community. Only if you want to. It's not really necessary for app promotion. Alright, so name the myapp page as gift app. And just choose a page category and I'll just type in here at page. Alright, so create this page. And after saving this page had a profile picture. And generally we'll use the app icon right in here. So I'm just going to add my app icon for my desktop. Alright, so we're off to a good start. So let's get in a little deeper. So we'll add the page to your favorite section, which is located over here on the left of your desktop newsfeed. And choose your preferred audience at a cover photo. And I'll just grab one off of my desktop. Excellent. Now create a username for your page and get at least 25 people to like it. And that's it for now. 3. 3- Register your App: Alright, so now your app needs to be registered. So you've got to know how to install app and measure App Ads performance in order to increase mobile app installs and engagement, as well as access Facebook's full spectrum of measurement and reporting tools for AB AD. So if you have one, you can work with your developer. Have them register your app for you. If you're not necessarily working with a developer, don't sweat it. You can also register your app yourself, and I'll show you how Now. So we're going to register together myapp easily and swiftly. So here we go. So I'll write Facebook for developer. And then usually the first link, click on it. And sure enough, here we go. So login with your Facebook account. Now to register your app, you also need a Facebook developer account. So that's why I say either you or your developer can get one created. But you can also use an existing personal Facebook account. And you can upgrade it to a Facebook developer account. So whichever way you do that, once you have a Facebook developer account, you can create and manage Facebook applications. Now to find more details on creating or upgrading to a Facebook developer account. You can go right here to the Facebook for developers homepage. So if you don't have a developer for this registration, we can create a new app ID, and we'll do this step-by-step. So to register an App, follow the steps on Facebook for developers, and click my apps in the right-hand quarter. And then on the next page, click Create app, the green button. And next, we have a few options to select. So of course, these can change with your app. For example, if you have a, a game, you can select the build or connect to a game. But here you can see that I am choosing something else and click Continue. Alright, so now I M here on the app dashboard. And if you have an app already registered, well, you can choose your app from here. So when he come back, you'll know where to go. Now on the right side, I'll click on settings. Then click basic. Alright, so here is the App ID and some of the other information that we've already entered. Now we can edit the app icon here as well. But just remember that the dimensions must be 1024 by 1024 or 512 by 512. But generally we choose 1024 by 1024. All right, so to continue, we'll go down here to the bottom of the page, and I'll click Add Platform. Alright, so here we see the platforms for Android, iOS, Windows, apps, websites, whatever. So here you select your platform and I'll just choose Android. And now we've gotta fill in some more information like Google Play package name. Well, what if you don't know the package name? So I'll just open up Google Play and search for my app. And here I'll write in the search bar gift sticker, AP. Alright, so here's my app and I'll click it. Alright, so, so in the address bar, select what's after the equal sign. Copy it. Okay, and then paste it into the Google Play package name. Alright, so that's enough for now, save all those changes and we can fill in some of the other options. Alright, so that's why you need to register your app. Because registering your app will allow you to seamlessly link it to your app install campaign. It also enables you to set the cost per action or CPA bid. Now it's also important to note that registering your app on the mobile SDK does not guarantee the option to bid by CPA. Alright? Your app must have already reported back some installs and your account ID app ID and mobile store ID all need to be deemed non fraudulent, which is a good thing, right? 4. 4- How to Enable Permissions?: Alright, so in order to get the most out of Facebook app adds, be sure you have your administrator or advertiser privileges on the app that you want to run ads for. So this is going to allow you to locate the app in the drop-down menu in Ads Manager to access more measurement and reporting tools. To become an administrator or advertiser on an app. Have your app developer add your account to the app. And indeed, you may have already hired yourself as your app developer. But before you can run App ads in the Facebook platform, you do need to register your app to generate a Facebook app ID which links your app to the Facebook graph. In other words, the connections between Facebook objects. So once you have registered your app, link it to Anat account or your ad accounts in order to send that information from your app to add manager. All right, so we'll go to your developer dashboard again. Click on roles. And when you click again on roles, we see the developer roles that will allow you to control who has permission to edit and view your app. Which means that we can add developers or testers or analytic users. And also give someone permission to do something. 5. 5- Facebook SDK: All right, so let's keep going with the importance of Facebook SDK. So Facebook SDK, it's the software development kit. Sdk. It opens up a wide range of powerful features to help you connect with people. Once they download your app, it enables you to track events are targeted engagement and conversations. Game developers can track events like completed tutorial or achieved level to reward players and Dr. in-app purchases. While e-commerce companies can remark it to customers and run dynamic product ads or DPA's. So adding the Facebook SDK will provide us some very important things to measure. Installs, measure app events, add deferred, deep links to your ads, improved targeting, encouraged purchases. Create re-engagement ads, and measure in-app conversion. So obviously, the Facebook SDK is very important tool on Facebook because it provides so much information in order to adjust the campaigns that you're going to do, or change a campaign or even cancel a campaign. So anyway, how do you implement the Facebook SDK? If some of these things are seeming a little bit beyond the scope of your expertise, you might wanna think about hiring a developer. Because now we're going to get into some coding information. Now, if you do know code, it's not that hard. If you want to learn code, we can help you out. But I'll show you right now what needs to be done. So this is how to implement Facebook SDK. Go to Facebook for developers. And on this page I'll right into the search bar, implement Facebook SDK for iOS or Android. And search for it. And as you're scrolling, you can see, whoa, okay, then Facebook has all the information that we'll need. And it even tells us how to implement Facebook SDK easily step-by-step. Now of course, if you're not familiar with a development environment and it can be a little confusing. But I think you're going to be okay, so just scroll with me and look at the steps. So now once the SDK is implemented, we're going to be able to measure our app events and values. Alright, so let's keep going. 6. 6 Advertising Formats: Now here you have several options for how your ad will look and where it's going to run. And depending on your app, your budget, your audience, and your business goals, you've gotta be able to choose the ad formats and placements that are right for you. For mobile app installs, we recommend running ads across Facebook, Instagram, and audience network. So that way we optimize our campaigns based on which placements are working best. So here are the available ad formats, which are images, videos, carousel, and Slideshow. So first let's have a look at images and some tips that you should know about images. So use high-quality engaging images that show screenshots of your app, products or brand images. And there are a few requirements for your image ads. The recommended image size is 1200 by 628 pixels. The image ratio needs to be 1.9 to one. Ad text, a 100 characters. Any text in the image? Well, we recommend that the text make up no more than 20% of the image area. Alright, so the second ad format is video, and it comes with another raft of requirement. But it's great to be able to engage your audience with video. For games, especially it's a great way to preview the game experience and for all types of apps and effective way to grab some attention. So in this course, we're going to create an ad campaign for the gift sticker app. Let's have a look at some of the video ad requirements. The text is now 90 characters, headline, 25 characters. Mobile news feed description, 30 characters. And the aspect ratio can be 16 by nine, one-to-one or two by three. So here's the third ad format which is carousel. So here you can showcase up to ten clickable images or videos in a single ad unit. And Optimizer images based on relevance to each targeted individual. Carousel Ads are a great way to showcase different features of your app. And last among the ad formats is the slideshow. So here you can easily add visual interest here, add by looping a slide-show video with up to ten images. So reframes pulled from a video file. Enhance with custom captions and music If you want. These are also great ways to show your screens from app or examples of your products with much lower bandwidth requirements than video. Slideshows can enable you to get a rich visual message to your users, lacking any strong data connections, particularly in emerging markets. Now first and foremost, the most important place is the mobile news feed. So this here is your primary mobile Facebook ad placement and it includes text, images and videos, calls to action, social information, business name. Text grabs interest with more info about what it is you're advertising. Images and videos. Make sure they are compelling images in your videos encourage your target audience to engage with your app. Now call to action can be optional, but it's a customizable button which encourages people to click. Social information. When this is available, people will see if their friends have engaged with your business. And the business name. Well, this is the name of your business and it always needs to show prominently. Now there's another place that you need to focus on as well. And this is the desktop newsfeed. Now only adds for desktop apps, can use the desktop newsfeed and right column placements. Desktop install ads can not be delivered in Instagram or audience Network placements. And naturally all the available ad formats, including images and videos, slideshows, and Carousels is, are all eligible to use for desktop app installs. All right, so now what about Instagram? Everybody's got it. Well, Instagram placements also include this feature. So your Instagram handle always is shown prominently, especially in the younger demographic on Facebook. Images and videos that encourage your target audiences to engage with your app. Call to action, which is optional. But it is indeed a customizable button that encourages people to click right now. And the text is some info about what your advertising. But on Instagram, we don't really use texts at much, right? Just keep it to a few words, maybe a sentence. Now, audience Network in my opinion, Well, I think that this placement is the most efficient placement for ads because while people are using an app or a game, well, incidentally, ads pop up and your users get it as an important thing. But the cost per install of audience network might be a little higher price than you're willing to pay. But I just wanted to introduce you to audience Network. You can expand the reach of your ads across a wide variety of high-quality publishers that are relevant to your users. The same text and media that you use for your mobile feed ads are all style to fit seamlessly and the apps in which they appear. So audience Network placements will include text, and it uses the same text is your mobile news feeds. Images and videos. The same compelling images and videos that you use for your mobile feed. And an optional call to action, which is a customizable button that styled by publishers to fit where the ad appears. And of course it encourages people to click. So while we're talking about calls to action, Let's talk about the call to action that we use for Facebook ads. So we'll call to action is a really efficient and productive way to make people act on something like a download, playing a game, whatever your product is, it drives engagement. So you might want to consider do, add a call to action button to tell people what you want them to do when they see your ad. So of course these words are important. And I'll show you some of the ones that I use. Install now, which suggests your audience install your app directly. Use the app. So you suggest a previously installed app for a person to use in your app. If you have a like a hotel app or a travel app, et cetera, you can always use this call to action book now. And this allows people to book events and travel through your app. Now another favorite, one of mine is download, which gets your audience to download your app directly. And what about learn more? If you need more info, you can let people get it through your ad. Listen now. So you send people to hear their favorite tunes through your app shop now, very powerful. So you can either send people to your place so that they can shop or send them to the store to purchase your app. And if you're running a game, of course you want them to play the game, and that gets people to start playing your game you immediately and sign up. So you get your audience to sign up for whatever your offer might be. Watch now so that you can send your audience to view a video. Watch more. Let's say you already previewed a video on your ad. Well, let your audience see more through the app. So when you get creative, you capture your audience's attention. No matter the formats you use, you choose compelling text, images and calls to action. So yeah, be creative. Show your app on mobile devices by using, for example, the carousel format to show several specific functions or products. Showcase what your app does. For example, if your app helps people track fitness, show some of those tools. Demonstrate the value of your app. Derive the action that you care about. Also uses strong call-to-action button like install now. And remember, deferred deep-linking. So you send people directly to information that they're interested in. As soon as they open your app for the first time. 7. 7- Advertising Placement: So when you create an ad and ads manager, it can appear in any of Facebook's apps and services, right? You can manually choose where you show your ads or let Facebook show them in places where they're likely to perform best. This is called automatic placements. So the placements you can choose will depend on your objective that you set for your ad campaign. Some of the placements are Facebook, Instagram, audience Network, messenger. But each platform has several different placement options. So by default, your ads will appear across all platforms and placements, but you can control this by editing. So you can choose whether your ads appear on desktop or mobile devices. You can also select the platforms on which your ads appear. For Facebook placements, the feed. So your ads will appear in the desktop newsfeed or the mobile news feed. Right column. Your ads will appear in the right column across Facebook. Now right column adds only appear to people browsing Facebook on their computers. Instant Articles. So your ads appear in instant articles within the Facebook mobile app and messenger. In stream video. Your ads appear as short videos, both in facebook live video and video on-demand on Facebook. Stories. Your ads appear to people browsing stories on Facebook and Instagram. Marketplace. Your ads appear on the marketplace homepage or when someone browses marketplace in the Facebook app on their phone. For Instagram placements, there's the feeds. Your ads will appear in the desktop feed and the mobile fee. Stories. And your ads will appear to people browsing stories on Instagram. Now as far as the placement section of the Ads Manager Goes, you're going to see two options, automatic placement and edit placements. So if you select Automatic placements, your ad will run on all of the Facebook platforms. If you select Edit placements, Well, you can choose where your ad will appear on Facebook, Instagram, messenger, or even WhatsApp, or in any combination. You can also choose whether your ad will be shown on mobile devices, desktop devices, or both. The default selection recommended by Facebook is all devices. And if you leave this selection as it is, your ad will be shown on both mobile and desktop. If you select automatic placement, Facebook will allocate your budget across multiple platforms. Now let's you know to that typically, automatic placements are the most efficient use of a budget because they will provide Facebook with the flexibility to get the best results of your small business. Alright? And that's why they've become famous for developing all of their secret algorithms. So I'll show you a brief example. Will choose this placement option for a small business. 8. 8- Choose Account: All right, so let's dive into creating the Facebook app install campaign step-by-step. So the first step. And by now you already have a Facebook account or you've signed up for a new account. But this way, here you'll choose your account. Go to the Ads Manager, and select the Add account that you want to use. To create your app adds. Click on the green button. Create the ad in the upper left-hand corner. 9. 9- Choose Objectives : So the second step is creating the campaign. So you've gotta be able to choose your objective. So right here I'm going to choose under consideration, select app installs as your objective. And then I'll select App ads because I would like to run ads manually. Or another option you are App ads automatically will run on either ways. Good. So here we can name the ad set and the ad. So it's a new feature on Facebook. You can always name them later. Anyway, after that, you click continue and name your campaign. So I'll just type in here the GIF app. 10. 10- Define Audience, Placements, Budget and Schedule: So the third step is the ad set. So this is the part where we're going to look at lots of different tools and we're going to use sum and we're not going to use some. But I'll show you what they are. They're very productive like audience. So Facebook allows us to choose people's demographic features like genders and ages and so forth, so that we could define our target audience. And also in here you can configure who your ads reach. So if you know the specific type of person that you want to be able to reach, you can target your ad directly to them. If you don't know specifically who you want to reach or you can target your add more broadly. And that way we'll be able to optimize deliveries based on your objectives. So under ad set, you get to choose your app platform and whether people can download it over their mobile connection or Wi-Fi only. And here you determine your audience definition. So in other words, you can see how many people your app could reach and indicate the demographic information that best fits your target audience. Alright, so I'm going to set the ad set name as gift UK. And maybe I'll just play around with the name because names surge as shown on the ad settings, not shown on the ads. You get that. Now if you scroll up the page, we can see the app. And here we can select the app platform and then select the app that you want to drive installs For. All right, so here's the part that we can select, the audience types, which includes ages, genders, locations, et cetera. That's important to know that on Facebook ads, this part is so very critical and it's of paramount importance because if we choose the correct audience, That way we drive our success for our app promotion. We also can increase the CPI. On the other hand, you could lose some money, right? If you don't target the right audience. So just stick with me and we'll do the app install campaign. So that's why I'll try to make it as broad a campaign is possible. But always keep in mind who you want to install your app. So you've got to define who you want to see your ads, right? So here's where you would actually create that more custom audience in this part, right? Alright, so assuming that we have enough data, we can create a customized audience. That's where the analytics and everything like that become important because that's the data that will assist you in targeting your custom audience. Okay, so that's why we're going to just skip over that for now. So let's look at the location tools. So set your location and I'll just write in here UK. Now of course, we could also exclude some places if you would prefer. You can also select ages and gender variables. But because this is your first dead, it should be as broad a campaign as possible. So I'll just leave these as default. We could also here adjust the language and detail targeting. So let's just have a look at the language tool. So we can choose many languages. So in here you can add 48 languages and manage your ads language. But it wouldn't be good to select a specific audience. In other words, if I had an app in Spanish and I would like to publish it in the UK. We could also target people who use their phones in Spanish in the UK. So it wouldn't necessarily be logical to choose English or some other language, right? So here I will choose Spanish in the UK and keep my costs lower. So detailed targeting is some very productive tools. In this section, I can enter the interests or the demographics of the people who will download my application. And that way I'll be able to narrow my target audience further. So in the future, keep your eye on these audience tools because they are so very important. Alright? Because when you choose your audience correctly, you'll be able to save money and decrease CPI. Alright. Now placements are yet another important tool on Facebook because you gotta get which placements are available for the app. I think Instagram or audience network may be more suitable for my particular app. Hm, maybe not. But what I'll do is I'll be able to, to glean that info after I published my ads because then I'll get some data back. So anyway, we can select the placements wherever you want your app install ads to run. Now according to Facebook choosing automatic placement, of course, will display your ads where they are eligible as well as where they are most likely to perform best. Anyway, I'm going to prefer at it placement myself because I will optimize according to my own data. But I won't edit the placement in order to make a brand ad campaign because just removing placements may reduce the number of people that you reach and it might make it actually less likely that you'll meet your goals. So think like that. If your app is for younger people, you can choose Instagram. Some other tip. Are that we know the audience Network is efficient for mobile games. So when you set specific mobile devices and operating systems, it helps ensure that only users with a correct advice and OS version will install your app. For example, my gift is for jellybean, so I need to adjust that for my app. Now there are some other tools here, but we don't necessarily need to touch them because they're not necessarily useful for me right now. But you can always read them over later. But here we've got to define how much you'd like to spin and when you'd like your ads to appear. So we will need some data to optimize our app. So because of that, we're going to start with a small budget, like five pounds. In this case. If the ad campaign it becomes successful, you can always increase the budget. But I would say especially at the beginning, not more than 20% because if you increase it any more than that, the add values may vary unintentionally. Alright, so this is also about the data that you get back. Now, another important thing here is setting up a time schedule. So generally the time setting as the next day. But because I would like to calculate the allDay value in order to measure correct values for my app add. It's also very important thing to optimize the ad. So remember that tip about optimization, and that's where we go next. So when he click Edit on optimization for ad delivery, We have a few options. App install, app Events, link clicks, and value. So I'll select app installed for my app promoting. And after I get the data, I can create app events, campaigns. So in order to do that under app installs, I'll select app events to optimize in order to deliver ads to the majority of people that are most likely to take a specific action. So it's because of app events that will allow you to measure the performance of your app using Facebook analytics. It'll measure conversions associated with the Facebook ads and build audiences to acquire new users, as well as re-engage your existing users. They pack a lot into it. But we'll explore app events a little bit more as well as AP event optimization in much more detail in the next section. Now when picking your bid type, you can choose to have your campaign optimize for installs by selecting app installs as your optimization method. So this will enable us to find the best people for your app ads based on the criteria that you set. For instance, budget or targeting your bids, et cetera. Now, generally I think it's wise to use the cost cap or bid cap. There are differences between them. For example, the cost cap will maximize the cost efficiency by getting you the most results, such as purchases or installed at or below your set maximum cost per optimization event. Whereas bid controls will use bid cap, bid strategy, these are less flexible. So that means that they are more likely to constrained delivery. Then it cost cap. Bid controls limit what we can bid in every auction. Alright, so here in the conversion window, this can stay default one day after clicking. Now when you get charged. So Facebook charges per impression or app install. So In-App install, we will pay per impression. Alright, so after finishing these ads settings, I'll click next. Add name. So this is your ad and click continue. And what I'm just going to do is write one in here. Maybe I'll change it later if necessary. All right, so we'll keep going. 11. 11- Ad Format, Upload Media: Alright, so now you have a sort of a broad understanding of ad format. So what are we gonna do in this section? We're going to select Media at her text and links to create one or even multiple ad. So with pages, we will choose which Facebook page and Instagram accounts you want to connect with to this had. And I've already created a page for this app promotion. So I'm just going to use this page. So follow along. For the format. You can choose your media type and how you'd like your ad to look. I got a couple of different options. First, videos or images, or second carousel. So I'm going to choose videos or images. And for the media, select the image, images or video that you want and you're at. We can also add our creative things like videos, images, and slideshows. We know that people watch a few seconds and a video ad, and that's why we should make those videos short. And that's what it is effective, but certainly not longer than 30 seconds. I'd go so far as to say as a first three seconds, so it'll be the most important. So make sure that you get your killer image or video right up in front. So text can be also very important. So you might want to write an effective headline and a little primary texts. For instance, I made this typing create your own gifts sticker or something like that. You always need to be as creative as you can't be something clever. So I'll just leave it like that for now. And now here, I didn't use the deferred deep link, but you can always try it out. So if you want to do that is enter a deferred deep link URL to direct users to a specific place in your app after they install it. Now for the call to action, you can select a specific action that you want people to take when they see your ad. So you can always choose whatever you need. I will choose Install Now or download. It's now you've got to pay attention to tracking tools like conversion tracking and Facebook pixel tracking. So click the information button and that opens up to information block on the right side. And here you can get some more information. Let's just quickly go over Facebook pixel. This is an analytics tool that will allow you to measure the effectiveness of your advertising by understanding the actions that people take on your website. You can use pixel to make sure that your ads are shown to the right people. Find new customers or people who have visited a specific page or taken a desired action on your website. Certainly you can drive more sales. So you set up automatic bidding that'll help you reach the people who are more likely to take an action that you care about. For instance, making a specific purchase. You also measure the results of your ads. Better understanding the impact of your ads by measuring what happens when people see them. Alright, so once you've set up Facebook, pixel, pixel will then fire when someone takes an action on your website. Now some of the examples of the actions will include adding an item to their shopping cart or making a purchase. Pixel then receives these actions or events which you can view on your Facebook pixel page and the events manager. Then from there you'll be able to see the actions that your customers actually took. You also have options to reach those customers again through future Facebook at Alright, so check through all the settings and it's time to either publish or if you don't necessarily want to publish right now, Facebook will save it to a draft. All of the settings that you may. All right. So let's dive into audience Network. 12. 12- Audience Network: So this is where we can broaden the reach of our app, install ads, and also monetize the app. So you can extend your ads reach beyond Facebook and actually into third party mobile apps and mobile websites by leveraging the Facebook audience network. So when you create an ad on Facebook for mobile news feed, your ads will automatically also be delivered in audience network using the same creative targeting, measurement tools and optimization and delivery as Facebook ads. Audience Network also enables app publishers to monetize your app eye-opening access to the vast pool of Facebook advertisers, values network. You can run ads in your app in three different format. Interstitial banners and Native. What Native does is matches the look and the feel, and sometimes even the function of the app in which it appears and enables you to monetize while maintaining a great experience for your users. Alright, so now we'll continue to dive into the Facebook ad tools more and more. Let's learn a few tips and strategies. 13. 13- App Event: So we will start with the app event. So first off, yeah, what is an app event? Will app events allow you to measure the performance of your app using Facebook analytics, measure conversions associated with Facebook ads, and build audiences in order to acquire new users as well as re-engage your existing users. In fact, adding app events to your app reveals more about your audience and the actions that they take. So you use App event data to create a look alike audience made up of people who share similar characteristics with your most valuable app users. App events will enable you to understand who's using your app. Measure your app install ads performance, reach specific sets of people who use your mobile app and build custom audiences for ad targeting. So by enabling app events, you can use Facebook analytics to get powerful, aggregated demographics and reach insights about people's behaviors. Such as how many people install or launch your app, how often people make purchases and what they buy. Custom events that you define. App events can be passed using the Facebook SDK App events API or a mobile measurement partner SDK, as illustrated by the diagram below. But no matter which implementation you choose, you can always leverage the same powerful measurement and optimization functionality. 14. 14- App Event Optimization: Ap event optimization is the ability to run mobile app install ads to people likely to take a specific action in your app. For example, to acquire people most likely to make a purchase in your app. Run a mobile app install AD that optimize for that specific event, which is purchases. Now, App event optimization not only helps you drive installs, it helps you acquire people who are likely to take a specific action of value to your app or business. Set up event optimization within ads manager or via the API. And you can choose the specific app event for which you want to optimize. 15. 15- Value Optimization: You can also choose to optimize ad delivery for value. Now if you choose, this option will deliver your ads so as to maximize the total purchase value generated in order to get the highest return on ad spend or ROA AS value optimization predicts how much purchase value a person may generate over a seven day window. They'll use this prediction to apply a bid multiplier in the auction for that person. So by bidding more for people who are actually likely to spend more, marketers can ensure that they drive conversions that maximize purchase value rather than installs or conversions. So this helps you drive better return on spin for mobile app install campaigns. To optimize for value. Create an app install or conversion campaign. Select to optimize for the app event purchases and set your optimization type. Devalue. 16. 16- Custom Audiences: Create custom audiences. Ok, so first, Facebook has advantages over Google at, and one of the most important advantages in my opinion is to create these look-a-like audiences. So if you want to create a look-alike audience, you should create custom audiences. So a look alike audience is a way to reach new people who are likely to be interested in your business because they are most similar to your best existing customers. So let's have a look at some context. When you create a look alike audience, you choose a source audience, which is a custom audience created with information pulled from your pixel, mobile app or fans of your page. Then identify the common qualities of the people in it. For example, demographic information or interests. Then deliver your add to an audience of people who are similar to or who look like them, right? So of course, you can choose a size of a look-alike audience during the creation process. Smaller audiences more closely match your source audience. Creating a larger audience increases your potential reach. But it could also reduce the level of similarity between the look-a-like audience and the source audience. Generally, I would recommend is Source audience with somewhere between 150 thousand people. Source quality matters as well. For example, if a source audiences made up of your best customers rather than all of your customers, that could lead to better results. I'll give you some additional tidbits of information to consider when creating your lookalike audiences. So your look-alike audience will only include people from the country or countries that use elect during creation. Your source audience must also contain at least 100 people from a single country in order for them to use it as the basis for a look alike audience. Now you can create up to 500 lookalike audiences from a single source audience. And people in your source audience. We'll be excluded from your look-alike audience. Unless you use a pixel as your source audience. You can use multiple lookalike audiences at the same time for a single ad set. And the ad set will target your ads to people who are in any of the selected lookalike audiences. 17. 17- Create Look a Like Audiences: All right, so how do you create a look alike audience? Now, as we've said, a lookalike audiences away to reach new people who are likely to be interested in your business because they are similar to your best existing customers. So before you begin, you must be the admin of the page or pixel that you are creating a source audience from. So if you are making a look-alike audience from a custom audience, you've got to have the role of admin, advertiser or analysis on the Add Account. If you're creating a look-alike audience from mobile app installs information. You have an administrator or a developer role on the app. In any event, you and I, we've already done this so we can create it easily. So it will go to your audiences. Click the Create audience drop-down and choose look-a-like audience. Choose your source. Now a couple of things to keep in mind that a source can be a custom audience, not created with your pixel data, your mobile app data, or fans of your page. Also consider using a group of 1000 to 50 thousand of your best customers based on lifetime value, transaction value, and total orders size or engagement. Now choose the country or countries where you'd like to find a similar set of people. Choose your desire to audience size with the slider. And now click Create audience. Now you can also create a look alike audience during Ad Creation in ads manager. But you need to keep a few things in mind there. It may take six to 24 hours for your look-alike audience to be created. And after that, it'll refresh every three to seven days as long as you're still actively targeting adds to it. Now you don't need to wait for your look-alike audience to update, to use it for ad targeting. And you can see when you're look-a-like audience was updated just by visiting your audience Manager page and looking at the date under the availability column. 18. 18- Measurement for App Ads: Measurement for App Ads allow you to measure overall performance of your mobile lab. Access, insights on app usage and purchases. Revenue devices as well as demographics. Get deeper metrics with Facebook analytics and utilize the mobile measurement partners or MMP. You can also calculate your ROI. So you use App events to get detailed insights on how ads are adding value to your business. And so measure in aggregate what people are doing in your app via app events. So you can use either pre-defined events such as added to cart in an e-commerce app or level achieved and a game or other custom events that help you understanding engagement and ROI coming from your mobile ads on Facebook. Also, you can measure and check out these count and value, which measures the total count and value of these actions taken within your app. The actions that are taken measure the count and value of actions attributed to a specific ad campaign. So another useful measurement is that by using the Ads Manager to get insights about performance, audience, and placement of your ads. You can make changes to your ads, update your payment info, and control your settings, and even many more tools. So from the Ads Manager, you can run the following reports. Performance, audience, placement, in-app conversion. Also, another solution is mobile measurement partner, or MMP. So what is the mobile measurement partner? Well, a Facebook marketing partners specializing and mobile measurement can help you get deeper insights or measurement across several ad networks. So consider working with a mobile measurement partner or MMP. If you wanna get even deeper insights about your campaign performance, measure aggregated results across several ad networks. The Duke data for more accurate insights. And MPs can provide performance metrics like attribution, lifetime value, downstream conversions, ROI and analysis across acquisition channels. You can use the Facebook marketing partner directory to match yourself with a measurement partner that's right for you. So first, just go to the Facebook marketing partner and then select measurement. Then you can filter for basic to display mobile measurement partners. And of course, there are lots of MMP is like apps, flyer, adjust, et cetera. But you can check that out later on your own. Right now we'll keep going with Facebook analytics. So right now let's go to the Ads Manager Dashboard and scroll down to find Analytics and click it. Now of course you remember that analytics helped us to optimize our app campaign. And it's according to these analytic data that we change our AP placement and our creativity, et cetera. But analytics can help you understand how people interact with your app and which of these actions originate from your ads. So you can understand customer activity, how people interact with your app across devices and which adds drove the most conversions. You can get breakdowns by campaign for app installs and in-app conversions and measure lifetime value and retention by ad campaign, ad set or the ad itself. 19. 19- Split Testing: So let's have a look at split testing. Split testing basically divide your audience into random non-overlapping groups who were shown ad sets, which are identical, except for one distinct difference or a variable, such as audience type or placement or delivery optimization. A Facebook will only use the variable that you choose. So the performance of each ad set is unmeasured against your campaign objective. And then the best performing ad set wins. Then after the test is complete, you'll get a notification and an email with a result. Facebook split testing is based on real people, not Cookies. And it'll give you results across multiple devices and browsers. These insights can then be used to help you design your next campaign. So we found that split tests produce strategies with a median 14% improvement in CPA. Now of course, there are a few different ways to conduct split tests to assess the performance of your app installs campaign. You can create split tests through the ad create flow in Ads Manager. Integrate with the split testing API. You can also work with Facebook marketing partner or agency to have them create split tests on your behalf, either through the UI or using API. All right, well, that's the end of this course. So we talked about just about everything that you need to know to create a Facebook app install campaign. And we also went over some of the Facebook tools for mobile app marketing. So I want to thank you very much for sticking with me to the end. And if you do need help with anything else about mobile app marketing, just drop us a line. So hope to see you soon. Bye for now.