Developers can parse through this massive user base with Facebook’s
suite of granular targeting tools. Users can be distinguished by--but are not limited to--demographic and geographic information, likes and interests, and their behavior on and offline. For example, a
mobile gaming company can serve ads to men 13 to 18 years old who enjoy strategy and adventure games, or an e-commerce company can serve ads to women who like fashion magazines and spend more than
three times the national average on clothing.
These targeting tools paired with a sizable user base enable developers to reach a large portion of their audience with ease.
Developers can work with mobile tracking partners to evaluate the long-term value of users that are acquired on Facebook. (Our clients have found a CPC below 50 cents with conversion rates as high as 25%.) These partners can fully integrate into Facebook advertisers’ APIs, which allows advertisers to optimize user acquisition based on post-install data.
Mobile App Install Ads can complement other Facebook advertising initiatives. Developers can concurrently run fan acquisition campaigns to acquire a loyal Facebook audience that they can advertise to via organic and paid Page Post Advertisements. This approach serves two functions: first, for fans that are already app users, it can keep them engaged with the app. A fan page can be used to announce new features and release high-quality content; page posts can be organically served or amplified via paid media. Secondly, as fans interact with the page, it will generate Sponsored Story Advertisements for their friends.