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Mastering Mobile App and Game Ads on Facebook & Instagram in 2023

Published on: November 17 2023 by Darius Mora

Mastering Mobile App and Game Ads on Facebook & Instagram in 2023

Table of Contents:

  1. Introduction
  2. Creating an Advertising Account
  3. The Three Layers of Ad Account
  4. Tools and Features of Facebook and Instagram Ads
  5. The Power of Facebook and Instagram Ads
  6. Choosing the Right Campaign Objective
  7. Strategies for App Promotion
  8. Optimizing App Install Type Events
  9. Targeting Specific Countries and Languages
  10. Setting Bids and Daily Budgets
  11. Creating and Managing Ad Sets
  12. Choosing Ad Formats and Placements
  13. The Importance of Primary Text and Headlines
  14. Testing Different Calls to Action
  15. Finalizing and Publishing the Ad

Introduction

In this article, we will dive into the world of meta ads, previously known as Facebook and Instagram ads. We'll cover everything you need to know about creating and managing advertising accounts on these platforms. From the basic structure of ad accounts to the powerful tools and features available, this article will guide you through the process of setting up effective ad campaigns. We'll explore different campaign objectives, strategies for app promotion, targeting specific countries and languages, setting bids and budgets, and optimizing your ads for the best results. Whether you're new to advertising or looking to improve your current ad campaigns, this article has got you covered.

Creating an Advertising Account

Before you can start running ads on Facebook and Instagram, you need to create an advertising account. Even if you already have a personal Facebook or Instagram account, you'll still need to create a separate advertising account. To do this, simply search for "Facebook Ads Manager" or "Instagram for Business" and follow the instructions to create your account. It's a simple and straightforward process that requires basic information.

The Three Layers of Ad Account

Once you've created your advertising account and logged in, you'll be greeted with a lot of information, which can be overwhelming at first. However, at its core, the ad account is structured into three main layers: the campaign level, the ad set level, and the ad level. This layered structure is similar to other advertising platforms like Apple Search Ads or Google Ads. Each level has its own settings and controls, allowing you to create campaigns, ad sets, and individual ads with ease. You can have one campaign with multiple ad sets, and each ad set can contain several ads.

Tools and Features of Facebook and Instagram Ads

Facebook and Instagram ads provide a wide range of tools and features to help you create and optimize your ads. Along with the basic campaign, ad set, and ad levels, there are additional tools like reporting, business settings, and events manager. These tools allow you to track the performance of your ads, manage your business settings, and organize events. While it's impossible to cover all the tools and features in this article, we'll explore the basics and introduce you to the most important ones.

The Power of Facebook and Instagram Ads

Facebook and Instagram ads have proven to be incredibly powerful platforms for advertising. Many successful companies, like the meditation app Calm, have grown into billion-dollar businesses by solely using Instagram story ads. These platforms offer immense potential for reaching a large audience and driving meaningful results for your business. Whether you're looking to increase brand awareness, drive website traffic, generate leads, or boost app installations, Facebook and Instagram ads can help you achieve your goals.

Choosing the Right Campaign Objective

When creating a new campaign, it's important to choose the right campaign objective. Facebook and Instagram provide various objectives to choose from, such as awareness, traffic, engagement, leads, and conversions. The objective you select should align with your marketing goals and the specific actions you want users to take. For example, if you're running an app business, the "app installs" objective would be ideal for driving more people to install your app. However, if you're focused on driving website traffic, the "traffic" objective would be more suitable.

Strategies for App Promotion

App promotion on Facebook and Instagram can be approached in two ways: driving users directly to your app or driving users to your website where they can learn more about your app and download it from the app store. While the conventional wisdom suggests that adding more steps (i.e., driving users to a website) may increase friction and decrease conversions, it's worth testing both strategies. In some cases, driving traffic to a website can be more cost-effective and result in higher overall conversions than promoting the app directly.

Pros of driving users directly to the app:

  • Potentially faster app installations
  • Streamlined user journey
  • Higher chances of retaining users

Cons of driving users directly to the app:

  • Higher cost per install in some cases
  • Limited opportunities for users to explore the app's features before installing

Pros of driving users to a website first:

  • Potentially lower cost per click and cost per install
  • Opportunity for users to learn more about the app before installation
  • Clear and attractive app download buttons on the website

Cons of driving users to a website first:

  • Additional step in the user journey
  • Some users may drop off before reaching the app store

It's important to test both strategies and analyze the results to determine which approach works best for your specific app and target audience.

Optimizing App Install Type Events

To optimize your ad campaigns for app installations, it's recommended to connect your app to the Facebook advertising platform using the Facebook advertising SDK. The SDK allows Facebook to optimize the ads based on user data and performance metrics specific to your app. By integrating the SDK, Facebook will have a better understanding of your app's performance, user behavior, and retention rates. This information helps Facebook deliver your ads to a more relevant audience and allocate your ad budget effectively.

Targeting Specific Countries and Languages

When running Facebook and Instagram ads, it's essential to target specific countries and languages to reach your desired audience. While you may have the option to target all countries, it's usually more effective to narrow down your audience to specific regions or countries. For example, if your app targets English-speaking users, you can focus your ads on countries like the United States, Canada, the United Kingdom, and Australia. Additionally, you can choose specific languages if your app serves a specific language-speaking audience.

Setting Bids and Daily Budgets

Facebook and Instagram ads operate on an auction-based system, where advertisers bid for ad placements. When setting up your campaigns, you have the option to set a maximum bid and a daily budget. The maximum bid determines the maximum amount you're willing to pay for each install. However, keep in mind that the actual cost per install depends on various factors, including competition from other advertisers and the performance of your app. It's recommended to set a bid cap to control your spending and prevent overspending.

Creating and Managing Ad Sets

Ad sets are the second layer of the ad account structure and play a crucial role in campaign optimization. Within each ad set, you can define specific targeting parameters, such as demographics, interests, and behaviors, to reach your desired audience. It's important to create multiple ad sets with different targeting settings to test and identify the most effective audience segments. Regularly monitor and adjust your ad sets based on performance metrics like click-through rates, conversion rates, and cost per install to optimize your campaigns.

Choosing Ad Formats and Placements

Facebook and Instagram ads offer different ad formats and placements to cater to various marketing objectives and user preferences. Ad formats include single images, videos, carousels, and more. Each format has its own advantages, and it's recommended to test different formats to determine which works best for your app. Additionally, you can choose specific placements, such as the Facebook feed, Instagram stories, and Facebook Marketplace, to target users based on where they spend their time. Testing different formats and placements can help you find the optimal combination for your ad campaigns.

The Importance of Primary Text and Headlines

Primary text and headlines are crucial elements of your ad creative as they have a significant impact on user engagement and click-through rates. The primary text should be compelling and concise, grabbing the user's attention and encouraging them to take action. Including a clear and appealing headline can further enhance the effectiveness of your ad. It's recommended to test different variations of primary text and headlines to identify the most effective messaging that resonates with your target audience.

Testing Different Calls to Action

Calls to action (CTAs) prompt users to take specific actions after seeing your ad. Facebook and Instagram provide a range of CTAs, such as "Install Now," "Learn More," "Download," and more. Each CTA can have a different impact on user behavior and ad performance. It's advisable to test multiple CTAs within your ad sets to determine which one yields the best results. Depending on the nature of your app and your marketing goals, certain CTAs may drive higher click-through rates and conversions.

Finalizing and Publishing the Ad

Once you have set up your campaign, ad sets, and individual ads, it's important to review and finalize all the details before publishing. Double-check that all the information, including targeting settings, ad formats, headlines, and CTAs, is correct and aligned with your goals. Ensure your budget and schedule are set appropriately to avoid overspending or running the ads indefinitely. Once you are satisfied with the setup, publish your ads and monitor their performance regularly to make any necessary adjustments for optimization.

Conclusion

Facebook and Instagram ads offer tremendous opportunities for businesses to reach their target audience and achieve their marketing objectives. By understanding the structure of ad accounts, utilizing the tools and features available, and implementing effective strategies, you can create successful ad campaigns that drive app installations, increase website traffic, and generate conversions. Remember to continuously analyze and optimize your campaigns based on performance metrics to maximize your return on investment. With the right approach, Facebook and Instagram ads can propel your business to new heights.

Highlights:

  • Learn how to create and manage advertising accounts on Facebook and Instagram
  • Understand the three layers of ad accounts: campaign, ad set, and ad level
  • Explore the powerful tools and features offered by Facebook and Instagram ads
  • Discover the potential of Facebook and Instagram ads for growing your business
  • Choose the right campaign objective based on your marketing goals
  • Implement effective strategies for app promotion and user acquisition
  • Optimize your campaigns for app install type events
  • Target specific countries and languages to reach your desired audience
  • Set bids and daily budgets to control your spending
  • Create and manage ad sets to optimize campaign performance
  • Test different ad formats and placements to find the most effective combination
  • Craft compelling primary text and headlines to drive user engagement
  • Test and experiment with different calls to action for better click-through rates
  • Finalize and publish your ads after reviewing all the details

FAQ:

Q: How do I create an advertising account on Facebook and Instagram? A: To create an advertising account, search for "Facebook Ads Manager" or "Instagram for Business" and follow the instructions to create your account. It's a simple and straightforward process that requires basic information.

Q: What are the three layers of ad accounts on Facebook and Instagram? A: The three layers of ad accounts are the campaign level, ad set level, and ad level. Each level has its own settings and controls, allowing you to create campaigns, ad sets, and individual ads.

Q: How can Facebook and Instagram ads help grow my business? A: Facebook and Instagram ads offer powerful targeting capabilities and a large user base, allowing you to reach your target audience effectively. Successful ad campaigns can drive app installations, increase website traffic, and generate conversions.

Q: How do I choose the right campaign objective for my advertising campaign? A: Choose a campaign objective that aligns with your marketing goals and the specific actions you want users to take. Consider objectives like app installs, traffic, engagement, leads, and conversions.

Q: Should I drive users directly to my app or to my website? A: It's worth testing both strategies. Driving users directly to the app can result in faster installations, while driving users to a website first can be more cost-effective. Test both approaches to see which one works best for your app.

Q: How can I optimize my ad campaigns for app installations? A: Connect your app to the Facebook advertising platform using the Facebook advertising SDK. This allows Facebook to optimize your ads based on user data and performance metrics specific to your app.

Q: How can I target specific countries and languages with my ads? A: When setting up your ad campaigns, you can choose specific countries to target. If your app targets a specific language-speaking audience, you can also select the appropriate languages.

Q: What are the best practices for setting bids and daily budgets? A: Set a maximum bid to control the amount you're willing to pay per install. Additionally, set a daily budget to prevent overspending. Regularly monitor your campaigns to adjust bids and budgets based on performance.

Q: How can I create effective ad sets for better campaign performance? A: Create ad sets with specific targeting parameters, such as demographics, interests, and behaviors. Test different ad sets with different targeting settings to identify the most effective audience segments.

Q: What ad formats and placements should I choose for my ads? A: Test different ad formats, such as single images, videos, and carousels, to see which ones work best for your app. Explore different placements, like the Facebook feed, Instagram stories, and Facebook Marketplace, to target users where they spend their time.

Q: How important are primary text and headlines in my ad creative? A: Primary text and headlines are crucial elements that can significantly impact user engagement and click-through rates. Craft compelling primary text and headlines to grab users' attention and encourage them to take action.

Q: What calls to action should I use in my ads? A: Test different calls to action, such as "Install Now," "Learn More," and "Download," to see which ones drive the highest click-through rates and conversions. The best call to action may vary depending on your app and marketing goals.

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