Unless you think that Facebook was finished with their Mobile App Ads, they recently unveiled phase two, which consists of new functionality designed to get already installed users to come back and use the apps actively. With over 145 million installs of the Facebook Mobile App Ads, the aim of getting lots of installs was realized. Now the objective is to get them to use it more regularly. Quoting research from Localytics, 66% of app users only open apps between one and 10 times. Facebook is doing this through the addition of seven more calls to action inside the app, “Open Link,” Use App,” “Shop Now,” “Play Game,” “Book Now,” “Listen Now” and “Watch Video,” all designed to optimize user engagement from the existing and already installed apps.
How Beauty Salon Companies Can Use These Calls to Action
Your mind is probably already spinning with resourceful ways to use this new functionality in the Facebook Apps Ads. One of several 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 ways to use 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 set this up in Facebook Ads
Use the Facebook ads tool – Power Editor – to set up your campaign and creative. You can identify your app users and upload them into 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.