Mobile App Install Ads Go Dynamic

Miikka Holkeri Jun 23 2016 10 AM | 2 min read









A great creative is relevant and catches the eye. So why use static ads when you can show familiar items to grab attention and ensure accuracy with user-level recommendations of Dynamic Ads?

Facebook is expanding the capabilities of Dynamic Ads to support optimization towards mobile app installs. These campaigns are based on the same product catalogs as other Dynamic Ads, using Facebook’s great retargeting & recommendation engine with proven results.

Dynamic Ads enable retargeting users who have visited a website or its mobile version with the exact same items they viewed there. Combined with the Mobile App Install (MAI) objective, Dynamic Ads essentially provide advertisers with the means to upsell the better experience of a native mobile app to their users or soon-to-be users who don’t have it already installed. The better experience in part drives users to be more engaged and profitable. So while you’re engaging your users on Facebook, why wouldn’t you also drive them to your app?


Example: Retarget your website visitors with the destinations they viewed and drive them to your native app where they are more likely to convert.

Optimize for Mobile App Installs

The biggest difference between the Product Catalog Sales and Mobile App Installs objectives is that the latter allows you to use bidding to optimize delivery to the users who are more likely to install the app. The first results have proven to be really good: Facebook’s tests with some key e-commerce advertisers have shown a 43-48% decrease in cost per install compared to regular mobile app ads, with a statistical significance of 95%.

Guide Users to the Right Place After Install

So the user installed your app, now what? We can drive her to an item-specific deep link within the app when she opens it for the first time. This feature, also known as Deferred Deep Linking, has been previously available for regular Mobile App Install campaigns but is now rolled out also for Dynamic Ads.

Kickstarting app usage by ensuring continuity from the ad experience is especially important as an average app loses 77% of its daily active users within the first three days after install.

Improved Mobile Measurement Partner reporting

Now it’s also possible to get click timestamps and associated campaign data at Mobile Advertiser ID (IDFA) level through Facebook Mobile Measurement Partners (MMP) with the Product Catalog Sales objective. This is great news if you’re using one of these platforms to track your in-app activities across multiple ad networks.

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Miikka Holkeri

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