In a report published by Flurry Analytics, the time spent by users in the US on Mobile devices exceeded the time spent on TV Viewing. It is not surprising that the Mobile devices are also fast gaining a larger share of online sales. as a retailer or a lifestyle brand it has become imperative to engage the right kind of users for your app to convert them into paying customers. Brands that have actively engaged users with campaigns and rewards that encourage them to return to the app have found success in different categories.
The Top Ten iOS Apps for the US in Food and Drinks category have encouraged audiences with an engagement strategy that creates a strong brand affinity.
If you are looking at advertising your App with a plan to gain revenue generating customers, then it is important to look at ways to sign-up customers who engage with your app and are returning and revenue generating users.
To run your app campaign on Facebook, here are the key steps to ensure best results from advertising campaign on Facebook Audience Network in combination with News Feed Ads:
Start with Lookalike Audiences on Facebook News Feed
Tweak based on results (if need be) and add Lookalike Audiences on Facebook’s Audience Network
Avoid saturation and continue momentum by adding interest targeting on Facebook News Feed
Based on those results, add interest targeting to Facebook’s Audience Network
According to Fiksu, the right platform to advertise your app for high yielding customers is Facebook Audience Network, though it may be seen as a high cost channel with higher than average CPI.
Four Key Reasons To Opt For Facebook Audience Network
1. Higher Rate of Returning Users
With Facebook Audience Network, the advantage of highly engaged users continues as in the News feed campaigns that lets you target newer offers to turn your customers into high yielding customers.
2. Lower Cost Per Purchasing user
3. Higher Revenue Per User
Facebook audience Network campaigns delivered a 20 percent higher revenue in comparison with other display networks and more than 2X revenue per user for Facebook News Feed.
4. Higher Conversion Rates
Facebook Audience Network yielded a higher conversion rate than display networks and at par with News feed, primarily because it offers banner ads and interstitial ads.
For a case study shared by Fiksu, a retail brand that ran ads in Facebook Audience Network, News Feed and Other Display Ad Networks, the results were even more favorable for Facebook Audience Network.
The campaign performed better than display ads by acquiring customers that generated four times the revenue of the Display Ads customers and two times the revenue of News Feed Customers. The registrations rate for the campaign was marginally lower than the News Feed and the Returning user rate was greater than that of the Facebook News Feed and other Display Network campaigns.