Mobile App use continues to grow and in a research published by Flurry Analytics, “From Q2 2014 to Q2 2015, the total population of smart devices measured by Flurry grew from 1.3B to 1.8B, a 38 percent year over year growth. Regular Users, consumers who use apps between once and 16 times daily, grew from 784 million to 985 million in the same period, a 25 percent increase. Super Users, consumers who use apps between 16 and 60 times daily, grew even more in that same period from 440 million to 590 million, a 34 percent increase”. According to Flurry Analytics, in 2014 overall app usage grew by 76 percent during the Thanksgiving, Black Friday and Cyber Monday.
Mobile App Install and Mobile App Ads on Facebook are an effective way to promote your Mobile App prior to Cyber Monday to maximize on conversions for your Cyber Monday Campaign. Like Mobile App Install Ads, which promote App Installs, Mobile app ads help drive engagement and conversion for your app with ads that take users to a customized location within your app. You can also target audiences based on App Events that can target audiences for a certain action within the app. Targeting with App Activity where the user has taken a certain action such as Shopping Cart abandonment or Purchase os a certain value, can help advertisers create campaigns targeting frequent users of the app.
Here are the Top Ten Tips for Mobile App campaign on Facebook , to promote your app prior to Holiday Season.
Segment Audiences based on Usage for your App and track the App Activity for each segment. If the App Activity for the users is linked to a certain purchase behavior such as rewards or discounts, Identify the right offer for the segment that you are targeting as the core segment. It may help to test the offers with an optimal sized audience prior to the roll-out.
To drive installs for your App, you could use “Holiday Season” deals as a campaign creative to engage audiences well in time to promote your offers. Mobile App Install Ads give you the flexibility of targeting audiences based on Custom Audience listed which can be created for the audience that are most likely to convert.
Targeting Inactive Audiences with holiday season deals can bring audiences who installed the app but are not active, for a certain time-period. For example you might want to run an app ad targeting people who downloaded your app but haven’t logged in within the last 90 days. You can do so easily by creating an Ad Targeting Inactive Users for the last 90 days.
Target Audiences with Offers prior to Holiday Season with exclusive deals that you are offering to test for likely take-up or conversion with a segment. If you are targeting a high value customer, you can test the offer with a representative group with deep linking of Apps, prior to making the offer available at scale.
Develop Buyer Personas for your Holiday Season Shopper. The Ad Sets that you create for App Installs, App Engagement or App Activity should be based on the Buyer Persona for the segment. If you are promoting Household Appliances and Consumer Electronics purchases or deals, a Buyer Persona can guide you to create ad sets that you can test with different segments.
Facebook Audience Insights offers a breakdown of last purchases made by a segment. The Funnel analysis can help you understand the profiles and Audiences segments that have earlier used the app to make a purchase with an offer during Holiday Season. This can give insights into Holiday Season Shopping and how it links to the offers that are available through the Week right from Door Busters, by Discounts and Seasonal offers.
From the Cohort Analysis you can determine the Most Valuable segment of Cyber Monday Shoppers and use the same to create Look-Alike Audience and App Links or App Event Linked offers.
Promoting your App with “Invite Friends” Feature will work for audiences who are existing shoppers and can invite their friends to try out or sign-up for the offer during the Deals week,as the referral can serve as an endorsement for the shopper flooded with new ads.
Create recall for your App with existing customers with an email campaign so that they are aware of the deals that are likely to be available, serving as a retention tool.
Promote Your App within the App Eco-system based on target audiences’ media behavior. For audiences that prefer a certain Entertainment App, Facebook Audience Network provides advertising opportunities for publishers to advertise the app outside Facebook.