Many marketers have been using Facebook ads to promote app installs. This is a great option for many because of the fact that most people on Facebook today are already using mobile apps, and often engaging with Facebook itself from within the mobile app. Up until this point, however, Facebook only allowed app install ads that link directly to the app install itself, or to open the app if it was already installed.
Deep-linking is a strategy that allows ads to open the app to a specific page internally. In the past, this was only allowed for re-engagement ads, which are also quite popular. While this can be a confusing concept, Facebook developers have explained it like this:
“When a person taps on a mobile app install ad on Facebook, the developer can choose to send them to a specific place in their app after it’s been downloaded, such as a product page rather than the homepage. This will make mobile app ads more effective for achieving a developers goals beyond the install, and provide people with better experiences by taking them to the content that attracted their attention in the ad.”
They went on to give an illustration saying, “For example, if a travel app is running mobile app install ads featuring a vacation to San Francisco, people who install the app and open it will be taken directly to information about the San Francisco offer. This makes it more likely the person will find information about the San Francisco trip that interested them, rather than having to search for it manually. Removing extra steps between clicking the ad and getting to the travel offer provides a more seamless customer experience.”
This has long been possible when running ads that simply ‘re-open’ already installed apps, but this is a new and important feature for apps that are being installed for the first time. Any marketer who is promoting app installs or any services related to apps will want to be sure to look into this option as it has the potential to dramatically improve conversion rates, which is essential for affiliate marketers of all types.
The new option is available now on all Facebook ads accounts so don’t delay in getting yours set up and running right away. Of course, remember to gather data to see how effective this new option is for you.