AdParlor, a company that has long provided advertising services on Facebook, is launching a new product today that lets developers buy installs in bulk through Facebook’s performance advertising system. Like a number of other companies, it is providing this service through Facebook’s Ads API — but it’s adding its own app install conversion tracking features on top.
The company’s “optimization engine” creates hundreds of ads and adjusts bids for them to bring in high-quality installs at lower rates than otherwise. This isn’t a self-serve system. AdParlor views the ad creation component of the process as a key part of what makes it more valuable than rivals, and doesn’t disclose techniques it has developed for getting better results.
The system isn’t focused on all performance advertisers – instead it’s intended for developers who are looking to buy ads that help them bring in more users for their apps. Clients can purchase at a fixed cost-per-install (CPI) cost by country. The algorithm will optimize to get them as much volume as it can at that bid.
The minimum campaign budget to use this tool is $10,000 as AdParlor is targeting more sophisticated application developers who are already making a significant spend directly with facebook. Although the tool instantly begins optimizing and providing a lower CPI, this larger campaign spend gives the algorithm more flexibility to try multiple combinations and learn the optimal set of variables to bring an even lower CPI.
While AdParlor isn’t saying who’s using the new system, the company already counts Zynga and other big developers as clients.