Facebook Adds Seven New Calls To Action For Mobile App Install Ads

By David Cohen 

MobileAppInstallAdsTeaser3PhonesFacebook’s mobile application install ads have been a successful tool for brands and developers to drive users of the social network to install their apps, but what about getting them to return? The seven new calls to action for mobile app install ads announced by Facebook Tuesday are aimed at doing just that.

The new calls to action, which will be rolled out over the next week are:

  • Open link.
  • Use app.
  • Shop now.
  • Play game.
  • Book now.
  • Listen now.
  • Watch video.

The new calls to action are aimed at driving Facebook users who have already installed apps to return to and interact with those apps, and some examples offered by Facebook in a post on its developer blog were:

  • Shop now: A retailer advertises a 24-hour sale for purchases made within its mobile app.
  • Play game: A game wants to bring existing players back to its app to play newly updated levels.
  • Listen now: A music app wants to bring listeners to a newly updated playlist.
  • Book now: A travel app wants to promote cheap fares and getaways.

Facebook cited a study by Mobile Measurement Partner Localytics, which found that 66 percent of users of apps on the social network only open them between one and 10 times.

Travel app HotelTonight worked with Facebook on the new calls to action, and its marketing manager, Kevin Kwon, said in a post on the Facebook for Business page:

The ability to engage people on mobile by deep-linking them into our app from Facebook is very powerful. We’re excited to be working with Facebook on this new feature. It has significant potential to drive bookings in our app.


Facebook offered the following advice for brands and developers in its developer blog post:

To get started driving engagement and conversions in your app, you should follow the steps below:

Use our ads tool, Power Editor, to set up your campaign and creative. You can also work with one of our Preferred Marketing Developers.

Identify your existing app users. Upload a list of your existing app users into Power Editor using our various custom audiences options. These include mobile advertiser IDs, email addresses, phone numbers, or Facebook user IDs. You also still have access to the same powerful ads capabilities that are available for all Facebook ads, including targeting by demographics, interests, and even mobile device type.

Measure the effectiveness of your campaign. To measure the effectiveness of your ads, we recommend that you integrate with Facebook’s latest software-development kits for iOS or Android. By integrating with our SDKs, you will be able to define and measure actions taken within your app by engaged users. This can be one of 14 predefined events such as “purchased” in a retail app, “level achieved” in a game, or even custom events you define to help you understand the engagement and return on investment of your mobile app ads on Facebook. You can also work with a Mobile Measurement Partner to measure installs, and other metrics.

Our aim is to provide an end-to-end mobile solution that helps app developers reach the right people, acquire new users, keep those users engaged, and measure the performance of their campaigns. As always, we will continue to improve upon the user experience and performance of our mobile app ads.

Readers: What are your thoughts on the seven new calls to action for Facebook’s mobile app install ads?