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In the mobile app advertising world, it’s one thing to successfully drive mobile app downloads; but it’s a whole different ballpark when it comes to identifying effective ways of driving engagement and revenue from mobile app users. These 9 tips will help you effectively marketing your mobile apps.

 

1. User context

Start with clear use cases for why someone would want to engage with your app and why it might make sense for them to do so while using social media.

 

2. Creative

With your use cases in mind, develop images and headline copy that would not only entice the user to open your app, but also clearly direct them to take a specific high-value action once they get into your app.

 

3. Deep-linking

With Facebook app ads, use deep-linking to send users directly to the specific page within your app where they can take the action you specified in your ad text. You can take this one step further by setting up custom audiences by app activity, essentially retargeting users who have viewed certain products in your app and abandoned them without purchasing. You’ll need a developer to implement deep-linking in your app before you can use it in your ad.

 

4. Call-to-action

Test several CTA buttons like “Use App” or “Play Game” to see what works best for different audiences. Be sure to use a CTA is in line with your ad creative and deep link.

 

5. Carousel

With Instagram app ads, try carousel ads to promote your app. This is a huge advantage. In some cases, carousel ads have seen 10 times better engagement rates than standard static ads.

 

6. Image optimization

In Facebook, take advantage of ad optimization by uploading up to six images: Facebook will automatically optimize the image that shows based on performance.

 

7. Device

Remember that Facebook also offers a desktop app ad format. If your goal is to drive mobile app downloads or engagement, be sure you are only targeting your campaign to mobile users. Since Instagram is a mobile-only platform, you don’t have to worry about device targeting.

 

8. Analytics

Use Facebook Analytics for Apps to learn what is and isn’t working to uncover new optimization opportunities.

 

9. Beta test

We’ve heard rumors that Facebook might be beta testing mobile app push notifications. Ask your Facebook rep about getting involved in that beta test to improve app engagement.

 

Where to go from here

If a mobile app is central to your business model or marketing strategy, figuring out how to improve both app engagement and average revenue per user (ARPU) is critical to winning. Facebook and Instagram mobile app advertising should be a key component of your game plan for boosting engagement and ARPU.

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