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Facebook dynamic ads can now be tailored for app installs

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Facebook's dynamic ads can now be used to help marketers drive app installs on consumers' mobile devices

Facebook has finally launched its dynamic ads feature aimed toward driving mobile application installs, and brands such as Hotels.com are already starting to see the effects.

The feature was announced several months ago but is only now coming into effect. Facebook is hoping that driving app installs will give marketers and boost this holiday season as smartphone use has spiked.

"Dynamic ads helps us connect our large product catalog to each unique shopper with relevant and timely product ads," said Rachel Kwan, online marketing manager at The Honest Company. "We're seeing strong results, including a 34% increase in click through rate and a 38% reduction in cost per purchase".

Dynamic ads
Facebook’s dynamic ads are a staple of its advertising suite, providing brands and marketers with the methods to target the right consumers who are most likely to purchase the kinds of products the brands are offering.

Now, Facebook is bringing that technology to app installs, using Faceboook’s algorithms to target the customers who are most likely to install certain apps.

Facebook cites a report that showed a ten percent increase in smartphone sales last year as a reason for marketers to turn their attention towards app installs.


While mobile is quickly coming to dominate the digital scene, marketers still need to get their message in front of consumers outside of their own apps in order to get them to install.

Facebook also found that app installs peaked around the holiday season last year, meaning that now is the best time for consumers to target customers for app installation ads.

To facilitate that, Facebook’s dynamic ads can now be used as a call-to-action for consumers to install apps.

“Snapdeal has a wide variety of products. By using dynamic ads, we have the flexibility to appeal to a diverse set of customers by showing specific products to the people who have demonstrated interest in them. By showing relevant content, we've seen an increase in repeat transactions in the app, and seen a 6-8X return on ad spend. Dynamic ads and mobile app remarketing with Facebook is an important part of our mobile app strategy,”

App installs
Some of the brands that have started using dynamic ads for app installs, such as the popular mobile game developer Zynga, have already seen a 4.5 times higher return on ad spend through its use.

As mobile becomes increasingly popular, marketers have to work harder to get their app noticed when app stores are bursting with free or cheap apps for users to play with.


Many consumers are turning to all-purpose messaging platforms that can fit a variety of other app functions into one platform (see more). This makes it even more important for brands that have their own mobile apps to do whatever they can to get the installs they need to keep that app afloat.

Facebook’s dynamic ads are yet another tool in the app marketer’s arsenal to make that happen.

"With dynamic ads, Target has been able to more easily engage consumers with highly relevant creative," said Kristi Argyilan, senior vice president of media and guest engagement at Target. "The early results have exceeded expectations. /div>

"Performance has been especially strong on mobile devices — an important and fast-growing area for Target — where we're seeing two times the conversion rate."

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Danny Parisi is staff writer on Mobile Marketer, New York. Reach him at danny@napean.com.

 
Related content: Software and technology, mobile, mobile marketing, facebook, app installs, dynamic ads

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