Comment & Opinion

The 5 most important Facebook Ad updates of 2016

How you can increase your app's revenue

The 5 most important Facebook Ad updates of 2016

Peli Beeri is the co-founder and CEO of Bidalgo, a Facebook Marketing partner and app install platform.

For mobile app marketers, time is of the essence when trying to take a mobile app to the top grossing playground.

One of the most powerful ways to drive app revenue is to adopt new Facebook ad formats and features as soon as they become available.

When you use a new ad feature, you automatically have an edge because you have little or no competition.

Winning bid

Facebook Ads work on a bidding model, where advertisers compete for auction spots based on their bids, creative quality, and ad relevance.

In this world, less competition means more profits. As Facebook rolls out new ad features, advertisers regularly see improved auction performance as a result of agile adoption.

Here you'll find a list of the top revenue-driving Facebook ad updates from 2016. These new features led to serious growth in user acquisition, app engagement, in-app purchases, and overall mobile app revenue for those app marketers who were able to take advantage of them.

If you’re a marketer of mobile apps or games, you’ll find some ideas in here for how to increase your app’s revenue.

Click on the link below to begin.

Click here to view the list »
  • 1 App event optimisation (AEO)

    App event optimisation (AEO) logo

    One of the top issues Facebook advertisers are facing is app abandonment.

    In other words, it’s easy to get users to click on a Facebook ad and install a mobile app, but much harder to get them to stay on as active users and spend any money. This method of user acquisition is focused on an app retaining users.

    User retention can be unpredictable when expanding to new markets or when frequently updating the app.

    Facebook is aware of this, which is why they recently launched a new feature called ‘App event optimisation.’

    With this new feature, you can optimise the delivery of your ad to be shown to users who are most likely to take a positive action in your app.

    How does it work? Facebook tracks how people engage with your app, and lets you select which activities are most beneficial to you.

    For example, you could choose that in-app purchases are your highest priority. The Facebook ads system then shows your ad to people who are most likely to make in-app purchases.

    Overall, AEO performs well for many marketers, yielding 2X D3 Return On Ad Spend (ROAS) on average, while keeping a balanced blend of installs and purchase ads to maintain a good LTV at reasonable CPIs.

  • 2 Video carousel ad unit

    Video carousel ad unit logo

    Carousel ads are one of the most engaging ad formats on Facebook. They let you add not just one image, but multiple images to a single ad unit that users can browse through.

    While it started with just photos, Facebook has added the option to add videos as well.

    Many advertisers enjoyed higher yields from video carousel ads. Several app marketers have garnered ROAS on video carousel ads that is up to 40% higher than all other campaigns.

  • 3 Canvas ads for mobile

    Canvas ads for mobile logo

    One of the newest ad formats launched by Facebook is canvas ads.

    A canvas ad is a full-screen ad that loads post-click. It can contain video, images, text and CTA buttons to make for an immersive experience that brand advertisers love.

    Canvas ads allow advertisers to tell brand stories that engage potential users. This is an effective ad format for showcasing your product visually and is especially worth exploring if you’re a game app marketer or a consumer app marketer.

    One game developer saw a conversion rate for canvas ads double in comparison to other ad formats from 10.4% to 23.3%. The payer rate also increased from 3.4% to 4.4%.

  • 4 Worldwide Targeting

    Worldwide Targeting logo

    Location targeting is an important factor when setting up your Facebook ads. Previously, you had to manually add every country you’d like to target.

    Now, Facebook has given advertisers a powerful new way to take your business global. You can set your targeting to ‘Worldwide’ or choose a particular region of the world like North America, and your ad will show in all countries in that region.

    You can further exclude particular countries in the region if you need to. Beyond making it easier to expand your potential reach, this feature allows advertisers to be strategic when expanding their product or business globally.

    For example, one app marketer increased installs 5X quarter-over-quarter by using worldwide targeting. The company also saw a 95% lower CPI than geo-specific targeted campaigns to the US.

    Importantly, it acquired users in 227 non-US geos, and greatly expanded the global footprint of its business. That’s the power of adopting new Facebook ad features first.

  • 5 Placement optimisation

    Placement optimisation logo

    Apart from Facebook itself, you can show your Facebook ads on Instagram, and the Facebook Audience Network.

    However, ad performance on each of these platforms will vary because of the different types of users they attract.

    Previously, advertisers would manually adjust the budget and ad settings for each of these platforms to optimise their performance.

    Now, Facebook has launched a new feature called “Placement Optimisation” that automatically shows your ad on the platforms that are performing well for you.

    Using placement optimisation reduces the load on you as an advertiser and brings you better performance from a larger target audience.

    For Bidalgo clients, placement optimisation campaigns (including FB, IG and Audience Network) drove cost-effective CPIs and higher ROAS compared to standalone Facebook campaigns.

    On average, they got a 2X return on ad spend and 10% increase in sales. Specific campaign results showed 271% increase in CTRs, 25% decrease in CPIs and 74% increase in D7 ROAS.

    Facebook, as an ad platform, evolves fast. With every update, Facebook is bringing additional value to advertisers.

    As a game or mobile app marketer, you need to stay on top of these trends and take advantage of them for your campaigns. With new ad updates, the adage is true - the early bird gets the worm. regularly posts content from a variety of guest writers across the games industry. These encompass a wide range of topics and people from different backgrounds and diversities, sharing their opinion on the hottest trending topics, undiscovered gems and what the future of the business holds.