Facebook has expanded its advertising tools for mobile app developers. The new product will increase user retention and conversion.
Low availability is far from the only problem in mobile stores, according to Facebook employees. Users, having downloaded the application, can easily not return to it. According to a Localytics study, 66% of applications are launched only one to 10 times.
To solve this problem, Facebook has launched support for “deep links”, which allow you to send a user to a particular screen of an application (or game). In the event that the user who clicked on the ad does not have this application, the social network will redirect him to the store.
As one example, Facebook cites the following situation: a hotel advertisement is shown to the user. The user clicks the Book Now button. As a result, an application opens with a selection of rooms in this hotel.
It is also possible to display a link to a certain product in the store, a new album, and so on. We, in turn, are already seeing banners a la “a new pack of levels in Candy Crush, come back.” Or “Darth Vader with a 50% discount in the Angry Birds store only today.”
Facebook reported that for the current year mobile app advertising on Facebook (aka mobile app ads) brought 145 million installs on the App Store and Google Play.
According to our sources, the price of one installation is approximately $1.9 (this is 50% more than the market average CPI).
P.S. Twitter has long implemented “deep links”. More details about this here.
Source: developers.facebook.com