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How New Calls to Action in Facebook's Mobile App Ads Will Help Your Business

what-is-seoWhen Facebook introduced the Mobile App Ads last year, the aim was to drive installs for companies. Mission succeeded. More than 145 million installs from the Google Play and Apple App stores. Now comes the second, and potentially far more exciting phase of this app. With most users opening an app between 6 and 10 times, Facebook went to work to find a way to urge installed users to return and actually use the apps. Facebook has done this by providing seven more calls to action inside the app itself, such as "Open Link," Use App," "Shop Now," "Play Game," "Book Now," "Listen Now" and "Watch Video," all designed to pump up user engagement with already installed apps.

How Companies Are Able To Use These Calls to Action

Your thoughts are probably already spinning with innovative ways to use this new functionality in the Facebook Apps Ads. One of the companies Facebook used to test this was HotelTonight. Here's what their marketing manager Kevin Kwon had to say about it, "The ability to engage people on mobile by deep linking them into our app from Facebook is very powerful." Kwon also said that the feature "has significant potential to drive bookings in our app."

Some additional ways to use them offered by Facebook include:

  • 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.

How to get this set up in Facebook Ads

Use the Facebook ads tool - Power Editor - to set up your campaign and creative. You'll be able to identify your app users and upload them into the ad platform. Be sure to measure your results. Facebook's aim here is to help users engage more over the app they've already downloaded, and to help merchants better connect and convert through their campaigns.