Mobile App Install Ads

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1 Mobile App Install Ads Product Setup Guide What is launching? Mobile app install ads help developers and advertisers easily drive and measure installs (CPI) for their mobile apps and games. This is the best ad unit to use if your objective is to drive app installs. Mobile app install ads click directly to your app in the ios itunes app store (if using an iphone) or Google Play store (if using Android). Mobile app install ads display in mobile news feed.

2 Mobile App Install Ads Beta 2 Why mobile app install ads? Mobile app install ads help developers and advertisers easily drive and measure installs (on a cost per install basis) for their native mobile apps and games. These ads appear in the most engaging place on the site, the mobile news feed. Ads can be targeted to exactly the right audience using all of Facebook s targeting options. Spec details Text: 130 characters o Headline and text are not customizable Image (800x150) Taken directly from app center o Resized to 600x113 for mobile retina display o If app is no in the app center, you can upload a new image when building the ad o Image is only customizable if the app is not in the app center How to set up your app for mobile app install ads Checklist 1. Install the latest SDK for ios or Android. 2. Register your app with Facebook 3. Complete your App Settings Page 4. Complete App Detail Page 5. Build your ad in Power Editor, API, or simple buy flow on Developer Site 1. Install the latest SDK to measure the performance of your ads o For ios apps: Download SDK 3.1 o Download the latest SDK for ios to measure the performance of your Mobile App Install Ads (CPI measurement and optimize your ad delivery). ios - The latest SDK also provides easy access to functionality that makes it easier to build, distribute and promote your app o For Android apps: Download Android SDK as of 8/29/12

3 Mobile App Install Ads Beta 3 o If you downloaded the Android App before 8/29/12, please reinstall it in order to measure the performance of Mobile App Install Ads. Android - gister 2. Include the following code to be executed when your app opens for the first time by the user. This will allow the app to ping back the install event to Facebook when the user opens up the app for the first time. o For ios add FacebookAppID entry in the plist file, and the following code: [FBSession.activeSession isopen] o For Android, the code is: Facebook fb=new Facebook(appId); fb.publishinstall(appcontext) 3. Register your app with Facebook o Create an app on the Facebook App Dashboard and note the App ID shown at the top of the dashboard page o Alternatively, you can use the ID of an existing app o Complete the Basic page under Settings for your app o Make sure to include information on all the apps (i.e. Native ios and Android Versions) within this app ID in the Select how your app integrates with Facebook section. You do not need to provide a canvas URL for mobile app install ads.

4 4. Complete your App Details page Mobile App Install Ads Beta 4

5 Mobile App Install Ads Beta 5 o In order to develop an ad creative, you are required to complete the following fields: Display name Description Cover Image, your image must be 800x150 pixels You do not need to submit App Center Listing If you already have an app set up and the fields above completed, it will automatically pull from your detail page to develop your ad creative Setup Summary 1. To create mobile app install ads, you will need to create a Facebook app ID with URLs to your ios app store or Google Play store. When someone clicks on your ad, he will be brought to the appropriate app store based on the device where they saw the ad. 2. Apps must have a Facebook integration to use mobile app install ads, but do not have to use a Facebook login. 3. Developers and advertisers should include our new SDK in their apps. 4. It is possible to run mobile app install ads without updating your app with the latest SDK, but we will not be able to provide you with the new cost per install measurement and analytics reports. How to buy & build mobile app install ads You can buy mobile app install ads through Power Editor, API, and a new buy flow on the Developers site. 1. Visit the following link to download and install the Power Editor: 2. Once you install the Power Editor, you will be prompted to download your Facebook Ads Account. If you have already created ads, you should see them in Power Editor after they finish downloading.

6 Mobile App Install Ads Beta 6 3. If you have not yet created any ads, you must first create a campaign. Click on the Campaigns tab on the top row, then the Create Campaign button. You can use this function to create new campaigns, even if you already have existing ads. 4. Name your campaign, select your budget, and schedule the dates you would like your ad to run. All ads created within this campaign will share this budget and schedule parameters. If you wish to run multiple ads with separate budgets and schedules, you should create separate campaigns for those ads. 5. After creating a campaign in Power Editor, select the ads tab and hit the Create Ad button.

7 Mobile App Install Ads Beta 7 6. After naming your new ad, select I want to advertise something I have on Facebook and choose your app from the Destination dropdown. 7. Once your App has been selected, choose Facebook Ads and Mobile App Install Ad story type. The App Platform dropdown will give you options for where your app is hosted: Mobile Canvas, Canvas, and Mobile Native (ios/android). A preview of the ad will appear on the right. The actual unit on mobile devices will look similar to this:

8 Mobile App Install Ads Beta 8 8. Select who you would like to reach with your ad. The Location & Demographics section allows basic geographic, age, and gender targeting. The Interests & Broad Categories section allows interest-based targeting. 9. The devices that your app supports will be pre-selected in the Broad Category targeting for Mobile, but you can change these if you d like. We don t recommend that you use these Mobile targeting categories and instead select what mobile platform you d like the ads to be delivered to using Placements below. 10. The Placements section allows you to select where your ad will appear. For mobile app install ads, the only available option will be news feed mobile. 11. The Connections on Facebook section allows you to target users and/or friends of users who are connected to various objects across Facebook, like Pages or Apps.

9 Mobile App Install Ads Beta The Pricing & Status section allows you to determine your bid type and max bid price. For mobile app install ads, select CPC or ocpm for the bid type. Selecting ocpm will optimize for users who are most likely to click and install your app. Note that ocpm will only work accurately if you have the latest Facebook SDK integrated into your app. 13. You will be shown a suggested bid range. Select a bid within the suggested bid range and increase your bid if you are not seeing enough delivery. We will never charge you more than the lowest clearing price for competitive delivery. Tips Bid Your Value How much can you afford to pay per click and hit your CPI target? Select ONLY Device Broad Categories Our broad category targeting that will show your ads to incorrect devices if you select broad categories OTHER than the devices you want to target. This is due to the fact that broad categories are based on an "OR" clause. For example, if you choose the categories iphone 4S and Gaming, you'll target anyone who likes Gaming OR uses an iphone 4 to access Facebook, not just the people who fall into both categories. It's not currently possible to only target the people who fall into every selected broad category. Combine Broad Category and Precise Interest Targeting You can use Broad category and Precise interest targeting at the same time. The connection between broad category and precise interest targeting is an "and" clause. For example, you can target people who are either iphone 4/4S

10 Mobile App Install Ads Beta 10 users (Broad Categories) and who like Monopoly (Precise Interest). Experiment with Optimized CPM (aka ocpm) ocpm campaigns allow clients with the latest SDK to specify CPM bids to automatically optimize for installs. Our optimization algorithms to determine the full potential value of each individual impression based on the desired event. We currently have several desktop gaming clients that have shifted over 90% of their spend to ocpm because it is more cost effective to drive quality installs. This is a big opportunity for mobile advertisers. Setup Correctly For SDK measurement, on both ios and Android SDK, if a developer does not have any social component to their app but still would like tracking, they should instantiate a Facebook object and call publishinstall().)

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