1) Drive mobile app installs with great creative

Like other types of Facebook ad campaigns, the most successful mobile app install ad campaigns use engaging and authentic creative. Make sure that you:

• Include mobile device images in your ad.
• Demonstrate the value of the app with powerful numbers/stats. For example, showcase the number of songs available on a music app or the number of minutes a particular utility app can save you per day.
• Visually showcase what the app does. For example, show images or videos of people using your music app to play music at a party or shopping for food with the help of your list-making app.
• Use a strong call-to-action button like Install Now, Play Game, Watch Video, Shop Now, Listen Now or Book Now to illustrate what it is people can do on your app.
• Use video in one ad and images in another, then test them against each other to see which drives more conversions.

2) Re-engage people who've already installed your mobile app

Mobile app engagement ads drive existing app users to interact with your app in specific ways. You can target ads to existing app users by selecting either the Traffic or Conversions objective in Ads Manager and making sure that you choose Target people who have installed your mobile app under the Install state section when you select your audience. You can also choose to use a Custom Audience from your mobile app.

When planning a campaign for mobile app engagement, make sure that you:

• Set up your app to run Facebook mobile app ads by registering it on the Facebook for Developers site, integrating the Facebook SDK and setting up the app events you're interested in tracking and optimising for. This step is critical to making sure that your ads are shown to the right people and that you're accurately measuring the results that matter to you. Learn how to set up your app and integrate the Facebook SDK and app events.
• Define your business objectives up front. For example, are you looking to drive sales in your app or drive customers back to play another level in your game?
• Understand your segmented customer base. It's critical to tailor the message and creative in your mobile app engagement ad to the specific audience that you're targeting and their interests.
• Drive customers into the app at key stages of the customer life cycle. For example, if you know that a customer isn't likely to return to the app after 30 days of inactivity, run a re-engagement campaign before then. To learn more about how customers are using your app and website, use Facebook Analytics.
• Use a strong call-to-action button such as Use App, Play Game, Watch Video, Open Link, Shop Now, Listen Now or Book Now.