App developers have seen a lot of success with Facebook's Mobile App Ads, largely because of Facebook's precise targeting abilities for mobile app ads. In order to get high quality installs or engagement within an app, it is very important to reach the right people with the most relevant message. As a result, we are enhancing our mobile targeting for developers. Available in the next few days, you will be able to reach people using specific mobile devices, such as a Samsung Galaxy S5, iPhone 5s, or an HTC One. For example, you can deliver ads to people specifically using a Google Nexus 10 with a minimum OS version of 3.0, who are on Wi-Fi. Previously you could only target iOS or Android, minimum OS version and Wi-Fi only users.
Benefits of device targeting for your mobile app ads:
In addition to using device level targeting, you can reach the most relevant people by creating Custom Audiences consisting of your mobile app users. For example, if you were a developer with multiple apps, you could cross-promote your portfolio of apps to the people you know that love your apps. In addition, you could also create a separate lookalike audience based on the attributes of your existing users to reach a larger set of people.
With Custom Audiences, you can also reach people who already use your app to increase engagement and conversions. For example, a travel app can reach its existing users with relevant flight deals in an ad with a call to action to “Book Now” for a flight.
Another benefit of Custom Audiences is the ability to easily reach your “most active” or “highest value users." For example, a top commerce app was able to identify the top 25% of people that contribute to 56% of their app's value. As a result the app was able to deliver specific ads to this audience, prompting them to make a purchase and drive revenue.
This combination of mobile device targeting, Custom Audiences and lookalikes gives you the power to acquire high quality users and increase engagement among your existing users.
Get started by running mobile app ads today through our ads interfaces, Create Flow or Power Editor. Also visit our Ads API targeting documents for additional information on setting up your targeting specs. You can also learn more about running mobile app ads, bidding options, how to measure app ads and setting the right targeting.