With desktop app install ads, you will be able reach people at scale and drive installs where they are most engaged: in News Feed. Desktop app install ads are also displayed in the right-hand column.
Your ads will attract attention with a strong call to action, Play Now or Use Now, and a large, engaging image. Each person who clicks your ad and accepts your app's permission prompt is counted as an install, allowing you to measure and optimize your ads based on installs.
There are several ways to create ads that drive installs to your desktop apps:
With desktop app engagement ads, you are able to reach your existing players with ads displayed in News Feed as well as the right-hand column. People who click your ad will be brought back into your app to play and pay again.
Example: Top Eleven - Be A Football Manager used desktop app engagement ads and realized 300-400% ROI in their campaigns to bring back past players.
As part of desktop app engagement ads, you can use virtual good promotions and sales to to convert players into payers, or reengage and build loyalty with existing players. Using desktop app ads for virtual goods, you can choose to promote a set of your in-game currency or a virtual good at a discount. People on Facebook will see this ad and be able to purchase the promotion right there in News Feed or in the right-hand column.
This type of ad uses the call to action Buy Now or Get Offer and allows the user to purchase the item or currency and return to your app to play and use it immediately. Get Offer can only be used if you are promoting a discounted virtual good or set of currency.
In order to accept these payments and reengage your players, your app has to be properly configured and your server should be prepared to fulfill the orders. To find out how, see Ads for Virtual Goods.
To create a desktop app ad for virtual goods, use the App Engagement objective and choose either Buy Now or Get Offer as your call to action. You will be prompted to provide a Virtual Good Link which is the Open Graph link for the item or currency you wish to promote. You may need to ask your developer for this link.