Mobile app ads help drive engagement and conversion for your app with ads that take users to a customized location within your app.

Example: Travel App

For example, a travel app can target its existing users with relevant flight deals in an ad with a call to action to Book Now for a flight.

Example: Game App

Another example is a game can run an ad to its existing players to try a new level or start a match, with a Play Game call to action.

Step-by-Step Guide

1. Add the Facebook SDK

Add the Facebook SDK for your app to enable install tracking. Based on this data you can target people who used your app vs. people who did't.

Using the Facebook SDK in App Ads

2. Add Deep Linking to your App

Custom tailored ads need custom destinations. This guide will walk you through the steps of setting up deep linking for usage in App Ads.

How to Enable Deep Linking in your App

3. Pick your Audience

Grow your Audience

You can use engagement ads for people who didn't use your app yet as well. For example you can point them to a special sign up form. Follow our Targeting Essentials guide to learn about audience targeting using criteria like connections, location or interests.

Reengage People

If your app is measuring installs or app events with the Facebook SDK or a Mobile Measurement Partner, you can easily reach people who have installed your app.

When creating your ad, set the Install State to Target people who have installed your mobile app in the step Who do you want your ads to reach?.

Advanced Targeting: Custom Audiences

With Custom Audiences you can define your target audience even more precisely, for example you might want to run an ad targeting people who downloaded your app but haven’t logged in within the last 90 days.

Read our targeting tutorials to learn more about Custom Audiences:

4. Create Engagement Ad

When you finished your preparations, create a new engagement ad.

When creating your ad make sure to:

Create Engagement Ad

Tip: Optimize your Call-To-Action

For engagement ads the call-to-action plays a very important role: The better the fit, the higher the engagement rate. You can choose call-to-actions like Open Link, Use App, Watch Video, Shop Now, or Listen Now, depending on what actions you want users to take and what fits your app’s functionality.