It has been predicted that the App Store will reach 5 million apps by 2020 (according to TechCrunch). That’s a lot of apps to compete against!


Chances are, you have been putting a lot of effort, pouring your blood, sweat, and tears into making your app, so I am here to give you the top 3 tips to make your life easier when creating an app install campaign on Facebook. This will help you stand out from the eventual crowd of 5 million others.


Let’s make your next campaign a successful one!

1. Interests can make a huge impact (detailed targeting)

Is your demographic interested in pets? What about cars? Even if these interests have nothing to do with your app, try introducing elements of these into your ad. Your target audience will relate more, which means a better CTR (click-through-rate*).

*If you don’t know this metric, read this post.


Here is where you place your interests:

App Interests


As you can see, we have put in: card games, pets and cat lovers as detailed targeting for our Simple Spades campaign. It doesn’t necessarily  mean our game is related to animals, but we deciphered through our Audience Insights that over 50% of our players own a pet and buy pet products, so here is what we did for our ad:


App Simple Spades


Did you notice the cat emojis? This will definitely catch the attention of cat lovers.


Using this simple tactic we were able to lower our CPI (Cost Per Install) by *over 40%.


2) Lookalike audiences: The most powerful tool to target the right audience

There is a lot of information out there about lookalike audiences and with good reason! Lookalike audiences let you target people similar to your users. By doing this, you can significantly increase your CTR (and lower your CPI)!


In our Simple Spades campaign, we used both a lookalike audience and detailed targeting. So, really, *I can’t attribute the over 40% decrease in CPI to detailed targeting alone, our lookalike audience plays a role here as well.


We created a 1% lookalike audience, but that also targeted those with the following interests: pets, cat lovers, spades, card games.


Here is what it looked like:


App Lookalike


With these two tweaks on our campaigns, here is how our campaign was affected (the daily spending was the same for all days):


App Campaign


NOTE: You need a certain amount of users to create a lookalike audience. You can learn more about them here.


3) Big audience, but not TOO broad


Usually, the more targeted your campaign is the better your CTR and CVR is, and therefore your CPI is usually lower (this blog post explains these metrics).


However, and I’m sure some of you have seen it, sometimes your campaign is so targeted that with the amount of money you are spending, you go through your audience extremely quickly.


So, what happens?


One week later, your CPI goes through the roof and you are wondering why.


You have to make sure your audience size is big enough to keep up with your daily spending and campaign lifetime and targeted enough so that your cost is low enough or lower than your Lifetime Value (LTV)!


On your ad set setup, take a close look at what appears on the side:


App Audience Definition


This little chart will tell you the potential of your reach. It is hard to tell what is the perfect size as there are so many different factors playing. However, try to have a large enough audience with some targeting parameters (lookalike, detailed targeting, demographics, etc).


Hopefully, this post was helpful and you are able to create a successful Facebook campaign for your app!


While you’re at it, check out this ASO (App Store Optimization) post to help you boost your conversions and organic downloads.


If you have more tips, feel free to share them in the comments!