Recently one of our account teams ran a very successful consumer digital ad campaign through multiple channels. From the onset they recognized huge engagement from the Facebook channel, significantly higher than normal. The 3rd-month evaluation yielded some astounding results:
- 2700% more opt-ins
- 500% more conversions
Why? We were using Facebook’s new mobile app ads to promote an app that we had created for the brand and integrated into the campaign.
The results are a direct function of the app itself, which in addition to providing stand-alone utility, is designed to facilitate opt-ins and conversions. The campaign model involves a use case where downloading and registering the app is part of the campaign flow. Because the app provides its own utility, the benefits of the campaign extend beyond driving conversions. For example, this app includes educational content as well as product reminder and tracking features. As a result, users have ongoing exposure to the brand as well as product messages via in-app communications.
Although there’s an added upfront cost to create a good app, the cost can be more than recovered in campaign performance. To illustrate, in the time period of this evaluation, the campaign received approximately 300 million impressions and 250,000 clicks. The cost per conversion for the app-related units was 1400% lower than the other units as a group. In addition, we found that the app ad units have more staying power, driving high response rates up to twice as long as other creative units.
If you’re inclined to use apps in this way, what should you bear in mind? Make sure the app has stand-alone utility. Make sure it’s compelling in the context of an ad unit. And design it to facilitate opt-in and conversion.