How to Optimise Facebook ads for Mobile App Downloads?

4 min readNov 13, 2021
Source — Pexels

The ad campaigns that run on both Facebook and Instagram provide better performance in mobile app installs, video views, website conversions, and website clicks.

While Facebook provides you with the largest audience of all social media networks, Instagram provides you with the highest engagement rate of all social media platforms and the largest penetration among youth.

You can get the best of both worlds by running your ad on both Facebook and Instagram.

You can use Ads Manager to add Instagram ads to Facebook ad campaigns by simply checking the “Instagram” box under the Placement section of the ad set. You can reuse ads that worked well on the other platforms.

Here are a few steps to optimize for cost per download in Facebook mobile install ads.

In order to optimize your ads you need to keep two things in check:

  1. Your Ad goals
  2. Your Ad budget.

Let me explain :

Facebook and Instagram Ads App Install: Goals & Budget:


There are 3 different objectives you could choose at the time of setting up your Facebook ad for your application.

They are:

  • App Installs,
  • Traffic,
  • Conversions.

Therefore, you should choose your objective prudently so that you can achieve your specific business goals.

If you want to increase the download of your apps on your mobile, optimize app events, and consequently attract your highest-value customers, choose App Installs objective in Ad Manager.

Select your app from a specified app store in which it is available.

Now, select the app from the drop-down menu.

If it is not available in the drop-down menu, enter the exact app store URL.

In case, your application has several versions for different countries, you can promote the right country version of the application.

Once it is done, the ad campaign creation process is complete.


Facebook App Install Advertisements are one of the most cost-effective ad channels available currently, both in terms of increasing traffic and users.

You can choose anyone for running Facebook’s mobile app install ads:
Pay Per Link Click,

  • Pay Per Install,
  • Pay Per App Event (engagement),
  • Pay Per 10-second Video Views.

Pay Per Install and Pay Per Link Click are the most popular ones.

While setting up ads, you should remember that Pay Per Install Ads are more effective but at the same time more expensive than Pay Per Link Click ads.

An advertiser can choose how much he/she can pay for each app installation or link clicks from the Facebook ad.

Facebook sets the bid value in accordance with the behavior of the users.

The bid value of a user is low if he/she never downloads apps through Facebook adverts.

You can set up campaign budget optimization to optimize the distribution of a campaign budget across the ad sets of your campaigns.

Setting it up is easy. You simply have to turn on the budget optimization toggle of the ad campaign, choose whether your campaign budget will be Daily or Lifetime, set a budget, and choose a strategy for your campaign bid.

When choosing the campaign bid strategy, you can choose from the lowest cost campaign bid strategy without a bid cap or the lowest cost bid strategy with a bid cap. In the case of the former, all advertisements set in your campaign will have the same optimization event.

However, in the case of the target cost bid strategy, you can set different target costs for every set of the ad in the campaign.

Facebook & Instagram Ad Strategies for Increase in App Downloads

Making your target users download your app is tricky. To simplify the effort and also increase your mobile app installs on Facebook Ads and Instagram Ads, here are some simple but effective strategies:

Strategy #1: Target your existing customers:

If your app provides additional services or convenience to your customers, target your existing customers. Target those customers who have already purchased your applications in the last 30–90 days.

Strategy #2: Target Cold Audiences with Lookalike Targeting:

Facebook’s Lookalike Audiences allows you to reach those targeted cold users who are demographically similar to specific customized audiences. So, target those high-value audiences who use the application regularly.

Strategy #3: Mobile Device-based Audience Segmentation

You can target mobile devices by the brand to show app install ads to users as per their mobile devices. If an iPhone user clicks on a link of an app that is meant for Android sets only, it will be useless. Therefore, choose a targeted mobile device for targeting the audience using specific mobile devices. To set up device targeting, go to “detailed targeting”, choose “Behaviors”, find “Digital activities”. Now, you can see “all mobile devices by brand” so that you can choose the right advertisement to the right users.

Strategy #4: Create Ads with Images & Videos

You can include creative/effective content and visual components such as videos and images in the Facebook/Instagram ad to grab the attention of your target audience.

Try to show how the app works, ease of use, and highlights of different use cases with the help of videos in the Facebook ad. This will help increase your ad installs by ideal users.

Strategy #5: Choose CTA Buttons Correctly

The choice of the right CTA button can decide the success of your mobile app install campaigns. “Install Now”, “Download”, and “Learn More” are typically most effective in the case of app install Facebook ads.

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