Should you use Facebook to advertise your app?

Facebook offers a very targeted form of advertising, allowing you to reach people who are likely to be interested in your digital product or app. One downside to using Facebook for your marketing strategy, however, is that it can prove very expensive.

As a developer, you’ll need to not only get to grips with setting up and tracking Facebook ad campaigns, but also weigh up whether Facebook ads are worth the cost.

What’s involved with Facebook advertising?

To start advertising on Facebook, you’ll need to set up an account with Facebook Business Manager and make sure you have a dedicated Facebook Page in place for your app. When you’ve done that, you’ll need to create and install the Facebook Pixel.

The Facebook Pixel is a piece of code that you’ll place within your app’s code, in the header section. It allows you to collect data about user interactions with your app, e.g. whether someone has installed it or not.

The next step is to create a Facebook Pixel custom “event”, which needs to be triggered on a predefined event that you as the developer wants to track, such as when a merchant visits your app for the first time.

Then you’ll need to launch your campaign and evaluate the results from the data you’ve gathered to see whether it’s worth investing a chunk of your marketing budget into Facebook ads.

Why cost per acquisition matters

Your evaluation process should include your cost per acquisition, so you can realise how many conversions you’re getting for the money you’re spending on Facebook ads. If you offer a free app with paid-for premium options, you’ll need to work out how many of your installs have converted into paying customers later down the line.

When working out your cost per acquisition, don’t forget to factor in uninstall rates, as this will make a huge difference to your overall results. For example, you might be happy to spend $1000 to get 100 app installs, but not if 50% of those people go on to uninstall your app.

When all is said and done, you might find it difficult to justify the expense of Facebook advertising. Luckily, there is a smart alternative available that allows you to get your app in front of the right people without costing you a penny.

An alternative to Facebook advertising

A cost-effective way to advertise your app is to use a banner exchange platform that enables you to swap adverts with other network members ConnectPlus is one such platform, where you can advertise your app entirely free of charge in return for promoting partnering developers’ apps within your own app.

With this platform, for every app you promote, you’ll get a free slot within an extensive ad network for promoting yours. It’s an option worth exploring if you need to keep your advertising costs to a minimum, while getting maximum exposure for your app.

Photo by Glen Carrie (@glencarrie) on Unsplash

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