Markus Von Der Luehe of AdKnowledge runs through how to set up a perfect Facebook ad campaign. He spoke on the subject of ‘Facebook App Advertising: Lessons From 4M Installs’ which covered the following topics:
– Planning Your Facebook Campaign
– Optimizing Targeting Parameters And Ad Creative
– Evaluating Performance And Delivering Positive Return-On-Investment
“So, we’re going to continue on the user acquisition track. I’m not Argentinian, I have not say. I’m not Italian either. I am German, but I do have an Australian passport if that helps you guys. So, basically, we’re talking specifically about how you can actually use Facebook for mobile acquisition.
First of all, let me just give you a very brief background on who we are and what we do because in Germany and here we’re still pretty new. So, we’re an American company called Adknowledge and I’ll explain the ‘Ad’ part of it in a moment. So, Adknowledge is based out of Kansas City, but was originally founded back in 2004 and was focusing a lot on e-mail marketing, but then started to acquire a number of businesses. So, for instance AdParlor, which was acquired back in 2011 and is our social media or social advertising arm, if you like.
So, what we do in a nutshell is we dock onto the APIs of Facebook and Twitter and are able, then, to, by using our own technology, to optimize towards things like cost-per-install, for instance. So, that’s our main focus. We are in North America. We also have offices in the UK, in Germany, and France. I head up the German offices and we are based in Munich. I’ve only just started this year, though, in February 2013.
You can see some of our clients down there, but we do a lot in the gaming space, obviously; brands who work with a lot direct response advertisers and agencies. Okay, so let’s go straight into the presentation because that’s the more interesting bit.
First of all, you all know this and you’ve heard it today, there’s an awful lot of apps that were downloaded in 2012. Somewhere between 56 and 82 billion. On CougarPlay, I mean, again you hear different numbers and iOS App Store you find something like 1,000,000 apps or even more. So, for app developers it is extremely difficult to really, you know, do app discovery properly. And also loyalty has become a big issue because some people might download your app, but if they’re not using it what’s the point of it?
So, we’re not saying Facebook is the only option you’ve got, but it’s certainly a very interesting one because it’s new. They’ve only just last year started to get into mobile seriously. And, so, within 12 months you can see figures like that. It’s 145,000,000 app installs on Facebook and 8,200 advertisers. A lot of people and app developers don’t use it yet, but their getting more and more into it because they see the positive results.
These are some figures on the success of Facebook in Germany, specifically. That’s mobile as well as desktop. But as you can see in total they’ve got already 25,000,000 users. That’s about 43 percent of the internet population and 18,000,000 of those would access Facebook through mobile. And they also have very high engagement rates.”