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App marketing tips, insight and resources.

App Event Optimization and Facebook interest targeting pack a great one, two punch

Posted by Jeanette Mifsud

09 February 2017

When Facebook announced last July the ability for app marketers to optimize campaigns based on app events, we were thrilled. Like Facebook, we have long understood the importance of going beyond the install and finding customers who will deliver long-term value to your business.


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So we were very pleased to read a case study from Facebook which cited impressive gains from combining app event optimization (AEO) with interest targeting--a best practice that we've been recommending for some time.

The study highlighted how gaming giant Zynga optimized their campaign around a purchase event, which combined with carefully honed interest targeting drove impressive results, including an 80% increase in ROAS and a 2.5X increase in first deposit rate for the slots game.

Smart marketers combine AEO with interest targeting

AEO is an easy option to implement for app marketers who have installed Facebook's SDK, and one that we encourage our clients to do.

Many app marketers have yet to take advantage of this option and are also unaware of the potential of Facebook interest targeting. Marrying the two together can pack a great one, two punch, as we've seen firsthand with our clients, and like the Facebook case study clearly demonstrates.

But while doing AEO is straightforward, mastering interest targeting can be tricky. With hundreds of thousands of interests to target, the key to success is in finding the ones that are relevant to your app.

This is precisely what our technology helps you do. We start by analyzing your app, or a competitive or related one, and use smart algorithms to mine millions of unstructured data points across app stores and the web.

Through this analysis, we uncover related keywords that drive desirable action, like installs and marry those keywords to Facebook interests. The result is a volume of precise interests with high-affinity to your app from which you can build high-performance audience segments--all without the need for IDFAs or other personalized data points.

Our recent eBook explains more about how we do this. Read Advanced Facebook Targeting Strategies for App Install Campaigns.

We'd love to chat with you about how you can implement AEO and interest targeting to drive stellar results for your app install campaigns.

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Topics: Industry news


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