In 2015 consumers worldwide are forecast to spend $35bn on mobile apps, demonstrating rapid growth from $4bn in 2009. This growth has driven demand from app developers for new channels to drive revenue. Whilst App Store Optimisation (ASO) and organic installs can help, social advertising has become a primary channel to drive mobile app revenue due to its mobile-first nature. IAB UK research highlighted that whilst mobile accounts for 22% of total digital advertising spend, mobile search advertising accounts for just 22% of total search spend and mobile display advertising accounts for only 34% of total display investment. Meanwhile, mobile social advertising accounts for over half of all social advertising spend, and of the social advertising impressions we see served through our Glow platform nearly two thirds are served on mobile devices.
With all this growth in app revenue and investment in mobile advertising on social networks such as Facebook and Twitter, there is a major challenge with increasing competition. That’s why many of the world’s largest mobile app developers are turning to flexible automated rules-based social advertising optimisation technology to succeed in this competitive marketplace.
Automated rules-based social advertising optimisation combines different factors to create Rules which automatically take optimisation actions across Facebook and Twitter. The factors within a Rule are:
- Conditions: Up to three data parameters you want the Rule to identify to apply an Action.
- Action: The optimisation Action you want the Rule to take, such as increase bid.
- Data-Window: The period of data you want the Rule to look back at.
- Frequency: How regularly you want the Rule to take an Action.
An important part of automated rules-based social advertising optimisation is the Action the Rule takes, and these can include Actions such as:
- Pause Ad Set, Ad Group or Ad
- Increase or decrease bid or budget
- Run best Ad
- Rotate Ad
There are many best practices around how to use the factors within a Rule or Action, which you can find in this white paper. However, there are also a number of things you as an advertiser need to identify prior to using automated rules-based social advertising optimisation, including:
- What is your target Key Performance Indicator (KPI)?
- How frequent are conversions (install, reengagement or monetisation event) for your app?
- Over the period you want the Rule to run, how stable or unstable will the media buying marketplace be?
- How long does it take on Facebook and Twitter before a user goes blind to your Ad creative?
Glow has recently released flexible rules-based social advertising automation for Facebook and Twitter, so if you’ve read this article and answered the questions above then to get in-touch to check out how the optimisation suite may be able to help you get ahead of your competition.
You should also check out our white paper Top Tips to Automate Social Advertising
Retargeting in general is a powerful ad tactic, however, Facebook video retargeting takes the power of retargeting to a new level. It enables you to build a Custom Audience of people who have watched your video, but also to segment them based on engagement levels. That’s why Glow has recently launched a whole wave of new features to assist with video retargeting.
Whether you’re looking to drive conversions with a known or prospective audience, or simply “purchase” an audience for analysis or retargeting, the below three steps are a good place to start when building out the basic foundations of a video retargeting strategy to enable more advanced optimisation at a later stage.
There have been two major updates in the Glow Machine, which will save you time and make your life easier. Here’s all the key information you need.
Facebook Advertising Platform Upgrades
With Facebook advertising increasing in maturity, complexity and sophistication Facebook introduced an updated campaign structure mid 2014. Campaign at the top-level, Ad Sets at the second level and Ad creatives at the third level. Whilst we’ve been supporting this campaign structure since it launched within the Glow Machine, we’ve also developed an improved workflow to support this structure and are now making this available to all platform users. There will be additional functionality launched in Q2 in our upcoming Optimisation feature release, which you can read more about below.
Dual-screening around major TV events is on the rise as consumers increasingly use Facebook and Twitter on mobile devices whilst watching TV. This is having a negative impact on the effectiveness of TV advertising, and many advertisers are extending the reach of their TV advertising campaigns by complementing it with advertising on Facebook and Twitter. This means that during a major TV gambling event like the Grand National, there is a huge opportunity to drive sports betting app installs through advertising on Facebook and Twitter. However, there is also higher competition and the potential to attract one-time betters who don’t provide long-term value. With this in mind, we’ve put together five tips to ensure you drive better mobile app installs around events like the Grand National on Facebook and Twitter.
As with many new advertising formats, advertisers ask themselves the question of where does this fit into my marketing strategy and at what stage of the funnel should I be using it? Twitter’s ad platform is still a young advertising platform, and as a result many advertisers are still trying to establish where to slot it into their strategy. The good news is, many advertisers are seeing success with Twitter advertising throughout the funnel, as was evidenced by 97% advertising revenue growth for Twitter year-over-year in Q4 2014. We thought we’d share some thoughts on use cases where we’ve seen Twitter advertising working for our clients: