Facebook recently launched the new Messenger Ads for mobile app installs. Here is how to leverage the new placements, based on our initial results:https://bidalgo.com/blog/fb-messenger-ads-for-mobile-app-installs-initial-results-important-insights-are-in/?utm_source=Blog&utm_medium=LI&utm_campaign=Messenger_ads

1. FB Messenger Ads for Mobile
App Installs – Initial Results &
Important Insights are In!

2. Should you try it for your app
install campaigns?
Here is what we have learned at Bidalgo

3. The Facebook Messenger mobile app, the social network’s chat
feature, is used monthly by over 1.2 billion people.
This means that Messenger has a large user base and exemplary
engagement rates, which provide advertisers with a unique
opportunity to engage directly with their customers.

4. As the social network brand searches for more
places to run ads outside of the app’s news
feed, marketers must head to Facebook
Messenger, where customers are, and join in
on the conversations.

5. At Bidalgo, the leading provider of ad automation solutions for app
marketers – and a Facebook marketing partner, we strive to be the
first to access and test new FacebookAds automation solutions.
In July 2017, Facebook introduced Messenger Ads as their
newest placement option and in September it launched the
new MessengerAds for app installs.!

6. Our team has been hard at work, adopting the update to our
platform and within our customers’ app install campaign activity.
Combining all we have learned thus far, we would like to highlight
what exactly Facebook Messenger ads are and how to leverage
them for app installs, based on the initial results we culled.
Hint: they look very promising!

7. Messenger Ads in a nutshell

8. Mobile Marketing experts are already well-versed in
utilizing Instagram or Facebook’sAudience Network
to grow their campaigns beyond running ads on
Facebook’s main mobile newsfeed…

9. Recent updates launched by Facebook in July, have enabled
marketers to expand their campaigns to Messenger Ads in the
app’s “home” tab, with the ads appearing below users’
conversations. Messenger users can click on any ad in the app’s
“home” tab, directing them either to a Messenger conversation
with a representative of the advertised business (destination
ads) or to an objective – website or (as of Sept) app install.

10. How to set up a Messenger Ad
app install campaign
Setting up a Messenger ad app install campaign is similar to
launching other campaigns through the ad manager:

11. Go to Ad Creation and select App Install and
click Continue. Make sure to complete the
following Destination section with your app.
01

12. Select Automatic Placements or Edit Placements if desired
(If you choose to edit your placements, keep in mind ads in
Messenger are only available when advertisers run ads
across multiple placements. A campaign must also include
Facebook to deliver in Messenger Home)
02

13. Select your format. Compatible formats are Single image or
Carousel.The recommended specs are the same as News Feed
(see below).There is no cropping and there will be no ability to
upload unique creative for delivery in Messenger
Ad specs for single:
Recommended image
size: 1,200 x 628 pixels;
Image ratio: 1.9:1.
Ad specs for carousel:
Recommended image size: 600 x
600 pixels; Image ratio: 1:1 (note
rounded corners in Messenger,
reflected in mocks)
03

14. To finish editing your ad,
click Done and
Place Order.
04

15. Setting up Messenger Ads
using Bidalgo’s platform:
Bidalgo offers a simple and quick way to launch a campaign for
the new placements which includes Messenger ads.To use those,
go the Creation page on the platform’s top menu:

16. First, under “Client and
Offer”, determine your
offer and set the
campaign objective –
make sure you choose
Mobile App Installs.
Then, press Continue.
After that, set the target
entity, ad type and the
placement. Under
placement, you’ll see all
the various Facebook
placements available
and set the combination
of placements you’d like
to run. Choose either
Mobile and Messenger
or Mobile, Messenger
and Instagram.
Determine your
AdType.
Important: for
now, at least,
MessengerAds
support images
only and not
videos.
Continue with your
campaign’s creation,
including setting up
creative and
audiences, before
launching the
campaign
01 02 03 04

17. How are Messenger Ads for
App Installs Performing So
Far?

18. You must be wondering about CPIs, ROAS, benchmarks, etc.Though it’s
very new, Bidalgo has been very fast at mastering Facebook new ad
formats. Over the past month, we’ve launched Messenger ads for app
installs for our mobile app customers. One of them is N3TWORK, a mobile
games company, and the developer of “Legendary: Game of Heroes”.
The first 30 days of MessengerAds testing
for N3TWORK’s “Legendary,”
yielded very strong results

19. Install rates were 36% higher
on Mobile and Messenger
compared to all other
placements
Conversion to Payers on
Mobile and Messenger ads
was 57% higher than those of
all other ads
N3TWORK’s return on ad spend (D7
ROAS) was 73% higher on Mobile
and Messenger than it was on all
other placements

20. Ushering in a New Dawn for
Facebook Mobile App Installs
Campaigns

21. Messenger ads for app installs are extremely new, but in the past month, we’ve seen promising results
while working closely with our mobile app customers.
Mobile and Messenger ads generated higher install rates and conversion to players than
most of the other mixed placements:

22. Obviously, these are just initial results of Messenger ads App Install
campaigns and we need to see how results would look like as more spend
goes through this placement and as Facebook continues to improve its
performance, but given the promising results so far, we suggest that all
mobile app marketers look into testing Facebook Messenger ads,
especially as part of placement optimization.

23. You can advertise directly on the Ads Manager or go through a
third-party partner like Bidalgo to advertise on Facebook.
Working with Bidalgo gives you the advantage of scaling up your
app install campaigns with an Artificial Intelligence powered
advertising solution and the ability to manage your other media
campaigns (on top of Facebook) under one roof – a huge plus!
Learn more.

24. ThankYou!
Icons source www.flaticon.com