A new report from AdParlor entitled “‘Purchasing Facebook Application Installs – Everything You Need To Know” claims that Facebook Ads are the best way to advertise and gain new users for your application. The report is a detailed analysis of the various growth methods available to application developers, and how well they actually fare on the market. AdParlor makes the case that developers are finding the best success with Facebook ads rather than banner networks or incentivized installs, and supports the claim with some interesting statistics.
Specifically, the report looks at average costs for user acquisition across the three types of advertising, and finds that while incentivized installs bring up the low end at $0.10 to $0.30 per install, the user quality is poorest. According to the report, this stems from the fact that the user’s incentive to jump over from game A to game B is to collect free coins in game A. So most of the time they’ll jump over, play game B for a bit, and then jump back to their main focus of attention: game A. With Facebook Ads, there are other factors that cause a person to click and install, and it leads to better engagement and retention. The findings are summarized in the graph below.
Certainly AdParlor has expertise in the Facebook Ads space, and this influences their support of Facebook Ads. AdParlor’s latest product is a bidding system that integrates with Facebook Ads, allowing application developers to specify the price at which they’d like to buy installs. AdParlor’s account managers and bidding system then leverage the Facebook Ads API to create thousands of different types of ads across different demographics and determine which ones are having the most success at the lowest cost to the user. They continually optimize the ads and are claiming to reduce CPI for application developers in the first few days, every time.
Check out the whitepaper here and look forward to a video interview with Hussein Fazal, CEO of AdParlor later this week. Also, check out our audio interview with Hussein from earlier this year.
