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Mobile is an increasingly important market for brands in 2014. According to comScore, 4 out of 5 consumers use their smartphone to shop. As online sales increasingly come from mobile, eCommerce companies are placing a big emphasis on luring customers to their native apps with Facebook mobile app install ads. To scale these efforts, savvy eCommerce companies are stepping up their creative game to ensure their ads are relevant and compelling to a variety of audiences.
Last month, the Nanigans Ad Engine helped a leading eCommerce company selling a variety of goods from clothing and shoes to home goods and accessories scale its mobile app install ad campaign from $4,000 to $20,000 a day, while keeping performance in line with their goals.
In April, a leading retailer ran a campaign in order to increase the install rates of its full-catalog shopping app — available on Android and iOS – using CPI metrics for Android, iPhone and iPad to gauge success.
After a couple months of experimenting with ad spend volume, the retailer has found a good balance between pushing new creative and keeping it aligned with targeting at scale — at one point ramping from $4K to $13K to $20K. Keyword sets matched with appropriate products (example: preppy keywords with boat shoes) were a winning combination. Another creative standout? Floral patterned accessories against springtime-colored backgrounds.
For eCommerce companies with hyper-specific targeting goals, the Nanigans Ad Engine offers robust tools to scale spend and increase mobile app installs, ultimately helping to deliver an interactive level of engagement with customers and boosting product sales.