Driving App Downloads Efficiently & Effectively
5,200
Downloads
3X
Estimated Installs
45%
Lower Cost Per Install
Driving app downloads can be costly, but it doesn’t have to be.
Catalyst’s Facebook strategy helped one client surpass app download goals while reducing cost per install.
Summary
Our mortgage lending client’s mobile app has become a critical destination in the home buying journey. The brand sought to drive net new mobile app downloads to engage with their consumers buying homes and needed to do so in the most cost efficient way possible.
Catalyst developed a Facebook strategy that targeted the right audience across multiple mobile phone operating systems with a rich mix of ad units. This approach led to increased downloads at a lower cost per install, crushing campaign goals and surpassing the brand’s historic benchmarks.
Catalyst’s Facebook strategy drove new mobile app installs from qualified consumers.
Execution
Three Guiding Principles
Several key principles guided our approach. First, we created audiences based on phone operating systems, targeting both Apple and Android users. This enabled us to cater messaging and share download instructions based on a user’s specific operating system. Device-specific audiences also allowed Facebook to optimize towards the most efficient segment.
Second, we embraced strong and simple CTAs. Top performing ads featured the simple steps necessary to download the app and showcased the value and experience users could expect post-download.
Finally, we strategically selected a rich mix of ad units. We tested multiple ad formats to see what ad type resonated best with users. We used these ad unit learnings in real-time to create new ads throughout the flight.
Results
More Downloads For Less
Our approach drove new downloads at a reduced cost. The campaign drove a 3X increase in downloads at a 45% lower cost per install, shattering campaign benchmarks and helping the brand engage with qualified consumers.
Want more insight into the campaign results and access to additional mobile app marketing strategies? Head to Catalyst’s webinar hub to watch our new app marketing webinar “From Discover to Download to Dollars: How Full Funnel App Marketing Leads to Real Business Outcomes.” We go beyond Facebook to discuss how programmatic, SEO, and paid also help to drive mobile app installs.
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