Facebook's latest innovation in app user experience optimization has sent shockwaves through the digital marketing landscape. The introduction of the Value Optimization for App Installs objective is a game-changer for advertisers seeking to maximize their return on ad spend (ROAS). This revolutionary tool marks a significant step forward from Facebook's previous major update, App Event Optimization, which debuted in Q4 2016.
What Does it Mean?
The Value Optimization tool has been launched with the primary goal of ensuring that advertisers get the best possible ROI and most valuable users from their advertising efforts. But what does this mean for you, as an advertiser? Let's dive deeper to find out.
Setting Up Value Optimization
To set up Value Optimization, navigate to the "optimization and delivery" section within your ad set preferences. Click on the "optimization for ad delivery" dropdown menu and select "Value." You'll have the option to customize conversion window, delivery type, and charging schedule – although bid amount isn't currently adjustable.
How Does it Work?
Facebook's Value Optimization tool is designed to maximize ROAS by exposing ads to the most relevant users. The algorithm uses machine learning and massive data sets to understand consumer behavior and identify high-value users who are more likely to convert and generate revenue. With patience being a key factor, as the algorithm learns from real-time data and improves over time.
Putting it into Practice
To get the most out of Value Optimization, we recommend running multiple tests with different audiences, comparing the results across various optimization methods – including App Event Optimization vs. Value Optimization. This will help you identify the most effective approach for your specific business goals.
Real-World Results
In our testing, we've seen a staggering 13X higher ROAS using Facebook's Value Optimization goal. The tool has proven to be an invaluable solution for app partners across various verticals seeking to boost their return on ad spend. Additionally, we've observed significantly higher average revenue per paying user (ARPPU) – in some cases, more than double the usual ARPPU.
The Future of App User Experience
As Facebook continues to evolve and improve its optimization algorithms, we're excited to see what the future holds for app user experience. With Value Optimization leading the charge, advertisers can expect even better results and a more efficient, effective, and profitable ad spend in the years to come.
Get Started Today!
If you have any questions about this innovative tool or want to let our experts run your Facebook campaigns for you, don't hesitate to reach out.