Facebook’s advertising system has come a very long way since Apple first announced its cookie tracking restriction. There was the moment of complete disruption of data collection from IOS-based systems, to the moment when mobile app advertising lived to see its own dedicated campaign. Do you hear about this type of campaign, but don’t know where to find it? I invite you to my article, in which I take on this type of campaign. Here we go!

What is Advantage+ advertising on Facebook?

Advantage+ advertising appears in the campaign selection options only when you check the “promote apps” option. This type of campaign allows automatic targeting on all types of mobile devices, which is a disadvantage and an advantage at the same time. It is definitely a simple campaign type to launch quickly, but leaves little room to reach the right user.


Promoting mobile apps on Facebook

Mobile apps are governed by different laws than standard campaign types. They require the addition of so-called deep links, which open applications in a good place. For example, when advertising the services of an interior designer, we should direct the ad immediately to a page with sample projects or reviews from other clients.

There are two options to choose from:

  • Advantage+ campaign which is a more automated type of campaign and gives little room for manual optimization, but delivers better results
  • kampania promująca aplikację, która jest standardowym typem kampanii, który znamy z innych typów reklam na Facebooku
Obrazek posiada pusty atrybut alt; plik o nazwie Zrzut-ekranu-2022-10-5-o-11.41.26.png

Interestingly, this type of campaign seems to be immune to the performance turbulence associated with the IOS update. When enabled, the mobile app SDK is required.

How to optimize a Facebook Advantage campaign?

This is a type of advertising geared toward the mobile app, which means that we have two leading actions that can be performed: downloading the app or events in the app. With Pixel set up on the site, there also remains the possibility to optimize for transaction value.

Summary of Advantage+ campaign

The above short and specific article was intended to give an idea of the type of Facebook campaigns that are used to advertise a mobile application. They are gaining more and more importance, hence they are worth testing if we have the opportunity. I will emphasize that this is still a very young product, so there is a good chance that it will be developed intensively in the near future.

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Read Facebook’s support materials on the subject:

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