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You are here: Home / Facebook / Facebook Advertising Objective: App Installs

November 8, 2016

Facebook Advertising Objective: App Installs

There are so many benefits of Facebook ads, and numerous Facebook advertising objectives exist to optimize your ads for the best results. That’s a foundational piece of information that any Facebook ads agency will tell you. Choose reach and Facebook will serve your ads to the maximum amount of people in your audience. Choose local awareness and Facebook will attach a map to your ad, directing customers to your brick-and-mortar store. Choose app installs and Facebook will send people to the app store where they can download your app.

Each objective results in different ad functions and features. For instance, if you want to promote your app, you should choose the app installs objective, an objective that gets more people to engage with or install your app. With the app installs objective, you can do the following:

  • Increase the number of people who install your app by directing them to the Apple App Store or the Google Play Store.
  • Increase engagement from existing customers by encouraging them to use your app again (which can include directing them to a specific place within your app).

Which platforms support the app installs objective?

You can serve all app install ads on Facebook (mobile, desktop, news feed, and right column) and Instagram’s platform so long as your app is not included in the list of items Facebook prohibits advertising for. When creating an ad in Ads Manager, you can choose where you want to serve your ads in the “Placements” section.

facebook-advertising-objective-app-installs2

Which ad formats can I use with the app installs objective?

An app install ad is eligible for the video, carousel, photo, and slideshow format. You can choose your format in the “Format” section when creating the ad. Note that some objectives are not eligible for all formats. For instance, the local awareness objective is ineligible for the canvas format.

facebook-advertising-objective-app-installs3

Facebook ad specs

When creating a Facebook ad, follow these recommended ad specs.

Facebook Mobile App

Design Recommendations

Recommended image size: 1,200 x 628 pixels
Image ratio: 1.9:1
Text: 90 characters
Your image may not include more than 20% text.

Instagram Mobile App

Design Recommendations

Image ratio: 1:1
Image size: 1080 x 1080 pixels
Caption: Text only, 125 characters recommended

Technical Requirements

Image ratio: 1.9:1 to 1:1
Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
Maximum resolution: 1936 x 1936 pixels
File type: .jpg or .png
Maximum size: 30MB
Caption: 2,200 characters Max
Your image may not include more than 20% text.

Instagram Mobile App Carousel

Design Recommendations

Image size: 1080 x 1080 pixels
Caption: Text only, 125 characters recommended

Technical Recommendations

Minimum number of images: 3
Maximum number of images: 5
Image ratio: 1:1
Minimum resolution: 600 x 600 pixels
Maximum resolution: 1936 x 1936 pixels
File type: .jpg or .png
Maximum size: 30MB per image
Your image should include minimal text.
Caption: Text only, max 300 characters

Desktop App

Design Recommendations

Recommended image size: 1,200 x 628 pixels
Image ratio: 1.9:1
Text: 90 characters
Your image should include minimal text.

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Learn More:

Everything You Need to Know about Dynamic Product Ads

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Article by Anne Felicitas / Facebook

About Anne Felicitas

Possessing five years of digital writing experience, Anne Felicitas is the blog editor of AdvertiseMint, a Facebook advertising agency that specializes in Facebook and Instagram ad management. Anne writes content and oversees a team of freelance writers and contributors, ensuring the AdvertiseMint blog regularly produces both short- and long-form content related to social media, marketing, and advertising.

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