Facebook Mobile Playbook

Your approach to mobile will vary based on your business objective Drive fan acquisition Drive awareness and engagement of your message Drive online and offline sales Drive mobile app installs Drive mobile app installs for apps integrated with Facebook

Drive fan acquisition on mobile Page like sponsored story 1.Create a targeted Page like ad on desktop to generate stories about people liking your Page 2.Amplify those stories on mobile by creating a Page like sponsored story in news feed with a mobile placement

Drive awareness and engagement of your message in mobile news feed Page post ad and sponsored story 1.Post your message on your Page Focus on high-quality posting Post 1x/ day to maximize reach across Fans Use pictures (generate 2x engagement) Express core message in 90 characters or less SMBs can use Page Manager App to post on-the-go 2.Promote this post to fans and friends of fans and select mobile placement More engaging content will increase delivery in mobile NF and improve performance 3.Promote all associated sponsored stories in mobile news feed

Drive online and offline sales Page post link ad and sponsored story 1.Post on your Page and insert a link to your site within your post 2.Promote your post and all associated sponsored stories (Page post likes, Page post comments) in mobile news feed Offer 1.Create an offer to drive sales to your business 2.Promote your offer and all associated offer claims in mobile news feed Sponsored

Drive mobile app installs *Mobile only placement. App install ad* 1.Build an app install ad in Power Editor 2.Choose to advertise in mobile news feed only Page post link ad and sponsored story 1.Post on your Page and insert a link to your app (in the app store) within your post 2.Promote your post, and all associated sponsored stories (Page post likes, page post comments) in mobile news feed LIMITED BETA

Drive mobile app install for integrated apps Open graph ad and sponsored story 1.Create posts that drive actions you desire or create experiences friends want to share 2.Promote these actions in mobile news feed

Wooga significantly influenced app installs via sponsored stories and mobile news feed Objective Increase iOs app installs & number of people playing Mobile Used Facebook Log-in, making in-game experience more social Used sponsored stories that appeared in mobile news feed when friends played Diamond Dash Used action spec targeting to ensure ads reached people most likely to play and download app Results Significant increase of iOS app installs across countries during campaign 26% increase in the US 29% increase in Germany 37% increase in France

Next steps

Buy feed placement via self-serve (API, PMDs, Power Editor) 3 steps in Power Editor Create a Page post ad, app install ad or sponsored story 1 Select Placements 2 Select news feed desktop, mobile, or both 3

Leverage device specific targeting when relevant Within broad category targeting

Or buy news feed placement directly from your Page

Best practices for news feed advertising on mobile Volume of recent stories: Complement your news feed campaign with ads on right-hand side to make sure people interact with your business and create recent stories you can promote in feed Quality: Use content that is memorable, engaging, and aligned with your brand Mobile tip: Links should point to mobile optimized websites Targeting: Target fans and friends of fans for better engagement; target them separately for more customized messaging & better performance assessment Bid and budget: Bid as high as you can per click or impression in feed Campaign setup: Do not promote same story to same audience in multiple ads or campaigns Visibility: Post on Page to get distribution