How to Write the Perfect App Install Ad on Facebook - HIROLA
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How to Write the Perfect App Install Ad on Facebook

The Field of Dreams approach to marketing  – ‘build it and they will come’ – isn’t the approach taken by the most successful app developers out there, and with good reason.

Instead of relying solely on word-of-mouth, you need to hustle like they hustled; invest in marketing your app to its target audience, or watch it be surpassed by a technically inferior product that just so happened to position itself better.

So, what’s an app developer to do?

Simple, go where your audience hangs out online, and market to them there. And the easiest – and often cheapest – way to do that is to turn to Facebook advertising, and app install ads in particular.

App install ads are ideal when you’re operating with a tight marketing budget. You can drill down by demographic, targeting users by age, gender, or location, or by their interests, hobbies, or devices.

Once you’ve identified your target audience, you need to be able to write an ad that speaks their language. That is to say, you have to grab their attention, pique their interest, convince them that they need your app, and then encourage them to download it.

And this is where it gets tricky.

You have to create a sense of urgency with your ad (i.e., make the reader feel they must download your app right away) without coming across as too pushy or “salesy”.

Here are a few pointers when creating your next app install Facebook ad:

  1. Get to Know the Setup

When it comes to writing an effective Facebook ad, you should first know that you have two areas of text to play with, each with their own character limits: the headline (25 characters) and the body (90 characters).

With so few characters, space is at a premium. That’s why your headline and body text need to work together to deliver the all important click on that ‘Install Now’ button.

For instance, if your app is in the travel industry, use the headline to hammer that home:

Search Cheap Flights

And when they get to the body copy, you need to demonstrate your app’s USP (unique selling point). Why should they download? What’s in it for them?

Save money and travel the world. Find the cheapest flights, and book your next getaway.

  1. Present the Problem, Then the Solution

Another option is to take the approach of presenting the problem (a pain point that resonates with your audience) and then following up with the solution (your app).

To return to our travel app example:

Hate Expensive Flights?

Followed by…

Flying direct costs too much. Find the cheapest connecting flights with our free app.


  1. Include Social Proof

Finally, you might consider including some social proof in your ad’s copy.

This is essentially a means of providing your app with credibility in the eyes of the prospective customer. Social proof can take the guise of awards, testimonials, reviews, ratings, etc.

It simply needs to convince the reader that a number of like-minded individuals have come to the same conclusion: your app is worth downloading.

Try including a recent (positive) customer review, or kicking off your body copy with a mention that your app is ‘award-winning’ or ‘featured by’ a prominent publication.

Of course, it has to be true to carry any weight. Don’t go lying to try and trick readers into downloading – you will be found out!

Do you need help crafting the perfect install ad? Get in touch to chat about your next app ad campaign.