Step 1: Create or Select a Campaign

Select the Campaign Type "Mobile App Installs".

You can either create a new campaign or choose to add ad sets to an already existing campaign. 

If building a new campaign, you can select your mobile app via dropdown or by entering the app URL. Once you've selected an app, create a name for your campaign and click "Start Building".

Step 2: Build or Select Targeting

For targeting, you can again choose to select targeting you've previously saved or start from scratch. 

Within the targeting workflow, you have options to include or exclude Custom Audiences, locations, interests, behaviors, age ranges, gender, and various other demographic information. 

For location and behavioral targeting, utilize the "Previously Used" dropdown to select from interests or behaviors you've selected in the past. Our Smart Suggestions will offer additional interests or behaviors that may be relevant based on both your past selections and your current selections as you build.

As you create your audience, our reach estimate on the right hand side will let you know the amount of people your campaign may reach based on your audience and targeting selections.

Step 3: Choose Your Placements

Once you've selected your targeting options, you can select the places you'd like your ads to be seen. 

By selecting "Automatic Placements", Facebook will place your ad where they believe it will perform best. This might include Facebook, Instagram, or the Audience Network. 

Alternatively, you can select placements yourself. You can specify which placements you'd like to include based on device, social channel, and location. If you'd like to test multiple placements, click on the "+" symbol to add additional placements. 

Note: For mobile app install ads, placements will default to mobile only for the device related to the app selected. You will not be able to select desktop placements.

Step 4: Choose What You'd Like To Test

In the Permutations Summary, you can choose which targeting options you'd like to permutate against. The options that appear will be based on the items you've selected in your targeting. 

As you select different items to test, the total in ad set permutations will show you how many ad sets you have created based on your selections.

Step 5: Choose Your Optimization, Schedule, Bid, and Budget

Choose what success metric you'd like to optimize against, and your preferred conversion window. 

Select either automatic bidding to let Facebook set your bids to get you results at the best price, or select manual bidding and choose your bid amount. If you choose to optimize for app installs, you'll be asked to provide a target cost per install.

For budget type, you can choose standard or accelerated. Standard budgets will be spent on a schedule you select. With accelerated budgets, Facebook will show your ad as quickly as possible with the budget specified. 

Based on the budget you've selected, we provide an estimate for the amount you'll spend over the selected schedule for your campaign.

Step 6: Build or Select Creative

You can choose to build new creative or use existing creative you've previously saved. 

When building new creative, select a carousel, single image, or single video ad format, as well as the Facebook and Instagram account attached to your campaign. 

Underneath, you'll see an area to add text to your ad. This text will be the main copy sitting above your image or video.

For a carousel format: Using our media picker, you'll be able to select previously used images, videos, or product creative available in your connected feed or upload a new creative. Select at least 2 creatives for your carousel and click Apply. For each creative, select the tab to fill in required image/video details. Destination URLs are mandatory and headline/description/CTA are optional. 

For a single image or video format: Using the media picker, select a previously used image, video, or a product from your feed or upload a new image. Add a headline & description for your image, enter the destination URL, and define a CTA.

To create multiple creative permutations, select the "+" at the top to build out various creative versions. You'll be able to preview your creative in the Ad Preview.  

Select the checkbox for "Add my tracking URL parameters" to enable creative labels & tags.

Step 7: Review Your Ad Sets & Ads

As a final step, before placing your ad order, you'll be able to review the ad sets and ads you've created. 

By selecting "More" on the left-hand side, you can see details for each ad set. By selecting the pencil icon to the right of the ad set name, you can also re-name your ad sets. 

If there's an ad set or ad you'd like to remove, you can select "Delete" under Options, and your budget will automatically redistribute. If you'd like to reinstate that ad or ad set, simply select "Undo" again under Options.

After you've reviewed your ad set and ad summary, and are happy with the campaign you've created, simply select "Place Order" to complete your campaign.

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