Facebook Audience Network: Getting Started

The odds are that you’ve been using a smartphone app and you’ve been hit with ads. Most of us have, and a lot of the time they come from the Facebook Audience Network.

This network is a key part of app campaigns and will help you to get more installs and even more sales. But if you haven’t had a hands-on experience with this platform before, you’re going to struggle. In this post, we’re going to explain the basics, what you need to know, and how to start using the audience network.

What is the Facebook Audience Network?

Facebook Ads is far from a basic advertising platform. While it may have been in the past, there is a long list of Facebook Ads types and this platform now includes Instagram Ads, Facebook Messenger Ads, and the focus of this guide, the Facebook Audience Network.

When it comes to the audience network, the biggest advantage is that it’s much more cost-friendly than other Facebook and Instagram ads. The network was released in 2014 with the intention of allowing marketers to continue using the tools that come with Facebook Ads but advertise outside of Facebook. This means you can engage with a broader audience and even discover a better target audience.

For app developers, this also gives them the opportunity to monetize. If you’re a developer then you can integrate these ads into your app in a reasonable capacity and make some extra money. In short: the Facebook Audience Network allows you to branch out and reach people who don’t use social media.

Things to Know Before Using the Network

The number one thing you need to know before using the audience network is that you should consider your ad placement. For instance, if you only want to advertise on a reputable website like Facebook, the audience network isn’t for you.

Any app developer can sign up and start showing your ads on their app with ease. If this doesn’t sit right with you then sticking with Facebook Ads is the right decision. However, if you don’t mind this and want to find out if the network is profitable for you, go ahead and try it out.

How Much Will These Ads Cost?

Research has found that the Facebook Audience Network CPM (Cost Per Thousand Impressions) pricing was roughly 30% cheaper than that of Facebook Ads ($7.94) and Instagram Newsfeed Ads ($11.63).

When CPC is taken into account, the network ads placement over the past year were found to be 23% cheaper than Facebook Ads ($0.69) and Instagram Newsfeed Ads ($0.89).

To top it off, when you look at the cost per app install, the audience network is cheaper yet again at roughly $1.59 whereas Facebook Ads and Instagram come in at $1.68 per install.

It looks great for the Facebook Audience Network and it is, but these figures don’t paint the whole picture. CPCs, CPMs, and CPIs are all useful indicators but every business is different. You have to consider whether the network is profitable in your industry and specifically for your company.

You might use Facebook Ads tools and find out that your competitors already tried this but got poor results. In which case, another platform might be worth consideration.

When to Use the Facebook Audience Network

So, when is the best time to use the Facebook Audience Network? Many businesses will ignore this option even though there are obvious benefits to reaching audiences who are outside of Facebook. The biggest benefit is that you can reach those audiences while still taking advantage of Facebook’s industry-leading targeting abilities.

On the other hand, the lower CTR (Click-Through-Rate) is a clear disadvantage that you’ll need to consider. That being said, it still offers access to a wide range of targeting options such as custom audiences, Facebook lookalike audiences, and it is the least expensive in terms of CPC and CPM in comparison to other Facebook ad placements.

If you do decide to use the Facebook Audience Network, keep the following in mind:

  1. Your goal should be to expand your reach off of Facebook by placing ads on 3rd party mobile apps. If you’ve had good results running Facebook Ads but want to try other advertising options, this is a great way to expand your reach.
  2. Running ads that focus on impulse buys and low-resistance call-to-actions are more likely to get you a higher conversion rate. Consider your offer and the type of audience you’re trying to appeal to.
  3. You should be continuously adding low-quality publishers and apps to your blacklist. This will ensure your advertising budget is being spent efficiently, increases your conversion rate, and stops your ads from getting in front of the wrong audience.
Keep these 3 things in mind and you’ll get off to a great start on this network. Remember that this isn’t the same as running Facebook Ads, so adopting the same strategy isn’t preferable.

How to Use the Facebook Audience Network

For those who are familiar with Facebook Ads then you shouldn’t have any issues using the Facebook Audience Network. Nonetheless, here’s a quick guide on what you need to do to begin.

Step #1 – Go to the Audience Network page and click Start Now.

Sign Up for the Facebook Audience Network

Step #2. Fill in the details about your app and create a new App ID. If you’ve already connected your app to Facebook Ads, you can simply select it or enter the name/ID.

Step #3. Next, you’ll need to create up to four Ad Spaces. Once you create these you can edit them but won’t be able to delete them. An Ad Space is where the ads will be placed in your app.

Step #4. After the Ad Spaces are made, follow the instructions for creating ad placements inside of those spaces.

Step #5. Finally, integrate the Facebook Audience Network within your app, test the integration, and submit your app to Facebook for review.

You can get more details from Facebook’s guide on the audience network. Once you’ve gone through these steps and Facebook has approved your app, all that’s left to do is enter your details and start getting paid.

Get Help from a Facebook Ads Agency

This is a lot to take in and in all honesty, this is just the tip of the iceberg. Using the Facebook Audience Network is a skill that takes time to master. Even if you follow the guidance of a professional you’re still likely to run into the common errors that beginners make.

Rather than taking on this daunting challenge, consider getting help from a Facebook Ads agency. At KonvertLab, we’ve got over a decade of experience running Facebook Ads for businesses in a range of industries. If you want to get your app out there then our team can help you to do so. Just book a call below and we’ll discuss what steps we can take to help you succeed.

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