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Then Facebook will monitor results. As one ad starts to show more engagement than the other, Facebook will start focusing on that ad. There are pros and cons to this “wait-and-see” method: Pro: It saves you time on building a strategy because you simply just create two versions of the ad and let Facebook decide – based on the number of ad impressions – which ad (the mobile or desktop) is working. Con: But it also means you’re just rolling the dice and trusting Facebook’s algorithm. You could easily play devil’s advocate and say just because an ad has a slightly higher number of impressions in the first week does not mean it’ll be the best ad for increasing your return on ad spend. To set up a Facebook mobile advertising strategy that is not built solely on luck, keep reading. Tips on Running Mobile Ads on Facebook Use mobile Facebook Ads to generate leads. Mobile Facebook ads are a great way to generate leads. This is because of Facebook’s Instant Form, which intuitively works by filling out as much relevant information as it can on behalf of your customer (such as name, age, location). Read more about increasing lead generation through Facebook ads. Target people who search your site on mobile devices. Thanks to Facebook’s involved targeting options, you can really get granular with your data and run mobile ads on Facebook that will only be seen by the right audience. You do this first by understanding who your target audience is. Log into your eCommerce’s Google Analytics and drill down by behaviour and demographic. Let’s say you noticed most of your users visit your site on mobile devices. Now you have good reason to run mobile ads on Facebook. You can even target your ad by selecting a specific mobile device. Targeting your ad by selecting a specific mobile device (Image Source) In case you noticed a trend that more of your users are iOS or Android users. To learn more, check out our comprehensive post on running Facebook ads. What about Instagram mobile advertising? Instagram mobile advertising has a lot in common with Facebook mobile advertising. Both platforms are actually managed through Facebook’s ad manager. But there are critical differences to keep in mind. Instagram demographics: Instagram users tend to be younger, with 72% of users between 13 and 17 years old. How content on the app is consumed: Instagram, unlike Facebook and Twitter, started as, and remains, an image-first social media platform. Users think in terms of image posts, visual stories, or Instagram Live video feeds. While videos and images are powerful tools to make Facebook posts more engaging, they are literally the only type of post that you can make on Instagram. When you’re wondering whether or not you should be running ads on Instagram’s mobile advertising platform, ask yourself if your key audience uses the app (younger) and if your product is visually focused. To learn more, check out our guide to Instagram advertising.

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