Facebook Gives Mobile App Ads Device Level Targeting

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Facebook announced on Tuesday that it is adding device level targeting to mobile app ads, enabling developers to reach the precise devices they need to in order to succeed with their campaigns.

For example, developers will be able to specifically target Samsung Galaxy S5 users or iPhone 5s users or iPad 1 users. As Facebook points out, you could even get as specific as someone using a Google Nexus 10 with a minimum OS version of 3.0, who are on Wi-Fi. Before, you'd have only been able to target the OS, minimum OS version and Wi-Fi only users.

Facebook says the new device targeting option lead to greater ROI, and help you identify which devices are working best for your app. It will also help you eliminate wasted spend, it says.

"In addition to using device level targeting, you can reach the most relevant people by creating Custom Audiences consisting of your mobile app users," says Facebook's June Li. "For example, if you were a developer with multiple apps, you could cross-promote your portfolio of apps to the people you know that love your apps. In addition, you could also create a separate lookalike audience based on the attributes of your existing users to reach a larger set of people."

"This combination of mobile device targeting, Custom Audiences and lookalikes gives you the power to acquire high quality users and increase engagement among your existing users," says Li.

Facebook warns against going too narrow with your audience, and suggests customizing your ad for particular audiences and layering on complimentary targeting features like custom audiences and lookalikes.

The new targeting options will be available within the next few days.

Images via Facebook

Chris Crum

Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.