In order to setup a well targeted app install ad you need to segment out your audiences to ensure you are not competing against yourself but you are also able to effectively optimize.
Install the Facebook SDK:
- Install the Facebook SDK or a 3rd party approved SDK that will enable Facebook/Instagram to identify which users already have your app installed, in app actions, and also enable you to determine the lifetime value of your users.
https://developers.facebook.com/docs/app-ads)
Define Your Audience:
- Device level targeting (ex: iPhone 6, Samsung Galaxy, iPad)
- OS-based targeting (ex: iOS6, JellyBean)
- Demographics: Country, Age, Gender, Interests
- Custom Audiences: Use your customer list or installers of other apps you own to target for app events.
- Lookalike Audiences: Create a Lookalike Audience based on people who have already downloaded your app and target ads to that Lookalike Audience.
- Connections targeting: Exclude people who have already installed your app from being added to your target audience
Content & Creative:
- Develop creative with a strong call to action and imagery that captures the attention of the user.
- What value are you adding to their experience? What is the benefit?
Test,Test, Test:
- Test different iterations of ad copy, calls to action, creative
- Test different audiences
