Using Facebook video ads to boost app installs with Enuygun
09 July 2020
Enuygun one of Turkeys largest online travel agencies wanted to boost appl installs by utilising mobile-friendly Facebook video ads. Generating a 60% increase in app installs Enuygun managed to boost awareness.
Founded in 2008, Enuygun is Turkey’s leading online travel agency. Its website attracts over 17 million monthly visits and offers flights, hotels, bus travel and more. Millions of people also use Enuygun’s mobile app each day.
As a digital-first business, Enuygun was keen to encourage even more people to download its app, so that they could plan and book their next trip from their mobile phone. At the same time, Enuygun wanted to find out what kind of ad creative would most successfully drive app installs.
Enuygun used Facebook’s Test and Learn function to test different ad creative and understand which performed best in a two-week app install campaign. The business was interested in trying, for the first time, made-for-mobile video ad creative that incorporated best practices, such as a vertical format, which fits upright mobile screens.
In the split test, people in Turkey aged 18-64 saw one of two versions of the ad creative in ads with the app install objective: one with a made-for-mobile vertical video, or one with still images and horizontal video. The results were automatically updated in Ads Manager, where Enuygun could then easily compare the number of app installs and the cost per install for the different versions and identify the winning strategy.
Enuygun’s split test demonstrated that the mobile-friendly video creative was by far the most effective when it came to encouraging app installs. Overall, the December 2019 campaign achieved:
Turkey’s online travel platform
Founded in 2008, Enuygun is Turkey’s leading online travel agency. Its website attracts over 17 million monthly visits and offers flights, hotels, bus travel and more. Millions of people also use Enuygun’s mobile app each day.
As a digital-first business, Enuygun was keen to encourage even more people to download its app, so that they could plan and book their next trip from their mobile phone. At the same time, Enuygun wanted to find out what kind of ad creative would most successfully drive app installs.
Facebook video ads
Enuygun used Facebook’s Test and Learn function to test different ad creative and understand which performed best in a two-week app install campaign. The business was interested in trying, for the first time, made-for-mobile video ad creative that incorporated best practices, such as a vertical format, which fits upright mobile screens.
In the split test, people in Turkey aged 18-64 saw one of two versions of the ad creative in ads with the app install objective: one with a made-for-mobile vertical video, or one with still images and horizontal video. The results were automatically updated in Ads Manager, where Enuygun could then easily compare the number of app installs and the cost per install for the different versions and identify the winning strategy.
Cost-effective app installs
Enuygun’s split test demonstrated that the mobile-friendly video creative was by far the most effective when it came to encouraging app installs. Overall, the December 2019 campaign achieved:
- 60% more app installs with mobile-first video ad creative
- 37% lower cost per install with mobile-first video ad creative
