Facebook Cookbook - Jay Goldman [165]
Other Ad Networks
Problem
I already know about SocialMedia and Cubics. Are there any other Facebook ad networks?
Solution
Sure are! Among many others (which are just a Google search away), take a look at:
fbExchange
http://www.fbexchange.com
Lookery
http://www.lookery.com
Slide
http://www.slide.com/advertise
Rock You
http://www.rockyou.com/corp/facebook/ad.php
Discussion
It’s always worth experimenting with different ways of attracting users, but make sure it’s not detrimental (e.g., if it’s a really annoying experience, you’ll attract the wrong kinds of users or scare the right kind off) and that the cost you’re paying is worth it compared to other platforms that fit in the same budget.
Spreading Your App via Google AdWords
Problem
I’d like to advertise my app on Google AdWords. Will that generate a lot of traffic?
Solution
AdWords is a great platform for promoting non-Facebook sites, but it’s not ideal for getting people into your app. Most of the people who are in the right frame of mind to install Facebook apps are on Facebook, which means that ads they see while they’re on Google are going to be less effective at getting them to install. You can find out more, and sign up, at http://adwords.google.com.
Discussion
As with everything else, you might find that AdWords works extremely well for your app’s unique circumstances where it has failed for others. Keep close tabs on the traffic you earn from it by driving users to unique AdWords landing pages within your app, and make sure that you’re getting your money’s worth by checking what users do after they’ve arrived. (AdWords is always pay-per-click, so it’s more a question of whether they install or invite friends.)
Measuring Your Success
—Jeffrey Tseng (see his bio in Contributors)
Problem
Which metrics are important to measure in order to ensure a successful application?
Solution
The two key metrics that need to be closely monitored to ensure a successful application are:
The viral factor, sometimes known as the “k-factor,” an indication of viral growth
An engagement metric, oftentimes application-specific, as an indication of how much the user interacts with your application
Discussion
Metrics are one of the keys to developing a Facebook application. Similar to any consumer web application, it is almost impossible to predict user behavior. As such, the most successful application developers tune their apps extensively through the process of trial and error. To accomplish this, developers must use metrics to measure the effectiveness of the changes they have made to their applications so that they can quickly iterate to achieve their goal of creating a successful application.
Virality
K-factor = [(total number of users converted through installs) + (total number of users converted through Notifications) + (total number of users converted through emails) + (total number of users converted through Feeds) + (total number of users converted through Profiles)] / total number of installs.
The k-factor indicates how viral, or how rapid and self-sustaining, the growth is. This number represents the number of new users that an existing user gets to install your application. If the k-factor is less than 1, the application cannot have self-sustaining organic growth. When the k-factor is 1, the application has linear growth. If the number is greater than 1, the application has “gone viral” and has self-sustaining organic growth. The goal is to obtain a k-factor of greater than 1.2 for rapid growth of your application.
Engagement
Although user session time is a good indication of engagement on the Web, there are more appropriate engagement metrics for Facebook applications. With Facebook apps, the goal