Facebook has taken the beta tags off a new mobile ad system that's intended to boost downloads from stores like Google Play and Apple's App Store.
All Facebook developers are now welcome to take advantage of the social network's mobile app install ads, Facebook's Vijaye Raji wrote in a blog post.
"For years, many apps and games on Facebook.com have used ads as an important part of their growth strategy," he wrote. "Now we are bringing these opportunities to mobile apps. With these new ads, mobile apps and games of all sizes across any category can reach the right audience, at scale."
Facebook unveiled a beta version of the program in August, and is now expanding it following positive feedback. With the mobile ad campaign, a Facebook user who clicks on an ad for an app that is not already installed will be sent directly to the Apple App Store or Google Play store to find it.
The program aims to help advertisers better target the right audience, and reach them at peak engagement times. Raji said beta users like Kabam, Fab, TinyCo, and Big Fish saw 50 per cent higher click-through rates compared to their current mobile strategy and a "significant increase" in player engagement.
To get started, Facebook has a tutorial on its website.
During a recent appearance at TechCrunch Disrupt in San Francisco, Facebook chief Mark Zuckerberg said Facebook's performance will be determined by "how well we do with mobile."
"I think it's easy for a lot of folks ... to really underestimate how fundamentally good mobile is for us," Zuckerberg said.