Enhance. Empower. Employ. These are the key elements to running a successful mobile app install campaign on Facebook. In this session, we will talk about how content is queen on Facebook, the simple steps needed to vastly improve overall performance via content. We will also discuss the importance of ensuring that the user always feels in control and the techniques needed to convince users to take in-app actions. Lastly, we will chat about how to find success by leveraging all the of tools that Facebook has developed to reach your true target audience.