Red Hot Labs the team that created Zynga’s FarmVille game is announcing its Toro tool so that it can make it much easier for mobile app and game developers to buy ads on Facebook.
Toro’s features include:

  • Easy three-step workflow making it easy for marketers of all experience levels to run expert-level campaigns without requiring a developer.
  • Split tests for dozens of variants that are without difficulty configured to gain new insights.
  • Automatic management and optimization for campaign bidding and budgeting.
  • Curated dashboards and reporting
  • Integration with mobile measurement partners such as
  • Lower percentages of fees compared with offerings on the market today.

The product had been in beta for the last month a half, has already signed up 30 paying clients, including  Bee Cave, Betable, social discovery site Sosh,  mobile search engine Quixey  and on-demand phone number service Burner

According to its official press release Facebook mobile advertising is rising with companies spending 50-75 percent of their mobile budget on Facebook over other networks.  In the most recent quarter, two-thirds of Facebook’s advertising revenue came from mobile ads.  As companies collect to advertise on Facebook mobile, they meet a complex jungle of bidding and targeting options, measurement pitfalls, and speedily evolving best practices.

“The phenomenal rise of Facebook mobile makes it the most significant platform to reach users around the globe,” said Amitt Mahajan, co-founder of Red Hot Labs. “As mobile developers, we were frustrated by the lack of effective tools to improve our campaigns. Toro masks the complexity of running high performing mobile campaigns enabling companies to focus on the things that matter most to grow their apps.”

Red Hot Labs develops mobile phone-enabled social games such as FarmVille and CastleVille for Facebook. Founders include Joel Poloney, Amitt Mahajan.

Red Hot Labs has previously raised $1.2 million in funding from Andreessen Horowitz, Greylock Partners, SV Angel, General Catalyst, Japan’s IT-Farm, and private individuals. The founding team includes Mahajan and Joel Poloney, who were part of the MyMiniLife team, which Zynga acquired in 2009 and used to create its FarmVille game, which turned into a Facebook gaming blockbuster with as many as 83 million monthly active users.