Guidelines to Create Google App Campaign

by | Jan 4, 2023

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create google app campaign

Google App campaign are automated Google Ads and they are also known as Universal App Campaigns.

It is used by advertisers to improve the product app or game installations or in-app conversions.

 Your best-performing ads are chosen by the platform using a machine-learning algorithm, and they are subsequently shown to important users.

This campaign appears in Google Search ads, Google Play, YouTube, Discover, and Google Display Network.

This means millions of potential users may view your advertising (but only if they are relevant to your campaign).

How does the Google App campaign work?

  • Google App campaign is a smart campaign that takes variations of images, ad copy, videos, and other assets, to create a relevant ad that will be shown to relevant users.
  • It sets up your ad using the creatives from the store listing for your app. Then based on the engagement and conversions, the platform will learn to make improvements to generate the best results.
  • You should add multiple creative formats while setting up your Google App campaign.
  • For example, a landscape image, portrait video, landscape video, and HTML5 assets. By using these types of formats your campaigns will be able to display a variety of formats across Google’s properties.
  • To help you achieve your marketing objectives, Google will test various variations and combinations. Additionally, it controls your bidding and targeting to guarantee the best outcomes based on your goals and spending limit.

Types of Google App Campaigns

  • There are a total of three types of Google App Campaigns.
  • App Engagement: This goal of getting users to engage with the app, such as completing the next level or making an in-app purchase.
  • App Install: The goal here is to get new users to download and install your app.
  • App pre-registration: In case you want to raise interest before launching an Android app (which is not available for Apple iOS). Users can pre-register for the app in the Google Play Store using this.

Types of Google App Campaign Objectives

  • Google offers two primary objectives: The first one is Install volume (Cost-per-install) & second one is In-app actions (Cost-per-action).
  • Install Volume (Cost-per-install): This is the objective to choose if you want to increase the amount of traffic to your app. If your app is brand new or you’re having trouble increasing app installations over time, this might be excellent.
  • In-app actions (Cost-per-action): If you already have a large user base for your app and want to increase in-game engagement and conversions, choose this target. As objectives, you can pick from a variety of user actions.

For example, completing the first level or in-app purchases.

Steps for creating a Google App Campaign

Step 1: Create a Campaign

Go into your Google Ads account, Click the Campaigns tab in the menu, Click the plus button and choose New Campaign.

create a new campaign

Step 2: Select the campaign objective

Choose App promotion as your campaign objective.

Choose campaign objective

Step 3: Select the campaign type

Here you can choose App as your campaign type.

choose an app based on your campaign type

Step 4: Select a campaign subtype

Select App installs, App pre-registration, or App engagement (if it’s an Android-only campaign) under Campaign Subtype.

select campaign subtype

Step 5: Select your mobile app’s platform

Select your mobile app’s platform and also add your app name, package name, publisher, or play store URL.

select mobile app platform

Step 6: Enter your campaign name here

Give your campaign name and then click the continue button.

select campaign name

Step 7: Enter the language and location you want to target

Update the language and location settings (make sure to manually translate if multi-language)

enter language and location you want to target

Step 8: Schedule your campaign

Choose the start and end dates of the campaign (or just the start date, if it’s ongoing), then Save and hit on the Next button.

schedule your campaign

Step 9: Set your budget and bid here

Enter your daily budget, under the bidding section, choose what you want to optimize/focus on (i.e., install volume, etc.)

set your budget and bill

Step 10: Create Your Ad here

Add your ad assets and at least two headline variations (you can add up to 20 videos, photos, or HTML5 assets)

create your campaign by adding headline, description in assets

Asset creation for app ad

Save your campaign, and review it once.

After all, you can now reach people when they’re using YouTube, searching Google, or even when they’re using other apps.

It’s now possible to reach people when they’re searching Google, watching YouTube, or using other apps.

So, utilize the platform to get more downloads!


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