Guidelines to Create Google App Campaign

According to the statistics, users spend roughly 5 hours a day on their mobile apps. This number will excite you if you have an app. But it will also highlight a big challenge, i.e., standing out from a huge, crowded market.

(Mobile App Statistics)

Even the best apps can get lost in the noise, that’s because 25% of users discontinue an app after just one use.

(App abandonment)

That’s why simply creating an app is not enough, you need to have a smart branding and marketing strategy to reach the right people, at the right time, to convert them into loyal users.

Here comes the role of Google App Campaigns. They are not just an ad tool, but the best way to connect with audiences who love your app.

In this article, we will break down how to create a Google App Campaign in simple steps to help you get results.

Let’s turn your app from “just another download” into something valuable for users.

What are Google App Campaigns?

Google App campaigns are automated Google Ads, which were previously known as Universal App, i.e., UAC 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. Learn more: Call-Only Ads v/s Search Ads: Which One Is Better?

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

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.

(Google App Engagement Campaign)

App Install: The goal here is to get new users to download and install your app.

(Google App install campaign)

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.

(Google App pre-registration example)

How Do I Create A Google App Campaign?

Looking to boost your app’s visibility and attract more users? Google App Campaign (GAC) is a powerful way to promote your app across Google’s massive network.

Whether you are a beginner or a seasoned marketer, creating a Google App campaign is simple and effective.

Below are the steps to set up your first 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.

Step 2: Decide the campaign objective

Choose App promotion as your campaign objective.

Step 3: Select the campaign type

Here, you can choose an App as your campaign type.

Step 4: Choose a campaign subtype

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

Step 5: Determine your mobile app’s platform

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

Step 6: Enter your campaign name here

Give your campaign name and then click the continue button.

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

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

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.

Step 9: App Data Feed

Google uses feeds to enhance the performance and targeting of your App campaign.

Step 10: 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.)

Step 11: 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).

Save your Google App campaign ads, and review them once before they go live.

Choosing the Right Platform for Your App Campaign: Android vs. iOS

• Target Audience: Android App campaigns reach the maximum audience, while iOS campaigns target users with higher purchasing power.
• Conversion rates: The iOS audience generally converts at a higher rate, as they can spend well compared to Android users.
• Campaign optimization: Android Google App campaigns rely on volume, while iOS campaigns prioritize high-value users.
• Platform: iOS campaigns link to Apple’s App Store, and Android campaigns connect with Google Play Store.
• Ad placements: Android ads usually appear more across Google Play, whereas iOS ads are located on Apple search Ads and partner networks.

Therefore, choose the right platform depending on your App’s objectives, users, and budget.

Essential Format Sizes For Google App Campaigns

For Google App campaigns, the essential format sizes revolve around ratio-based image specifications rather than specific dimensions. Here is what you require to ensure your ads scale effectively:-

(format sizes for Google App Campaigns)

1. Square (1:1)

You can use this format size for native ads and square placements, providing a balanced look.

• Minimum size: 200 × 200 pixels
• Maximum size: 1200 × 1200 pixels

2. Landscape (1.91:1)

Ideal format size for wide Google App ad placements like banners or YouTube native ads.

• Minimum size: 600 × 314 pixels
• Maximum size: 1200 × 628 pixels

3. Portrait (4:5)

It is the best for vertical ad placements, i.e., mobile devices where portrait display mode excels.

• Minimum size: 320 × 400 pixels
• Maximum size: 1200 × 1500 pixels

Best Practices For Google App Campaigns (UAC)

1. Have a well-designed and thought-out app store page

Your app’s store page is like a storefront. Thus, use simple and engaging language to explain what your app does and why it is important for customers. Below is the list of elements you can include in your app store listing page:

• Keywords: Add words people might search for.
• Visual: Add 3–4 screenshots and a short video of your app’s functions.
• Ratings or reviews: Ensure to have high ratings i.e., above 4+ stars as mostly users check reviews before downloading any Google App.

(App Store listing with visuals)

An unclear app listing or page can slow down your download track. Thus, make it professional and easy to understand.

2. Implement tracking with Firebase or MMPs

Without tracking your Google App campaigns, you will not get an idea of how it performs and what changes you can make for better efficiency.

There are tools like Firebase (Google’s Free Tool) or third-party services like MMPs (mobile measurement partner) supported by the companies Adjust or AppsFlyer to help you track Google Apps.

(Google App tracking with Firebase)

You can see the total number of people who have installed your app, track what customers do inside the app, and improvise your ads by targeting the right audience.

Activity monitoring is vital as Google App campaigns can gain 2x better ad results at lower costs. For iOS, tracking is compulsory unless Google Ads won’t work without it.

3. Choose a suitable bidding strategy

One of the most important decisions you have to make while running a Google App campaign to promote your app is how to set up a bidding strategy.

It means you are telling Google how much you are willing to pay to get people to install or use your app.

There are mainly 3 types of Google App bidding Strategies. They are as below:-

⇒ Target Cost Per Install (tCPI) —  This is all about getting the maximum number of people to download your app while holding on to the price that is convenient for you. It is a perfect strategy if you are launching a new app and want to create a huge customer base.

(Target CPI to get people to install your app)

⇒ Target Cost Per Action (tCPA) —  You are not just interested in downloads, you want people to do some action in your app, like sign up or buy something. You set a price for that action, and Google aims to find users likely to take that step. It is the best strategy for apps that want to make from in-app actions.

⇒ Target Return on Ad Spend (tROAS) —  This campaign tactic is useful for apps that track revenue, like online stores or games with in-app purchases. For example, you tell Google “For every dollar I spend, I want $4 back”, and it adjusts your bids to match your needs. It is all about ensuring your ad money converts into real profit.

Read more: How To Choose The Best Bidding Strategy For Google Ads?

6 Tips For Optimizing Google App Campaigns

What if after launching your Google App campaign, downloads are continuously dropping or users aren’t clicking on the App? You are not alone.

According to the statistics, an average app loses 77% of its users within the first 3 days of installation. Here it becomes essential to optimize your campaigns.

1. Target the correct audience base 

Google App campaigns let you choose users depending on interests, behaviors, and much more.

2. Test multiple App campaign ads

Running the same ad forever is the biggest mistake you can make. Try A/B testing, in which you need to create two different campaigns and see 20-30% better performance. In this, you can test different headlines, and calls-to-action (CTAs).

3. Optimize for actions, not just installs  

Getting downloads is great, but what if the user doesn’t open the app? Optimized App campaigns for in-app actions and saw 2x higher revenue in the long term.

4. Localize your ads 

If your target audience includes areas with particular languages or dialects, creating localized campaigns drives more user engagement.

5. Consider video ads 

96% of brands say video has helped increase brand awareness compared to images. That’s because video shows your app in action and all its functions, which creates trust in the user faster.

6. Don’t set and forget 

Even the best App campaigns require regular check-ins. If you adjust bids and budgets weekly, your app will see lower costs on average. Thus, ensure to review performance every 3–5 days.

What Are The Benefits Of Google App Campaigns?

Do you want more users to find your App? Creating a Google App campaign makes it simple and effective. Below are the benefits of setting up this campaign: –

• Reach millions of users: Your App campaign ads will appear on Google search, YouTube, Google Play, and many other sites, reaching a massive user base.
• Easy to Implement: You don’t need to have any marketing skills to create an App campaign. Just follow above stated steps and Google creates the ads. They deliver 140% more conversions than other tools.
• Flexible goals: Choose engagement, installs, or pre-registration as your Google App campaign objectives. With many App users worldwide, it will fit any stage of growth.
  
• Pay for results, not clicks: In the Google App campaign, you only have to pay when users install your app or make a purchase. Don’t pay for random clicks or impressions.
• Tracking is simple: You can determine how many users install your app, how much revenue they generate, and even which ad is better to click. No more guessing, which makes the marketing efforts pay off.

Updates on Google App Campaigns You Need To Know

Google Ads rolls out new “Promotion” feature for App campaigns

Advertisers can now create time-sensitive promotions like app launch offers or holiday discounts to enhance mobile user engagement.

You can even highlight limited-time deals, in-app rewards, or exclusive content directly in the ads to create urgency and conversions.

This update helps you stand out in crowded app stores and feeds with promotion-focused creatives, for example, 50% Off This Week Only.!

(Google App Campaign —  Promotion feature)

Google expands “Audience Signal Targeting” to App Campaigns

It gives more control to the advertiser over who can see their ads. It enhances the ability to fine-tune user targeting, which help you reach the right audience at the right time. As a result, it improves the campaign efficiency.

Whether you are targeting causal gamers to download your new app or frequent shoppers to engage with your e-commerce platform, the feature “audience signal targeting” empowers you to optimize your budget and increase ROI.

(Audience Signal Targeting —  App campaign)

Stay tuned for new updates as Google continues to evolve its advertising platform.

Wrapping Up

To create a Google App campaign you need a strategic blend of compelling creatives, precise targeting, and continuous optimization.

By following these guidelines, you will not only get maximum app installs but also boost your user retention rate.

Stay alert and let Google’s AI increase your app’s growth in a competitive marketplace. Know more about: AI-Powered Google Ads Features For Effective Ad Campaign.

Start building campaigns that get the best conversion rate today!