Google App Campaigns provide you a fantastic chance to stand out and attract new users if you’re an app marketer. Utilizing machine learning, Google Apps can target the appropriate audience with your message. In order to provide the most effective advertising to each user on each platform, the campaign also automatically evaluates various creative assets and channel combinations.
We’ll outline the steps you must take to start a productive Google App Campaign. You’ll discover what they are, why you need them, how to set them up to get the best results, and how to tweak campaigns to maximize their usefulness.
Best Practices for Google App Campaign
Here are some suggestions for using creatives most successfully:
Diversity
You should have a wide range of assets. This will increase the likelihood that Google’s machine learning algorithms will match your creatives to an audience that is more likely to be interested in them and behave accordingly. Develop a variety of iterations that illustrate the many facets of your application.
• For each ad group, you may choose up to 20 videos, 20 pictures, five lines of headline text, and five lines of description text. The algorithm can locate a successful combination of advertising without inputting all the assets at once, but it’s a good idea to have a few alternative versions.
• The algorithm may use headlines and content as keywords to target the appropriate audience. These individuals will then see the photos and videos on a variety of platforms, such as Youtube, the Play Store, websites that use Display Networks, other applications, and more.
• Different themes, subjects, and use cases should be used as ad groups so that Google’s algorithms may utilize them to target various audiences and topics. As a result, these themes must depict the unique characteristics and user requirements. Each theme, for instance, is created especially for each of the app’s functions, as you can see in the image below.
Maintain simplicity
Your materials should be simple to read, concentrate on one main idea, and avoid trying to reach a sizable number of people. Create a lot of resources if you have a lot of messages to send. Here are some pointers for maintaining your message’s clarity and appeal:
• Each text line must function as a stand-alone resource, and it may be shown with or without a title or a description.
• Since your app’s title will appear in the advertisement, there is no need to use it as the title.
• Since the “Install” button is still visible in the advertisement, it is not required to put the “Install Now” CTA on the picture. Furthermore, according to Google policy, photos with the words “Download” or “Install” overlay will not be permitted. Also stay away from clickbait.
• Avoid using text-only advertising without graphics or videos since Google will create videos or grab photos from your app store page. The issue here is that your ad text could not match up with such graphics. Additionally, Google won’t show the results for them in performance columns or KPIs, so you won’t be aware of them.
Campaign conversions are often increased by two times when deep links are used. Additionally, performance will be greater the simpler it is for the user. Three steps need to be taken in order to implement deep linking and get its benefits:
1. Use Universal Connections or App Links on iOS or Android to enable deep links.
2. Report conversions using Google Analytics for Firebase and examine reports by connecting them to your Google Ads accounts.
3. To maximize conversions on websites and mobile applications, use smart bidding.
Visit the App Advertiser Hub in your Google Ads account to learn more about the deep connections your app has and if they make it simple for users to access it from the web. You could benefit from using a program called Deep Link Validator to assist you with this. The Content Link Impact Calculator, which illustrates what can happen to your ROI if you use deep links, is also available in the App Advertiser Center.
How Can Google App Campaigns Be Optimized?
Improve CPA and CPI.
The modification of Cost per Action and Cost per InstallI plays a significant role in the optimization of Google App Campaigns. Setting the CPI too low will drastically restrict the campaign, which will prevent the algorithm from testing various resources and resulting in insufficient conversions. Additionally, because YouTube is the most crowded platform, the campaign won’t be posted there.
The algorithm will determine that you are receiving results at a very excellent cost per conversion and are prepared to spend more per customer if you set your offer too high. Due to the fact that there are several resources that may be employed and tested when you have a particularly high CPA, you will be assigned “budget restricted” classification as a result. It’s crucial to try various bidding strategies in order to find the best one where you can unblock YouTube traffic and keep successful CPAs. If you want to build your business quickly and with high growth, YouTube is a crucial medium. Google searches may provide few results for terms associated with your app, making them less successful. Even though they don’t scale well, display installations may sometimes be effective and lucrative.
Don’t alter your bid for CPA or CPI campaigns by more than 20% for results that are more consistent. It’s advisable to start a new campaign if you wish to change the campaign optimization from CPA to CPI or vice versa.
Keep Conversion Delays in mind
When assessing how well your campaign is doing, take conversion delay into account. The period of time between the display of the advertisement and the ultimate conversion is known as the conversion delay. Even if the cost is shown in your account on the day of the imprint, you may not get all of the conversions right once. The CPI and CPA will first seem to be quite high, but they will eventually decline. Understanding this schedule is crucial for your application since only then will you be able to accurately evaluate the success of your campaign. In general, the app campaign will perform better the lesser the conversion latency.
Improve Creatives
It is possible to increase conversions by optimizing your creatives. With Campaign Object Reporting, you can do this. It displays KPIs, click-through rates, and performance indicators that let you know which assets need replacement. To prevent consumers from becoming bored, periodically switch up your creatives. To reduce performance swings, you shouldn’t modify the algorithm too often since each modification modifies it somewhat. Keep an eye on KPIs and performance indicators, and fire any underperforming creatives. The creative should be used for no more than two to three months before being replaced with a fresh one. However, avoid making all the changes at once since this might impact how the algorithms work. It’s never a smart idea to make significant adjustments in campaigns that include automation and machine learning. We advise testing a brand-new creative topic in a fresh ad group if you choose to do so.
Adopt a holistic perspective.
Making ensuring your app campaigns are tailored for the same objectives as your online marketing is crucial for a comprehensive strategy. Through analytics services like Google Analytics, you can get a full view of all of your traffic, including online and mobile traffic. You may see device info in all reports in the Google Analytics properties. You may use Google Analytics to target consumers for web and app campaigns that can subsequently be deployed on many devices. When the machine learning model is ready, you can use the matrix in the audience builder to generate new audiences and place bids on them. You might, for instance, establish an audience of users who may buy something in the next 10 days or users who could unsubscribe. You may improve your DAU (Daily Active People) by attracting an audience that is most likely to stick around since you’ll keep users who would otherwise quit.
Conclusion
A helpful and successful network for app advertising is Google App Campaign. The key advantage of Google App Campaigns is the cumulative impact of using several ad placements, each of which works towards the same campaign objective and targets a particular user who may do the specified action. Combining multiple of these places increases the chance of being discovered and taken action. This article demonstrated how Google App Campaigns are developed to target the appropriate audience. Additionally, we learnt how to optimize your campaign to boost conversions and how to change your creatives to effectively reach your consumers.