A Comprehensive Guide to Creating Google App Ad Campaigns

Safalta expert Published by: Ishika Jain Updated Fri, 23 Dec 2022 12:55 PM IST

Highlights

Google App Campaigns display advertisements that are automatically blended with diverse creative assets across a variety of platforms. You can contribute your assets as an app marketer or developer, and Google will automatically match them to produce the best-performing ads.

Google App Campaigns display advertisements that are automatically blended with diverse creative assets across a variety of platforms. You can contribute your assets as just an app marketer or developer, and Google will automatically match them to produce the top-performing ads. In more detail, let's examine the kinds, specifications, and recommended practices for the assets.

Table of Content:
Fundamentals of Google Ads campaigns for apps
Marketing goals for the app
Tracking app campaign conversions
The best practices for Google app campaigns' advertising materials
1 Match your creative materials to the brand guidelines for the app
2 Match your creative resources to the app campaign's objective
3 Adapt your creative materials to the theme of the relevant ad group
4 Upload as many artistic resources as you can
5 Check the asset performance frequently
How to build a Google Ads campaign for an app

Fundamentals of Google Ads campaigns for apps
An automated campaign type for Google Ads apps allows you to promote both installations (sometimes abbreviated as "installs") as well as conversion actions. An app campaign links you to people across Google Search, Google Display, YouTube, & Google Play as far as placements are concerned. Google Ads automatically creates your ads and optimizes them for the network once you've submitted a few lines of ad copy, certain visual assets, a campaign objective, a budget, as well as a bid.

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Google Ads keeps track of which copy/visual combos get the best results over time and favors them over others. Download ebooks to gain extensive knowledge about them.

Marketing goals for the app
You have two choices when choosing an objective for your app campaign, which will determine how Google Ads handles bidding and audience targeting:

Cost per install (CPI): This instructs Google Ads to generate the most installs possibly within your budgetary limits. Your bid ought to reflect the price you're prepared to pay for every installation.
Cost per action (CPA): Given the limitations of your budget, this instructs Google Ads to drive as many installs as possible from the people who are most likely to take valuable (revenue-generating) in-app actions. Your bid should be the price you're prepared to pay for each in-app conversion activity price you're prepared to pay for every in-app conversion activity should be your bid. For Google Ads to gather information about users who perform specific in-app conversion actions, you must first establish conversion tracking if you decide to use this campaign objective.

Tracking app campaign conversions
Google Ads has to monitor the conversion data of the present users who generate income to drive as many installs as possible from worthwhile prospects. You may build a robust database that Google Ads can use to optimize based on your in-app action goals by tracking a wide range of user actions within your app.

Google Analytics for Firebase is a free tool that measures app usage information and tracks user engagement. You can segment your user base based on their activity and then target them since you get limitless reporting on types of in-app conversion events.
The conversion window is the period after a prospect clicks on your ad during which they are likely to convert. Any desired conversion actions that occur during the conversion window can be linked to the advertisement that the potential customer clicked. Although you can choose any conversion timeframe, 30 days is the standard.

The best practices for Google app campaigns' advertising materials
The Google App Ads that adhere to the general ad requirements typically perform the best. The general recommendation does not guarantee that the ads will perform effectively. However, to deliver top-notch creative assets and improve your chances of grabbing the attention of your intended audience, you must adhere to the following fundamental rules:

1 Match your creative materials to the brand guidelines for the app
Make sure the tone and aesthetic of your app are reflected in your adverts. Both the headline and the description should reflect how you speak to your users. You don't want to draw the wrong crowd and then lose it. Advertising requires creativity, but bear in mind that the app's identity should be easily recognizable. Use your brand's color scheme or other branding components as a result.

2 Match your creative resources to the app campaign's objective
Every app promotion should have a clear objective. The goal of your campaign should be reflected in your creative materials, whether you want to boost in-app purchases or app downloads. For instance, it is appropriate to include the ad headers "Download now" or "Play now" if your objective is to promote app downloads or run an app install campaign.
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3 Adapt your creative materials to the theme of the relevant ad group

Ad groups enable the organization of creative assets based on a certain theme. You may, for instance, arrange your creatives according to a specific app function, message, or user demography. It aids in differentiating your ad's topics and focuses your audience targeting. To target distinct sport-type fans of your fitness app, you may upload yoga-themed creative types in one ad group while pilates-themed creatives in another.

4 Upload as many artistic resources as you can
Google allows you to upload up to 20 assets, based on the creative element. You'll be able to produce more adverts that appeal to various audiences. But quality should always take precedence over quantity. Look at Ad Strength's instructions as you upload your materials to Google App Campaign. It provides you with a summary of your ad strength.

5 Check the asset performance frequently

As soon as you add your ad creatives to your campaign, those who will get the status "Learning," indicate that Google is experimenting with them and combining them to find the best combinations. Google will rank the assets with a "Low," "Good," or "Best" rating once the "learning" status has ended. Replace "low assets" with something more akin to "excellent assets." If you continue to didn't use all the allowed assets, you can add more assets that represent the "best" practice.
   Read More: How To Set Up Google Ads Campaigns With Proper Guide

How to build a Google Ads campaign for an app

Sign into Google Ads and choose Campaigns from the left-hand menu to launch the first Google Ads app campaign. To start a new campaign, click the + button and choose the App option from the far right side. Then, choose your app first from the list which Google Ads provides after choosing your app's platform (iOS or Android). It's time to submit the ad copy after naming your app campaign. Four separate lines of text that may be spun in any direction are required. To allow for smaller device screen widths, these lines ought to be 25 characters in length or less, with at least one of them being 20 characters or less. Your visual assets must now be submitted. Up to 20 of these may be uploaded. To uncover your top performers, keep in mind that Google Ads may test different combinations of these visual assets plus ad language. You can contribute one of three types of visual assets:
  • YouTube videos
  •  images (.jpg,.png, and.gif)
  • HTML5
Google Advertising will grab assets from your app and utilize them for the ads if you don't have any to upload. Tell Google Ads the languages and countries you want to target after that is taken care of. Evidently, unlike traditional enterprises, mobile apps are not geographically constrained. However, it's unlikely that users from a wide range of cultural backgrounds will find your app appealing. Be sure to consider your locational restrictions. Finally, focus on either Install Volume or In-App Actions while optimizing your campaign. Note that only advertisers with in-app conversion tracking set up can use the latter campaign target.

You're all set once you've entered your desired bid and clicked Save & Continue. Google App Campaigns display advertisements that are automatically blended with diverse creative assets across a variety of platforms. You can contribute your assets as an app marketer or developer, and Google will automatically match them to produce the best-performing ads.

What three types of campaigns are there?

You can utilize a variety of marketing campaigns to meet different marketing objectives inside your company, including the following: campaign using traditional media. seasonal marketing blitz. launching a product promotion.
 

What distinguishes a Google campaign from a Google ad?

a collection of ad groups (including advertisements, keywords, and bids) that utilize the same budget, geographical targeting, and other variables. Campaigns are frequently used to classify the different items and services you provide. One or more ad campaigns may be active in your Google Ads account. Ad groups can be found in one or more campaigns.

How are Google Ads used by beginners?

It is advised to use the Search Network for new users and small businesses because it displays your advertisements to individuals who are explicitly looking for keywords related to your industry. Display advertising typically has much lower CPCs and is excellent for retargeting and branding.

What are the five campaign dimensions?

Smith's group defined advertising creativity as the degree of departure from a norm together across five dimensions: originality, flexibility, elaboration, synthesis, and artistic value. This definition narrows the definition of creativity in advertising to only the elements that are directly related to how consumers consume and process advertisements.

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