We find ourselves in a world connected to the Internet through apps. We spend 95% of our time browsing mobile applications. As if that were not enough, the use of apps has increased by 200% during the summer due to the pandemic. What if I have an application, how can I promote it? In this post we tell you everything you need to know to start promoting your application in Google Ads (Apps Ads).
Apps in Google Ads
These are fully automated campaigns, depend 100% on machine learning. So we will only need to set a target for the campaign, for example, close a purchase. The algorithm will start working and will show our ad to many users.
How long will this happen? Until one of the users meets the goal we have set. Then, our ad will only be shown to users similar to the one who converted.
Recommended PracticeBe clear about the action you want users to take. Rely on machine learning. First, the algorithm tests and then finds the target user.
What do we need to get started with Apps Ads?
- The application must have a quality of 4 stars, There is no point in promoting an application with a bad experience.
- We must have a minimum budget of 40 thousand euros per month. The campaign needs a minimum volume to learn, so this budget is the most appropriate. If we have less investment, the algorithm may not learn as well.
- To achieve good results must be B2C, It is possible to do B2B but app campaigns need a large volume of users and this is more common in B2C.
Where can application ads appear?
With a single campaign we can access all platforms owned by Google. In this type of campaign we will not exclude any location, the algorithm will make us be present at the right time in which, according to the user's behavior, it is more likely to achieve the conversion.
- Search network: the ad will appear associated with search terms related to the App category.
- Google Play Store: will appear in the Play Store search results, and in related Apps.
- YouTube: will appear below the video being viewed.
- Display Network: It will place the app ad in the most appropriate place to achieve the highest number of conversions.
- Google Discover: only available on Android mobiles with default language in English
What types of campaigns are there?
In a single campaign we include text, images and video. Google will show the optimal elements for each user, selecting those elements that make the ad more attractive to each user. It is important to give a good volume of materials and elements to make the ad more relevant. We can promote the application to different users according to the objective we set.
- Acquisition: the advertisement ONLY will be seen by those users who NO have the application downloaded (it will take you directly to the download store).
Recommended practice: Target the campaign to «all users» to achieve the maximum possible number of downloads at a target cost per download (CPD). Google suggests that we apply a budget 50 times higher than the cost per download.
- Engagement: is in beta. The CTA is to open the app, If you have downloaded the app, only those users who have downloaded the app will see the ads.
Recommended practice: Google recommends that the budget be 10 times higher than the CPA. There needs to be at least 10 different users per day completing the action we are pursuing.
And finally... How do I measure data in Apps?
A wide variety of measurement programs are available: Mixpanel, Flurry, Localytics...In this post we will focus on Firebase, Google's tool that is part of its cloud platform.
This program will allow us to save development time in programming, use your retention tools and customer acquisition, and unify the SDK (software development kits) existing (IOS and Android). In addition to offering a system of monetization of applications, through AdMob, its advertising platform where you can set up your own spaces in your app for others to advertise in.
If we have apps but also need to measure web, then it is better to choose Google Analytics. But what does Firebase Analytics provide us with?
- It offers a series of automatic events, It also allows us to create general events and events by vertical. It also allows us to create customized events. At Firebase Analytics, events can be defined as «conversion» and, when the conversion occurs, we can send a communication to the advertising partner that the conversion has occurred as a tracker.
- User propertiesThe assignment of attributes to our users in order to subsequently use these properties as filters in the reports or in the audience building.
- Uses the last click attribution model, However, if there has been an intervention of AdWords at some point, it will attribute it directly and discard all other sources.
What is missing? It lacks custom dimensions, as a recommendation, use user-level filters instead. And at the moment, e-commerce implementation is not possible.
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