Google universal app campaign made some new changes with the latest updates promoting an app is now simpler than ever.
In these campaigns, you can use the following settings and features to your advantage:
- Operating system device (iOS or Android).
- Budgets and bids.
- Cost-per-install caps.
- Creative assets and copy.
- Conversions to track and optimize towards.
Let’s look at the things you can’t manage in these campaigns now:
- Bid adjustments.
- Target audience or demographics.
- Which network ads show on.
- Keywords or what websites your ads show on.
Let’s look at how the four optimizations will help you take charge of your Google Universal App campaigns and get the most out of them.
Optimize for first-time installs rather than downloads.
Google Play can build a conversion source consisting of a download until your app is linked to Google Ads.
Several times, the Google Play source has overestimated the number of initial downloads.
In my experience, first open events from Firebase or other third-party app sources have proven to be more accurate and practical.
Another thing to keep in mind is that conversion sources are still needed to monitor iOS operation.
This is an automatic event that is generated (as long as the Firebase SDK is used) that monitors when a user first opens the app rather than when they first download it.
The events must be imported into Google Ads in order to optimize promotions for “initial downloads.”
- Navigate to Tools > Conversion Actions
- Click + and then choose App from the options, then choose how to track conversions
Once you’ve imported the events for first opens into Google Ads, you can track them as conversions.
To compare volume, keep track of both the Google Play source and your first opens.
Only make sure you just use one of them as a conversion; otherwise, you’ll have a reporting nightmare on your hands.
Know what your CPI (cost per installation) target is.
Before you begin google universal app campaign, it’s critical to have a firm grasp on your target Cost-Per-Install (or CPA, if you’re targeting in-app action campaigns).
It becomes more difficult to understand whether success is good or bad without clear objectives.
Understanding the LTV (lifetime value) of a subscribed or paid user is a good place to start.
- How long does a typical lifecycle last?
- How important is each consumer in terms of revenue?
If that data is available, working backward to create a target Cost Per Install goal is a great first step.
Budgets for iOS and Android campaigns should be segmented by results.
The issue with App campaigns is that we don’t have a lot of information about who is seeing our ads, let alone the ability to hyper-target them.
It all comes down to the app and the target audience at the end of the day.
If you have specific campaign targets, it’s a good idea to segment campaign budgets based on results.
Users that are more likely to perform in-app actions should be targeted.
Imagine “We’re getting a lot of downloads, but over 50% of them are uninstalled. “How come the standard is so poor?”
Because of the advanced automation of these campaigns, you’ll find it difficult to react!
Uninstall rates are high for a variety of reasons that are beyond your control.
However, if paid media ads are responsible for the bulk of installations, it’s time to act.
Another setting that is frequently ignored when choosing Install volume for new user campaigns is: Users l vs. All users likely to perform an in-app action.
In the end, the questions can boil down to quantity vs. quality of installations.
It’s up to you to figure out how to target and optimize for the company’s objectives.
By concentrating on what you can monitor, you’ll be better equipped to run successful App campaigns and make data-driven recommendations.
Read about 2021 PPC trends here