Promoting a mobile app has become more convenient with the introduction of Google App Install campaigns. These campaigns offer both benefits and drawbacks when it comes to app promotion.
Key advantages and features at your disposal within these campaigns include:
- Choice of operating system (iOS or Android).
- Budget management and bidding options.
- Cost-per-install limits.
- Utilization of creative assets and content.
- Tracking and optimization of conversions.
Next, let’s examine the aspects you can’t control over in these campaigns:
- Bid adjustments.
- Target audience and demographics.
- Ad network placement.
- Keywords and ad placements on specific websites.
Given the limited control over these settings, you might wonder how to effectively optimize your App campaigns. Keep reading to discover strategies for maximizing efficiency in one of the most automated types of advertising.
Prioritize Optimization for First Installs, Not Downloads
After linking your app to Google Ads, Google Play will automatically generate a conversion source based on downloads. Nevertheless, relying solely on this conversion source is not the optimal approach.
There have been several cases where the Google Play source has overestimated initial downloads attributed to campaigns. This may occur due to reattributions or instances where a user initially downloaded, uninstalled the app, and later reinstalled it.
Another important point to consider is the need for conversion sources to track iOS activity. When running a Universal App campaign for iOS, a conversion source from the Apple App Store is not automatically generated, unlike Google Play’s automatic creation for Android.
Events like the ‘first open’ recorded by Firebase or other third-party app sources are often more dependable and reflective of actual user interactions. Essentially, they measure unique users, as a ‘first open’ event occurs only once for each user.
A ‘first open’ event is automatically generated when the Firebase SDK is implemented, tracking the moment a user first opens the app, not when they initially download it.
To enhance campaign optimization for ‘first installs,’ it is necessary to import these events into Google Ads.
Integrating Events Into Google Ads
“Go to Tools & Settings > Conversions.
Select ‘New Conversion Action,’ opt for ‘App’ from the available choices, and then decide on your preferred method for tracking conversions.”
You can opt for either of the following choices:
- Google Analytics 4 properties (Firebase): Select this option if you are not using a third-party app analytics tool (e.g., Adjust or AppsFlyer) for tracking.
- Third-party app analytics: Choose this option if you are using a third-party tool to maintain consistency in conversion tracking across various marketing efforts.
Once you have imported the ‘first opens’ events into these platforms, you can use them to monitor conversions.
Remember to track both the Google Play source and your ‘first opens’ to compare their volume. However, ensure that you include only one of them as a conversion. Otherwise, you may end up with duplicate conversion counts, which can impact not only your reporting but also the performance of Smart Bidding algorithms.
Comprehend Your Objective for “Cost Per Install.”
Establishing a meaningful benchmark for Cost Per Install (or CPA for in-app action campaigns) is a fundamental step before initiating your campaign.
Without clear objectives, assessing the campaign’s performance becomes challenging.
For those new to app promotion, determining the ideal Cost Per Install target may be a daunting task.
One effective approach is to work in reverse, starting by comprehending the Lifetime Value (LTV) of a subscribed or paying user. To calculate a user’s LTV, you’ll need to address questions of this nature.
- What is the typical duration of the average lifecycle?
- What is the revenue value associated with each user?
If you have access to this data, it provides an excellent initial foundation for establishing a target Cost Per Install objective.
Illustration: Establishing a “Cost Per Install” Objective
For instance, let’s assume the Lifetime Value (LTV) of an average user amounts to $300 over the span of one year. Furthermore, you have been allocated a monthly budget of $12,000 with the objective of attaining 5000 installs.
Here’s a straightforward breakdown if the Cost Per Install (CPI) is considered feasible:
- $300 divided by 12 (months) equals an average monthly revenue per user of $25.
- $12,000 divided by 5000 installs results in a cost of $2.4 per install.
Comparing these figures, it’s evident that the target CPI of $2.4 is significantly lower than the average monthly revenue generated per user, which is $25. This basic calculation suggests that, given your allocated budget, you should be well-positioned to achieve your objectives.
When configuring a campaign bid strategy, it’s crucial to keep in mind that when using the ‘Install volume’ setting, you should consider including a CPI cap to prevent unrealistic targets. Ensure that your initial CPI is set at a level that provides Google with sufficient data to optimize ad delivery effectively.
When using the “first open” event as the conversion metric, it’s important to establish a higher “Cost Per Install” target compared to solely relying on the Google Play “Install” source.
A disparity between Google Play “Installs” and the “first open” event is inevitable because the latter is measured only once.
Create Clear, Compelling Assets & Content
Perhaps the most pivotal recommendation in this context is as follows:
Within Universal App campaigns, advertisers provide Google with a blend of elements to construct an App Install ad, including:
- Headlines.
- Descriptions.
- Logos.
- Images.
- Videos.
- Assets sourced from the app store listing.
Subsequently, Google’s algorithm assembles effective ad formats based on the specific network where the ad is displayed.
Occasionally, an image may not appear at all, and a user may encounter a basic text ad. Conversely, on other occasions, an image may dominate the ad, with minimal information originating from the text itself.
App Install ads can be showcased on the following networks:
- Search.
- Google Play.
- YouTube.
- Display Network.
- Discover on Google Search.
Given that assets and content fall under a company’s control, it cannot be emphasized enough how vital it is to craft assets with the following attributes:
- Strong and compelling call-to-actions.
- Strong brand recognition.
- A crystal-clear depiction of what your app offers (i.e., how it addresses user pain points). Make sure to highlight these in your messaging.
The objective is to elucidate to users precisely how the app can benefit them and then deliver on that promise after they install it. Having clear and concise content is also likely to filter out potential irrelevant users who might download the app only to uninstall it shortly afterwards.
Speaking of content, there’s a brand-new feature that provides marketers with more control in terms of keywords. While user targeting remains automated, it is now possible to utilize account-level negative keywords for App Install campaigns.
How can Digital Marketing Agency Help Improve Company Revenue?
This feature allows you to exclude specific search terms from your campaigns, ensuring that your app ad is not displayed for irrelevant searches.
Divide Budgets for iOS and Android Campaigns Based on Performance
Understanding your target audience is always a crucial aspect of any marketing effort. However, one challenge with App campaigns is the limited availability of data regarding ad viewers, making it challenging to use audience segments effectively.
From my experience working in App campaigns for several years, I have noticed that iOS campaigns usually exhibit a higher Cost Per Install compared to Android App campaigns.
Interestingly, this tends to differ from what is often reported on other platforms like Meta Ads.
In the end, the outcome depends on the specific app being promoted and the characteristics of the target audience.
If you have specific campaign objectives in mind, it’s prudent to allocate campaign budgets strategically based on performance.
Example: Segmenting Budgets By Performance
If your combined target for “Cost Per Install” is set at $2, it’s possible to observe more cost-effective performance in Android campaigns, reaching as low as $1.50 or even less. Conversely, iOS campaigns may display higher CPIs, often exceeding $5.
In such a scenario, it makes sense to allocate a greater budget to Android campaigns due to their lower CPI, while allocating a smaller budget with a higher CPI target for iOS.
A reasonable starting point for testing App Install campaigns on both operating systems could be:
- Allocating 65% of the budget to Android.
- Allocating 35% of the budget to iOS.
These percentages are not fixed and should be adjusted based on actual campaign performance.
It’s essential not to set the iOS campaign budget too low in relation to its CPI target to ensure competitiveness in ad delivery.
For instance, consider the following example: an iOS campaign required a $10 CPI due to the nature of the app and the need to measure installs through a “first open” event. With a $10 CPI, the campaign necessitated a minimum daily budget of $100 to initiate ad delivery. It’s worth noting that every campaign’s requirements can vary depending on the app being promoted.
As a reminder, the Apple App Store does not automatically transmit a conversion for “Downloads” because the two platforms do not have direct communication with each other.
Focus on Users Who Are More Inclined to Engage in In-App Activities
Picture this scenario: You’ve successfully launched your inaugural Universal App campaigns, and the install volume and “Cost Per Install” goals are exceeding your expectations!
After several months of routine reporting meetings with clients, they surprise you with an unexpected comment: “We’re seeing a high number of installs, but the uninstall rate is over 60%. What’s causing such poor quality?”
Due to the advanced automation inherent in these campaigns, this question can put you in a challenging position when it comes to providing an answer.
Numerous factors contributing to high uninstall rates are beyond your control. However, as an advertiser, it’s not ideal to respond with, “We lack control over many of these factors.”
When App Install campaigns drive the majority of installs for an app, it’s time to take action.
If you opt for “Install volume” as the conversion goal for new user campaigns, there’s another often-overlooked setting: “All users” versus “Users likely to perform an in-app action.”
Modifying the user category to “Users likely to perform an in-app action” could lead to a significant enhancement in the calibre of app installations.
While this adjustment may result in improved download quality, ideally leading to a reduction in uninstall rates, it’s essential to acknowledge that it might simultaneously decrease the overall volume of installs and potentially raise the Cost Per Install.
Therefore, closely monitoring performance and making necessary adjustments is crucial. Additionally, proactive communication about this setting change can help alleviate concerns if performance experiences fluctuations while reentering the learning phase.
In Conclusion
Performance metrics can vary among advertisers, with some prioritizing install quantity and others emphasizing install quality. When configuring targeting and optimization settings for App campaigns, it’s essential to align them with your company’s specific objectives.
By concentrating on the aspects you can influence, you will be well-equipped to implement successful App campaigns and make informed recommendations driven by data.
Would you like to read more about strategies for optimizing App Install campaign performance related articles? If so, we invite you to take a look at our other tech topics before you leave!
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