How To Create App Install Campaigns By Using Google Ads

*Before beginning, I want to say something. On June 27, Google has announced that Google AdWords is becoming Google Ads. represents the full range of advertising capabilities they offer today. According to their sayings, with the introduction of Google Ads, small businesses can now use Smart campaigns, the new default ads experience. You can reach more information from here.

There are over 1000 submissions to just App Store every day. The number is huge, right? And you need to come to the forefront among scores of apps. The most important way to achieve this is to increase the number of daily installs. It is the hardest part, brace yourself!
As a solution, you might want to run mobile app install campaigns. If so, you are on the right path! If you are stuck on or encourage more downloads, you can think to use Google AdWords. I hear you are saying why not AdMob. It is because Admob is only for mobile apps advertising, while Adwords basically includes all types of advertising, including ads in mobile apps. Mobile app installs via AdMob is more limited than AdWords.
You should know its ability to market websites. It has the same capability for driving mobile app installs. Now, it is time to learn how to promote mobile apps on Google AdWords.

Set Up Mobile App Conversion Tracking

Firstly, you should set up conversion tracking for your mobile app.

  • Sign into your Google AdWords account, then select “Tools” and “Conversions” respectively.
  • You will see a screen as below, click “+ Conversion”.

  • After that, select “Apps”.

  • Now it differentiates for Google Play and App Store.

For Google Play, you don’t need to install any code in your app to track conversions. Google automatically records conversions.
For App Store,  make sure that you have some code installed in your app that will allow you to track conversions. Then, select “First Opens” and “app installs” after choosing “Apps” as below. It is a bit complicated for iOS apps. 

After that, it is pretty much the same with Android apps.

Create A New Campaign

There are three options to create mobile app install campaigns which are;

  • Search Network
  • Display Network
  • YouTube Network

If you create ads, they are displayed wherever possible on Google network. Until that time, your mobile app install campaigns will be on the fly. The things you should do are to provide basic ad copy and targeting information. Google will display them within the budget allocated.

Search Network App Install Campaigns

It means that your ads will be showed by using Google Search app and Google Play Store (for Android user apps). To launch a search network mobile app install campaign, you should;

Select Campaign Type And App Type

  • Log in to AdWords, go to the ‘Campaign’ dashboard, and click on ‘+Campaign’
  • Select ‘Search Network only’
  • Give your campaign a name, select “mobile app installs”, app type and language

Bid Strategy, Budget And Location Settings

Move on to the bidding stage, decide how much you’re willing to pay, per installation

  • If you’re creating an Android mobile app install campaign, there’s a ‘Target CPA’ option.
  • If you’re creating an App Store mobile app install campaign, there is a ‘Maximize clicks’ option.

You are free to experiment with ad bids. It is related to how much money you’re willing to spend per day.

Create The First Ad Group

Now, it is time to work on writing the ad copy. It is same with writing an ad copy for Search ad.
Then, pick the keywords for your campaign. Be sure of picking the right keywords. If you are new, you can set your keywords as “Exact Match”. After having some experience, you can try “Broad Match”.

Display Network App Install Campaigns

The display network is where you promote your app within other apps (in-app advertising).

Select Campaign Type

This time, select “Display Network only” instead of “Search Network only”. Give your campaign a name, select “mobile app installs”, app type and language.

Customize Device Targeting

If you’re marketing an Android app, you’ll see the following.

 

If you’re marketing an iOS app, you’ll see the following:

 

The process is pretty much the same with search network. Now, you see a new option “Operators and Wi-Fi”. If your app has a large size of the file, it would be better to choose Wi-Fi option. It means your ad is only advertised when people are connected to Wi-Fi.

Bid Strategy, Budget And Location Settings

Move on to the budget and location stage, decide how much you’re willing to pay, per installation.

  • If you’re creating an Android mobile app install campaign, there’s a ‘Target CPA’ option like Search network.

 

  • If you’re creating an App Store mobile app install campaign, there is a ‘Manual CPA’ option.

 

Create The First Ad Group

Then, decide on a maximum CPC and pick the targeting options.

 

There are remarkable things to note related to “Interests and Remarketing” and “Design your ad”. Actually, these subjects could be the topics of another article, as they are so important that can not be mentioned shortly. Just know that it could be better to target “installed app categories” because there is a high possibility for your app to be downloaded by users who downloaded apps in a specific category.

YouTube Network App Install Campaign

Select Campaign Type

  • Go to the ‘Campaign’ dashboard, click on ‘+Campaign,’ and select ‘Video.’
  • Then, give your campaign a name, select “mobile app installs”, app type and language.

 

Customize Device Targeting

Pick your mobile app. As before, you get to either pick something from the Google Play Store or the App store.

Bid Strategy, Budget And Location Settings

This time, you’re creating either an Android app install campaign or an App store app install campaign, you get to target your apps based on “Target CPA”.

  • Then, pick the location and language. Like Display network, there is an option to choose devices connected to Wi-Fi.

 

Create The First Ad Group

Now, provide your YouTube Video for mobile app install ads and set a Target CPA bid that you’re willing to pay.

  • Then, pick one of the targeting options. If you are new, it would be better to choose “Placements – meaning that you pick certain videos that will trigger your ad, provided that they have monetization enabled”.

  • Then, choose an ad format. In-stream ad format means that your mobile app install ads appear at the beginning or during a YouTube video. Video discovery ad format is text ads redirected to a normal YouTube video.

 

  • Then, you are asked about conversion tracking if you haven’t taken care of it already.

Now, it is time to wait for your ad to be approved.

Final Thoughts

It is hard to get people to install your app. Advertising is a good way to encourage app installs. There are many ad networks as well as AdWords.  By using AdWords, you can get the job easier. Start now and see how many downloads you can get!

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