3 tips for app campaigns on Google Ads

App campaigns on Google Ads are a tool that bring discovery and actions. Getting the most out of them requires knowing the basics of this type of campaign and having a solid strategy. Here are 3 tips to optimise your app campaigns and achieve your marketing goals.

1. Initial budget

Google recommends starting with an initial budget of approximately 50 times the expected Cost Per Download (CPD). Why? Google considers it a high enough budget to allow Google Ads artificial intelligence to collect enough data to optimise the campaign. If your expected CPD is £2, you should consider an initial budget of at least £100.

2. Advertising channels

Google Ads app campaigns are shown on a wide variety of channels: Google Search, Google Play, YouTube, Discover, and the Google Display Network. Each of these channels has its own type of audience and behaviour. Leveraging all of these touchpoints can maximise reach. For example, YouTube ads can capture attention visually, while ads on the Display Network can reinforce your app's presence in different contexts. This increases download opportunities.

3. Attribution tracking

To properly evaluate the performance of your campaign, it is important to have an attribution tracking system in place. Google Ads offers several solutions for this, including Google Analytics for Firebase, attribution partners for apps and code-free tracking with Google Play.

Extra tip: Having a large user base already in place will give the campaign enough data for faster optimisation, and having values assigned to specific actions within the app will allow you to measure and improve campaign performance based on those actions.

Things to try when paid media campaigns aren't working well

If your Google Ads campaigns, or paid media campaigns in general, are not performing as expected, consider some of these strategies:

• Refine Google Ads targeting

Use negative keywords and create a funnel strategy for different stages of the buying process. This improves ad relevance.

• Test different offers or pricing

Conduct A/B testing to identify which offers or prices generate more conversions. Adjust according to the results to improve ROI.

• Improve the creative

Try new formats and creative approaches. Visually attractive and relevant content can better capture the audience's attention.

• Optimize the landing page

Ensure that landing pages are fast, adaptable, and have clear calls to action. A good user experience improves conversion rates.

• Build an email list

Offer lead magnets and use retargeting. Email marketing allows for direct and personalized communication, increasing conversions.

• Hire micro-influencers

Work with micro-influencers who have engaged audiences. Evaluate their performance and adjust the strategy to maximize impact.

• Explore new channels and placements

Diversify your ad channels and placements to discover new opportunities and reduce dependence on a single channel.

• Use lookalike audiences

Create lookalike audiences based on your best customers to find new potential customers with similar characteristics.

• Dynamic retargeting ads

Use personalized ads based on previous interactions. Personalization increases relevance and conversion rates.

• Foster influencer marketing and social media interaction

Collaborate with influencers and encourage community interaction on social media to increase brand visibility.

• Consider public relations

Being featured in popular media can improve credibility and visibility, even if it doesn't generate immediate conversions.

• Competitor analysis

Study competitor strategies to identify trends and improvement opportunities.

• Integrate online and offline campaigns

Align your online and offline marketing efforts to strengthen brand presence and recall.

Effective Strategies for Unspent Budget in Advertising Campaigns

In the realm of paid media, an underutilized budget can be an opportunity to optimize and expand your impact. Has your campaign not spent its entire budget? Here are some ideas you can use to leverage your surplus:

Diversify Your Approach: If your current campaign is focused on conversion, consider using the remaining budget to address other stages of the conversion funnel. Launch, for example, an educational content campaign to increase brand awareness or a series of video ads that tell the story of your company. This strategy not only broadens your reach but also enriches the user's journey from discovery to purchase decision.

Rebalance Your Budget: Before launching new initiatives, adjust the budget of your current campaign. This allows you to explore new opportunities without exceeding the established budget limit.

Specific Strategy by Funnel Stage:

Awareness and Consideration: Direct campaigns to generate general interest in your brand.

Interest: Invest in retargeting to reconnect with those who have already shown initial interest.

Conversion: Boost conversions with special offers and ads targeted at users with a clear purchase intent.

Evaluate and Continuously Adjust: Monitor and optimize the performance of your campaigns constantly. It's crucial that every euro invested contributes effectively towards reaching your commercial goals.

Maximizing unused budget can further improve what was already a good campaign.