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Campaigns

About cross-promotion campaigns

A cross-promotion campaign is one type of campaign that runs in the AdMob campaigns framework. Cross-promotion campaigns are created to promote mobile app installs. Publishers can target their existing user base to drive installs for their new apps. This type of campaign helps you use your existing ad inventory to promote another app that you want to drive installations for.

If you want to promote your own app in third-party apps, you should use AdWords instead.

There are two types of cross-promotions in AdMob:

  • Cross-promoting your own apps: These cross-promotion campaigns can either be assigned a "percent of traffic" goal or compete with other third-party mediation sources.
  • Cross-promoting third-party apps on your inventory: These cross-promotion campaigns are most often given a "click" goal, though you could also assign them a "percent of traffic" (sponsorship) goal instead.

Benefits to you

When you use a cross-promotion campaign to promote your app:

 
  • AdMob will only promote your app to users who haven't already installed it themselves.
  • Creative will be selectively shown based on the user's device operating system.

Best practices

We recommend using click goals over impression goals. Ad serving will automatically prioritize click goals over CPM campaigns based on CPC and goal. Below are a few calculations and suggested content to help you make the most of your cross-promotion campaigns.

Calculate the estimated CPC for an app

  1. Calculate the lifetime value of a mobile app install for the app you're promoting.
  2. Calculate the app store conversion rate for the app in the Google Play Store (Android) or App Store (iOS) by finding the percentage of app store page loads that result in the app being both installed and opened.
  3. Multiply the app store conversion rate with the LTV and this should give you roughly max CPC that you should set.

Calculate an appropriate click goal for your apps

  1. Calculate the app store conversion rate for the app in the Google Play Store (Android) or App Store (iOS) by finding the percentage of app store page loads that result in the app being both installed and opened.
  2. Calculate the best click goal using the following formula:
    Desired downloads / app store conversion rate

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