In App campaigns, you’re able to optimise your targeting and bidding for specific campaign objectives like getting more app users or more in-app actions from your new users. This article describes the different optimisation and bidding options available, and how to set those bids based on your objectives.
Before you begin
If this is the first time that you're using an App campaign, it's best to start by reading about App campaigns. When you're ready to create your campaign, you can follow the instructions in Create an App campaign.
How it works
When you create your App campaign, you can choose to optimise your campaign based on which type of user is most valuable to you. Before you can optimise for in-app actions, you'll need to set up those actions as conversion events within Google Ads, or using Firebase. Learn more about mobile app conversion tracking.
The simplest way to track all of your app conversions is to use Google Analytics for Firebase for your app reporting. Once you've linked Firebase and Google Ads, you'll be able to bid for in-app events that you've set up as conversions. Read more about tracking mobile app conversions with Firebase.
Bidding strategy and budget
Let’s take a look at how you can plan your campaign strategy around your bidding budget.
Focus on getting more installs
For campaigns focused on app installs, you'll set a bid for app installs. This is called the target cost per install (target CPI). It lets you choose how much you're willing to pay to get a new user for your app. In other parts of Google Ads, this is referred to as target cost per action (target CPA). It works the same way, but an action in your App campaign is an install or first-open of your app.
When you set your bid, you're telling Google Ads the average amount that you'd like to spend each time someone installs your app. Bear in mind that your budget will be used to get as many installs as possible at your set amount. So, if you set your average daily budget for £100, and your target cost per install is £2, you're aiming for about 50 installs per day from your ads.
Focus on driving selected in-app actions
For campaigns focused on in-app actions, you'll set a bid for app events. This is called the target cost per action (Target CPA). It lets you choose how much you're willing to pay for a new user for your app who is more likely to complete the event you selected.
When you set your bid, you're telling Google Ads average amount that you'd like to spend each time someone installs your app and performs the specific in-app action. Bear in mind that your budget will be used to get as many installs as possible at your set amount. So, if you set your average daily budget for £300, and your target cost per action is £10, you're aiming for about 30 actions per day from your ads.
Focus on hitting a return on ad spend
Note: Target ROAS is currently in beta for app campaigns
For campaigns focused on achieving a return on ad spend, you'll set a target return on ad spend value as a percentage of value per spend. It lets you choose what pound value you want back for every pound that you spend.
When you set your target ROAS, you're telling Google Ads the average value that you want back for every pound spent. Bear in mind that your budget will be used to get as much value as possible at your set amount. So, if you set your average daily budget for £300, and your target ROAS is 20%, you're aiming for about £60 of value from your ads.
Determine your bid strategy for in-app actions
When it’s time to pick a bid strategy, use a budget-weighted average of your existing in-app action bids as a starting point. This section will walk you through how to find that average.
- Sign in to your Google Ads account.
- Click the reporting icon .
- Click the plus button , then select Table.
- Enter 'Conversion' in the search field, then drag Cost / all conv. into the centre of the page.
- Click the filter icon , enter 'Conversion' in the search field, select Conversion action name, then click Apply.
- Find the action that relates to your campaign optimisation strategy, then look at the 'Cost / all conv.' column for that action to see your average.
The Bid Guidance widget is designed to help you set the right bids to achieve your App campaign goals.