Create an App campaign for engagement

App campaigns for engagement help you to re-engage customers who have installed your app, and encourage them to take specific in-app actions. Your ads can appear across Google Search, Google Play, YouTube, and within other apps on the Display Network. This article covers how to create an App campaign for engagement.

Before you begin

To create an App campaign for engagement, your app needs to have a minimum of 250,000 installs. You’ll also need to provide text, image assets, and videos (optional). Learn more about Asset requirements for App campaigns for engagement.

Your campaigns must:

yes, confirmed Have a Universal Link (iOS), an App Link (Android), or custom scheme (both). Learn more about Deep links.

yes, confirmed Use an audience list of app users. Learn how to Add, edit, or remove audiences for App campaigns for engagement.

yes, confirmed Have mobile app conversion tracking set up and use Firebase or a supported third-party, known as an App Attribution Partner (AAP), to track conversions.

yes, confirmed Have conversions from Firebase or an AAP set up properly. Learn how to do this for each AAP.

yes, confirmed Have a privacy policy that discloses sufficient information about your use of re-engagement campaigns and complies with Google’s EU user consent policy.

yes, confirmed Have a minimum of 250,000 installs.

Note: We strongly recommend running App campaigns for installs and App campaigns for engagement in separate accounts to avoid reductions of conversion scale for the install campaigns.


Note: The instructions below are part of a new Google Ads user experience that will launch for all advertisers in 2024. If you’re still using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

Click on this interactive tool to learn how to create your ACe campaign.

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click Overview
  3. Click the plus button , and then select New campaign.
  4. For your campaign goal, select App promotion.
  5. For your "Campaign subtype," pick App engagement.
  6. Select your app's platform.
  7. In the search field, enter your app name, package name, or publisher, and then select your app from the list that appears.
  8. Click Continue.
  9. In the "Campaign name" field, add a name for your campaign.
  • To help find the campaign easily in the future, give the campaign a name that indicates that this is an App campaign. It is also recommended that you include the operating system (Android or iOS) in the campaign name.
  1. Under “Locations”, select locations to target, and select “Location options” to specify how you want to target and exclude users.
  2. If needed, under “Languages”, update language settings. Keep in mind, Google Ads doesn't translate your ads, so you should only target languages that match your ads.
  3. Under “Budget”, set your average daily budget.
  4. Choose which in-app actions you want to optimize your campaign for, and then enter a target Cost-Per-Action (target CPA).
  1. (Optional) Change the start and end dates for your campaign.
  2. Click Save and continue.
  3. Enter your ad group name.
  4. Under “Ad Assets,” add at least 2 headline ideas and one description idea (it’s recommended to add up to 5 of each). You can also view reports on asset performance to help optimize asset usage.
  5. You can add text, image, and video assets to your App campaign.
  6. Under “Ad targeting”, select audience segments to define who should see your ads.
  7. Choose the audiences that you’d like to target.
  8. Click Save and continue.
Note: Depending on where your ad is shown, your App campaign assets may be altered for performance and user experience purposes. For example, text may be truncated and images or videos may be cropped to fit users' screens.

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