Set up page themes for App campaigns for engagement

In App campaigns for engagement, page themes can help you target ad creatives and drive specific in-app actions to smaller slices of traffic. For example, let’s say you’re a shoe retailer and you have a dedicated shopping app. One of the page themes for your App campaign for engagement could be “buy running shoes,” and this might drive clicks to the section of your app that sells running shoes.

When creating your first App campaign for engagement, you’ll be asked to define your page themes. This article walks you through how to add page themes to your campaign.

Before you begin

If you haven’t already, Create an App campaign for engagement.


  • When adding your page themes, make sure you describe the specific action that users will be able to perform when they click your ad, and avoid using terms that can mean more than one thing (like “photo”). For example:
    • Instead of “shoes,” use “buy shoes” or “shop for shoes”
    • Instead of “photos,” use “learn photography” or “print photos”
    • Instead of “baby,” use “buy baby products”
    • Instead of “patio and garden,” separate into “buy patio furniture” and “shop for garden supplies”
  • Page themes are helpful for more focused targeting, however you can still run App campaigns for engagement without them.


Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're 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.
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop down in the section menu.
  3. Click Ad groups.
  4. Click the name of the ad group that you want to change the page themes for.
  5. Click Settings.
  6. Under “Ad targeting,” click the Page themes drop-down.
  7. Enter your page themes in the box.
    • Page themes should describe the specific action a customer might take after they click your deep link. For example, a shopping app might use “buy running shoes” as a page theme, and set the deep link to take the customer directly to the “running shoes” section of their app.
  8. Click Save.

Related links

Was this helpful?

How can we improve it?
Clear search
Close search
Google apps
Main menu