About bidding in App campaigns for engagement

Bidding in App campaigns for engagement works a little differently from bidding in App Campaigns for installs. App campaigns for engagement are 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’d like to pay, on average, for an existing user of your app to complete an in-app action.

When you set your bid, you're telling Google Ads the average amount you'd like to spend each time someone performs a specific in-app action; some conversions will be higher than your bid, and some will be lower. Keep in mind that your budget will be used to maximize the number of in-app actions that your ad drives. So, if you set your daily budget for US$300, and your target CPA is US$10, you're aiming for at least 30 actions per day from your ads.


Let’s say you’re driving an in-app conversion that’s worth US$10 to your business. Your bid should be anywhere from US$0–US$10, but the ideal bid should be as close to the in-app action’s value as possible. If Google Ads can deliver conversions for less than your bid, and still spend your budget, Google Ads will.

We recommend that you:

  • Set your daily budget to 15 times your target CPA.
  • Align your target CPA with the value of the conversions you are optimizing for, and base your target CPA on the actual CPA achieved for the in-app event.
    • Note:If your campaign is not getting enough conversions, try increasing your target CPA bid. Increasing your target CPA bid lets your ad participate in more auctions and gather more data so that Google Ads can learn what works best for your app.

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