About App campaigns for engagement

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App campaigns for engagement (ACe) can help you re-engage customers who have installed your app, and encourage them to take specific, in-app actions. Your ads can appear across multiple Google properties, including Google Search, YouTube, and Google Play, and within other apps on the Display Network.

With App campaigns for engagement, you can:

  • Re-engage people who haven't used your app or game for a while
  • Target high-value people that haven’t paid or purchased in a while
  • Drive in-app purchases for your product or service
  • Remind people with items in their cart to complete check-out
  • Re-engage people who have installed your app, but haven’t opened or used it yet
  • Promote a live event or sale

App campaigns for engagement may help you improve customer retention and long term revenue for your app by increasing your active users, generating sales, and reducing churn.

This article covers the basics of how App campaigns for engagement work.

How it works

Unlike most Google Ads campaigns, you don't design individual ads for App campaigns for engagement. Instead, all you need to do is provide some text, images, videos, and a starting bid and budget, and we will design a variety of ads across several formats and networks. Google Ads will test different combinations and show better-performing ads more often, with no extra work needed.

When working out where to show your ads, keep in mind that App campaigns for engagement rely on audience targeting and play store listing information.

Where your ads can appear

Your ads will be eligible to appear across Google's properties, including:

Google Ads will optimize where your ads show to get you the greatest number of conversions at (or below) your set target cost-per-action (target CPA) bid. Note: Your target CPA will be used as an average, so some bids may be over.

Campaign optimization and bidding

App campaigns for engagement offer several different ways to optimize your marketing objectives.


Because in-app actions may be worth more in revenue than new app installs, you may want to set higher bids for App campaigns for engagement than you would set on App campaigns for installs, which are optimized for new app installs. Learn more about bidding in App campaigns for engagement

We recommend that you calculate your bid based on the value of the in-app event that you’re trying to drive. For example, if 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.

Conversion Windows

A conversion window is the period of time after an ad interaction during which a conversion, such as a purchase, is recorded in Google Ads. Make sure to set a conversion window that matches your needs and users’ behavior. Learn more about conversion windows

Performance evaluation

You may notice conversion delays for App campaigns for engagement when compared to App campaigns for installs; users typically take longer to complete in-app events after an ad click than they do to install an after an ad click. Because of this, it may take longer for App campaigns for engagement metrics to accurately reflect campaign performance.

Location and language targeting

You can set your campaign to serve to a specific geographic or language region. However, use caution when using these additional targeting methods on App campaigns for engagement since they can decrease your audience size, and may reduce the effectiveness of your campaign.

If you want to lessen the need to make manual bid changes in your App campaigns for engagement (ACe), you can use automated rules to make changes automatically. Learn more about how to set up automated rules for App campaigns

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