About the Bid Guidance widget

While you set up or adjust your App campaign bids, the Bid Guidance widget can estimate how many installations or in-app actions you may earn with your bidding strategy. For new campaigns optimizing for installations, the widget can also change dynamically to preview the impact targeting changes may have on your new campaigns.

Before you begin

App campaigns with goals focusing on installs and App campaigns with goals focusing on in-app actions are eligible for the Bid Guidance widget to appear.

There are two types of Bid Guidance widget:

  • The in-construction widget appears when creating a new App campaign.
  • The post-construction widget appears when editing the settings of an existing App campaign.

For installs campaigns, the widget can appear when creating a new campaign to promote an Android app or when editing the settings of an existing campaign (regardless of the promoted app’s operating system). For in-app actions campaigns, the widget can only appear when editing an existing campaign’s settings.

What it is

 

*These images are mocks with dummy data for demonstration purposes

The Bid Guidance widget is a panel that appears when you are creating or viewing the settings of an App Campaign. The widget shows you:

  • Your current target cost-per-install for installs campaigns or target cost-per-in-app-action for in-app actions campaigns
  • Your current daily budget
  • A chart showing the estimated weekly performance of your campaign at several different cost-per-install (for installs campaigns) or cost-per-in-app-action (for in-app actions campaigns) levels

    • You can hover over any point to see the range of predictions.

    • You can also view the data in a tabular format by clicking the columns [6383731] button.

  • A shaded box that shows the estimated number of installations (blue) or in-app actions (red) at your current target cost-per-install or cost-per-in-app action.

Entering new settings for the campaign can change the estimates in the in-construction Bid Guidance widget. While creating an installs campaign, the widget will change based on the values currently entered for locale (country only) and language.

While editing an installs or an in-app actions campaign, the widget will only change based on values entered for target cost-per-install / cost-per-in-app-action. The goal is to help you anticipate the impact of bid changes, assuming the same campaign and conversion settings.

You don’t need to save the changes to see the new estimates. Seeing the estimates doesn’t mean that your changes are saved.

If your campaign’s potential install or in-app action numbers are limited by the daily budget, the Bid Guidance widget will also contain a notification box saying “Your campaign is limited by its current daily budget. Estimates are based on a higher budget,” with the higher budget specified.

Viewing the Bid Guidance widget

When creating a new App Campaign

  1. Sign in to your Google Ads account.

  2. Click Campaigns from the page menu.

  3. Click the plus  button.

  4. Select New campaign.

  5. Set up an App promotion focused on tracking App installs.

  6. Click Android, search for your app, and then select it.

    • Make sure the app is owned by the Google Play account linked to your Google Ads account

    • iOS is currently not supported for the Bid Guidance widget.

  7. Click Continue.

  8. Set up your App campaign.

    • The Bid Guidance widget will appear to the side.

    • The widget changes dynamically as you enter new values for locale (country only) and  language.

    • The shaded box also changes dynamically as you enter new values for target cost-per-install.

  9. Click Save and continue to finish creating a new campaign. Click cancel to exit without creating a new campaign​

When updating an existing App Campaign

  1. Sign in to your Google Ads account.

  2. Click App campaigns from the navigation bar.

  3. Click Campaigns from the page menu.

  4. Locate and click your campaign.

  5. Click Settings from the page menu.

  6. Edit your App Campaign’s settings.

    • The Bid Guidance widget will appear to the side.

    • The shaded box changes dynamically as you enter new values for target cost-per-install or target cost-per-in-app action.

  7. Click Save and continue to apply your new settings. Click cancel to exit without applying any changes.​

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