Create an App campaign

App campaigns allow you to promote your app across Google Search, Google Play, YouTube, Gmail, and within other apps and mobile websites on the Display Network. This article covers how to create one of these campaigns in your Google Ads account. This process includes creating an ad group consisting of ads generated from your ad assets.

Before you begin

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  1. Sign in to Google Ads.
  2. In the page menu on the left, click Campaigns
  3. Click the plus button  , then select New campaign.
  4. For your campaign goal, select App promotion.
  5. For your “Campaign subtype,” pick between App installs and App engagement
  6. Select your app's platform.
  7. In your search field, enter your app name, package name, or publisher, then select your app from the list that appears. Google Ads can automatically count installations as conversions for Android apps in the Google Play store. To track all other installations, first set up mobile app conversion tracking.
  8. Click Continue.
  9. In the “Campaign name” field, add a name for your campaign. To help you find your campaign later, you might want to indicate in the name that this is an App campaign.
  10. If needed, update any location or language settings. Keep in mind, Google Ads doesn't translate your ads, so you should only target languages that match your ads.
  11. Set your daily budget.
  12. Under “Campaign Optimization,” choose to optimize your campaign the kind of user actions that you want to prioritize.
  13. Set your target bids. For app installs on Android, you may see a projection of install volume for a range of bid values if you've linked your Google Play and Google Ads accounts. Learn more about bidding in App campaigns
  14. Set the start and end dates for your campaign.
  15. Choose if you want to exclusively use video ads for your campaign.
  16. Click Save and continue.
  17. Enter your ad group name.
  18. Under “Ad Assets,” add at least two headline ideas and one description idea (it’s recommended to add up to 5 of each).
  19. You have the option to add up to 20 of each of the following assets:
    • Video
      • Videos must be hosted on YouTube
      • Orientation can be landscape, portrait, or square
      • If you don’t have videos to add, Google Ads may make a video ad for you using assets from your app store listing
    • Image
      • Upload images as .jpg, .gif, or .png with a maximum size of 150KB
      • For native ads, landscape images are the most valuable format
      • For interstitial ads, portrait images are the most valuable format
      • Other valuable formats include: 320x50 pixels, 320x480 pixels, and 300x250 pixels
      • Learn how to upload image ads in different sizes
    • HTML5
      • Upload HTML5 as .zip with a maximum size of 1MB and no more than 40 files
      • To validate your HTML5 assets before uploading, run your .zip file through the HTML5 Validator tool
      • HTML5 sizes currently accepted include:
        • 480x320 (landscape interstitial, variable size)
        • 320x480 (portrait interstitial, variable size)
        • 300x250 (fixed size)
        • 320x50 (fixed size)
      • Learn about HTML5 for App campaigns
  20. 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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