Enhanced Campaigns for Mobile Apps

The roll-out of Enhanced Campaigns by AdWords brings many changes. One of the most controversial changes is the way advertisers can target devices. Instead of targeting devices separately, all devices are rolled into one. One campaign, all devices. Bid modifiers can be implemented to reduce or increase bids by a percentage on mobile devices only.

What does this mean if you’re advertising a mobile app? You cannot exclude computers or tablets with this new model.  Below are four few tips for setting up optimal campaigns for mobile apps with Enhanced Campaigns (EC).

App Promotion Ads

This new ad format is the new version of the click-to-download ad format. In the AdWords UI, create a new ad and select “App/digital content ad.” Click on the “App promotion ad” to start building your ad. Search for the mobile app you’re promoting in the search bar, select which store (i.e. Play Store) the app can be downloaded at, and finally write some ad copy. An icon is automatically pulled from the app you’ve selected.

App Promotion Ads
These ads are designed for mobile and tablet devices.  Do not create regular text ads. This will prevent your ad from showing up on desktops.

 

AdMob

This in-app advertising network has been integrated into the AdWords platform.  Similar to display categories/topics, select the categories of iPhone or Android apps you would like to show your ad on.  To set it up, go to the campaign settings tab and under “General,” select Type:Ad Mob

Start by targeting more categories than less to collect more data to make performance driven decisions for changing the targeting or to collect more history to set the campaign to bid to a cost per download goal.

Device

 

Bid settings

As mentioned earlier, using the mobile ad format, app promotion ad, can eliminate unwanted desktop traffic.  This does not eliminate tablet traffic, though. In my most recent campaigns, through bidding strategies, I’ve managed to have about 99% of my traffic on mobile devices.  Mobile CPCs are generally lower than that of desktops and tablets.  For example, if you set your bid at $0.20, your bid is probably not high enough to win an auction on a tablet device.  Use the bid modifier for mobile devices which could turn a $0.20 bid into a max of $0.60 bid (300% bid modifier).  See an example of this below:

 

Tracking

Mobile app tracking is a bit more complicated than typical conversion tracking.  That said, for Android app tracking, there’s no code needed. You’ll need the package name of the app which will be something like: “appname.android.ui.”  iOS app tracking is where it gets a little more complex. Here’s the instructions you’ll find in the UI:

Step 1. Download and import this SDK into your Xcode project: Google Conversion Tracking SDK
Step 2. Make a call from the app that you’d like to track. Add the following code to your application:didFinishLaunchingWithOptions: method. Learn more

Unlike a webpage that just needs additional code, the iOS mobile app needs to be re-approved as the app was modified with the SDK.  This can take up to 30 days (it usually doesn’t take that long). So factor this timing into your campaign launch if you’d like to have all tracking ready to go.

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