Google-play-ads

Proprietary & ConfidentialGoogle Search and Google Play App Install Ads Overview Note that Play inventory can also be purchased through Universal App Campaigns... Google Confidential and

Proprietary & Confidential

Google Search and Google Play

App Install Ads Overview

Note that Play inventory can also be purchased through Universal App Campaigns

Google Confidential and Proprietary

Search ads on Google Play: Initial Pilot

Link to blog post

App Install Ads show on both Google Search and Google Play

When users search for your keywords, on either Google Search or Google Play, they are automatically sent to your Google Play Store Listing to install your app

Proprietary & Confidential

Google Search and Google Play

App install campaign creation

Note that Play inventory can also be purchased through Universal App Campaigns

Proprietary & Confidential

Google Search and Google Play

● Instructions on:

1 Campaign Creation

2 Bids* + Budget

3 Ad Creative

4 Keywords*

● Best Practices

● iOS for Google Search only

Note that Play inventory can also be purchased through Universal App Campaigns

*Android only

Proprietary & Confidential

Proprietary & Confidential

Search Ads on Google Play: Campaign Creation

Search ads on Google Play run through the Mobile app install campaign type

when creating a new Search campaign

1 Create a new campaign (“+ Campaign”)

and choose “Search Network Only” from

the drop down menu Choose campaign

type: “Mobile app installs”

2 Use the “Mobile app” drop down menu to

select the app that you want users to

download & install

Note: Campaign will automatically be set to only

show on compatible Android devices for users

who do not already have the app installed

1

2

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Proprietary & Confidential

Search Ads on Google Play: Bids + Budget

(Android)

After selecting an app, set geographic preferences, bidding strategy and daily

budget.

3 Choose the language and bid strategy

for the campaign

a The default bid strategy depends

on the operating system and app store for your app

b For Android apps in Google Play,

we can automatically track installs as conversions, so the

default bid strategy is a cost-per-acquisition (CPA) bid

c You can set a target CPA bid to match the cost-per-install (CPI) value, and bids will be auto optimized to maximize installs

4 Set daily budget

c 3

4

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Proprietary & Confidential

Search Ads on Google Play: Ad Creative

4 Creating an ad group starting with creative set-up

a Important: The app name is

used as the headline in both the Google Search and Play formats today and the preview may not reflect how ads are shown

b The Final URL must direct to

the Play Store

5 Device preference: If you tick

the “Exclude tablets” box this means that your App Install Ads

will not run on Tablets Note: If an app is only for tablets, AdWords excludes mobile phones automatically

The next step in campaign creation is setting up an ad group and creative.

4

a

5

b

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Proprietary & Confidential

Search Ads on Google Play: Keywords

Breadth of keywords is critical to the success of Search and Play app promo

campaigns to have coverage on all the different ways users search for apps

Use the Keyword Suggestion Tool to find relevant keywords.

5 Selecting the right keywords is easy with the Keyword Suggestion Tool

a This tool provides keyword suggestions for your App Install campaign that are based on both queries from Google Search as well as from Google Play

b Keywords are shown for the app that you have specified earlier in your campaign set-up

c Keyword volume shown is monthly

5

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Proprietary & Confidential

Search Ads on Google Play: Confirmation

6 Confirmation of campaign set-up: This page shows that you have created a Search App Install campaign & that you have Conversion Tracking automatically set-up to track Android installs

A conversion type for the app is automatically set up MCC users will have conversions tracked

automatically with the apps default conversion called “Android installs (all other apps)”

6

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Proprietary & Confidential

Best Practices: Bidding and Budgets

Things to keep in mind when setting campaign bids and budgets:

● Recommended: Use Target CPA automated

bidding to better optimize bids and maximize

installs

● Set a target CPA (cost-per-install target) that

reflects the true value of the user

● Start with more aggressive CPA targets and

adjust for performance

● Ensure daily budgets are set to achieve goals and avoid restricting impression share and install volume

Search App Install only

Search App Install only

Proprietary & Confidential

Proprietary & Confidential

Best Practices: Keyword Selection

Building a comprehensive keyword list is the key to success with Search ads

on Google Play Most users search for generic terms in the Play Store Limiting

keyword list to a subset of relevant terms will reduce install volume.

keywords as possible (even if also in text ad campaigns).

Search App Install only

Search App Install only

Proprietary & Confidential

iOS apps

(not on Google Play)

Note that Play inventory can also be purchased through Universal App Campaigns

Proprietary & Confidential

Proprietary & Confidential

Search App Install Ads: Bids + Budget

(iOS)

After selecting an app, set geographic preferences, bidding strategy and budget.

c 3

4

3 If you are promoting an iOS app, your

Bid Strategy options will be slightly different & will appear in the drop down menu

a Maximize clicks: This is the

recommended bid strategy for iOS apps Choose this to focus

on sending users to your app

b Target search page location:

Use this bid strategy to bid by users’ search page location

c Manual CPC: Choose this bid

strategy if you want to manually manage & adjust your CPC

4 Set daily budget