When you plan to promote your app there are 2 big options that you can trust for your promotion, first is using Facebook app install campaign and the second is of course AdWords. In this article we would like to share our case study how we setup our AdWords or now known as Google Ads. Setting up app promotion on Google platform or UAC (universal app campaign) looks very straight forward and easy, only several steps needed to get started and it is for sure completely different when we setup search campaign which is more complicated. In nutshell your control in UAC will be 2 which are creatives (images, videos and text) and the second one is campaign optimization which is very important to setup correctly to get maximize result for your app promotion campaign which we will cover in this article.
Campaign optimization for UAC (Universal app campaign) offer the advertiser several option: 1. Install Volume 2. In app action
Install volume is broad targeting and actually you can choose whether you want to get high volume of install and at the same time get the app event that you targeted as well for example register, purchase and so on or very broad targeting where your focus will only grow your install base. To get AdWords targets the in app event that in line for your business goal (purchase, register etc) don’t forget we will need to send those events to Google AdWords via firebase, Google play or third party analytics and if not then we can’t ask Google AdWords to optimize based on our targeted events.
In app action is very laser targeted where they will highly optimize for event that you target and again setting up conversion is needed to start this campaign to make google optimize based on event that you target.
Now the question is which type of campaign optimization that is good for you to get started right? After we talk with our Google account manager, they suggested we change our targeting from install volume to in app action because our objective is new active user which means people become buyer for the first time and they recommend in app action as our campaign optimization and focus on that event as they see 80% lower CPA, 14x increase in daily conversions, 30% increase in conversion rate. At the first time the suggestion looks okay but when we try the number was not good since install volume type as a setting, it performs better seeing from all metric such as click to install, register rate, active rate (CVR), cost per install, cost per register or CAC.
What do you think, do you happened to have better result for in app campaign optimize type? let us know in the comment.
