How to scale your Google App Campaigns I Webinar April 2022

Summary

This webinar recording features a detailed discussion on scaling Google App Campaigns. Host Rebecca and panelists, including Christoph and Eleanor, explore optimizing ad campaigns for app installs and engagement. They delve into identifying key performance indicators (KPIs), bidding strategies, and creative optimization. The session also addresses campaign structure, the importance of creative elements, and the use of machine learning in ad performance. The panel advises on avoiding cannibalization when running simultaneous campaigns and emphasizes the significance of the first five seconds in video ads and the impact of image text on ad delivery.

Takeaways

• 📝 The webinar focuses on scaling Google App Campaigns and covers topics like identifying key performance indicators (KPIs), bidding strategies, and optimizing creatives.
• 🗓 Rebecca, the host, emphasizes the importance of punctuality and sets the stage for the webinar's agenda, including a poll to gauge the audience's familiarity with Google Ad campaigns.
• 👋 Rebecca introduces herself and the panelists, Christoph and Eleanor, who are experts in app marketing and share their backgrounds in user acquisition and app marketing services.
• 🎯 The discussion highlights the main features of Google App Campaigns, such as the ability to display ads across Google's platforms and the ease of setup facilitated by Google's automation and machine learning.
• 📈 The webinar explains the different campaign focus areas, including installs, engagement, and pre-registration, each tailored to specific business goals and user actions.
• 💰 Bidding strategies are discussed, with options like target cost per install (TCPI), target cost per action (TCPA), and target return on ad spend (ROAS), to align with campaign objectives.
• 🔍 The importance of setting up conversion events, especially for in-app actions, using tools like Firebase is underscored for optimizing campaign performance.
• 🤖 The structure of Google App Campaigns is outlined, with three levels: campaign, ad group, and asset levels, where Google automatically forms creatives based on the input assets.
• 🎨 Creative optimization is stressed as a critical component in Google App Campaigns, with tips on utilizing diverse assets like texts, images, videos, and HTML5 creatives to enhance machine learning effectiveness.
• 📊 The webinar touches on key performance indicators (KPIs) relevant to different campaign types and bidding methods, advising on the right metrics to focus on based on the app's market stage.
• 📱 The role of video creatives is highlighted, especially for YouTube, emphasizing the significance of engaging users within the first five seconds and clearly showcasing the app or service.

Q & A

What is the main topic of today's webinar?

The main topic of today's webinar is Google App Campaigns and how to scale them effectively.

Who is Rebecca and what is her role in the webinar?

Rebecca is the host of the webinar. She is responsible for introducing the panelists, managing the agenda, and facilitating the Q&A session.

What are the key agenda items for the webinar?

The key agenda items include identifying KPIs for business goals, discussing bidding strategies, and optimizing creatives for Google App Campaigns.

What is the purpose of the poll during the webinar?

The poll is used to gauge the audience's current experience with Google Ad campaigns and their optimization processes, helping tailor the discussion to the participants' needs.

Who are the panelists introducing themselves in the webinar?

The panelists are Christoph, the head of App Marketing Services at App Radar, and Eleanor, an App Marketing Expert at AppRaiser.

What is Christoph's background in the user acquisition industry?

Christoph has been working in the user acquisition industry for about 10 years, starting at a gaming studio in Vienna and then moving to the agency side.

What are the main features of Google App Campaigns?

The main features of Google App Campaigns include the ability to show ads across Google's online products like Search, YouTube, Display, and Google Play Store, easy setup, and automatic creation of ads based on provided information.

What are the different focus topics in Google App Campaigns?

The different focus topics include installs, engagement, and pre-registration, each tailored to different stages of app marketing and user engagement.

What is the significance of the first five seconds in a YouTube video ad?

The first five seconds of a YouTube video ad are crucial as they are the time when viewers are most likely to decide whether to continue watching or skip the ad.

Why is it recommended to run both install and engagement campaigns simultaneously?

Running both install and engagement campaigns simultaneously is recommended because they target different user segments: new users for installs and existing users for engagement, thus avoiding cannibalization.

What is the recommended daily budget ratio for bids in Google App Campaigns?

The recommended daily budget should be around 50 times the bid for install campaigns and 10 times the bid for target CPA campaigns, though these are guidelines and can vary based on campaign performance.

What is the importance of creative assets in Google App Campaigns?

Creative assets are crucial in Google App Campaigns as they are one of the main inputs that influence the machine learning algorithm in finding the best performing combinations of ads, and they can significantly impact campaign performance.

What are some tips for optimizing video creatives for Google App Campaigns?

Optimizing video creatives includes ensuring the first five seconds are engaging, showcasing the app experience or gameplay, using landscape format videos, and avoiding too much text or aggressive CTAs.

How can one ensure their Google App Campaigns are not cannibalizing each other?

To avoid cannibalization, ensure that campaigns are targeting different objectives such as installs versus engagement, and avoid running multiple acquisition campaigns in the same market simultaneously.

What is the role of the ad excellence score in Google App Campaigns?

The ad excellence score in Google App Campaigns indicates how well an ad is expected to perform based on its assets. A higher score can lead to better machine learning performance and higher delivery of ads.

What is the impact of having a high text ratio in images for Google App Campaigns?

Having a high text ratio in images can lead to lower delivery and performance in Google App Campaigns, as Google may start rejecting images with too much text that do not reflect the app content accurately.