![]() ![]() Within a Google Account, app campaigns are a particular objective you see when creating a new campaign, under “App promotion”: Figure 5. Share of wallet for advertisers spending less than $250k per month How to set up Google app campaigns A significant difference across OS, with more than half of advertising budgets on Android but less than 10% on iOSįigure 4. ![]() 34-37% share of wallet (#1, Facebook around 25-30%) and 56% among advertisers spending less than $250k per month ( source).InMobi’s Appsumer benchmarks offer more details about the massive scale of app campaigns (95% adoption among advertisers, closely followed by Apple Search Ads): Google stopped reporting figures in 2019. App installs generated by Google app campaigns. Google stopped communicating figures and doesn’t share app specific figures in its financial reports, but this shows both massive inventory and rapid adoption by advertisers which has only gone up since. Launched in 2015, app campaigns generated 17 billion installs from ads by 2019. Google app campaigns’ position in the market Because Google also does not request ATT permissions in its own apps, the user-level data signals are limited (still observable in Admob when there is double ATT opt-in or for the very small % of users who haven’t updated their OS since iOS14.5). Google uses a conversion modeling system that extrapolates from ad engagement and the few observable conversions to estimate how many conversions might have happened. ![]() At least not yet - a beta running in 2023 and the new capabilities of SKAdNetwork 4.0 (which includes web conversions from Safari) are likely to change this in coming months or in 2024. Google does not use SKAdNetwork data to optimize campaigns. iOS app campaigns will mainly run on display via Admob (ads in other apps), search on (or the app), and YouTube. On iOS not all placements are available, as the valuable ads shown in the Play Store (both in search and display) are obviously not available. This advantage made Google app campaigns the leading advertising channel on Android, with a market share estimated beyond half of all paid installs served! On Android, Google app campaigns offer a large range of placements and benefits from having access to data on both sides. Google app campaigns present significant differences across Android and iOS. The differences between Android & iOS campaigns Low maintenance: Being vastly automated, the amount of manual work required is minimal, saving on management costs. ![]() Google claims a reach of 1b+ users on each of the placement. Scale: Google’s ad inventory is massive - each of the channels above has the potential to scale to virtually unlimited volumes. Unique inventory access: Google properties are not sold anywhere else (unless if you run web campaigns with Google Ads).Ģ. What are the benefits of Google app campaigns?Īpp campaigns offer three core benefits compared to other app channels:ġ. This article will mainly cover the former. retargeting) and pre-registration campaigns (for apps in early launch on Google Play Store). “App install” is the core offering, but you may also consider running app engagement campaigns (i.e. GAC offers three different campaign types. You can’t choose which placements to advertise on (no keyword, app or channel settings), nor target specific audiences or devices. The other specificity of GAC is that it runs mostly automated by Google, with very few levers given to advertisers. Ad placement examples for Google app campaigns. Google Display Network, mostly Admob (display ads in other apps)įigure 1.Google search (web and app, discover) and Google search partners.Except that there’s been no other way to run campaigns for apps for years - no manual campaigns, no keywords!Īpp campaigns are a unique acquisition channel in many ways, the biggest differentiator being the inventory available - ads will show up across various placements including: If you come from the web side of marketing, GAC are the mobile app ads version of “Performance Max”. It’s a major advertising channel for apps and games, covering both Android and iOS. Formerly known as Universal App Campaigns - and still largely named “UAC” by practitioners - Google app campaigns (GAC) is the app ads product from Alphabet. ![]()
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