Google Ads Tutorials: Creative best practices for App campaigns

Google Ads Tutorials: Creative best practices for App campaigns


App campaigns make it easy to
promote your apps across Google using a few lines of text, the
right bid, and quality assets. It’s important to make sure the assets
you provide reflect your app goals, engage users, and maximize your inventory. In this video, we’ll review creative
best practices for App campaigns in order to reach the right
customers at the right time. With few levers to pull, creative asset strategy
is crucial for success with App campaigns. First, let’s understand the foundations
of assets and ad formats. What’s the difference? Assets are the inputs, or the building blocks that you
provide during campaign creation. This includes lines of text, images, and videos. An ad format is the way that
the assets are combined to create an ad that is best
for the user and your goal. This is the ad that gets surfaced to end
users, across different Google properties. Now let’s look at the three key elements
for optimal App campaign creatives: Asset coverage, ad groups, and asset quality. Asset coverage. It’s recommended to provide 4 lines of text, 20 images, 20 videos, and 20 HTML5 creatives. The more assets you provide, the more possibilities the algorithm
has to find the best possible ad format for your users. Be strategic with your choice in assets. Extend your reach throughout
video and image inventory, by providing portrait, landscape,
and square dimensions. Ad groups. Ad groups in App campaigns allow you to: Group assets in themes, upload more creative assets and access new tools like bulk uploading and an asset
library for easier management. The most important best
practice to follow for ad groups is to group specific creative
assets together into themes. For example, a retail app could have separate
ad groups for generic products, clothing, and electronics. Asset quality. It’s simple! Ensure that you upload assets that
are aligned with your campaign goal. If your goal is to drive installs, build your text around call-to-
actions to download your app. Demonstrate why your
product or service matters, and tell users what to do next. If your goal is to drive purchases, highlight discounts, sales, or
products in your assets. Include effective promotions and
discounts like “Get $5 off your first order”. If driving retention is your objective, include the number of
features available to users and challenge users to
complete multiple levels. That’s it! Once you’ve built your assets
following these best practices, let machine learning do the heavy-lifting
by serving the right ad format to each user. For more step-by-step videos on Google
Ads implementation and optimization, check out Google Ads Tutorials on
the Google Ads Youtube Channel. If you have any questions or for more
information, please visit Google Ads Help. [music continues]

Author: Kevin Mason

11 thoughts on “Google Ads Tutorials: Creative best practices for App campaigns

  1. Hey, thank you for your video. Here's a question. In the asset coverage, why the text lines are max. 4? These days I find it's max. 5 titles and max. 5 lines of text while creating a new campaign.

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