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How to Optimise Google App Campaigns

App campaign optimisation focuses on creative asset variety, conversion event selection, budget and CPA targets, and patience. Upload the maximum number of diverse assets (text, images, videos). Choose the right conversion event — optimise for installs initially, then switch to in-app actions once y

App Campaignsoptimise google app campaigns

Quick Summary

App campaign optimisation focuses on creative asset variety, conversion event selection, budget and CPA targets, and patience. Upload the maximum number of diverse assets (text, images, videos). Choose the right conversion event — optimise for installs initially, then switch to in-app actions once you have enough data. Set budgets at least 50x your target CPI. Let campaigns run for at least 2-3 weeks before making significant changes.

Process Flow

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Step-by-Step Guide

Follow these 4 steps to complete this guide

1

Creative Optimisation

App campaigns assemble ads from your assets automatically. More variety gives Google more combinations to test. Upload images in multiple sizes (landscape, portrait, square). Include videos in both landscape and portrait. Write headlines highlighting different benefits. Replace assets rated 'Low' in the asset report.
2

Conversion Event Strategy

Start by optimising for installs to build volume. Once you accumulate enough in-app conversion data (at least 10 events per day), switch your campaign to optimise for a deeper in-app action. This tells Google to find users likely to take valuable actions, not just download and abandon.
3

Budget and Bidding

Set daily budget to at least 50x your target CPI. If your target CPI is USD 2, budget at least USD 100/day. Underfunding App campaigns prevents the algorithm from learning. Set CPA targets based on actual historical performance, not aspirational goals.
4

Patience Is Key

App campaigns have a longer learning phase than Search. Allow 2-3 weeks before making significant changes. Avoid adjusting budget or CPA targets frequently — each change resets learning.

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