Google has dropped an App Campaign that is built around engagement. This new Google App Campaign can be used in Google Search, Google Play, Mobile Display Network, and YouTube. This campaign's main purpose was to re-engage past app users and foster brand loyalty again.
How Google App Campaigns Works
These ads are specifically used to target returning customers with new offers and content. Essentially it creates opportunities to bring the customer back to your app to use it. This can also be used in a few other ways, for example it can be leveraged to target a customer who has a product in their cart, but failed to finalize the order. You can also use it to create in-app purchases, or promote event sales.
This campaign type will help past users who might have forgotten about your game or app, and also give you the opportunity to peak their interest again.
To create these ads all you need to do is submit ad copy, images, videos, have a starting bid and budget. Your Google App Campaigns will start running and be displayed dynamically across the platforms. App campaigns for engagement can be linked to business data feeds or product feeds in the Google Merchant Center. Feeds will allow you to scale your ads with updates of your latest products and services.
Custom Prompts
Eventually, the feeds you have linked to your Google Merchant Center will be used to show “custom prompt” On Google. And this will notify users they can complete an action in the app. This again is a feature that allows you to bring back past users that might have stopped using your app.
Are You Eligible For Google App Campaigns
You will need an audience size of at least 250,000 installations to be eligible for app campaigns for engagement. You will also need to create a separate account from your app campaigns for installs to ensure you’re optimizing for the campaign objective. There are a few more requirements you need to fulfill for eligibility. You can check them out here on Google’s post.
Google App Campaigns are a great way to bring back past users. Through this tool you can help your audience rediscover the fun of your game app or interest new and returning customers in new promotions you have on your app if it is ecommerce oriented.