How can you design effective mobile app campaigns on Google Ads and Facebook Ads?

1 Know your goals and metrics

Before you launch your mobile app campaigns, you need to define your goals and metrics. What are you trying to achieve with your campaigns? Do you want to increase app installs, app usage, app revenue, or app retention? Depending on your goals, you need to choose the right metrics to measure your performance and optimize your campaigns. Some of the common metrics for mobile app campaigns are cost per install (CPI), cost per action (CPA), return on ad spend (ROAS), and lifetime value (LTV).

2 Choose the right campaign type and format

Both Google Ads and Facebook Ads offer different types of campaigns and formats for mobile app promotion. You need to choose the ones that suit your goals and budget. For example, if you want to drive app installs, you can use app install campaigns on both platforms, which allow you to show your app ads across various networks and placements. If you want to drive app engagement, you can use app engagement campaigns on Google Ads, which allow you to show deep link ads that take users to specific screens or actions within your app, or app event optimization campaigns on Facebook Ads, which allow you to optimize your ads for specific in-app events, such as purchases or registrations.

3 Create compelling ad creatives

Your ad creatives are the first impression that your potential users will have of your app. You need to create compelling ad creatives that showcase your app's value proposition, features, benefits, and differentiation. You also need to test different ad creatives and see which ones perform better for your target audience. Both Google Ads and Facebook Ads offer various tools and features to help you create and test different ad creatives, such as responsive ads, dynamic ads, video ads, carousel ads, and playable ads.

4 Target and segment your audience

Your audience is the key factor that determines the success of your mobile app campaigns. You need to target and segment your audience based on their demographics, interests, behaviors, and preferences. You also need to use different strategies to reach different types of audience segments, such as new users, existing users, and lapsed users. Both Google Ads and Facebook Ads offer various options and features to help you target and segment your audience, such as location targeting, interest targeting, custom audiences, lookalike audiences, remarketing, and app campaigns for engagement.

5 Optimize your bids and budget

Your bids and budget are the key factors that determine the cost and efficiency of your mobile app campaigns. You need to optimize your bids and budget based on your goals, metrics, and competition. You also need to monitor and adjust your bids and budget regularly to maximize your results and minimize your waste. Both Google Ads and Facebook Ads offer various options and features to help you optimize your bids and budget, such as automated bidding, smart bidding, bid adjustments, budget optimization, and campaign budget optimization.

6 Track and measure your results

The final step to design effective mobile app campaigns is to track and measure your results. You need to use the right tools and methods to track and measure your app installs, app events, app conversions, and app revenue. You also need to use the right platforms and dashboards to analyze and report your campaign performance and insights. Both Google Ads and Facebook Ads offer various tools and methods to help you track and measure your results, such as conversion tracking, Google Analytics for Firebase, Facebook SDK, Facebook Analytics, and Google Ads reports.