How to Re-engage Your App Users with Google Ads
Sanjeet Kumar
VP Digital Marketing(organic) at Testbook.com, Ex Byju,Ex Network18| SEO Consultant, Digital Marketing, Strategy, Planning, Execution, Analytics, Growth Hack, Content Marketing
If you have an app with a large user base, you might be wondering how to keep them engaged and encourage them to take specific actions within your app. For example, you might want them to make a purchase, book a reservation, watch a video, or complete a level.
One way to do this is by using Google Ads App campaigns for engagement. These are campaigns that target users who have already installed your app and show them ads across Google Search, Google Play, YouTube, and other apps on the Display Network.
In this blog post, we will explain what App campaigns for engagement are, how they work, and how to create one for your app.
What are App campaigns for engagement?
App campaigns for engagement are a type of App campaign that help you re-engage your existing app users and drive them to take specific in-app actions. Unlike App campaigns for installs, which aim to get new users to download your app, App campaigns for engagement focus on users who have already installed your app but might not be using it frequently or fully.
App campaigns for engagement use machine learning to automatically optimize your ads based on your campaign goal and budget. You only need to provide some text, image assets, and videos (optional), and Google will create different ad variations and show them to the most relevant users across its network.
You can also use deep links in your ads, which are links that take users directly to a specific screen or section within your app. For example, if you want users to book a hotel room in your travel app, you can use a deep link that opens the app on the booking page.
App campaigns for engagement also allow you to use audience lists of app users, which are groups of users who have performed certain actions or met certain criteria in your app. For example, you can create an audience list of users who have added items to their cart but have not completed the purchase, or users who have not opened your app in the last 30 days.
By using audience lists, you can tailor your ads and bids to different segments of your app users and increase the chances of re-engaging them.
How do App campaigns for engagement work?
App campaigns for engagement work similarly to other App campaigns, but with some differences. Here are the main steps to create an App campaign for engagement:
1. Set up mobile app conversion tracking: Before you can create an App campaign for engagement, you need to track conversions in your app using Firebase or a supported third-party app attribution partner (AAP). Conversions are actions that you want users to take in your app, such as making a purchase, signing up for a newsletter, or completing a tutorial. You can then use these conversions as your campaign goal and measure the performance of your ads.
2. Create an App campaign for engagement: In your Google Ads account, go to Campaigns and click the plus button. Then select New campaign and choose App as your campaign type. Next, select Engagement as your campaign subtype and choose your app from the list. You will then see a page where you can set up your campaign details, such as name, budget, bid strategy, start and end dates, languages, and locations.
3. Provide text, image assets, and videos (optional): On the same page, scroll down to the Ad assets section and enter up to five text ideas for your ads. These should be short and catchy phrases that highlight the benefits of using your app or the actions that you want users to take. You can also upload up to 20 image assets and 20 video assets (optional) that showcase your app features or demonstrate how to use it. Google will use these assets to create different ad variations and test them across its network.
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4. Choose an audience list of app users: On the same page, scroll down to the Audiences section and select one or more audience lists of app users that you want to target with your ads. You can choose from predefined lists based on user behavior (such as purchasers or churned users) or custom lists that you have created based on specific criteria (such as events or parameters). You can also exclude audience lists that you don't want to target with your ads.
5. Select a conversion goal: On the same page, scroll down to the Conversions section and select one or more conversions that you want users to complete after seeing your ads. These should be conversions that you have already set up in Firebase or AAP and that match your campaign objective. For example, if you want users to make a purchase in your app, you should select a conversion that tracks purchases.
6. Review and launch your campaign: On the next page, review your campaign settings and ad assets and make any changes if needed. Then click Save and continue and then Publish campaign.
Once your campaign is live, Google will automatically optimize it based on your conversion goal and budget. You can monitor its performance in the Campaigns tab of your Google Ads account and make adjustments if needed.
Why use App campaigns for engagement?
App campaigns for engagement can help you achieve various benefits for your app business, such as:
- Increase retention: By showing relevant ads to users who have installed your app but have not used it recently or frequently, you can remind them of the value of your app and encourage them to come back.
- Boost loyalty: By showing personalized ads to users who have used your app regularly or extensively, you can reward them for their loyalty and motivate them to continue using it.
- Drive revenue: By showing targeted ads to users who have shown interest in your products or services but have not completed a transaction, you can drive them to make a purchase or upgrade their subscription.
- Enhance user experience: By using deep links in your ads, you can provide a seamless user experience by taking users directly to the relevant screen or section within your app without making them navigate through multiple steps.
The prerequisites of an App campaign for engagement
Conclusion
App campaigns for engagement are a powerful way to re-engage your existing app users and drive them to take specific in-app actions. By using machine learning, deep links, and audience lists, you can create effective ads that reach the right users at the right time across Google's network.