What are Google Ads? How to set up, goals and best practices of the three types of app acquisition campaigns (CPI, TROAS and in app events)? How to ensure the creatives are compliant with Google Ads' policies
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1. The different types of Google Ads campaigns including Search, Display, Video, Shopping and App campaigns.
2. How to set up conversion tracking to measure goals like sales, leads, or app installs. This includes setting conversion actions and attribution models.
3. Key reporting metrics for measuring campaign performance like conversions, cost per conversion, conversion rate and view-through conversions.
4. Tips for calculating return on investment and understanding time-based conversion data.
EDS is a pioneer in location-based mobile advertising. They process 100GB of location data per hour and analyze 26BN bid requests daily. Their proprietary technology layers locations onto user journeys across devices to target and retarget audiences. Their services include geo-fencing, historical location data, cross-device targeting, and reporting on key metrics like store visits and brand sentiment. They provide comprehensive digital marketing strategies, set up search, display, and video campaigns, and optimize campaigns on an ongoing basis through keyword, ad, and targeting adjustments with monthly reporting.
Reimagine Growth: Define your mobile acquisition strategy for todayCleverTap
This document provides an overview of strategies for mobile user acquisition and retention. It discusses the importance of mobile attribution and analytics to inform user acquisition decisions. It outlines challenges in mobile user acquisition like fragmented landscapes and fraud. It also discusses strategic budgeting approaches and key criteria. Additionally, it covers optimizing paid media campaigns, types of app install ad formats, and using attribution data to optimize campaigns. Lastly, it discusses strategies for engaging users post-install through retargeting and bringing users back to the app.
5 TH SEM BBA DIGITAL MARKETING NOTES.docxmskarthik1435
The document provides information on setting up and managing Google AdWords campaigns. It discusses key concepts like quality score, targeting, conversion tracking, budgeting, and bidding. It also outlines the structures of AdWords accounts, campaigns, ad groups, keywords, and ads. Finally, it describes the processes for creating an AdWords campaign, the different types of campaigns, and the ad approval workflow.
Google Ads is Google's online advertising program that allows users to create ads to promote their business and products. Through Google Ads accounts, users can manage ad campaigns online including ad text, settings, and budget with no minimum spending requirement. Campaigns organize ads into categories and can be used to target different locations or budgets. Key campaign types include search, display, shopping, video, and app campaigns which all have certain requirements for ads, images, and content. Performance is measured through metrics like click-through rate, conversion rate, impression share, and types of conversions.
"Stay ahead in 2023 with top-notch optimization techniques for your Google Ads Campaigns! Discover essential tips and best practices to boost your campaign performance, maximize ROI, and stay on the cutting edge of digital advertising. Elevate your strategy, target the right audience, and achieve unparalleled success in the ever-evolving landscape of online advertising. Dive into the latest insights and take your Google Ads game to new heights!"
Proximity marketing uses Bluetooth beacons to deliver targeted ads and coupons to customers' phones within supermarkets. This increases engagement and revenues while reducing costs. The document describes Leantegra's proximity marketing solution, which includes beacon hardware, campaign management software, and a customizable mobile app. Case studies show implementations for Auchan and another retailer that integrated the solution with their loyalty programs.
This document provides an overview of Google Ads and how to set up campaign tracking and measurement. It discusses:
1. The different types of Google Ads campaigns including Search, Display, Video, Shopping and App campaigns.
2. How to set up conversion tracking to measure goals like sales, leads, or app installs. This includes setting conversion actions and attribution models.
3. Key reporting metrics for measuring campaign performance like conversions, cost per conversion, conversion rate and view-through conversions.
4. Tips for calculating return on investment and understanding time-based conversion data.
EDS is a pioneer in location-based mobile advertising. They process 100GB of location data per hour and analyze 26BN bid requests daily. Their proprietary technology layers locations onto user journeys across devices to target and retarget audiences. Their services include geo-fencing, historical location data, cross-device targeting, and reporting on key metrics like store visits and brand sentiment. They provide comprehensive digital marketing strategies, set up search, display, and video campaigns, and optimize campaigns on an ongoing basis through keyword, ad, and targeting adjustments with monthly reporting.
Reimagine Growth: Define your mobile acquisition strategy for todayCleverTap
This document provides an overview of strategies for mobile user acquisition and retention. It discusses the importance of mobile attribution and analytics to inform user acquisition decisions. It outlines challenges in mobile user acquisition like fragmented landscapes and fraud. It also discusses strategic budgeting approaches and key criteria. Additionally, it covers optimizing paid media campaigns, types of app install ad formats, and using attribution data to optimize campaigns. Lastly, it discusses strategies for engaging users post-install through retargeting and bringing users back to the app.
5 TH SEM BBA DIGITAL MARKETING NOTES.docxmskarthik1435
The document provides information on setting up and managing Google AdWords campaigns. It discusses key concepts like quality score, targeting, conversion tracking, budgeting, and bidding. It also outlines the structures of AdWords accounts, campaigns, ad groups, keywords, and ads. Finally, it describes the processes for creating an AdWords campaign, the different types of campaigns, and the ad approval workflow.
Google Ads is Google's online advertising program that allows users to create ads to promote their business and products. Through Google Ads accounts, users can manage ad campaigns online including ad text, settings, and budget with no minimum spending requirement. Campaigns organize ads into categories and can be used to target different locations or budgets. Key campaign types include search, display, shopping, video, and app campaigns which all have certain requirements for ads, images, and content. Performance is measured through metrics like click-through rate, conversion rate, impression share, and types of conversions.
"Stay ahead in 2023 with top-notch optimization techniques for your Google Ads Campaigns! Discover essential tips and best practices to boost your campaign performance, maximize ROI, and stay on the cutting edge of digital advertising. Elevate your strategy, target the right audience, and achieve unparalleled success in the ever-evolving landscape of online advertising. Dive into the latest insights and take your Google Ads game to new heights!"
Proximity marketing uses Bluetooth beacons to deliver targeted ads and coupons to customers' phones within supermarkets. This increases engagement and revenues while reducing costs. The document describes Leantegra's proximity marketing solution, which includes beacon hardware, campaign management software, and a customizable mobile app. Case studies show implementations for Auchan and another retailer that integrated the solution with their loyalty programs.
Learn how Proximity Marketing leverages an out-of-the-box system which provides your customers with in-depth information on discounts and specials available at your supermarket, increases client loyalty and engagement with your brand; and showcases new channels to maximize your business revenues.
The document provides step-by-step instructions for building an advertising campaign using the ExactDrive Advertising Platform. It outlines 9 steps for setting up a campaign, including creating an advertiser, defining campaign details and goals, targeting inventory categories and geographies, uploading creatives, and finalizing the campaign summary. The platform allows for precision targeting across behavioral, categorical, retargeting and other targeting approaches to generate desired campaign results.
Useful slide on google ads informative guidelines for entrepreneurs, marketing professionals, Digital marketing students, online marketing experts, digital marketing aspirants. The potential of digital marketing is growing exponentially, so it's very good to study digital marketing. digital marketing course in Trivandrum, digital marketing training in Trivandrum.
https://arevadigital.com/location/digital-marketing-course-in-trivandrum/
User Acquisition Management (UA) is one of the most crucial parts of integrated app marketing efforts. App user acquisition is usually defined as an action of downloading and installing the mobile app through organic search, word of mouth, paid campaigns or referrals. While most companies in the mobile app marketing ecosystem usually concentrate on paid traffic campaigns, there are many more channels to consider when planning your user acquisition strategy.
This system works on the process of making payment unless the user installs the app on mobile devices, after clicking on an advertisement. App Advertising Services In CPI the download numbers of the particular app are only charged by the publishers.
Are your mobile marketing campaigns hitting their goals? Different marketing objectives often require different approaches, especially when it comes to understanding mobile acquisition and user retention. This webinar will examine four different campaign types you can implement to reach your marketing goals.
Mobile app marketers can drive down user acquisition costs through several methods, including engaging users beyond installation, using deeplinks to direct users within apps, avoiding peak periods, licensing recognizable content, and measuring ROI from different acquisition channels.
This document provides an overview of Facebook advertising products and how to optimize campaigns on Facebook and Instagram. It discusses how to choose objectives, set budgets and bids, target audiences, and design creative ads. Specifically, it recommends:
1) Choosing objectives like awareness, consideration, or conversions that align with business goals and allow for measurement.
2) Using tools like the Facebook pixel and custom audiences to target people most likely to engage based on their on-site and app behaviors.
3) Testing placement across Facebook, Instagram and Audience Network to optimize reach, as well as different targeting strategies.
4) Designing creative ads like photos, videos, carousels that tell brand stories in an engaging way
Building a successful cpi campaign a how to guideAppnext
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1) The document provides guidance on setting up a successful cost-per-install (CPI) campaign using the Appnext platform, outlining key steps like app set-up, campaign set-up, tracking, and activation testing.
2) It recommends starting with a network campaign to target all publishers within selected regions before transitioning to direct-buy campaigns with curated publisher lists.
3) Tips are provided for optimal CPI rates, geo targeting, creative testing, integration of different tracking methods, and ensuring campaigns are properly activated before payment.
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Dennis yu social amplification engine_guide_v5.1_2016_1210Vasil Azarov
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The document discusses different monetization models for mobile apps such as paid/premium, freemium/free-to-play, mcommerce, advertising, lead generation/affiliate, and data. It then discusses how brands and app marketers can measure ROI without direct monetization by looking at metrics like LTV, retention, and virality. Finally, it proposes four approaches - using CPx targets, virtual revenue modeling, focusing on brand KPIs, and assigning value to user data - for measuring user acquisition effectiveness for alternative app business models like branded apps, growth-funded apps, and apps of classifieds.
This document provides an overview of Google Adwords and how to set up an Adwords campaign. It begins by defining what Adwords is and its benefits. It then explains the account structure and settings needed to create an account and campaign. Step-by-step instructions are provided on how to set up an account, create a search campaign, add ad groups and keywords. Various campaign settings are outlined such as location targeting, bid strategies, and scheduling. The document aims to guide users through the full process of setting up their first Adwords campaign.
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Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
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Google Ads is an online advertising tool that helps businesses connect with their customer.pptx
1.
2. Google Ads is an online advertising tool that helps businesses connect with their customer.
Google Ads related to mobile games involve advertising campaigns specifically designed to promote and
acquire new users for mobile games on various platforms within the Google Ads network.
These campaigns aim to increase the visibility of mobile games, drive installations, and encourage user
engagement.
3. Cost per Install (CPI)
• Cost Per Install (CPI) is a metric used in mobile game advertising that represents the cost an
advertiser pays for each installation of their mobile game app.
• It provides a clear understanding of the average cost of acquiring a single user who installs the
mobile game.
• If you spent 500 on an ad campaign and acquired 200 installs, your CPI would be: 500/200 =2.5
• With CPI, the advertiser only pays the publisher once the app is installed, meaning that this pricing
model is focused on conversions, rather than views or impressions.
4. Setting Up a CPI Campaign:
Campaign Creation:
• Log in to your Google Ads account.
• Choose "App installs" as the campaign goal
Selecting App and Platform:
• Choose the mobile app you want to promote.
• Specify the platform (Android or iOS) for which the app is available.
Bidding and Budget:
• Select "Cost per install (CPI)" as your bidding strategy.
• Set your budget, specifying the maximum amount you are willing to pay for each app installation
5. Ad Groups and Targeting:
• Create ad groups within the campaign. (One or more ad that share similar target )
• Define targeting parameters demogrphics to reach your desired audience.
Ad Creatives:
• Design engaging ad creatives that highlight the key features and benefits of your mobile app.
• Include compelling visuals and a clear call-to-action to encourage users to install the app
Tracking and Measurement:
• Use Google Analytics for Firebase or other measurement tools to gather insights into user behavior
within the app.
6. Goals for CPI
Increase App Installations:
• The primary and most fundamental goal is to drive a significant number of installations for the
mobile app. Advertisers want users to download and install their app on their devices.
Promote New Features or Updates:
• If the mobile app has introduced new features, updates, or improvements, a CPI campaign can be
used to promote these changes and encourage users to update or install the latest version.
The main goal of the cpi campaign is to get the installs within the cost we decided. We have to achieve that goal first.
Secondary Goals
7. Best Practices for CPI Campaigns:
Clear Call-to-Action (CTA):
• Craft compelling and clear calls-to-action in your ad creatives. Encourage users to take action by
installing the app. Use language that highlights the value and benefits of the game.
Engaging Ad Creatives:
• Design visually appealing and engaging ad creatives.Use high-quality images or videos that
showcase the app's key features. Consider using interactive elements, especially for playable ads.
Optimized App Store Listing:
• Ensure that your app's store listing (on Google Play or the App Store) is optimized. A well-optimized
listing with a clear description, attractive visuals, and positive reviews can influence users to install
the app.
8. Track and Analyze Metrics:
• Set up comprehensive tracking using Firebase. Monitor key metrics such as install rates, in-app
actions, and user retention. Use this data to make informed optimization decisions.
9. Target return on ads spend (TROAS)
• It is a metric that marketers use to measure the amount of revenue their business earns for each dollar
they spend on advertising.
• Advertisers set a target ROAS, which is the desired ratio of revenue to ad spend. For example, if the
target ROAS is 500%, it means the advertiser aims to generate $5 in revenue for every $1 spent on
advertising.
• App campaigns: At least 10 conversions every day (or 300 conversions in 30 days)
*100
10. Setting Up TROAS Campaign
Set Up Your Firebase Account
• We need to link your Firebase project with our Google Adwords account.
• We can use Google Analytics to measure ad revenue generated from displaying ads.
• We log the custom_ad_impression event to measure ad revenue whenever your user sees an
advertisement in your app.
• In Analytics, the most important events are called conversions, and to be able to import them to a
Google Ads account mark them as conversions.
Set Up Your Google Adwords Account
11.
12. Campaign Settings
Fill in the campaign settings, including campaign name, budget, bidding, and targeting options. For
TROAS, select the “In app action value " bidding strategy.
• Set your daily or campaign budget based on your advertising goals.
• Under "Bidding," select in app action value ."
• Set your target return on ad spend (e.g., 500% means you want to generate $5 for every $1 spent).
Ad Creation
Create engaging ad creatives that showcase your mobile app's key features.
13. Goals for TROAS
• The primary goal of the campaign is to Maximise conversions within your tROAS
• Get as many conversions as possible at a fixed budget or fixed return on ad spend
(ROAS
• Increase profit
14. Best Practice for the Troas campaign
Set Realistic Target ROAS
• Establish a target ROAS that aligns with your business goals and considers the previous
conversion value per cost data of the campaigns
Segment Campaigns Effectively:
• Segment your TROAS campaigns based on relevant criteria or geographic location.
Regularly Analyze and Adjust:
• Continuously analyze the performance of your TROAS campaigns and make data-driven
adjustments to bidding, targeting, and ad creatives.
15. In-app event campaign
• An in-app event campaign in Google Ads is a type of advertising strategy designed to promote and
drive specific actions or events within a mobile application.
• Advertisers use this campaign to encourage users to complete in-app events, such as making a
purchase, reaching a certain level, or subscribing to a service.
16. How to setup in-app campaign
In the bidding option in Google ads for in-app campaign we have to tell the google ads that which
specific actions we want the user to perform.
For this we have to set the conversion tracking in the Firebase Google Analytics let's suppose we define
the custom event of In app purchases or complete a specif level and mark this event as a conversion and
import this data to our google ads account.
We have to set the Target cpa as a bidding strategy for our in app actions campaigns.
17. Goals for the in-app event campaign
Increase In-App Conversions:
• Drive more users to complete specific in-app events, such as making a purchase, reaching a certain
level, or signing up for a premium subscription.
Promote Premium Features:
• Encourage users to unlock premium features or content within the app through in-app events.
18. Define Clear Objectives:
• Clearly define the objectives of your in-app campaign. Whether it's driving installs, promoting in-app
purchases, or boosting engagement, having a specific goal is crucial.
Best practices for In-app campaigns
Optimize Ad Creative for Mobile Experience:
• Ensure that your ad creatives are optimized for the mobile experience with clear visuals, concise
messaging, and a compelling call to action.
Utilize Deep Linking:
• Implemnt deep linking to direct users to specific in-app content or events directly from the ad.
19. Ad Content Accuracy : Ad content should be clear, accurate, and free from misleading information.
If your mobile game features specific gameplay or graphics, make sure the ad accurately represents these
elements.
Prohibited Practices: Avoid deceptive practices, such as clickbait or tactics that manipulate user
behavior. Do not use false urgency messages like "Limited Time Offer" if there is no actual time-sensitive
promotion.
Ad Extensions Compliance: Ad extensions should provide additional, relevant information without
being misleading. If using ad extensions, such as "Download" or "Install Now," ensure that the associated
landing pages directly lead to the app installation process.
User Safety: Ads should not endanger user safety or promote harmful behavior. If your mobile game
includes in-app purchases, ensure that the purchasing process is secure and transparent, and clearly
communicate any potential costs to users.
Google ad policies
20. Conversion Value
Conversion values help you measure and optimize the true business impact of your ad campaigns more accurately. If you assign values to your conversions, you'll be able to learn
the total business value that Google Ads generated, rather than simply the number of conversions that have happened. You'll also be able to identify and focus on high-value
conversions
When you're using Maximize conversion value without a Target ROAS set, we'll aim to spend your budget to maximize conversion value for your campaigns.
When you're using Maximize conversion value with a Target ROAS set, we'll help get as much conversion value as possible at the target return on ad spend (ROAS)