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  8. App Campaign Setup Checklist

App Campaign Setup Checklist

1. Objective 

To guide the setup of an App Campaign to drive installations of a mobile app or encourage existing users to perform valuable in-app actions.

2. When to Use this SOP

  • When the primary business goal is the growth and engagement of a mobile application.

3. Prerequisites & Inputs

  • [ ] Live App: The app must be live on the Google Play Store or Apple App Store.
  • [ ] Creative Assets: A diverse set of assets including images, videos, and possibly HTML5 files.
  • [ ] In-app Actions: (Optional) Conversion events have been configured within the app (usually requires an SDK).

4. The Step-by-Step Setup Checklist

  • [ ] 4.1. Objective & Campaign Type:
    • Action: + New Campaign > App promotion > App.
  • [ ] 4.2. Select Platform & App:
    • Action: Choose the platform (iOS or Android), then search for and select your app.
  • [ ] 4.3. Select a Campaign Goal:
    • Action: Choose what you want the algorithm to optimize for.
    • Options:
      • App installs: Focuses on acquiring the highest volume of new users.
      • App engagement: Encourages existing users to re-open and take action within the app.
      • App pre-registration: (For upcoming app launches).
  • [ ] 4.4. Settings & Bidding:
    • Action: Set Location and Language.
    • Action: In the “Bidding” section, select the action to optimize for (e.g., Installs or In-app actions).
    • Best Practice/Setting: Set a Target Cost Per Install (tCPI) or Target Cost Per Action (tCPA).
  • [ ] 4.5. Create “Ad Groups” and Upload Assets:
    • Action: In App Campaigns, “Ad Groups” function as containers for creative assets.
    • Best Practice/Setting:
      • Headlines & Descriptions: Provide all 5 headlines and 5 descriptions.
      • Images: Upload up to 20 images.
      • Videos: Upload up to 20 videos.
      • HTML5: Upload up to 20 HTML5 files (if available).
    • Rationale: The more diverse assets you provide, the more opportunities Google has to optimize and serve your ads across all its channels (Search, Play, YouTube, Display).
  • [ ] 4.6. Final Review:
    • [ ] The correct app and platform are selected.
    • [ ] The optimization goal (installs/actions) and target bid are set correctly.
    • [ ] A rich and diverse set of creative assets has been provided.

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