A newly created app is often a result of painstaking effort, considerable skill and dauntless passion. Firstly, you need to seek the right team members to help you create the app and then you have to continue to scrutinize the project to ensure that the resulting app is exactly as you envisaged. This is just the beginning of the process as creating a new app is probably not the toughest part; marketing it definitely takes that honor.

It is certainly a tough job to ensure that your targeted users get to know about your app and use it regularly. Both the App Store and Google Play Store get a load of apps submitted daily. Getting high and above this competition is going to be a challenge. However, there is a well-established way to get your app marketing on the fast track and driving app installs; Google AdWords.

AdWords is popular for being a powerful avenue to advertise and promote websites and e-commerce businesses. This very same power can be harnessed to increase app downloads in an efficient manner. Let us take a look at learning the different ways in which to utilize AdWords in marketing your app and driving installs.

How to Create Google Adwords Campaign for Promoting Android or iOS Apps

Configuring conversion tracking

The first step is to configure conversion tracking for your app. There are two advantages to this; first this will assist AdWords to offer the appropriate ad bids and you can get the prime results at an optimum cost. Second, this will let you observe the performance of your ads closely.

Following are the steps:

1) Log into your AdWords account and find the ‘Tools’ option in the header bar. Click on ‘Tools’ and then choose ‘Conversions’

Click on Tools and Choose Conversion

2) Now click on ‘+Conversion.’

Click on Conversion

3) Choose App and Click on Select button

Choose Apps

After this, comes a little fork in the road, that is, if yours is an Android app on Google Play store then there is no code to install for tracking conversions. This is because Google tracks and records conversions automatically whenever a click on your ad leads to the download of your app from the Play store. If yours is an Apple App Store app, you will need to track a conversion which in effect means whenever anyone runs an app after its install. This is called as ‘First opens.’

If you are tracking or monitoring an Android app, the select ‘Google Play’ in the next section,

Select Google Play to Promote Android App

You will reach the following screen,

Add Details of the App

For explanatory purpose, let us assume that we are marketing the ‘Pocket’ app.

You should fill in the necessary fields as per your individual case. Then put in the cost of the app in ‘Value’ field and ensure that you select the ‘Include in “Conversions”’ checkbox. Checking this helps you make use of the ‘Target CPA’ bidding afterwards. After filling in the fields, click ‘Save and continue’.

For tracking App Store conversions, we need to follow a varied methodology. For this, you should ensure that the necessary code is input in your app which lets you to monitor conversions. For more information about this please visit this page.

Click on Conversion Tracking to Setup

After the conversion tracking code is programmed in, you should click on ‘First opens and in-app actions.’ From the extra options that appear, choose ‘iOS’ and pick ‘App installs (First Open).’ Please remember that iOS conversion tracking only works with the Display Network. After this the method is quite similar to what is discussed above.

Click on first Open and in app action

Select Android App installs (first open)

After configuring this conversion tracking, you can then progress further to creating and publishing ads.

Various approaches in which you can use AdWords for advertising

AdWords offers you the below given selections for advertising your app,

  • Search Network
  • YouTube Network (TrueView)
  • Display Network

With all three of these selections, you receive a vast extent of control. In addition, you can also build a Universal app campaign. In this choice, Google streamlines the method of app marketing and handles a number of specifics. However, we are not including this in the scope of this post.

Search Network campaign

On constructing a Search network ad, you will be able to showcase your ads to all those who use the Google Search app and the Google Play Store in case of Android Apps. To promote your app on the Search Network follow the below steps,

1) Sign into AdWords, navigate to the ‘Campaign’ dashboard and click on ‘+Campaign.’ Then, pick ‘Search Network only.’

Click on Search Network Only

2) Name your campaign and choose ‘Mobile app installs.’

Name your campaign

3) You will come across a bit portion where you can choose the app

choose the app

4) Click on that to get the choices for the app that you are looking to market.

Find your app

5) After choosing your app, unselect ‘Include search partners’ and select a territory where you wish your ads to appear

You should also choose the language as ‘English’ in case it’s not already so.

Now comes the bidding part. The choices picked in this part are based on whether you are marketing an Android app or an iOS app. In case of marketing an Android app, you will see the presence of a ‘Target CPA’ choice.

Create Target CPA Strategy

This indicates the amount you intend to pay for each installation. AdWords handles the other things for you. It’s better to utilize this choice for the purpose of simplicity and then save the settings this way. You can change your Target CPA in the future in case of less than optimum results.

If it’s an App store promotion, you can find the ‘Maximize clicks’ choice. Similar to the above, it is ideal to let the settings stay this way to begin with.

Find Maximize clicks and Step Strategy

Select a maximum CPC that suits you and then go on to the budget segment. The budgeting is entirely up to you, you can very well begin with a lesser bid and gradually increase it based on the results.

You also see an option here called ‘Target search page location’. Here AdWords sets your bids in order to enhance the possibilities of your ad getting displayed right at the top of the results.

Set Bid according to Target search page location

The budget section is basically the amount of money you wish to spend in a day and this corresponds to if you are promoting Android or iOS apps. For example, if your goal is to get 20 installs per day and your target CPA is $2 then your budget works out to be $40

Next, we move on to creating the ads. It is actually almost similar to the way you go about creating an ad copy for a regular Search ad. Being outside the scope of this post, we wish to add that the primary points to remember while creating an ad copy is to concentrate on the advantages of your app and its individuality that distinguishes it from the crowd.

Mention Headline and Description

Coming to the next crucial step, this involves choosing the keywords for your Search Network campaign. A selection of the right keywords is a skill that gets better with practice. For newcomers, it is better if you set it for the ‘Exact Match’ keywords making sure that your ads get shown only for those keywords that you have picked and not for variations. This aids in controlling your ad budget to a certain level when beginning. After gaining experience, you can go for other keyword modifiers. After setting this, click on ‘Save and Continue’ and then wait for AdWords to approve the ad.

Display ads campaign

For this, click on ‘+Campaign,’ on the AdWords Campaigns dashboard, but select ‘Display Network only.’

Click on display add network only

Display add network only - Mobile App Installs

Now based on if you are promoting an iOS app or Android app, you will see different options.

For an Android app, the following will be seen.

Select Operating System of Android Devices

The optimum selection way is to choose an OS version that is new but possibly not the absolute latest. This pointer is applicable to both Android and iOS. However, ensure that the OS version is one that your app will be working on. There is no need to adjust the ‘Device models’ part but if you want you can do it. Next there is an option called ‘Operators and Wi-Fi’. This is crucial as if your app file size is large then you can ensure that it is advertised to users on a Wi-Fi connection only.

Choose Wifi Network

Next you need to choose Budgeting and Locations. This is also dependent on the store type of your app. In case of an Android app, you can utilize the ‘Bid strategy’ also called ‘Target CPA’. This is the same as the one discussed above in the Search network campaign. This is a better option for beginners.

Set Target CPA if you are beginner

In case of an iOS app promotion, your bid strategy will be ‘Manual CPC’.

Set Manual CPC

CPC or Cost-per-click is actually the amount you will be paying for each click on your ad. To start with, it is advisable to choose smaller manual CPC like 0.15c and then slowly increase it based on expected results.

After this, name your campaign and click on ‘Save and continue’.

Add Campaign Name and Click on Save and Continue

Now you adjust the ad targeting specs. Pick out the Maximum CPC bid for the ad group.

Set Max CPC for Ad Group

Now scroll down and choose the targeting options that are suitable for your way.

Set Placements for showing ads in specific category

Some interesting options are also available such as the ‘Interest and Remarketing’ selection. Using this you can target users depending on the sections of apps that they could have already installed. This is a nice way to get a reading on the user to know the types of apps they may download.

Click on Installed App Categories

Targeting users on a new device is also a good way of grabbing their attention. This is accentuated much more if you can draft your ad copy accordingly and make it obvious for increased engagement.

Under Installed App Categories Click on New Mobile Devices

Next, the ‘Placements’ option let you choose the settings so that your ad gets shown in particular apps or app categories. This is a clever way of focusing on apps especially those existing ones that may share a similar user base as your app might need.

Click on Specific Mobile Apps

After configuring all this, just click on ‘Save and continue.’

After this, you can design your ad. Here again you get three formats to go with.

Choose Template

‘App Install Ads,’ that people can click to download your app.

App Install Ads for People to Click and Download App

Video Ads show a video relevant to your app (if you have provided the video).

Or ‘Image ads’ that you have to create and upload.

For newcomers it is advisable to opt for ‘App Install ad’ till they get used to all this. On picking the choice, you have to give a copy that furnishes the advantages of your app.

Add Some Details and Click on Review Finish

After this, just click on ‘Review and Finish’ and then click on ‘Save ads.’

Click on Save ads

If you have done all things correctly and also setup conversion tracking, you may get a notice, like this.

Sucessfully Campaign Created Message

If you haven’t already, ensure that you utilize the requisite steps to set up tracking.

After having done that, you just have to wait for AdWords to approve the ad.

YouTube Ads Campaign

The third way is to drive app installs utilizing YouTube ads or TrueView ads.

Once again visit the ‘Campaign’ dashboard, click on ‘+Campaign,’ but select ‘Video.’

Click on Campaign and Select Video Option

Now, name your campaign and choose ‘Mobile app installs’.

Add a name of your campaign and select Mobile app installs

Choose your app either from the Google Play store or App store just like we observed before. In case of an Android app, you will again have the option of using ‘Target CPA’. Choose this one and go ahead as discussed earlier.

Set Target CPA if you are beginner

In this type of campaign, even for marketing iOS app you can target your apps based on Target CPA. Next choose the ‘Location’ and ‘Language.’

Youtube Videos Setup

Like we saw earlier, you once again get the choices to pick devices and if you want to target devices only on Wi-Fi network.

Devices on Ad Will be Shown

After selecting these options, you can then click on ‘Save and continue.’

Once the above steps are done, you have to provide the YouTube videos and then place a Target CPA bid that you intend to pay.

set a Target CPA bid for youtube videos

After this you move on to targeting your ads.

set a Target CPA bid for youtube videos

In case you are a newcomer to YouTube ads, it is advisable to get started with ‘Placements’ that is you choose specific videos that may convert for your ad though after ensuring that monetization is enabled for them.

After setting up this section, you click on Save Ad Group, you’ll see the following.

Choose Ad Format

This signifies the ad format that you want to use. Ads can be shown at the start or during the video or you can also have ads that look like ‘Text Ads’. When a user clicks on these ads, they get taken to a regular YouTube video.

Video Discovery Ads appear in the following manner;

Video Discovery Ads
credit: neilpatel.com/blog

These appear in the subsequent locations.

Trueview Discovery Ads

After having picked the appropriate format, you’re then asked about conversion tracking, if you haven’t handled it already.

After having configured conversion tracking used the steps detailed above in this post, you just need to wait for your ad to be approved.

If you still have not tried employing Adwords to promote your app, this is the time to do it. Use them in your strategy to market your app and drive more than reasonable amount of downloads. Share your feedback with us on FacebookTwitter and Google Plus.


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