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How to Optimize App Install Campaigns

How to Optimize App Install Campaigns

App Install campaigns are a great way to promote your app and increase downloads. However, there are a few things you can do to optimize your campaigns and get the best results.


1. Optimize for first installs, not downloads

The default conversion goal for App Install campaigns is downloads. However, this is not always the best metric to track, as it doesn't account for users who uninstall your app immediately after downloading it.

Instead, you should optimize for first installs. This is when a user opens your app for the first time. You can track this conversion goal by importing "first open" events from Firebase or another third-party app analytics tool.


2. Set a realistic cost per install (CPI) goal

Before you launch your App Install campaign, you need to set a realistic CPI goal. This is the amount of money you're willing to spend to acquire a new user.

To set a realistic CPI goal, you need to consider the lifetime value (LTV) of a user. The LTV is the total amount of money that a user generates for your business over their lifetime.

If the LTV of a user is high, you can afford to spend more on acquiring new users. However, if the LTV of a user is low, you need to be more careful with your spending.

Realistic cost per install app campaign


3. Segment your campaigns by operating system and device type

App Install campaigns can run on both iOS and Android devices. However, the CPI for iOS and Android campaigns is often different.

It's a good idea to segment your campaigns by operating system and device type so that you can control your spending and target your ads to the right audience.

Segment by device type


4. Target users who are likely to perform in-app actions

If you want to improve the quality of your installs, you can target users who are likely to perform in-app actions. This could include things like signing up for an account, making a purchase, or using a certain feature in your app.

To target users who are likely to perform in-app actions, you can use Google Ads' Smart Bidding features. Smart Bidding uses machine learning to automatically optimize your bids for conversions.

People based on actions they will take


5. Create clear and compelling assets

Your ad assets are the first thing that potential users will see, so it's important to make them count.

Your ad assets should be clear, concise, and visually appealing. They should also accurately reflect your app and its benefits.

Here are a few tips for creating effective ad assets:

Use strong headlines and descriptions that highlight the key benefits of your app.

Use high-quality images and videos that are relevant to your app and its target audience.

Include a clear call to action, such as "Download now" or "Get started."

By following these tips, you can optimize your App Install campaigns and get the best results.


If you want to learn more about Google Ads and how to run successful campaigns, join our upcoming Google Ads Course