Google Search and Google Play App Install Ads Overview

Note that Play inventory can also be purchased through Universal App Campaigns

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Search ads on Google Play: Initial Pilot App Install Ads show on both Google Search and Google Play When users search for your keywords, on either Google Search or Google Play, they are automatically sent to your Google Play Store Listing to install your app.

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Google Search and Google Play App install campaign creation

Note that Play inventory can also be purchased through Universal App Campaigns

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Google Search and Google Play ● Instructions on: 1. Campaign Creation 2. Bids* + Budget 3. Ad Creative 4. Keywords* ● Best Practices ● iOS for Google Search only *Android only Note that Play inventory can also be purchased through Universal App Campaigns

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Search Ads on Google Play: Campaign Creation Search ads on Google Play run through the Mobile app install campaign type when creating a new Search campaign. 1.

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Create a new campaign (“+ Campaign”) and choose “Search Network Only” from the drop down menu. Choose campaign type: “Mobile app installs” Use the “Mobile app” drop down menu to select the app that you want users to download & install

Note: Campaign will automatically be set to only show on compatible Android devices for users who do not already have the app installed

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Search Ads on Google Play: Bids + Budget (Android)

After selecting an app, set geographic preferences, bidding strategy and daily budget. 3. 3

c

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Choose the language and bid strategy for the campaign a. The default bid strategy depends on the operating system and app store for your app b. For Android apps in Google Play, we can automatically track installs as conversions, so the default bid strategy is a cost-peracquisition (CPA) bid c. You can set a target CPA bid to match the cost-per-install (CPI) value, and bids will be auto optimized to maximize installs Set daily budget

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Search Ads on Google Play: Ad Creative The next step in campaign creation is setting up an ad group and creative. 4. 4

Creating an ad group starting with creative set-up a.

a

b.

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Important: The app name is used as the headline in both the Google Search and Play formats today and the preview may not reflect how ads are shown The Final URL must direct to the Play Store

Device preference: If you tick the “Exclude tablets” box this means that your App Install Ads will not run on Tablets

Note: If an app is only for tablets, AdWords excludes mobile phones automatically ProprietaryProprietary & Confidential & Confidential

Search Ads on Google Play: Keywords Breadth of keywords is critical to the success of Search and Play app promo campaigns to have coverage on all the different ways users search for apps. Use the Keyword Suggestion Tool to find relevant keywords. 5.

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Selecting the right keywords is easy with the Keyword Suggestion Tool a. This tool provides keyword suggestions for your App Install campaign that are based on both queries from Google Search as well as from Google Play b. Keywords are shown for the app that you have specified earlier in your campaign set-up c. Keyword volume shown is monthly

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Search Ads on Google Play: Confirmation 6

6.

Confirmation of campaign set-up: This page shows that you have created a Search App Install campaign & that you have Conversion Tracking automatically set-up to track Android installs

A conversion type for the app is automatically set up. MCC users will have conversions tracked automatically with the apps default conversion called “Android installs (all other apps)” ProprietaryProprietary & Confidential & Confidential

Best Practices: Bidding and Budgets Things to keep in mind when setting campaign bids and budgets:

Bidding ●

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Recommended: Use Target CPA automated bidding to better optimize bids and maximize installs Set a target CPA (cost-per-install target) that reflects the true value of the user Start with more aggressive CPA targets and adjust for performance

Search App Install only

Budgets

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Ensure daily budgets are set to achieve goals and avoid restricting impression share and install volume

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Best Practices: Keyword Selection

Search App Install only

Building a comprehensive keyword list is the key to success with Search ads on Google Play. Most users search for generic terms in the Play Store. Limiting keyword list to a subset of relevant terms will reduce install volume. Use the Keyword Suggestion Tool to expand to as many relevant (generic and synonym) keywords as possible (even if also in text ad campaigns).

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iOS apps ● Note: iOS apps can run App Install ads on Google Search only (not on Google Play) ● See relevant bidding instructions in this section

Note that Play inventory can also be purchased through Universal App Campaigns

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Search App Install Ads: Bids + Budget (iOS)

After selecting an app, set geographic preferences, bidding strategy and budget. 3. 3 c

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If you are promoting an iOS app, your Bid Strategy options will be slightly different & will appear in the drop down menu. a. Maximize clicks: This is the recommended bid strategy for iOS apps. Choose this to focus on sending users to your app b. Target search page location: Use this bid strategy to bid by users’ search page location c. Manual CPC: Choose this bid strategy if you want to manually manage & adjust your CPC Set daily budget

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