Everything About The Google App Install Campaign

Promotion plays a vital role in making a product easily available to the masses. The Google app install campaign has made promoting a particular app easier for anyone and everyone. However, if the promotions are not carried out in the correct manner, they might fail to create an impression in the minds of your customers.

The world is now run mostly by technology, and mobile app marketing has been predominantly ruling over the last decade. In this scenario, you must be wondering what is the successful way to kickstart an app campaign. Is it the design you need to think about, or should you focus on the marketing strategy? The simple answer to this is optimizing the app properly after it gets launched in the market.

Although there are several ways to go about an app install campaign strategy, optimizing your app precisely to ensure it meets your exact demands and needs is always the best practice.

Now, if you are aware of how to carry out your app install optimization, you are most likely to stay ahead and increase your conversions. There is no harm in getting acquainted with the best possible practices that can make your app installation campaign interesting and highly successful.

We will walk you through some of the best tips and tricks that will enable you to get some essential highlights about optimizing your app install process.

A few important and basic features that you can add to the app install campaign strategies are:

Cost per installation caps
Tracking conversions and working toward optimization
Operating systems such as Android or iOS
Keeping track of the budgets and the bids
Understanding the creative assets and the copies

Once a campaign is launched, the outcome can be anything. Moreover, there are a few specific reasons as to why a person cannot control these app install campaign strategies once the process is in the launch stage.

The reasons are as follows:

Adjustment in the bidding
The network in which the ads are showcased
Using inappropriate or appropriate keywords

Controlling all these factors can sometimes be difficult, and it might not allow you to optimize your ad campaigns properly. Below, we have mentioned some of the best app install campaign ideas that can help you learn how to optimize your automated ads using the industry's best practices -

1. Optimizing the Ads for Installation and NOT for Downloads

Google Play creates an automatic conversion source of your downloads once you connect your app to Google ads.

It was observed in certain instances that making use of the source exclusively is not the best idea. There have been innumerable instances in which people saw that Google Play sources often overestimated the downloads you usually get from campaigns.

One of the reasons for this could be because the user had previously downloaded the app, uninstalled it, and then again reinstalled this app.

There are other considerations as well. Some people think that a proper conversion source is required to track all the iOS activities. In the case of Android, Google Play automatically creates a conversion source. However, when it comes to iOS, the Apple store does not create any such automatic conversion source when a universal app install campaign is running.

It was also observed that Firebase or other third-party apps are considered to be more reliable and realistic.

While optimizing your campaign, you all must have come across the term “ First Open.” First opens are events that are automatically created, and they track when the app is opened by the user and not when the user downloads it.

So, you need to keep track of this metric to have a fair idea of how the users interact with the app or whether they are even opening it right after installing it.

2. Understanding the Cost Per Installation Idea

Before you launch the app campaign, it is essential that you conduct an estimated Cost Per Installation (CPI) before jumping to a conclusion.

And to do this, setting a proper goal is of utmost importance. Without a proper goal, it will become difficult to understand the performance of the ad campaigns.

Now. if you are a fresher and are working on promoting a particular app for the first time, it might be a bit difficult for you to understand what your CPI should be. Here, you need to trace your steps backward and understand a user's lifetime value (LTV). Once you get the hang of it, you will understand the average life cycle, the revenue each user is investing in, and will be able to calculate the LTV properly.

Thus, if you are clear about your intentions and goal for the app promotion, you can create a proper Cost Per Installation map and make the best use of it.

Bidding is another important aspect of Cost Per Installation. Therefore, it is always recommended that you boost your CPI. This is because Google ad requires a high CPI to serve the advertisements; hence, you should always ensure that you set up a CPI high enough for Google to function properly.

Since “First Open” events are measured only once, one needs to remember that there will always be a discrepancy between the installs by Google Play and those recorded by the “First Open” event.

3. Setting Up the Campaigns Properly

Once you have decided on the goal, you can properly frame and set up your campaign. However, if you are unaware of how to frame your campaign properly, consider these few points stated below:

Location: When planning to launch multiple campaigns, it is good to ensure that you don't focus on launching them in the same location. When you target specific areas, you ensure that all your campaigns are not competing with one another but focusing more on targeting your audience.
Maintenance: When your campaign is going on at a full pace, ensure that you have a foolproof plan. Remember not to make any drastic changes that can affect the app's performance and shrink valuable data.
Analyze: Once you are done with monetary and selecting high-quality assets, you are good to go. Make subtle changes so that you can adapt to your campaign accordingly and know how to follow the information that data is providing you with.

4. Segmenting The Budget

One of the most important factors while carrying out an Android app install campaign or meta app install campaign is knowing who your target audience is. Now, it is impossible to understand the demography of the people seeing your app clearly when it comes to app campaigns. Therefore, segmenting the target audience becomes a lot more difficult.

The iOS campsites are much more costlier and cost more per installation than Android apps.

The main objective is to understand what app you are promoting and who your target audience is. Hence, it is imperative to have a proper goal and categorize the campaign according to the budget, which will allow you to understand their performance.

Simply put, the installation cost on Android campaigns is nearly $1 (USD), while the same for iOS can be more than $5 or $6 (USD).

Therefore, the cost for installation is based on the different operating systems. Android campaigns have a larger budget as their CPI is low, whereas iOS campaigns have a higher CPI target.

So, if you want to understand the little details of the app install campaign, you can start by allocating a minimum of 65% budget for Android and 35% budget for iOS.

Based on the performance, the percentage might vary. However, it is always suggested not to set the iOS campaign budget low and keep a basic CPI target, or else it might feel difficult to keep up with the competing serve ads.

5. Check The User Interaction

Let us imagine that you have launched a universal app install campaign with a proper install volume and notice that your cost per installation is working out more than your expectations. However, after a few months, you get a message that the quality is declining even though your installed rate is more than 60%. These can put you in a tough position as the advanced automation of these campaigns is not regulated properly.

Innumerable factors are beyond your control and can result in a high uninstallation rate. Therefore, being an advertiser, you need to understand the details of your App Optimization program critically.

So, do not overlook the other factors when you choose to install volume for new campaigns. For instance, you always need to keep an eye on all users versus those specific users who are more keen on performing in-app action.

When you change your focus to the type of users, you directly target the users more interested in performing the in-app actions. These will also allow you to improve the quality of the existing app as well as tweak the strategy of the new app installs.

The quality of the downloads is directly proportional to the decreased installed rate. Properly modulating the app setting can reduce the installation volume but increase the installation rate's cost.

Moreover, you should monitor the performance of the ongoing campaigns and make any adjustments according to that. Also, when the app is in the learning phase, if you keep modulating the settings, it can help you mitigate any existing discrepancies regarding the performance.

6. Create Compelling Content

Drafting unique and compelling content can help you get an edge over your competitors. So, if you are looking forward to launching a universal app install campaign, you should know that Google will provide you with a variety of ideas to create unique app install advertisements. Some of these are -

Headlines
Meta descriptions
Images
Videos
Logos
App Store listings

Once you have given Google all the parameters, it will then put the pieces together based on the algorithm and format the ads according to the networks.

When scrolling through social media networks, you might sometimes come across a few ads with no images but very basic text. On the other hand, you might also come across several advertisements where the image occupies the majority of the space in the ad, and very little information is provided in the text.

If you are planning to launch your app install campaigns, it will be reflected in the Google Play Store and the following social media networks/platforms -

YouTube
Discover ( Google search)
Search
Display network

The content is the assets are developed within the four walls of a company hence, it is important to develop content that includes certain factors like -

A proper call to action
A clear showcasing of the brand
A brief description of the functionality of your app (i.e. how different it is from the existing apps or what new it brings to the audience)

You need to make it crystal clear to the users that your App promises to deliver exceptional performance once installed. It is extremely important to make your customers understand the functionality of your app. Therefore, craft compelling content to help them understand the little intricacies of your app. This will also help you to discard customers who might download the app and later uninstall it because of the lack of knowledge and guidance.

When crafting your ad's content, make sure to use keywords that help you form your ad uniquely. At the same time, try to use a minimum number of negative keywords for your app install campaigns.

Wrapping Up!

You can judge the quality of app installs and the number of app installs based on advertisers and other performing matrices.

Hence, set up a budget to target the specific group of audience and carry out your Google app install campaigns.

Once you know what you can control and cannot, you will automatically be able to execute high-performing app campaigns entirely based on the data.

However, managing too many things at the same time can be burdensome, and having an extra pair of hands is good when you do not know where to start.

MyTasker, the best virtual assistance company can help you out by crafting unique and interesting app install campaign ideas and strategies that optimize performance and generate high conversion. If you are interested in knowing more about how the digital world works and want to have a strong foothold of your business in the world of mobile apps, the best solution is to leave the complexities of the task to the expert developers and marketers at MyTasker.