GoogleAdWords

MobileAPPMarketing1目錄Contents目錄

PromoteMobileAppsonGoogleAdWordsStartingYourMobileAdwordsCampaign2PromoteMobileAppsonGoogleAdWordsMobileinstallcampaignson

AdMobaremuchmorelimitedthanon

Adwords(theonlyupsideisthattheymightbeabiteasiertosetup).Ifyouwantthebestpossibleresultsforyourmobileinstallcampaigns,definitelyuseGoogleAdwords.PromoteMobileAppsonGoogleAdWordsIfyou’rerunningadstodektopusersbutnotmobile,you’releavingmoneyonthetable.Mobilesearcheshave

quadrupled

inthelast3years.Yourpotentialcustomersarespendinganeverincreasingamountoftimeonmobile.Luckily,thisguideisheretohelpyougetupandrunningwithyourfirstmobileAdWordscampaign.PromoteMobileAppsonGoogleAdWordsTheconversiontrackingsetupdiffersdependingonwhetheryouarepromotinganAndroidoriOSapp.Thiscangetabittechnicalsoyoumighthavetoaskyourdevelopertohandletheintegrationforyou.SetupmobileappconversiontrackingThestepsaredescribedindetailinGoogle’sdevelopersandhelpsection:MobileAppsConversionTrackingandRemarketing

TrackAndroidappconversionsTrackiOSappconversions

PromoteMobileAppsonGoogleAdWordsCreateanewcampaignMobileinstallcampaignsareavailablebothonthesearchanddisplaynetwork.Bothtypesoftrafficcanworkwellforamobileapp.Onthesearchnetworkyouwouldtargetkeywordsrelatedtoyourapp,e.g.“iPhonetodoapp”.The

displaynetworkiswhereyoupromoteyourappwithinotherapps(in-appadvertising).PromoteMobileAppsonGoogleAdWordsCreateanewcampaignFormobileapppromotioncampaigns,thedisplaynetworktypicallygeneratesmorevolumethanthesearchnetwork.Justthinkabouttheamountofadinventorythatisavailableacrossthousandsofmobileapps.PromoteMobileAppsonGoogleAdWordsSelectcampaigntype“Mobileappinstalls”Enteracampaignname,choose“Mobileappinstalls”fromthelistofcampaigntypes.Thenclick“Selectapp”andfindyourappontheGooglePlayorAppleappstore:PromoteMobileAppsonGoogleAdWordsCustomizeyourdevicetargetingSelect

operatingsystemversions

and

devicemodels

basedonwhatissupportedbyyourapp.

Youcanalsochoosetotarget

specificmobilecarriers

or

wi-fionlyconnections.If

yourmobileapphasalargefilesize,youprobablywanttotargetwi-ficonnectionsonly.

StartingYourMobileAdwordsCampaignBidstrategy,budgetandlocationsettingsSelect“Focusoninstalls”asyourbidstrategy,enteryourdailybudgetandcustomiseyourcountryandlanguagesettings.Onceyouaredone,clickon“continue”atthebottomofthepage.StartingYourMobileAdwordsCampaignCreate

yourfirstadgroupThenextstepistocreateyourfirstadgroup.EnteranameandtargetCPAforyouradgroup.

ThetargetCPAreferstohowmuchyouarewillingtospendforonemobileappinstall.It’sbesttoaimabithigherinitially(e.g.$5perinstall)andlowertheCPAonceyou’vereceivedsometrafficandinstallsinyourcampaign.IfyoustartoutwithaverylowtargetCPA,AdWordsmightnotdeliveryourads.StartingYourMobileAdwordsCampaignCreateyouradsInthelaststepyoucreateyourads.Youcanchoosefromdifferentadtemplates.“Appinstallad”istheeasiestwaytogetstartedbecauseyoudon’tneedanyimageorvideocreative.StartingYourMobileAdwordsCampaignAdsinMobileAppsThisisadisplaycampaign

formobileappplacementsonly

thatcanservestandardmobilewebadtypes(textandimageads)aswellasappinstallads.Campaign-leveltargetingissimilartoAppInstallCampaignsandincludesOS,device,andcarrierbreakouts.

Themajordifferenceisthatthethereisnouser-leveltargetingforappscurrentlyinstalled.

Appcategorytargeting(targetingplacementswithinspecificappsorapptypes)isthemainfocus.SinceMobileAppInstallcampaignsprovidemorefunctionality,theonlytimeyouwouldreallywanttousethiscampaigntypeistosegmentin-appmobilewebtraffic.StartingYourMobileAdwordsCampaignMobileAppEngagementThisisGoogle’slatestcampaigntypeandiscurrentlynotavailabletoalladvertisers.

Themainideahereistoserveadstospecifictypesofuserswhouse,orhavepreviouslyused,yourapp.Themostobvioususecaseistore-engageuserswhohavetheappinstalledbutnotloggedinwithinacertaintimeframe.

Thisrequiresimplementationofaremarketingtagwithintheapp.Alternatively,ifyouaretrackingin-appconversions(throughAdWords),youcouldsegmentouthigh-valuecustomersandtargetthemmoreaggressively.Asthisgetsopeneduptomoreadvertisers,wearelikelytoseemoreinterestingusecases,thoughre-engagementseemstobethelowest-hangingfruit.StartingYourMobileAdwordsCampaignLookingForwardAsmobilecontinuestogrow,we’relikelyto