Google App campaigns have historically offered limited control over targeting and optimisation.
However, Google has recently rolled out audience signal targeting to app campaigns, previously only available within Performance Max.
By overcoming the previous limitations (which only allowed advertisers to suppress relevant audiences), the expansion of audience signal targeting enables advertisers to better reach their desired audience by empowering them to more precisely guide their app campaigns towards high-value users.Â
Better campaign performance with Audience Signals
App campaigns are a fundamental part of any mobile app advertising strategy. The introduction of audience signals to these campaigns provides significant benefits:
- Increased performance and efficiency: The targeting granularity that more relevant audience signals provide will improve campaign performance by targeting with greater focus.
- Greater control: Historically, we’ve been limited in our ability to optimise app campaigns. This move brings elements of control back into advertisers’ hands allowing us to better serve users.
- More possibilities: The ability to both include and exclude audiences provides greater opportunities for optimisation.
Supercharging your App Campaigns
If you’re currently leveraging Google App campaigns, consider these strategic steps to optimise your strategy:
- Figure out your funnel: Define your campaign goals. Are you looking for install volume or in-app actions? Audience signals are only available for action-based campaigns.Â
- Define your audience signals: Decide which audience signals to use across different ad groups such as current customers, site visitors and recent installations.
- Test, test and test again: Try out different combinations of audience signals and find what works for your business.
If you need support, our team can help!
