App campaigns can help you get more installs for your app, increase engagements among existing users, and encourage pre-registrations of your apps.
There are 3 campaign subtypes that you can choose from depending on your needs:
- App campaign for installs
- App campaigns for engagement
- App campaigns for pre-registration
Learn how to Get started with app install ads.
On this page
- Benefits
- App campaigns for installs
- App campaigns for engagement
- App campaigns for pre-registration (Android only)
- Considerations
Benefits
App campaigns for installs
App campaigns for installs (ACi) encourage people to install your app. To help you get the best value from each download, Google Ads also automates targeting and bidding.
You also have the option to use Audience signals in app campaigns for installs. Audience signals is a feature in ACi that lets you provide Google AI with information about the type of users who are most likely to install your app. This helps in further optimizing your campaign, helping you reach more qualified users, improve your campaign’s efficiency, and overcome cold start challenges.
App campaigns for engagement
If you want to re-engage customers who've installed or used your app, you can use App campaigns for engagement (ACe). ACe can also help you:
- Target high-value people that haven’t paid or purchased in a while.
- Drive in-app purchases for your product or service.
- Remind people with items in their cart to complete check-out.
- Re-engage people who have installed your app but haven’t opened or used it yet.
- Promote a live event or sale.
App campaigns for pre-registration (Android only)
App campaigns for pre-registration serve ads that build excitement and awareness for your apps and games before they release on Google Play. This campaign type focuses on boosting people’s interest in your app or game and finding people who are likely to pre-register for your app or game.
Considerations
Each App campaign type has its own set of requirements. Before you choose and create your campaign, it’s important to determine if your campaign meets your chosen campaign type’s requirements.
- App campaigns for installs: There are no strict requirements to create ACi, but it’s ideal to set the right price for your ad and choose the right type of assets to use in your campaign. Learn more about how to Create an App campaign for installs.
- App campaigns for engagement: To create an ACe, your app needs to have a minimum of 50,000 installs. In addition, you need to prepare your deep links and audience lists, set up mobile app conversion tracking and conversions from Firebase or an AAP, and have a privacy policy that complies with Google’s EU user consent policy. Learn how to Create an App campaign for engagement.
- App campaigns for pre-registration (Android only): Before setting up an App campaign for pre-registration, you have to ensure that your app or game APK is uploaded to at least one release track in the Play Console, and you need to launch the app or game within 90 days after you make it available for pre-registration in the Play Console. Also, make sure that your app or game isn’t available for install or purchase in the country you’re targeting. Learn how to Create an App campaign for pre-registration.
