5 top tips when advertising your mobile apps on Google Ads

By Sukey Miller - August 19, 2022

We’ve compiled insights and guidance to help app marketers get the most from the substantial marketing opportunities Google Ads represents.

The Google search engine dominates approximately 90% of the global market. Google Ads, the advertising arm of Google, reaches billions of people every day. Recent statistics indicate that there are around 100,000 Google searches each second.

The search engine sees more than 8.5 billion searches every day on average, making it the widest-reaching internet tool. No digital marketer can ignore these statistics and their possible impact on micro and macro marketing campaigns.

The Google Ads algorithms categorize users according to their searches, which translates to their interests. These include searches for specific apps, products and services.

Its utilities include Google App Campaigns – an advertising tool designed specifically for the promotion of apps. Using it helps app developers reach and convert wider audiences through Google’s comprehensive network that includes YouTube and Google Search.

Successful app marketing campaigns are essential in an ever-increasing competitive market. Here, you will find some tips on how to approach and manage your Google Ads strategies.

1. Set up conversion tracking

An absolute first step is to set up conversion tracking so you can understand performance. There’s a variety of conversions that you can track for both Android and iOS apps, including installs, first opens and action such as purchases.

For apps in the Google Play store mobile app conversion tracking happens automatically. For apps in the App Store you need to install code into your app to allow tracking. You can find info on how to do this here.

2. Know the ins and outs

Google Ads is a paid advertising service. Your bidding process largely determines the prioritization of your ads. An ad can appear on the search engine result pages (SERPs) through search engine optimization (SEO) strategies, a banner on a display network, or a video on YouTube.

.Ad spend affects the reach and repeat of ads. Quality ads convert paying customers. So, you must plan your app marketing budgets realistically. Google offer guidance on how to best manage your budget and what to focus on.

3. Selecting assets

Selecting assets entails providing headlines and descriptions of the campaign before uploading your creative assets, which includes videos, images and other creatives. Here, you need to put your proverbial best foot forward.

This process is crucial as Google’s algorithm finds placements for your ads according to the amount and quality of your assets. Jamming too much information or color scopes into a single ad creates an annoying sensory overload. A simple design, featuring a crisp and clear presentation, creates a far greater impact than an avalanche of imagery and text.

Aside from general advice such as ensuring your brand style and tone are aligned, it’s vital that you align your campaign goals to the messaging in the assets e.g. include your CTA in the imagery. For more detailed guidance on making better creative assets see Google’s advice.

4. Cover all angles

Vary your content on all levels to avoid repetition and monotony. Running the same ad over and over again will only lead to audience fatigue.

When changing things up, remember to play around with the orientation and shape of your images and develop variants that show all the aspects. This includes the services and products associated with your app.

Different approaches in content enable Google’s machine learning models to match your creatives with ever-expanding audiences. So, apply constant dynamics to your material.

5. Consider your audience

Base your ads around the audience you are targeting. Speak directly to them. Showcase the app experience front and center, while capturing the attention of users for the duration of the ad.

You can select the audience you want to reach based on interests and hobbies, custom audiences and in-market audiences. Consider this when designing your creative assets and avoid a one ad for all audiences approach.

Treat your Google Ads campaign as an ongoing process. Analyze, test and learn from gaps. Tweak successes toward greater successes. In other words, keep that which works and make it better while discarding unsuccessful approaches.

Want to get your ads straight to a new audience of paying users?

With these top tips implemented, getting your ads in front of an audience of new paying users is easier than you think.

Target your social ad campaigns straight to new audiences of active payers that you would never find with other datasets, including your own, with Bango Audiences.

The Bango Payment Platform processes billions of dollars of in-app payments across the major app stores every year. Our strength in purchase data enables us to build custom audience segments based on detailed app purchase history, including specific titles, categories, spend value and frequency. Digital marketers use these custom audiences to target paying users in similar and high-affinity titles and categories to get higher-performing ads and a lower cost per conversion.

Fully GDPR and CCPA compliant custom audiences shared directly to your social ad accounts for immediate use. No SDK, no integration. Try Bango Audiences in your next campaign and find your next paying user.

Top Tips for other social ad platforms:

More on this

Image for Bango launches second worst ad campaign

We thought our ad on a billboard in the North of England was Britain’s worst ad placement. We might’ve been wrong. 

Image for [Custom audience cheat sheet] How to unlock a new paying user base for your mobile app

Everything you need to know about using custom audiences to reach a new audience, increase campaign conversions and grow your paying user base, in one handy cheat sheet.

Image for [Webinar] How to take back control of your mobile app User Acquisition targeting

App marketers - do you feel hostage to changing data regulations and self-serving ad platform targeting approaches?

Ready to start supercharging your campaign ROAS?

Talk to an expert