Top tip
While preparing multiple assets at the beginning of your campaign is important, you should tailor the strategy and focus on the right assets, orientation, and sizes as you learn which orientation works best.
You’re about to create a new Google Ads account. You can create multiple campaigns in the same account without creating a new account.
You’re about to create a new Google Ads account. You can create multiple campaigns in the same account without creating a new account.
Overview
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Get the most out of your campaign by building compelling creative.
You should familiarize yourself with these common terms.
Great campaigns rely on impactful creative assets, encompassing text, images, video, or HTML5. You can supply your own assets or automatically generate them through the App or Play Store.
These campaign outputs result from rendering your original creative assets into diverse ad formats, representing what your target audience sees. App campaigns are automatically generated and displayed across the Google Ads network.
You can create a new ad group for each campaign. These content themes or buckets help you target audience segments with more relevant creative assets. When you build different ad groups, consider what will most likely influence specific audiences.
Watch this journey through some creative learnings to consider when building your next campaign.
Google text ads, also known as Search Ads or Google Ads, appear on Google search results when linked to specific keywords or phrases. Google Search, YouTube, and Google Play Store index these keywords.
Steps to success:
Google image ads, also known as display ads, are visual advertisements that appear on the Google Display Network (GDN).
Steps to success:
Google video ads use video content to promote products, services, or brand messages across the Google Display Network, YouTube, and other partner sites. Adding a video to your App campaign can drive a 20% uplift in installs.
Steps to success:
Google HTML5 ads are interactive display advertisements that use HTML5 technology to capture the attention of app users with engaging and dynamic visual experiences. They appear across the Google Display Network (GDN), which includes millions of websites, apps, and videos.
Steps to success:
Top tip
While preparing multiple assets at the beginning of your campaign is important, you should tailor the strategy and focus on the right assets, orientation, and sizes as you learn which orientation works best.
Catawiki saw significant cost savings thanks to diversified ad groups and better ad targeting.
Voot Select was able to improve ROI from App campaigns by incorporating best practices on all fronts.
“The approach of using suitable IPs in our App campaigns helped Product Madness improve our 7D ROAS and decrease the cost of acquiring new users.”
Through high-performing creatives, Tophatter was able to scale its campaign while continuing to achieve its KPIs for conversions and ROAS.
The ad strength indicator helps you evaluate
your App campaign assets to ensure they’re
sufficiently diverse for achieving optimal
performance. If your rating needs improvement,
try crafting more creative assets like text,
images, and video.
You need to
monitor your campaign performance post-launch,
too. The asset performance report can help you
understand which creative elements resonate with
customers when building new creative assets.
More information about the Ad Strength
indicator.
More information about the asset report.
A strong call-to-action (CTA) helps ensure your audience understands what you have to offer and how to take action. Adjust your CTAs according to your campaign goals and clearly highlight your brand and offerings in your headlines and descriptions.
To increase the chance your ads will be displayed across all ad channels, provide the maximum number of text, image, video, and where relevant, HTML5 assets. You should include visuals of people interacting with your products or services to create real-life context for potential customers.
Provide visual assets that clearly and immediately communicate your CTA. Use overlays sparingly and showcase your products and services with tight framing and bright, natural lighting.
Once you upload a new asset, you should wait 2-3 weeks to give the Google Ads system time to learn and optimize its strategies. You can review Ad Strength and asset reporting to better understand which assets perform best.
Use these additional resources to start creating successful campaigns.
Our mobile-first agency partners can help
maximize your ad’s impact.
Explore our creative partners directory.
This article provides best practices for
developing creative assets that can improve your
App campaign performance and reach, including
text, image, video, and HTML5.
Learn about creative asset best practices.
Read our app creative policy to help you build
App campaigns that align with Google’s
advertising policies.
View our creative policies.
Download our creative best practices checklist to help create campaigns with real impact.