How to Optimize Your App Marketing Initiatives with Apple Search Ads and Google Universal App Campaigns

How to Optimize Your App Marketing Initiatives with Apple Search Ads and Google Universal App Campaigns in text over white background with images of phone screens

How to Optimize Your App Marketing Initiatives

With Apple Search Ads and Google Universal App Campaigns

Psst — Just looking for best practices? Jump to the bottom!

As a marketer, you know that promoting your client’s app can be a complex and challenging task. One of the most effective ways to promote an app is by using paid acquisition platforms. In this article, we will discuss two of the most valuable platforms for app marketers – Google Universal App Campaigns (UAC) and Apple Search Ads.

Google UAC and Apple Search Ads are tools that target Android and iOS users, respectively. Apple Search Ads work by bidding on specific keywords searched in the Apple app store, while Google UAC campaigns use automated bidding via machine learning capabilities and allow marketers to optimize for post-install actions such as revenue and sign-ups.

Apple Search Ads: A Highly-Targeted, iOS-Exclusive, and Single-Format Tactic

Advertisers can set up Apple Search Ad campaigns in two ways – Basic or Advanced

Basic campaigns are more similar to Google UACs and require less manual setup since Apple automatically matches your ad to potential customers. Ads are optimized based on cost per install (CPI), and you can access a quick-view dashboard that tracks ad performance. Basic campaigns are easy to set up and require less hands-on management. They rely on Apple’s machine learning algorithms to automatically optimize targeting and bidding to deliver the best results. However, advertisers have less control over how their campaigns are targeted and optimized.

Advanced campaigns, on the other hand, provide more control and customization options for advertisers.

Advertisers can choose specific keywords to target, set different bids for different keywords, and choose how they want to target users (such as by device type, location, or audience). The campaigns are optimized to cost per tap (CPT), and you can choose the keywords and audiences for your ads. This level of control allows advertisers to optimize their campaigns more effectively and potentially achieve better results.

The benefits of each campaign type depend on the advertiser’s goals and level of experience with digital advertising. Basic campaigns are ideal for beginners or advertisers who want to save time and resources, as they require less management and optimization. Advanced campaigns are more suitable for experienced advertisers who want more control and flexibility to optimize their campaigns based on specific business goals. With Advanced campaigns, advertisers can create custom targeting, optimize bids for different keywords and target audiences, and track performance metrics in greater detail.

Google App Campaigns Offer a Range of Formats & Broader Reach Across Multiple Google Properties

On the other hand, Google UAC campaigns are efficient and use automated targeting, placements, and bidding based on messaging in your app’s listing, copy, digital assets, your ad’s objective, and audience. Google UAC campaigns run on Google Search, Google Play, YouTube, and the Google Display Network with three available campaign types – App Installs, App Engagement, and Pre-Registration.

  1. App Installs Campaign: This campaign is designed to drive app installs. The campaign is optimized to show ads to people who are most likely to install the app. This campaign is useful for new apps or for developers who want to increase app installs.
    • Benefits:
      • Reaches a large number of users who are interested in apps similar to yours.
      • Saves time by automating ad creation and targeting.
      • Optimizes bids and ad placements to achieve the highest number of app installs possible.
      • Provides insights into which ad creative and targeting strategies are working best.
  2. App Engagement Campaign: This campaign is designed to re-engage users who have already installed your app. The campaign is optimized to show ads to users who are most likely to engage with your app, such as by making a purchase or completing a level.
    • Benefits:

      • Increase the number of active users on the app.
      • Increase user engagement and retention.
      • Drive more in-app purchases.
      • Provides insights into which ad creative and targeting strategies are working best.
  3. Pre-Registration Campaign: This campaign is designed to build interest in an upcoming app by allowing users to pre-register. The campaign is optimized to show ads to people who are most likely to be interested in the app.
    • Benefits:
      • Generate buzz and build anticipation for the upcoming app launch.
      • Provides developers with a list of people who are interested in the app before it’s even launched.
      • Can increase the number of installs on launch day by notifying pre-registered users when the app is available.

In summary, App Install Campaigns are for acquiring new users, App Engagement Campaigns are for engaging and retaining existing users, and Pre-Registration Campaigns are for building anticipation and generating a list of potential users before the app is launched.

Best Practices & Conclusion

To optimize your app marketing campaigns using these platforms, there are some best practices that you should follow.

Apple Search Ads Best Practices:

  1. Use both broad and exact keyword match types and check the search terms report often for your broad match keywords.
  2. Use negative keywords to prevent showing for unwanted search terms.
  3. Optimize your app’s metadata before launching a campaign.

Google UAC Best Practices:

  1. Account for machine learning time and conversion lag after making changes.
  2. Use all ad formats available to maximize your reach and fill in all available inventory sources.
  3. Review the Asset Report every 3-4 weeks to replace lower-performing creatives.
  4. Leverage both Headlines and Descriptions.

In conclusion, both Apple Search Ads and Google Universal App Campaigns are effective app marketing platforms that can help promote your app to your target audience. While both platforms have their unique features and best practices, it’s important to remember that successful app marketing requires continuous monitoring and optimization. With the right strategy and execution, your app campaigns can increase visibility and attract more users, leading to improved revenue and overall success.

If you need help optimizing or don’t want to continuously monitor yourself, LeadLab Media can help! Click the calendar button below to schedule a no-commitment, free consultation today.