Google rolls out App campaign type to re-engage existing users

Google has rolled out App campaigns for engagement globally. The ads run across Google Search, Play, YouTube and the mobile app Display Network. Google first introduced the campaign type more than a year ago.

Why we care. App campaigns for engagement are aimed at targeting an app’s existing users bring users back to the app and foster their loyalty and engagement.

How they work. The retargeting ads can feature new offers or content to bring users back who may not have used the app for awhile, have products in their cart, are likely to make in-app purchases, promote an event or sale, or installed but haven’t used the app yet. Like other Google Ads automated campaign types, you submit ad copy, images, videos, starting bid and a budget. The ads are served dynamically across properties.

App campaigns for engagement can also link to business data feeds or product feeds in Google Merchant Center.

New custom prompt coming. At some point early next year, those feeds will be used to show a “custom prompt” on Google.com that notify users they can complete an action in the app.

To be eligible. Apps need to have an audience size of at least 250,000 installs to be eligible for App campaigns for engagement. Among other requirements, these campaigns also must be set up under separate account from App install campaigns “to ensure you’re optimizing for your defined campaign objectives,” Google explains.

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Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.