What are the Types of App Campaigns? Which Campaign Type You Should Choose?

How do you get your app noticed among millions in the Google Play Store? It’s a challenge every app developer faces. The solution? Google App Campaigns, is a powerful way to boost app visibility and connect with more users across Google’s ecosystem, including Search, YouTube, and the Play Store.

In this post, we’ll explore the different types of Google App Campaigns, how they work, and which one is best for your app’s specific needs.

What are App Campaigns?

App campaigns are a powerful ad solution offered by Google to help app developers and businesses promote their apps across Google’s platforms, including Search, Play Store, YouTube, and the Display Network. 

Unlike traditional ads, you don’t need to design individual ads. Instead, Google uses your app assets (like text, images, and videos) to automatically create optimized ads. 

With machine learning, Google serves the most effective combinations of these assets, aiming to increase app installs, re-engage users, or even build pre-launch excitement for new apps.

What are the Types of App Campaigns?

Now that you understand what app campaigns are, let’s dive into the different types available. Google offers several options tailored to your specific goals, allowing you to choose the best approach to drive results from your app ad campaigns.

There are three main types of app campaigns, each designed to achieve distinct objectives and maximize your app’s success:

1. App Installs
2. App Engagement
3. App Pre-Registration (for Android)

Let’s explore what each type offers!

1. App installs campaign

One of the most direct ways to increase your user base is through App installs campaigns. This campaign type focuses on driving new installs of your app by showing ads across Google properties like Play Store search results, YouTube, and the Google Display Network.

How it works

Google automatically creates your ads using the assets (text, images, videos) you provide, optimizing them to show across various formats. With advanced machine learning, Google ensures your ads appear where they’re most likely to result in installs.

When to use it

• You’re launching a new app and need to quickly grow your user base.
• You’re looking to drive more installs in a competitive category.
• You have a specific target audience that you want to reach efficiently.

Why it’s effective

App Installs Campaigns use automated bidding strategies like tCPA (target cost per action) or tROAS (target return on ad spend) to maximize value. This means Google’s algorithms continuously adjust to target users who are most likely to download and engage with your app.

2. App engagement campaign

What happens after you’ve gotten users to download your app? The real challenge is keeping them engaged. With App engagement campaigns, you can re-engage users who’ve already installed your app, encouraging them to return and take specific in-app actions.

How It Works

This campaign type targets users who have already downloaded your app. Ads can appear across Google’s platforms, including Play Store, YouTube, and within other apps. The goal is to prompt users to engage with your app’s features, updates, or special offers.

When to use it

• You’re promoting new features or a special event in your app.
• You want to re-engage users who haven’t used the app in a while.
• You need to drive higher user retention and prevent churn.

Why It’s effective

By focusing on users who already have your app, App Engagement Campaigns are tailored to increase user retention, turning one-time users into long-term app fans. This is a crucial campaign for apps with ongoing content or services that need to keep users returning.

3. App pre-registration campaign (Android only)

If you’re about to launch a new app or game, building excitement is key. That’s where App pre-registration campaigns come into play. These campaigns are designed to build awareness and anticipation before your app is released on the Play Store.

How it works

Once your app is set up for pre-registration on the Play Store, users can sign up to be notified when the app is officially available. Ads for pre-registration campaigns run across Google’s network and encourage users to pre-register for the upcoming release.

When to use it

• You have an exciting new app or game that’s about to launch.
• You want to build momentum and get a significant number of users ready for the official release.
• You want early feedback from pre-registered users to refine your launch strategy.

Why It’s Effective

Pre-registration builds early excitement and gives you a head start on growing your user base. It also helps you gain insights into how interested users are in your app, giving you valuable feedback ahead of your release.

Where your ads appear

App campaigns offer an incredible reach across Google’s platforms, ensuring your app gets in front of the right users at the right time. Here are the main channels where your ads can appear:

• Google Search Network: Ads appear on Google Search and search partner sites, using relevant keywords based on user behavior and app-related queries.
• Google Play: Ads show up in search results, the homepage, and the “related apps” section within the Play Store.
• YouTube: Ads are served alongside relevant content on YouTube, helping your app stand out with engaging video ads.
• Google Display Network: Ads appear on mobile websites, within other apps, and on Gmail, giving you access to a massive audience.
• Google Discover: Ads appear on the Discover feed, providing visually rich content to users based on their interests.

Each channel offers unique opportunities to target users based on their behavior and interests, ensuring your app is seen by the right people.

Choosing the Right Campaign Type

So, which campaign type is right for your app? Let’s break it down:

• If you need to drive new installs quickly, go with app installs campaigns. This is ideal for new apps or apps that need to boost their visibility.
• If you want to keep users coming back to your app, app Engagement campaigns are your go-to. This helps you retain users and increase their lifetime value.
• If you’re building excitement for an upcoming release, especially for games, app pre-registration campaigns will help you generate buzz and attract early users.

Boost Your App’s Success with ShyftUp

The right Google App Campaign can be the game-changer your app needs. But managing these campaigns and ensuring their success can be overwhelming, especially with so many moving parts.

That’s where ShyftUp comes in. As a user acquisition agency, ShyftUp has the expertise and tools to create, manage, and optimize your app campaigns for maximum results. Whether you’re looking to drive installs, engage users, or generate pre-launch buzz, ShyftUp has the solutions you need.

Ready to take your app to the next level? Contact ShyftUp today and start growing your app with the power of expertly managed Google App Campaigns!