What are Google Ads? How to set up, goals and best practices of the three types of app acquisition campaigns (CPI, TROAS and in app events)? How to ensure the creatives are compliant with Google Ads' policies

2. Google Ads is an online advertising tool that helps businesses connect with their customer.
Google Ads related to mobile games involve advertising campaigns specifically designed to promote and
acquire new users for mobile games on various platforms within the Google Ads network.
These campaigns aim to increase the visibility of mobile games, drive installations, and encourage user
engagement.

3. Cost per Install (CPI)
• Cost Per Install (CPI) is a metric used in mobile game advertising that represents the cost an
advertiser pays for each installation of their mobile game app.
• It provides a clear understanding of the average cost of acquiring a single user who installs the
mobile game.
• If you spent 500 on an ad campaign and acquired 200 installs, your CPI would be: 500/200 =2.5
• With CPI, the advertiser only pays the publisher once the app is installed, meaning that this pricing
model is focused on conversions, rather than views or impressions.

4. Setting Up a CPI Campaign:
Campaign Creation:
• Log in to your Google Ads account.
• Choose "App installs" as the campaign goal
Selecting App and Platform:
• Choose the mobile app you want to promote.
• Specify the platform (Android or iOS) for which the app is available.
Bidding and Budget:
• Select "Cost per install (CPI)" as your bidding strategy.
• Set your budget, specifying the maximum amount you are willing to pay for each app installation

5. Ad Groups and Targeting:
• Create ad groups within the campaign. (One or more ad that share similar target )
• Define targeting parameters demogrphics to reach your desired audience.
Ad Creatives:
• Design engaging ad creatives that highlight the key features and benefits of your mobile app.
• Include compelling visuals and a clear call-to-action to encourage users to install the app
Tracking and Measurement:
• Use Google Analytics for Firebase or other measurement tools to gather insights into user behavior
within the app.

6. Goals for CPI
Increase App Installations:
• The primary and most fundamental goal is to drive a significant number of installations for the
mobile app. Advertisers want users to download and install their app on their devices.
Promote New Features or Updates:
• If the mobile app has introduced new features, updates, or improvements, a CPI campaign can be
used to promote these changes and encourage users to update or install the latest version.
The main goal of the cpi campaign is to get the installs within the cost we decided. We have to achieve that goal first.
Secondary Goals

7. Best Practices for CPI Campaigns:
Clear Call-to-Action (CTA):
• Craft compelling and clear calls-to-action in your ad creatives. Encourage users to take action by
installing the app. Use language that highlights the value and benefits of the game.
Engaging Ad Creatives:
• Design visually appealing and engaging ad creatives.Use high-quality images or videos that
showcase the app's key features. Consider using interactive elements, especially for playable ads.
Optimized App Store Listing:
• Ensure that your app's store listing (on Google Play or the App Store) is optimized. A well-optimized
listing with a clear description, attractive visuals, and positive reviews can influence users to install
the app.

8. Track and Analyze Metrics:
• Set up comprehensive tracking using Firebase. Monitor key metrics such as install rates, in-app
actions, and user retention. Use this data to make informed optimization decisions.

9. Target return on ads spend (TROAS)
• It is a metric that marketers use to measure the amount of revenue their business earns for each dollar
they spend on advertising.
• Advertisers set a target ROAS, which is the desired ratio of revenue to ad spend. For example, if the
target ROAS is 500%, it means the advertiser aims to generate $5 in revenue for every $1 spent on
advertising.
• App campaigns: At least 10 conversions every day (or 300 conversions in 30 days)
*100

10. Setting Up TROAS Campaign
Set Up Your Firebase Account
• We need to link your Firebase project with our Google Adwords account.
• We can use Google Analytics to measure ad revenue generated from displaying ads.
• We log the custom_ad_impression event to measure ad revenue whenever your user sees an
advertisement in your app.
• In Analytics, the most important events are called conversions, and to be able to import them to a
Google Ads account mark them as conversions.
Set Up Your Google Adwords Account

12. Campaign Settings
Fill in the campaign settings, including campaign name, budget, bidding, and targeting options. For
TROAS, select the “In app action value " bidding strategy.
• Set your daily or campaign budget based on your advertising goals.
• Under "Bidding," select in app action value ."
• Set your target return on ad spend (e.g., 500% means you want to generate $5 for every $1 spent).
Ad Creation
Create engaging ad creatives that showcase your mobile app's key features.

13. Goals for TROAS
• The primary goal of the campaign is to Maximise conversions within your tROAS
• Get as many conversions as possible at a fixed budget or fixed return on ad spend
(ROAS
• Increase profit

14. Best Practice for the Troas campaign
Set Realistic Target ROAS
• Establish a target ROAS that aligns with your business goals and considers the previous
conversion value per cost data of the campaigns
Segment Campaigns Effectively:
• Segment your TROAS campaigns based on relevant criteria or geographic location.
Regularly Analyze and Adjust:
• Continuously analyze the performance of your TROAS campaigns and make data-driven
adjustments to bidding, targeting, and ad creatives.

15. In-app event campaign
• An in-app event campaign in Google Ads is a type of advertising strategy designed to promote and
drive specific actions or events within a mobile application.
• Advertisers use this campaign to encourage users to complete in-app events, such as making a
purchase, reaching a certain level, or subscribing to a service.

16. How to setup in-app campaign
In the bidding option in Google ads for in-app campaign we have to tell the google ads that which
specific actions we want the user to perform.
For this we have to set the conversion tracking in the Firebase Google Analytics let's suppose we define
the custom event of In app purchases or complete a specif level and mark this event as a conversion and
import this data to our google ads account.
We have to set the Target cpa as a bidding strategy for our in app actions campaigns.

17. Goals for the in-app event campaign
Increase In-App Conversions:
• Drive more users to complete specific in-app events, such as making a purchase, reaching a certain
level, or signing up for a premium subscription.
Promote Premium Features:
• Encourage users to unlock premium features or content within the app through in-app events.

18. Define Clear Objectives:
• Clearly define the objectives of your in-app campaign. Whether it's driving installs, promoting in-app
purchases, or boosting engagement, having a specific goal is crucial.
Best practices for In-app campaigns
Optimize Ad Creative for Mobile Experience:
• Ensure that your ad creatives are optimized for the mobile experience with clear visuals, concise
messaging, and a compelling call to action.
Utilize Deep Linking:
• Implemnt deep linking to direct users to specific in-app content or events directly from the ad.

19. Ad Content Accuracy : Ad content should be clear, accurate, and free from misleading information.
If your mobile game features specific gameplay or graphics, make sure the ad accurately represents these
elements.
Prohibited Practices: Avoid deceptive practices, such as clickbait or tactics that manipulate user
behavior. Do not use false urgency messages like "Limited Time Offer" if there is no actual time-sensitive
promotion.
Ad Extensions Compliance: Ad extensions should provide additional, relevant information without
being misleading. If using ad extensions, such as "Download" or "Install Now," ensure that the associated
landing pages directly lead to the app installation process.
User Safety: Ads should not endanger user safety or promote harmful behavior. If your mobile game
includes in-app purchases, ensure that the purchasing process is secure and transparent, and clearly
communicate any potential costs to users.
Google ad policies

20. Conversion Value
Conversion values help you measure and optimize the true business impact of your ad campaigns more accurately. If you assign values to your conversions, you'll be able to learn
the total business value that Google Ads generated, rather than simply the number of conversions that have happened. You'll also be able to identify and focus on high-value
conversions
When you're using Maximize conversion value without a Target ROAS set, we'll aim to spend your budget to maximize conversion value for your campaigns.
When you're using Maximize conversion value with a Target ROAS set, we'll help get as much conversion value as possible at the target return on ad spend (ROAS)