Continued improvements to App campaigns

Jun 15, 2023

Impact Rating

06/15/23 - Granular

Granular analysis and first look

Google is enhancing App campaigns to better connect users with relevant apps through AI-driven optimizations. These updates aim to expand reach across channels, provide new insights for performance improvement, and increase ad relevance and quality.

Photo Credit: Google

Why this matters?

  • Expanded Reach: New ad formats and enhanced experiences across Search, Play, Discover, AdMob, and YouTube Shorts increase visibility and engagement opportunities.
  • Performance Insights: Tools like ad group feed filtering, optimization score, and deferred deep linking provide actionable insights to enhance campaign performance.
  • Improved Ad Relevance: Enhanced matching and creative automation ensure ads are more tailored and relevant, improving user engagement and conversion rates.

Next Steps/Action Items

  • Utilize New Ad Formats: Incorporate content-forward ad formats and vertical video assets to maximize reach and engagement across channels.
  • Leverage Performance Tools: Use ad group feed filtering, promotional assets, and seasonality adjustments to optimize campaigns during peak moments.
  • Monitor and Optimize: Implement deferred deep linking and use the new creative testing tool to compare video asset performance and improve ad relevance.

Learn more about past Google updates