Create an app install campaign on Google Display Network

Nikhil has a recipes app which features only healthy recipes and wants to show his ads in other recipes apps. The targeting should be “Health & Fitness” under “Mobile app categories”. Assuming that users of this app are tech savvy working professionals, they may also try other apps of similar kind. Nikhil can add these people to targeting who have installed other recipe apps by selecting “Apps previously downloaded” & when these customers go on other recipe apps they will see Nikhil’s app install add.

Today we will look at how to create an app install campaign for Google display network. So let’s start!

On the “Campaigns” tab, click the +Campaign drop-down menu, and select Display Network only.

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Add a name for your campaign. You may want to indicate in the name that this is an app install campaign.

Campaign Name image

Select type as “Display network only” and click “Marketing objectives” which will give you following options. Click on “Install your mobile app” as that’s our objective for the campaign.

Marketing objective image

Select the app you’d like to promote from the drop-down menu, or click “Add a new app” to enter a new one.

Select app image

Add new app image

Under “Devices” you can select what OS, model or operator you want to target.

OS image

Model image

Operator image

In “Bid Strategy,” choose either CPC bidding, or Focus on installs. Adwords backend can count installs as conversions for Android apps in the Google Play store automatically. Budget for the campaign can also be mentioned. I have mentioned a budget of Rs. 500 a day.

Bid strategy and budget image

Under “Locations” I have selected 2 cities and 1 state. Here you can choose at Country, State and City level.

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While scheduling the ad, I can select “From – To” date, also the hours at which the ads should be showed can be defined. For example, if you know that your ads get least traction during evening 6-9 pm you can choose not to show ads during that time frame.

Scheduling ad image

A great feature of Adwords is that you can select Ad Rotation option on the basis of ads which have best rate of conversion. Look at the below given option. If you are doing a branding campaign, impressions matter a lot. I can choose to limit the impressions at daily, weekly, monthly level. The impressions cap could also be implemented at Campaign, Ad group as well as Ad level.

scheduling frequency image

At the ad group level define name and target CPA (Cost Per Acquisition). Google will automatically set the CPC bids in such a manner that your average CPA will be lesser or equal to target CPA.

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One can choose to select what “Interests” need to be targeted or where the ad needs to be placed by selecting “Placements”. Well an interesting point to note here is that you can reach customers who have recently bought a new phone, target customers who have visited your site in the past or reach out to similar customer profiles like your website visitors. Awesome right?

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When you are selecting a template you can choose from the following options.

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Video ad is a very good option if you want to bring an element of interactivity in your campaign. Otherwise if you go for the app install ad as showed below, please be careful of Adwords’ policy on ad content and description. For example, punctuation mistakes or direct call to action like “Click here” would not be approved in the ad.

choose template image 2

In the above image you can see that there is an option of excluding tablets. This way you can just focus on mobile devices and not dilute the campaign TG. At this stage I can see the ad preview also.

Once the ad is created the following window will open. Right now the status is “Under review”. Google takes max 1 day to approve or reject ads. The data can be seen on the basis of conversions, clicks, day and many other combinations.

Adwords backend image

That’s it for today. Do let me know if you found this blog useful and what were your insights from any app install campaign that you have done.

Till next time be awesome 🙂

(Content source – support.google.com)

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Google is using micro moments

App install image

Today the world is mobile, in literal sense. We use our phones more than we use laptops or computers. Keeping up with the times Google has launched a few more features and tools in its adwords platform. The overarching idea is to address customers while they are living in different moments.

Consumers with mobile devices have higher expectations than ever before – they want everything right, and they want everything now. Marketers need to answer customer questions whenever and wherever they are.

The terminology Google is using to define micro moments is “I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments”.

Apart from Search, Apps are also an integral part of living moments for any individual. On an average people spend 30 hours per month on apps. Apps are not discovered only through app store. People find out about apps when they are searching for a specific app, watching a video on YouTube or through search. One in four app users discover an app through search. Making your app discoverable is important.

People don’t search for apps on search but they download apps due to search ads. For marketers, this means making sure your app stands out wherever mobile users are looking to discover apps relevant to their interests.

You can make your app discoverable through mobile app install campaigns. You can reach broader audiences who are looking for an app similar to yours. In addition to search, extending your campaign across ad formats that drive app installations, including display and video, is also a good idea. When more people download your app, you could improve your app store ranking, which in turn can result in even more people downloading your app.

When you create your campaign, choose the network type that best matches how you’d like to promote your app:

On the Display Network, you can reach people while they’re using other apps that are similar to yours with app install ads. These campaigns often get large volumes of impressions, which can increase awareness of your app and attract new app users who may not be actively searching for you.

On the Search Network, you can show app install ads to people while they’re looking for an app like yours, or trying to do something that your app makes easier. Search Network campaigns are a great way to connect with people who are actively looking to download an app like yours.

On YouTube, you can show video ads to reach people who are interested in content related to your app. YouTube campaigns can help boost awareness of your app with engaging content that grabs your customers’ attention at just the right moment.

If you’re interested in encouraging people to re-open your app, you can create a “Mobile app engagement” campaign. For app engagement ads, you can track actions within your app, such as product purchases or levels reached, as well as conversions.

In the next series we will see how to create an app install campaign on – Display, Search & YouTube.

Till next time, be awesome 🙂

(Content source – adwords.blogspot.in)

Guide to Facebook Location Targeting

Recently I had a detailed chat with a friend of mine. He had joined an educational institute, was concerned about the overall way in which the campaigns were performing. His target audience is hyper local college going students who want to take on additional courses for skill development. After listening to his problems I suggested him why doesn’t he try the new location targeting feature of Facebook along with lookalike audiences. It really helped him turnaround his campaigns and he is hoping conversions will start flowing in soon.

Let’s see what this new location targeting feature is all about. This feature was recently rolled out to Power editor and ad create tool.

When you create a custom audience in power editor you will see a bit of change in the “Locations” filter. You can enter the name of one or more countries, states, provinces, cities and zip codes (US only) to show your ads in those locations. You can use any of the choices in any combination. After selecting a location, use the arrow on the right to choose a radius from that location or exclude a location that falls within the selected area.

Only the radius & exclusion feature has been launched in India. Other features given below have been launched in US.

There are 4 ways advertisers can choose to reach people within a location:

  • Everyone in this location (default): People who live in the selected location as stated under “current city” on their Facebook profile as well as people who have that location as their most recent, based on information from their mobile device.
  • People who live in this location:People who live in the selected location as stated under “current city” on their Facebook profile. This is also validated by IP address and aggregate information about their friends’ stated profile locations.
  • People recently in this location:People whose most recent location is within the selected area, as determined by information from their mobile device. This includes people who live there or who may be traveling there.
  • People traveling in this location:People whose most recent location is within the selected area, as determined by information from their mobile device, and whose homes are more than 100 miles from their stated current city on their Facebook profiles. Keep in mind information from mobile devices is only available from people who have enabled location services on that device.

Here I am creating a custom audience called “Test Location”.

Test location image

The feature allows you to include location along with radius as showed below. First type in the city name and then select the radius.

Location inclusion image

When you have to exclude a particular location just type the name of the State and start mentioning cities or areas that you want to exclude. Look at the images below. The second image red box is where you have to type city names that you want to exclude.

Exclude location image 1

Exclude location image 2

We will just have to see how fast the pin code based feature is introduced in India. That will be a game changer.

Now here are some interesting facts that you would like to know about the location targeting feature.

A) Maximum number of locations I can target:

  • 25 countries
  • 200 states/regions/provinces
  • 250 cities
  • 2500 ZIP codes or postcodes

B) What kind of local awareness ads can I create to generate footfalls or in-store sales:

  • Like: People who see the ad and click the button can like your business’s page
  • Get Directions: People who see the ad and click the button will receive directions to get to your business.

These buttons are included by default. If you’d prefer not to have a Get Directions button, select Call To Action > No Button. Facebook location targeting is based on information from sources such as current city from people’s profile, IP address, data from mobile device (if location services are turned on) and aggregated information about the location of people’s friends.

C) Some third-party analytics software, such as Google Analytics and Omniture (Adobe), may show clicks on your ads from outside of the location you’re targeting. This is because these platforms only use a person’s IP address to find a location. If someone is using a VPN, proxy server or even clicking ads from their mobile device, it can hide their true IP address and location. Facebook reporting will be accurate in these cases as it targets ads to people based on the data they’ve added on Facebook.

That’s it for today. Let me know if this feature has helped you in any manner and what were your insights.

Till next time, be awesome 🙂

(Content source – Facebook help center)

Twitter marketing basics Part 3 – Twitter lists

Mentos is a great brand and has always been known for its quirky ads. Recently it launched #FarakPadega campaign. In this, an angry chicken can be seen berating his son and wife on certain aspects. For example in one of the ads, the dad chicken and son chicken are having a family talk, suddenly there is a human hand which comes in the frame and offers the new Mentos while the voiceover says it’s bigger, softer and better. Highly unimpressed, the angry chicken dad snaps the hand to shut up and proceeds to scold his son. You should check it out it is really funny.

Imagine a scenario wherein a campaign launch like this not only requires you to monitor competition but also expects you to be on top of trends, engage with bloggers, do event marketing and reward your biggest fans.

Sounds like a lot of work? Let’s see if we can make it less. Today we will look at all these aspects from twitter lists’ perspective.

Usually the very famous twitter trends window will be the first thing to go to for latest trends and news.  But alternately, to stay on top of trends, create a list of top websites and users who always do breaking news piece. Ensure that the sources are novel in nature and do not fall under the mundane set of twitter handles. I personally use the search functionality given in twitter to find out trends. Below is an example when you do a search for “digital marketing”.

Look at the right side top, here when you click on the text box you will see related searches plus can visit the advanced search page. Alternately you can click on the left hand side tab to reach this page.

Search term image

On the search page you have varied filter options as showed below. You can search by date, location, phrases, hashtags, twitter handles, type of tweet (positive, question, retweet). The search could be saved and accessed by clicking on the top right search bar. It is a very useful feature.

Advanced search image

At the time of a product launch lot of events/workshops are conducted. Twitter lists could be created to help you manage the event smoothly and generate buzz around it.

Create a twitter list of speakers and attendees. This will help everyone to connect with each other and decide on what needs to be covered at the event. It turns out to be a bonus for those who are not able to attend the event. The activities can be followed in real time.  Sharing link of the list throughout the event not only helps the speakers and attendees but also creates lots of conversations.

A similar kind of exercise can be done for the most active social customers. You can create a list of these people and interact with them on regular basis. Follow their tweets, interact with these customers by RTing, asking questions or responding to their tweets. This will help you create brand ambassadors amongst customers.

For the most active followers, a list can be created. These are the people who share your blog posts and retweet your content. Engaging with these fans by sharing their tweets or having conversation related to the topic of their liking will create positive sentiments about your brand.

Twitter is a great resource not only to share information but also develop relationships with others in your field. Twitter will continue to grow and come up with new features. Information will get even more difficult to filter. Well-kept lists act as a permanent filter for each of your points of interest.

That’s it for this series. Hope all of you enjoyed and benefited from this content. Let me know how you have used twitter lists. It will be a great help to others who are looking at using this feature extensively.

Until next time, be awesome 🙂

(“#FarakPadega campaign” content courtesy – lighthouseinsights.com)