GOOGLE MOBILE ADWORDS CAMPAIGN EXAMPLES

Google’s video offering on mobile

1. Video Masthead — Including optional interactivity; The mobile video Masthead is a home page ad similar to the desktop video Masthead in that the format is based on a YouTube video. It appears on the home page of all YouTube mobile and tablet properties, including the Android native mobile app, the iOS app, and m.youtube.com for smartphones and tablets.
2. TrueView in-stream ads — Skippable pre-rolls and mid-rolls, including optional interactivity features; TrueView in-stream ads run on videos served on YouTube watch pages or within Display Network videos, games, and apps. They may also run on YouTube videos that are embedded on other sites and can appear on Android and iOS YouTube apps.
3. Reserve in-stream ads — Reservation-booked skippable (In-Stream Select) and non-skippable (standard in-stream) pre- and mid-rolls
4. TrueView video discovery ads — Banner template with video thumbnail and text description that drives YouTube video watch page; In AdWords, you can create and manage video campaigns by using the TrueView family of cost-per-view (CPV) video ad formats. If an advertiser is going to use an app promotion ad, they’ll most likely be using the Install App ad format.

Mobile app install campaigns

With “Mobile app installs” campaigns, an advertiser can focus an entire campaign on getting more people to download the app. more downloads could improve the app store ranking, which could result in even more people downloading their app. “Mobile app installs” campaigns are available on both the Search and Display Networks. On YouTube, you can create a “TrueView for mobile app promotion” campaign to drive app downloads. Learn more about app installs campaigns. YouTube

1. Remarketing for “mobile app engagement” campaigns; You can use remarketing lists to show ads to specific groups of people based on how they interact with your app.
2. Deep links allow you to take someone who clicks on your ad directly to a specific page or section in your app. Combined with remarketing, they can help you create a custom ad for your audience.
3. Conversion and remarketing tags:
   1. People who did or didn’t recently use an app
   2. People using specific versions of an app
   3. People who took specific actions in an app

Keeping track of actions in your app

Tracking in-app conversions help you understand how well your ads are working. To set up this tracking, you’ll need a snippet of code called a tag in order to send information from your app to AdWords. You can also track conversions using a third-party conversion tracking system.

App engagement does . . .	App engagement doesn’t . . .
Drive existing app users back into the app Use device IDs and play data Allow ads to run in AdMob (other apps) Allow clicks to “deep link” to a specific page/section of the app	Support dynamic ad creative or dynamic remarketing (unlike with desktop) Use cookies Allow ads to run on mobile sites or desktop

Deep Linking

A type of destination URL in an ad that takes people to a specific page in an app. Custom deep link lets app users open the app directly from other apps by clicking a link. This link takes you directly to the YouTube app download page in Google Play. A website deep link gives app users the ability to open your app directly from websites by clicking a link. Website Deep link – This link lets someone choose to open the YouTube app download page either in Google Play or with their mobile browser. App Indexing is a deep link specially designed for Google Search. Both custom and website deeplinks can be converted into app indexing deep links.

1. For Google Display ads (AdMob), only custom deep links are allowed. This will be the destination URL of your ad.
2. For Google Search ads, you can convert either a custom or a website deep link into an app-indexing deep link. The app-indexing deep link is your ad’s destination URL.

Not being able to track a conversion through the purchase funnel generally occurs in four categories:

1. Cross-device (consumer searches and clicks on one device but converts on another, often moving from mobile to desktop)
2. Calls (a consumer searches and clicks on a device but ends up calling the business to convert)
3. In store (a consumer searches and clicks on a device but ends up going to the store to make the purchase)
4. In app (a consumer searches and clicks on a device but ends up opening or downloading the app and converting in the app)

Full Value of Mobile (FVOM) promotes the idea that mobile conversions are about much more than just mobile commerce, and that conversions in a store, via phone, or on a PC may have originated from a mobile phone.

Conversion Actions

• Websites: Track purchases, sign-ups, and other website conversions

• Apps: Track Android app conversions (includes downloads and in-app actions) and Track iOS app conversions (includes downloads and in-app actions)

• Phones: Track calls from ads, Track calls to a Google forwarding number on your website, and Track phone number clicks on a mobile website

Imports: Track offline conversions

Setting up advanced conversion tracking features

• Track transaction-specific values (for the website and mobile in-app conversions)

2 types of app conversion tracking: app download conversions and in-app conversions. App downloads are tracked when a user downloads or installs a mobile application for the first time. In-app conversions are tracked when a user takes a specific action within a mobile app.

TrueView ads are billed on “views” (or engaged views). A view is counted when someone:

1. Watches 30 seconds of the video or the full video, whichever happens first.
2. Clicks through to an app store in TrueView for app promotion ads.

YouTube conversions consist of click conversions and view-through conversions. Click conversions occur when users reach a billable event and then convert. For example, a user views 30 seconds of a video and then installs an app. View-through conversions occur when someone sees an ad impression but there’s no billable event. For example, they skip an ad and then install an app.

There are two types of mobile TrueView ads:

1. TrueView in-stream (a skippable video ad that plays before video content)
2. TrueView video discovery (a thumbnail on the mobile home page. When someone clicks on the ad, they’re taken to the watch page)

YouTube mobile app install campaigns are designed to track downloads of the app being advertised. There are two options for conversion tracking for YouTube on mobile:

1. Codeless conversion tracking for downloads of the app (Android only)
2. Post-install events conversion tracking, such as first opens, in-app conversions via an SDK, or server-to-server pings (iOS and Android)

Four solutions you can use to implement app conversion tracking on Android:

1. Codeless
2. Software Development Kit (SDK)
3. Server-to-server (S2S)
4. App install confirmation

Audience reports tell you more about what kinds of visitors are coming to your site or app — by demographics, location, language, devices, etc. Acquisition reports let you compare traffic from different sources, from your AdWords campaign to non-AdWords sources. Behavior reports can help you improve the content on your site to better fit your visitors’ needs and expectations.

Track mobile apps

Setting up Mobile App Analytics requires the Edit permission for a Google Analytics account and technical knowledge of your app development environment.

• Total number of screens seen per session
• Order in which screens are viewed
• Number of technical errors, including app crashes
• How long individual app elements take to load