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Optimizing Google App Campaigns for Value-Based Bidding

📑 10 slides 👁 37 views 📅 1/30/2026 📺 YouTube
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Introduction to Value-Based Bidding

Ashley Black, Google Ads expert, shares insights on optimizing app campaigns.

Introduction to Value-Based Bidding
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Types of Google App Campaigns

  • CPI campaigns: Focus on pure install volume.
  • CPA campaigns: Bid on specific actions like trial starts.
  • ROAS campaigns: Optimize for return on ad spend.
Types of Google App Campaigns
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Common Mistakes in ROAS Campaigns

  • Setting ROAS bids too high limits scale and performance.
  • Long conversion windows (30-90 days) hinder optimization.
  • Start with shorter windows (7 days) for better results.
Common Mistakes in ROAS Campaigns
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Volume Requirements for ROAS

  • Minimum 10 post-install events per day for optimization.
  • Higher volume needed for revenue events (20+ trials/day).
  • Low-volume apps may not benefit from ROAS campaigns.
Volume Requirements for ROAS
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Bid Strategy for ROAS Campaigns

  • Start 20% below target ROAS to allow for scaling.
  • Higher bids reduce scale; lower bids increase reach.
  • Gradually increase bids once volume stabilizes.
Bid Strategy for ROAS Campaigns
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Placement Differences in ROAS vs CPA

  • Same inventory types but different distribution.
  • ROAS campaigns often see higher CPMs and quality traffic.
  • Placements include Play Store, search, YouTube, and display.
Placement Differences in ROAS vs CPA
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Exclusions to Improve Performance

  • Exclude users who already have your app installed.
  • Consider excluding reinstalls to avoid cannibalization.
  • Brand keyword exclusions can prevent wasted spend.
Exclusions to Improve Performance
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iOS vs Android Campaigns

  • Android excels with Play Store integration and data.
  • iOS campaigns rely more on web and YouTube traffic.
  • Google's iOS product is improving but still limited.
iOS vs Android Campaigns
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Optimizing with Retention Events

  • Look beyond trial starts to deeper funnel actions.
  • Identify events correlating with long-term retention.
  • Higher-value events can justify higher bids.
Optimizing with Retention Events
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Key Takeaways

  • Start with conservative ROAS targets and short windows.
  • Ensure sufficient volume of revenue events for optimization.
  • Monitor placements and exclusions to refine performance.
Key Takeaways
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