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Re-engage users who have your app installed with targeted AdWords campaigns

Create a mobile app engagement campaign in AdWords to target users who have your app installed, when they're in the Google app and other apps.

Why it works

Users don't always remember to open the apps they've installed, especially if they've installed a lot of apps. With mobile app engagement campaigns you can re-engage with users from Search or target specific audiences with Display Networks ads. Targeting ad campaigns to audiences allows you to deliver precise messages. Such messages could encourage users who haven't visited recently to try your app again, help them complete an activity they didn't know your app could handle, remind users to open your app and take a specific action, help people to complete an activity that they've already started, and recommend someone try specific features or levels among others.

How to do it

  • Create remarketing lists by linking your AdWords account to your Google Play Console or uploading advertising IDs or IDFAs.
  • Create and run your mobile app engagement campaign in AdWords for your remarketing list.
  • Monitor your campaign and refine it as necessary to reach your desired audience.

Best practices

  • Set up deep links. By driving users to specific parts of your app you can reduce friction and increase engagement. For example, in a travel app, rather than opening on the app's home screen you could take the user directly to a search for holiday destinations.
  • Create a remarketing list. When you're running a Display Network campaign you can target your ads to specific groups of users by creating a remarketing list. For example, for a soccer information app you may want to target users in the UK around the time of the FA Cup.
  • Track app engagement beyond the install. By tracking what users do in your app you can create remarketing lists of users who did or didn't use your app recently, users who took specific actions in your app, and custom combinations of these lists. For example, you could create a remarketing list to target users who have made a purchase but haven't used your app recently, a remarketing list of frequent users who haven't made a purchase, and so on.
  • Drive app engagement with your messaging. Make sure that your re-engagement messages are compelling. For example, don't simply tell lapsed users that your app is still available to them, offer them a discount on their next purchase to give them an incentive to come back.
  • Prioritize conversions over installs. After your campaign has been running for a while you can change your bid strategy to "Focus on conversions". AdWords will then automatically adjust your cost per click to reach a target cost per action.
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