Google Ads Apps flashcards
Google Ads Apps · Build recall with a focused review session.
32 cards. Read the term and the definition here. The deck at the top of this page is optional.
- App campaign bidding types
- Google App campaigns support only target CPA and target ROAS bidding; manual CPC and maximize clicks are unavailable. The chosen conversion goal (install, in-app action, or value) sets what the bidder optimizes.
- Asset group structure
- An asset group is the ad unit inside an App campaign. It bundles a theme with its own headlines, descriptions, images, videos, and HTML5 assets, and performance is reported at asset-group level.
- Headline character limit
- App campaign headlines allow up to 30 characters each, with a maximum of five per asset group. Google recommends supplying at least four to give the system enough combinations.
- Description character limit
- App campaign descriptions allow up to 90 characters each, with a maximum of five per asset group. At least three descriptions are recommended for adequate ad variation.
- HTML5 asset purpose
- HTML5 assets are interactive playable-style ads shown on Display and YouTube. Up to 20 may be uploaded per asset group, and at least one is recommended for coverage.
- Install tracking for Android
- Android apps distributed on Google Play get install conversion tracking automatically through the Play Store link, with no SDK required. In-app actions still need Firebase or a third-party SDK.
- Third-party SDK tracking
- For iOS apps or non-Play stores, install and in-app conversions require an MMP such as AppsFlyer, Adjust, Kochava, or Branch linked to Google Ads. Without a link, campaigns cannot optimize to those events.
- tROAS value requirement
- Target ROAS bidding needs purchase value passed with each in-app conversion. If value is missing, the campaign cannot optimize to ROAS and defaults to install or action optimization instead.
- Campaign goal selection
- The goal (app installs, in-app actions, in-app action value, or engagement) determines the conversion action the bid strategy pursues. Changing the goal resets the learning period.
- App campaign placements
- App campaigns serve across Google Search, Play Store, YouTube, Discover, and Display. Advertisers cannot restrict delivery to Search only; they can only exclude content categories.
- Learning period reset
- Significant changes to bid targets, budgets, creative assets, or conversion goals trigger a learning period during which performance is unstable. Minor edits like adding one asset usually do not reset it.
- Asset group themes
- Each asset group should target a distinct audience or message theme. Grouping unrelated themes in one asset group dilutes relevance and makes performance analysis harder.
- Video asset recommendation
- Google recommends at least one video per asset group, with up to 20 allowed. Videos appear on YouTube and Display, and the system can generate variants from supplied assets.
- Image asset recommendation
- Up to 20 images may be uploaded per asset group, and at least five are recommended. Images should vary in orientation and style to fit different placements.
- Firebase conversion link
- Linking a Firebase project to Google Ads enables in-app action tracking for Android and iOS apps. It is an alternative to an MMP for passing conversion events.
- Engagement goal
- The engagement goal optimizes for actions like opening the app or completing a level rather than installs. It requires in-app event tracking through Firebase or an MMP.
- Pre-registration campaigns
- Android apps can run pre-registration campaigns on Google Play before launch. Installs are counted when the app becomes available and users complete installation.
- App campaign budget minimum
- App campaigns require a daily budget sufficient for the bid strategy to gather data; Google recommends at least 50 times the target CPA per day for stable delivery.
- Conversion action hierarchy
- Campaign-level conversion goals override account defaults for App campaigns. Only one conversion action per goal is optimized at a time; others are recorded but not bid on.
- Asset performance ratings
- Google labels assets as Low, Good, or Best based on performance. The rating guides replacement of weak creative but is not a guarantee of future results.
- Ad strength for apps
- Ad strength rates asset completeness and diversity as Poor, Average, Good, or Excellent. It reflects input coverage, not predicted performance, and higher ratings indicate more combinations.
- Location targeting default
- App campaigns default to presence-based location targeting, reaching users in the selected locations. Advertisers can switch to presence-or-interest, which broadens reach.
- Excluded content categories
- Advertisers can exclude sensitive content categories from Display and YouTube delivery. Exclusions reduce reach, so they should be limited to brand-safety needs.
- Deep link in ads
- Deep links send users to a specific screen inside the app after install. They require deep link support in the app and are set at the asset group level.
- Install volume reporting
- Install volume is reported from Play Store or MMP data, depending on the tracking source. Discrepancies between sources are common and should be reconciled before judging performance.
- In-app action value tracking
- Passing a value with each in-app purchase enables tROAS and value-based reporting. Values must be consistent across events to avoid skewed bidding.
- Campaign draft and experiments
- App campaigns support drafts and experiments to test bid or creative changes against a control. Experiments split traffic and report incremental impact.
- Optimized targeting
- Optimized targeting expands reach beyond manual audience signals when data suggests likely converters. It is on by default for some campaign types and can be turned off.
- Audience signals
- Audience signals hint at who should see ads but do not restrict delivery. They combine with system learning to find additional converters beyond the signal.
- Conversion window default
- App campaigns use a default conversion window of 30 days for installs and in-app actions. The window can be adjusted but affects reported and bid-optimized conversions.
- Store listing assets
- Play Store listing assets such as icons and screenshots are not automatically used in App campaigns. Advertisers must upload separate creative in the asset group.
- Campaign status diagnostics
- Status labels such as Eligible, Learning, and Limited indicate delivery health. Limited usually signals budget, bid, or targeting constraints that need adjustment.