Which of these companies would be ready to start a Google App campaign focused on in-app actions?
A travel company with a large app user base that hasn't yet set values for the key actions that users take within the app.
A fitness company with a large website user base that's about to launch its new app.
A finance company with a small app user base that wants to drive additional app installs.
An education company with a large app user base that's assigned values to the specific actions that users take within the app.
Explanation
A Google App campaign focused on in-app actions is designed to find users who are most likely to complete specific, valuable events within your app. To be successful, this campaign type requires sufficient data for Google's machine learning to optimize effectively.
Analysis of Correct Answer(s)
- The education company is the ideal candidate. It meets the two critical requirements for an in-app action campaign:
- A large app user base: This provides the necessary historical data and signal volume for the campaign's algorithm to learn and find new, high-value users.
- Assigned values to specific actions: This is crucial. By setting up conversion tracking and valuing actions (e.g., course completion, subscription), the company can use bidding strategies like Target CPA (tCPA) or Target ROAS (tROAS) to optimize for profitability and efficiency.
Analysis of Incorrect Options
- The travel company is not ready because it hasn't assigned values to its key in-app actions. Without this setup, it cannot effectively measure or optimize for the actions that drive business value.
- The fitness company is just launching its app and has no existing app user base. It should start with a campaign focused on driving installs (tCPI - Target Cost Per Install) to build an audience before it can run a campaign for in-app actions.
- The finance company has a small app user base, which is insufficient for an action-focused campaign to gather enough data to perform well. Furthermore, its stated goal is to drive installs, making an install-focused campaign a more appropriate choice.