An education company is preparing to run a marketing campaign for their app. Identify three factors that the company should consider when determining the objectives for their upcoming campaign. Select the best answers.

When setting objectives for a Google App campaign, it's essential to align marketing efforts with internal business realities and the app's lifecycle.

Analysis of Correct Answer(s)

• Business goals: This is the foundation. The app campaign must support the company's overarching objectives. For instance, if the main business goal is to increase quarterly revenue, the app campaign objective should focus on driving in-app purchases or subscriptions, not just installs.

• App-specific goals: These are the desired user behaviors that contribute to business goals. For an education app, this could be completing a free lesson, signing up for a trial, or subscribing to a premium course. These in-app actions become the key performance indicators (KPIs) for the campaign.

• Stage of app maturity: The campaign's focus changes as the app evolves.

  • A new app (launch phase) will prioritize building a user base, focusing on installs.
  • A growing app will shift to acquiring high-quality users who perform specific in-app actions.
  • A mature app may concentrate on re-engagement to bring back lapsed users and maximize lifetime value (LTV).

Analysis of Incorrect Options

• Competitor strategy: While analyzing competitors is crucial for overall market positioning and tactical adjustments (like bidding or ad creative), it should not be a primary factor in setting your own objectives. Your goals must be driven by your internal business needs, not reactive to a competitor's actions.