On October 24, Google Ads announced it will be improving app campaign modeling to serve more relevant ads to users who are interested in downloading apps.
App campaigns on Google Ads use text, image, video and HTML5 assets that have been uploaded to deliver ads to users across Google’s network. In the next few months, the ad platform will update app campaigns by attributing traffic to each of these creative assets.
If Google Ads is able to track which combination of creative assets has the best performance rate, it will significantly improve the way campaigns select and serve asset combinations as ads. These changes are also believed to help advertisers make more informed design decisions to drive app downloads.
The announced updates will be rolling out over the coming months. Advertisers who have active app campaigns running on Google Ads will automatically adopt these changes. Google claims that the updates won’t produce any adverse impact on app campaigns’ performance, noting that advertisers might see some shifts in their asset reporting data.
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