How To Drive Mobile App Installs¶

Value Proposition¶

Use this campaign type if you want users to land on the Google Play or Apple App store when they click your ad to download your app.

Download my app campaigns drive performance, greater reach and ROI on mobile and tablet devices.

Pricing is oCPC: You pay for clicks, but optimize to a CPI target with image ad campaigns.

If you set up an app install campaign for video, you’ll also utilize an oCPC bidding strategy. The cost will be per click, which is more efficient.

Create App Install Campaigns¶

To create an app install campaign, do this:

1. From the Native Manage ads tab, click New Campaign.

2. In the Objective panel, click Select for Download my app.

3. In the App details panel, enter your app URL.

Simply copy the URL link to your app from the Google Play Store or the iTunes store and paste it in the field.

Once you’ve entered your URL in the app store, you’ll receive confirmation that your app has been setup with server-to-server tracking with a third-party partner.

You’ll also receive confirmation on the campaign page in the Native UI that server-to-server tracking is enabled. For example:

Some examples for the Apple App store with different countries:

http://itunes.apple.com/gb/app/mobile-legislate/id441586657?mt=8 (English app store, price in Pounds)
http://itunes.apple.com/fr/app/mobile-legislate/id441586657?mt=8 (French app Store, price in Euros)
http://itunes.apple.com/us/app/mobile-legislate/id441586657?mt=8 (USA app store, price in Dollars)

4. Click Get app details to retrieve your app name. You’ll now see additional campaign creation fields displayed.

5. In the Ad group settings panel, enter the name, schedule, bid strategy and other information, including Pay per Click, CPI target and Default bid, for your new campaign.

6. In the Define your audience panel, select the desired targeting for the campaign. Note that Audiences are set at the campaign level, but can also be customized at the Ad group level.

• Language: Note that this field determines on which publisher pages your ads will display. Selecting the language means the viewers of your ad understand that language. Your ad text must match the language selected.

• Wireless connection: Default is All Mobile users (Default) or Wi-Fi Only. The recommendation: If your app is greater than 400 MB, select Wi-Fi only. If your app is less than 400 MB, leave at All Mobile users.

• Age: All (default), or select age groups. Note that Strict age targeting is deterministic (when not selected, Age targeting is probabilistic).

• Gender: All (Default), Male or Female. Note, also, that Strict gender targeting is deterministic (when not selected, Gender targeting is probabilistic).

• Interests: Select from categories of users defined by Verizon Media (Optional). Note that this is not recommended for use with app install campaigns.

• Custom audience: Target by Mobile Device IDs or Lookalike Audience (optional).

For managed accounts using Custom segments, use the standard set or select Create a custom set for this campaign > enter the segment IDs, one per line, for the custom segment. Go to the Master List of Native & Search Native Targeting Segments to obtain segment IDs.

• Ad Schedule - no longer applicable for oCPC.

7. Select the Devices you wish for your download app campaign, including minimum OS version, and whether you wish to use your campaign level settings.

8. Once you’ve completed those selections, click Save ad group and continue.

9. In the Ad details panel, choose an ad format – either a standard or video ad – and upload your images or video. Note that you can drag-and-drop the image and it will populate the slot for the Large rectangle, which is required, followed by the Square image and the Thumbnail image. Your images or videos must adhere to these ad formats:

• 1200x627px image (Large rectangle)

• 627x627px image (Square)

• Video (Maximum length - 30 seconds, Maximum size: 1GB)

10. Enter the text and the links for your ad. Ensure that you follow these requirements:

• Ad title (50 characters) and a Ad title 2 (which is optional)

• Ad description (150)

• Company name (35)

• Video Completed View Tracking URL (1024) (optional)

• Video Click Tracking URL (1024) (optional)

The Tumblr post URL is optional.

Third-party tracking is optional. If you select None, Native will take users to the app store, but conversion information won’t be available within Native & Search.

Once server-to-server tracking has been enabled before campaign creation, you won’t see the Third party tracking field at the Ad level. It will be invisible because you’ve already established server-to-server tracking with your third-party vendor.

Note that there is no need to upload click URLs.

For Call-to-action, you have a series of choices, including

• Get Recipe

• Browse Now

Ensure that you’ve completed the all the options for your Download my app campaign.

11. Click Launch campaign.

Check Status & Performance of Your Campaign¶

You can check the status of your campaign when you click the Manage ads tab.

In the Ad groups panel, you can also view the performance of your ads.

If you need to edit the details of your ad, click the pencil icon in the upper right corner.

Optimization Strategies¶

Before and after the launch of your app install campaign, consider the following creative best practices and optimization techniques in order to drive results.

Use Bulk to Create App Install Campaigns¶

You can also create App Install campaigns in Bulk with the bulksheet. You download a sample bulksheet and follow the steps outlined in that section.

Tracking¶

If you’re a developer with a background in Software Developer Kit (SDK) integrations, you can enable Native ad network with your tracking vendor to get detailed information about your app’s performance. For example, you can learn about app installs, unique user counts, and adoption over time and across geographical locations.

Native & Search supports the following options for the app install campaign goal:

• Integrate with one of our third-party partners: Adjust, AppsFlyer, Singular, Kochava, Party Track, TapSense, Tune, and WDA.

• Enable Verizon Media Native ad network for server-to-server install tracking and in-app event tracking. You need to do this in order to have Native optimize towards your performance goal.

• Contact us if you require additional support or want to inquire about integrating with a third party not listed above.

Drive Mobile Re-Engage App Campaigns¶

You can use the campaign objective, Re-engage my app, to drive users to relaunch your mobile app and optimize to in-app events. You start by selecting the objective for your campaign.

Follow the same steps as outlined above for creating your campaign, entering the iTunes Store or Google Play store URL for your app, defining your audience and filling in the required fields for your campaign settings.

The important change is to specify the Universal or deeplink for your app in the Ad Landing URL field. For example:

https://www.myapp.com/buynow/123

Your landing URL will deep-link users directly to the desired section of your app. Your campaign will support only Universal deeplinks or a deferred deeplink which looks like a website URL. For example, use URLs like https://www.myapp.com/buynow/123.

Use Bulk for Re-Engage App Campaigns¶

For more information on using Re-Engage App campaigns in Bulk, see Bulk field objects in campaigns.

Learn More¶

To learn how to set up in-app events, refer to Create an Audience of In-App Events.

To create conversion rules for your campaigns and select rules from a list available at the advertiser level, refer to Use Conversion Rules for Your Campaign.