Google Ads to Update how App Campaigns Operate

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Google Ads plan to make a number of changes to how their app campaigns operate, simplifying the campaign creation process and aiming to generate more conversions. In an update being introduced later this year, the campaign building process with be simplified with the introduction of a new tool made for optimising imagery. Learn more about the changes being made to app campaigns below:

 

Simplified Campaign Image Requirements

Currently, app campaigns in Google Ads accept more than 30 different image dimensions and sizes. To simplify this, Google is changing from size-focused specifications to ratio-based image requirements, working to make the creative setup for these ads a more efficient process. Advertisers running app campaigns will now only need to provide a minimum of three differently scaled images to meet the aspect ratio image requirements.

New image aspect ratios are as follows:

  • 91:1 (Landscape)
    • Minimum size: 600 x 314
    • Recommended size: 1200 x 628
  • 4:5 (Portrait)
    • Minimum size: 320 x 400
    • Recommended size: 1200 x 1500
  • 1:1 (Square)
    • Minimum size: 200 x 200
    • Recommended size: 1200 x 1200

Once this update is introduced to the Google Ads platform, any pre-existing images that do not meet the new image requirements will stop running and be removed from ads.

Alongside this update, Google Ads plan to introduce a new tool to their platform that allows advertisers using app campaigns to crop images to either of the three required aspect ratios. This cropping tool will be made available to use when images for new creative campaigns are uploaded.

 

Maximise Conversion Bidding

As part of this update, advertisers will be able to use ‘maximise conversions’ bidding options within Google Ads app campaigns. This change will allow app campaigns to generate as many installs as possible within a short amount of time. Users will be able to simply input their budget and allow Google’s machine learning technology to handle the rest.

 

These upcoming updates should be made available to Google Ads advertisers within the next few months, helping to simplify the way app campaigns are created. For assistance with setting up your own Google Ads campaigns, take a look at our PPC advertising setup services and discover what our PPC experts can do to help your business.

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