While Google App Campaigns (Google AC) is perhaps the simplest way to create app ad campaigns, it’s not necessarily the most in-depth. At Bidalgo, a leading provider of ad automation solutions with a global presence, we know how important it is to use all the tools available to increase ROAS (return on ad spend), so we’ve come up with our own solution, currently available in beta form: heuristic data. Also known as Asset HD, heuristic data more accurately analyzes and optimizes Google AC, which is also used by our artificial intelligence-driven automation.
Sometimes Google’s Data isn’t Enough
When Google rolled out its Universal App Campaigns a few years ago, its goal was clear: to provide a simple, automated process that allows advertisers to run app ads across all of Google’s platforms. Since then, Google dropped the “universal” and made its App Campaigns process mandatory for all app advertisers. Using Google AC, marketers simply provide text and visual assets, and Google does the rest, combining the available resources and posting ads across its networks, including Google Play, YouTube, and naturally Search, among others.
For smaller companies or those just starting out, this is a huge help. Instead of spending time and resources designing a campaign down to every little detail, app marketers simply need to agree on a few useful phrases, images, and/or videos–no need for third parties or specialized tools. On the other hand, for higher-end advertisers, Google App Campaigns are lacking in both transparency and control. That’s why our new service was created: it digs deeper into the available data to better optimize your campaigns.
Heuristic Data: Let There Be Light!
Google’s dashboard does offer some data for its App Campaigns, but it’s never a complete picture. For one thing, while it offers results for specific assets, it’s not completely aligned with how creative assets are measured in the industry, as Google AC bundles assets together automatically. Text might be combined with a video, two pieces of text might be used together, and so on; when those assets are listed individually in Google’s report, the sum will be different than the campaign level sum. On top of that, Google will often use additional assets that weren’t uploaded to the campaign which are pulled from metadata and not included in the results.
Google also doesn’t share its data with attribution partners, so there’s no complete picture of data going down to the nitty-gritty details. Adding to the confusion is the fact that there’s no universal conversion standardization; a “conversion” might be an install or a purchase, depending on the campaign type.
At Bidalgo, we love nitty-gritty details, and we understand that this information is necessary for advertisers to properly optimize their efforts. That’s where Asset Heuristic Data (Asset HD) comes in. We developed an algorithm that distributes the campaign level data from the mobile measurement platforms or attribution partners down to the assets. While Google only provides pre-attribution, campaign-level data for metrics such as impressions, clicks, and installs, Asset HD uses a data science-driven technique to calculate asset-level performance, including Payers and ROAS in different cohorts. This allows for a previously unavailable breakdown of performance for individual assets like text, video, display images, and HTML5 playable units.
For the first time ever, Bidalgo customers can now see more accurate numbers, which are necessary to properly optimize their creative assets. With our reporting, advertisers can track the performance of individual assets and add or remove them as needed, based on real data more than “guesstimation.” Heuristic data is available to all of our customers regardless of whether or not they also implement artificial intelligence automation.
AI Automation With Proven Results
It’s no secret that AI is changing the marketing game, and Bidalgo’s artificial intelligence is leading the pack when it comes to App Campaigns. We’ve previously created AI-powered automation solutions for Facebook and Snapchat advertising services, making this is one of our areas of expertise. Google App Campaigns offers a new layer of automation on the auction side, of course, but it requires a lot of manual resources to achieve excellence. These manual processes are mainly focused on optimizing the performance of the assets, which are the building blocks of the campaign.
Our Google AC AI Automation, using our own proprietary algorithms on top of accurate asset-level data, makes your campaigns more effective by automating those data-driven analyses and operations we discussed above. How do we do it? With smart asset selection, creative testing, science-driven best practices, and intelligent bidding, budgeting, and status decisions. In other words, our AI campaign automation creates campaigns based on data-driven facts and continuously optimizes the assets within. Our AI aligns the results that best suit your campaign with Google’s own best practices.
With Bidalgo’s intelligent, science data-driven services, we’re able to help you understand how your app ads are performing down to the asset level. By looking at a campaign’s historical data, our AI can analyze the performance of individual assets, determining which ones work best, creating the highest potential campaigns, and continuously adding or removing the assets as needed to sustain best performance. With rigorous testing and analysis, we’ll be able to optimize app campaigns in ways Google alone cannot. The results speak for themselves: an average of 31% lift in ROAS, better CPAs, more control, more transparency, and ads that perform.
Together, our AI-driven automation and Asset HD will take your marketing campaigns to new heights. Bidalgo’s Google App Campaign services are now available in beta, with a full rollout expected in the coming months . For more information, or to start optimizing your AC, head over to the experts and schedule a demo with us.