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Want to create a new Google Ads account?

You’re about to create a new Google Ads account. You can create multiple campaigns in the same account without creating a new account.

Evaluate and expand

After launching your campaign, you can use the data to review performance, test new strategies, and optimize for success.

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Ready to optimize your campaign?

To get the most out of this experience, ensure you’re signed into your Google Ads App campaigns dashboard.

1. Your campaign timeline

App campaigns for installs have three phases. The duration of these phases may vary slightly, but each plays a vital role in the success of your campaign.

Learning phase (Day 1 to day 7)

The first phase is all about gathering data from your campaign to feed machine learning.

1. Wait for the learning period to be over.
Once you launch, do not change your campaign in this phase. The algorithm needs time to learn which assets perform the best!

The learning period may vary based on your app category, country, and bidding strategy. Device types may also impact conversions; for Android, the learning phase will take at least a week; for iOS it may take up to 6 weeks. Follow bid and budget best practices to have a smooth learning period.

2. Look out for your campaign status.
Ensure you’ve gathered at least 100 events for an App campaign for installs.

Check your bid strategy report to see your campaign’s status. Within your dashboard’s ’Bid strategy type’ column, click on the link to access your bid strategy report.

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Top tip

If your daily budget is too low, it may take longer than 7 days for your campaign to have enough data. Check if your campaign is limited by bid or budget in your campaign bid strategy report.

Assessment phase (Day 7 to day 14)

This phase is all about reviewing performance and making adjustments.

1. Check the performance of your campaign.
Keep a close eye on your asset reports. After assets exit the “Learning“ status, they will be labeled with “Low,“ “Good,“ or “Best“ asset rankings.

2. Plan for creative refresh.
Review your asset performance and use this information to learn what creative elements resonate with customers. Start to plan which type of assets you should add or remove based on how well they perform.

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Top tip

Look for asset types that perform best. If portrait videos are your best-performing assets, consider adding more in the next phase.

Optimization phase (Day 14 to day 30)

The final phase is about optimizing your campaign to achieve the best results possible.

1. Make small modifications to low-performing assets.
In this phase, you can start making minor modifications. Keep "Best" and "Good" performing assets. Add assets similar to those ranked as "Best," and replace assets ranked as "Low." Do so gradually to minimize performance fluctuations.

2. Check your Google Ads recommendations and take action for improvement.
Optimization score is an estimate of how well your Google Ads account is set to perform. You can review the Optimization Score of your campaign under the "Recommendations" tab. Review your automated recommendations on how to improve your campaign, and select and apply these actions instantly.

2. Best practices

Allow for enough data signals.

Keep your budget sufficient for 100 installs per day. The learning period may take longer if your budget is too low.

Avoid making big changes.

Only adjust your bids and budgets within a 20% range once every 2-3 days, and not simultaneously.

Refresh creative assets regularly.

Produce new creative assets regularly to match those performing best and test new themes. Don’t remove new assets before at least two weeks.

Don’t edit or change your campaign goal settings.

Avoid changing the campaign type (from “install volumes” to ‘install actions,” for example) after launch. If you want to change goals, create a new campaign.

Well done! You’re ready to start optimizing.

Sign in to your Google Ads account to track your campaign’s performance.