{"id":11665,"date":"2024-06-25T12:32:40","date_gmt":"2024-06-25T12:32:40","guid":{"rendered":"https:\/\/tenjin.com\/?p=11665"},"modified":"2024-06-25T12:32:42","modified_gmt":"2024-06-25T12:32:42","slug":"google-ads-best-practices-for-mobile-apps-with-a-limited-budget","status":"publish","type":"post","link":"https:\/\/tenjin.com\/es\/blog\/google-ads-best-practices-for-mobile-apps-with-a-limited-budget\/","title":{"rendered":"Pr\u00e1cticas recomendadas de Google Ads para aplicaciones m\u00f3viles con un presupuesto limitado"},"content":{"rendered":"\n<p><strong>In this blog post we interviewed Ashley Black, a former Googler with nearly a decade of experience leading the App Ads sales team, on how small businesses and indie developers can leverage Google Ads for mobile, highlighting insights that often go overlooked.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Google Ads Best Practices for Mobile Apps with a Limited Budget\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/iUqRdmIsQIc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n[Roman from Tenjin]: Hi everyone, welcome to another edition of ROI 101. Today we\u2019re going to talk about Google Ads. Not just Google Ads, but how small businesses and indie developers can use Google Ads to their advantage. Today I have a special guest to discuss it with &#8211; Ashley from Candid Consulting. Ashley, please introduce yourself.<\/p>\n\n\n\n[Ashley from Candid Consulting]: Hi, I\u2019m Ashley. I think what makes me qualified to talk on this subject is I am a former Googler of almost 10 years. And I led the App Ads sales team at Google for almost 6 years where my team supported user-acquisition teams primarily at mobile game companies. And about 4 months ago I left and started Candid Consulting where I am advising a lot of small developers on how they can best execute a UA strategy on both Google Ads on iOS and Android, and for other platforms as well.&nbsp;<\/p>\n\n\n\n[Roman from Tenjin]: Yeah exactly. Who else outside of an ex-Googler can tell us about the ins and outs of Google campaigns. I\u2019ve asked Ashley to prepare some slides for us. We\u2019ll start from the very basics of the structure of Google Ads campaigns, and then we\u2019ll go to the more advanced stuff. The focus will be on the SMB business, indie developers and so on. I\u2019ll start sharing my screen now.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXduY3o5WOKi-ShK2EEsBcXhDFgt1XHva80HMGdf9JFnCre8WiYsp8qzqTU7xo4Ma20jD4Sh-WZgd2DqubtzANaONbjFrycRRGkrYk6QfX8FcDCP6jNWLGGCE2ZI5kyQsTa_F1RnPcC5zuBpCI2Z9Lu57rs?key=udYxysDCxMQRQF-TcJYPgw\" alt=\"\"\/><\/figure>\n\n\n\n[Ashley from Candid Consulting]: If you haven\u2019t advertised with Google, or maybe you\u2019ve tested on Meta before, the structure on Meta and Google are actually very very similar. On Google you have a campaign which is the highest level of things. And that\u2019s where you set your bid for the event that you want your campaign to optimize towards. And one thing that I notice a lot of smaller developers doing when they initially set up their campaigns is they sort of just use the default Google gives which is \u201cApp Campaign number 1.\u201d And what I really really want people to start thinking about is when you start expanding with Google or any platform, how will you look at the reporting of those things. And how do you differentiate between one campaign and the other. So my recommendation, and I think all of the larger UA teams follow a very similar naming convention where they have the app name, the events that they\u2019re bidding towards because sometimes you may have a first open campaign, other times you may have a retention metric or a goal that you\u2019re bidding toward, or a purchase indicating what exact event it is that the campaign is bidding on, the country that you are targeting and also the operating system. The reason why I include a lot of these is that Google makes it really hard to extract these things in reporting. That\u2019s why I use these specific naming conventions for the campaigns.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXdS8Qd8xfXePu9pL-_9tmC_zNacIoc5MM6ZUnbrT2rInSMF-rmoNhuqcceF1cVogX65pkZa6Q4gA2GI83UPlp7R5cGe9jSSwwgIzm1fD3AHUZzixphRgDTetghhmvme5UNFnDiJOoijnLGlaonRDZM2dIY?key=udYxysDCxMQRQF-TcJYPgw\" alt=\"\"\/><\/figure>\n\n\n\n<p>And then the next layer is ad groups. And that is where you have the opportunity to describe the themes of the assets you are putting in the campaigns. So, I usually encourage people to stick towards 3-5 themes. You can think of it as features of your apps that you have created assets for, or the style of the video or the assets that you designed. And that way you really get a chance to see what\u2019s resonating with audiences really strongly. So the example I give here is an exercise app. Maybe your first name is \u201cat home workouts\u201d and all the text in there is like \u201csave money on a gym\u201d or \u201cexercise from your living room\u201d and so on. The image assets and the videos correspond to that. And the same thing goes for the other 2 like the meal planning or the ease of use. And really what you\u2019ll start to see is that certain ad groups will pick up more. Like maybe \u201cat home workouts\u201d will get a lot more spend. And that is how you can figure out that this is what the algorithm likes, it seems that it\u2019s resonating with the audiences, and then you can expand on that and optimize accordingly.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXc1HE0a4srS8lnhuSz7zcY0zcrmLNXKqxxeI3plUNTNRVQWIMkOsFH9WhkAWbxTbxkCpDNw2uw9oM9eGvI4vQ-SYtKLzhWlh6jMYnyPyXBAn6aZL3kMr5geMtXsK86pPp4YsvXnRy417quDNZ05v3_RcWY4?key=udYxysDCxMQRQF-TcJYPgw\" alt=\"\"\/><\/figure>\n\n\n\n[Roman from Tenjin]: Are there cases where my campaign name can be too long?&nbsp;<\/p>\n\n\n\n[Ashley from Candid Consulting]: I think about everything in excel sheets. I think about how I can easily cut up the data when I export this so that I can easily create a pivot table. That\u2019s how my mind thinks. And so that\u2019s why I use the underscore. And I like to have them very consistent so everything lines up in the right cells.&nbsp;<\/p>\n\n\n\n<p>And Google\u2019s reporting isn\u2019t great in a lot of instances. That\u2019s why I\u2019m saying do yourself a favor and do it right from the beginning so you don\u2019t have to go back and rebuild things later on.<\/p>\n\n\n\n[Roman from Tenjin]: Does it ever make sense to restart the same campaign? So you shut it down because it wasn\u2019t performing as well as you thought and then you\u2019ve turned it on again later to maybe tweak the algorithm.<\/p>\n\n\n\n[Ashley from Candid Consulting]: Yeah, I think if you ask a Google rep or if you had asked me 4 months ago when I was still there, I would say no you shouldn\u2019t. But in more practical experience I have seen that works sometimes where I think the algorithm gets fatigued at a certain point where it\u2019s like oh this is stale. So actually if you relaunch it, sometimes you may see it pick up again. I wouldn\u2019t say it\u2019s necessarily a best practice but if you\u2019re in a jam, I have seen it actually work.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXf5jvzizC5RKL_CYCCnwU64bkn7ddnRg6GzUfpSgvIQp582qAhxQU3J6QmixnGM3ZGyj9iUDJIPqyYaSD45o4E8uNl0yh8MxYPq4wPNbnwGbv8_1fypr8epBeRhVV0YWwjS8NtcOYGMFqhKKWocsAElsClF?key=udYxysDCxMQRQF-TcJYPgw\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Watch the full video above to access the entire conversation.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this blog post we interviewed Ashley Black, a former Googler with nearly a decade of experience leading the App Ads sales team, on how small businesses and indie developers can leverage Google Ads for mobile, highlighting insights that often go overlooked. [Roman from Tenjin]: Hi everyone, welcome to another edition of ROI 101. Today&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,8],"tags":[],"class_list":["post-11665","post","type-post","status-publish","format-standard","hentry","category-best-practices","category-mobile-marketing-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Ads Best Practices for Mobile Apps with a Limited Budget - Tenjin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/es\/blog\/google-ads-best-practices-for-mobile-apps-with-a-limited-budget\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Ads Best Practices for Mobile Apps with a Limited Budget - Tenjin\" \/>\n<meta property=\"og:description\" content=\"In this blog post we interviewed Ashley Black, a former Googler with nearly a decade of experience leading the App Ads sales team, on how small businesses and indie developers can leverage Google Ads for mobile, highlighting insights that often go overlooked. 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