Joelma Melissa Tavares,
Junior Marketing Specialist
Automation in advertising is enabling brands to scale their optimisation efforts with minimal effort. To support app brands, the leading ad platforms, Facebook and Google, have introduced automated ad features: Facebook’s Automated App Ads (AAA) and Google’s App Campaigns. With millions of users across iOS and Android, these automated services provide a streamlined method to help apps grow at a greater pace and obtain a sustained ad performance.
To understand which platform best fits your ad strategy, you need to decide the objective of your campaign. What do you want to achieve with these automated ads? By keeping your business objectives in mind, you can determine which platform best suits your brand and deliver the most significant results.
The automated ad products provided by FB and Google both offer dynamic creative. Marketers can benefit from these services as you don’t have to design individual ads. Both will simulate multiple versions of the same ads by using Images and text provided by the brand.
AAA provides marketers with a large creative capacity with up to 50 creative assets, five texts and five headlines for each campaign wrapped up in ad. Facebook will suggest call-to-action buttons and other creative details based on your band. With this information, it automatically creates different ad versions with the aim of discovering and prioritising the best performing advert. 50 is the maximum number of creative assets, but also the recommendation. Providing fewer will constrain the ability of Facebook’s algorithm to test multiple variants to uncover the best potential performance. Therefore, if you are a small business and cannot provide 50 creative assets, your dynamic creative optimisation will be limited.
Google Ad Campaigns
Google Ad campaigns suggest uploading a group of text lines, images, videos and HTML5 assets. In addition, you can also submit texts and images from your app listing. Google recommend that you provide at least one landscape image and one video, one portrait video and HTML5 assets. Whatever is uploaded will be tested with different combinations, and the best performing ads will be shown. If your objectives are finding new customers and getting more downloads, GAC will most likely help you reach these objectives. It is less heavy on creative resource than AAA and could be a better option for those brands unable to match Facebook’s requirement of 50 creative.
Targeted audiences and Automatic placement
AAA targets users across Facebook, Instagram and Audience Network. With Facebook having a large gaming community, it is very beneficial for advertising gaming apps. Finding the best audience will be much easier as Facebook can provide data that can showcase which audiences and users will most likely download your game. Moreover, by targeting users on audience network, your app will have the capability to reach more people. App ads will appear on apps that have audiences similar to your target audience. Facebook claims that advertisers can achieve similar results to manual campaigns but with fewer campaigns: “Our simple structure prevents audience overlap and will reduce your number of campaigns to one.”
AAA limits how much control marketers have when selecting a targeted audience. FB states that “By limiting the targeting option inputs, the system has more flexibility to find your most relevant audience and adjust the delivery of your ads based on performance.” The only targeting options available are operating system, countries and language.
Google App campaigns
Google aims to reach audiences on different Google-owned channels, including Search, Google Play, YouTube, Discover, and the Google Display Network. Google states, “For app installs and engagement, Google matches your ad to search terms that are relevant to your app or its category.”
Like AAA, Google also restricts manual input totarget language and location. But Google App Campaigns provides a unique feature called Ad placement; this feature allows marketers to choose where they want their ad placed within google platforms. This feature is exclusive to marketers who use Google’s app campaigns.
Both Google and Facebook’s automated app campaigns provide reporting into performance , but further insights are limited. If consistent performance at scale is your goal, then using automated App ads will benefit your campaign. Unfortunately, the limited visibility on performance breakdowns can leave startups and newer brands in the dark as they won’t have a detailed analysis of what works well and what doesn’t. For example, the loss of the usual segmentation (network, age, gender, placement) and the random rotation of creative ads will not be provided. Therefore the marketer will not be sure about what audience is reacting well to what creative.
Ultimately, Facebook and Google’s app ads encourage a hands-off approach and allow the algorithm to work freely. These platforms are best suited for established advertisers with a good understanding of their product and audience, with an extensive library of creative assets and a simple performance goal. Regardless of what tools or products you use for your automated App
You must know your products, your targeted audience, and your campaigns’ objectives. These are the bases that will affect which option best fits your campaigns.
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