A newly launched targeting option within Google Ads is now allowing marketers to increase their return on app campaigns.

Google Ads is to begin rolling out an update to support those app marketers by helping them increase the revenue earned from their in-app advertisements.

In short, Google Ads app campaigns will now you to target those users with an infinity for clicking on ads within their apps.

This is to help to target their return on ad spend for revenue, or their target ROAS for ad revenue. 

In their latest announcement, Google states: 

“This is an update to the Target Return on Ad Spend, or tROAS bid strategy, which is recommended if you are seeking a specific Return on Ad Spend from your App campaigns. If you have an Android app using Google Analytics for Firebase SDK conversion reporting, you can calculate tROAS by passing a dynamic revenue value from in-app events in Google Analytics to Google ads, in order to improve the average dollar value you want back for every dollar spent on user acquisition.”

When it comes to utilising the target ROAS for ad revenue, your ad spend is determined by how likely a user is to click on your in-app ads.

What are the requirements & how can I implement them?

To action a tROASfor ad revenue, you will need to work closely with your chosen developer to send all third-party ad revenue or AdMob data to Google Analytics for bidding.

But how come you may ask? Well, because third-party ad revenue within Google Analytics links the revenue important between your selected monetization platform & Google Analytics for the target ROAS bidding. 

Alongside this, you’re also required to link your Google Analytics property to Google Ads & to send your Google Analytics ad-impression event to your Google Ads account too. 

Once these requirements have been met, you can begin to implement the new targeting capability by creating a tROAS for your ad revenue App Campaign and then selecting the ‘ad-impression’ event to optimize this towards ad revenue. 

Who is the update available to?

The recent update is now available to those advertisers running app campaigns. 

See the link below for more information:

https://support.google.com/google-ads/answer/12801171?hl=en-GB

Thanks for reading,

Myk Baxter, eCommerce Consultant