MangoX (Mangomob): How to Promote Utility Apps in the Global Market?

One highly recommended avenue for advertising is through Google's App Ads. This advertising model, also known as Google UAC (Universal App Campaigns), is specifically designed for promoting apps. Its objective is to reach potential users and promote your app across a wide range of networks, including Google Search Network, Google Play, YouTube, Google Display Network, and Discover on Google Search (currently displayed only on English-language Android devices).

Covering Google's major network channels, it is evident that Google places significant importance on app advertising. Users who come across these ads may be prompted to download and use your application, showcasing the anticipated effectiveness of Google App Ads. The creation process is relatively straightforward; Google recommends providing at least one landscape image, a portrait and landscape video, as well as HTML5 assets. The system tests different combinations of these materials and frequently delivers the most effective ads.

Before embarking on the promotion journey, it's essential to clarify your business objectives. Google App Ads offer three main bidding strategies:

Optimizing for Installs:

Google Ads will optimize bids and placements to maximize app downloads for your specified budget. You can either set a bid or let Google automatically set bids based on your budget. If you choose to set a bid, it is recommended to specify the average amount you are willing to pay per app installation.
Optimizing for In-App Conversions:

If your goal is to find more valuable users and track key in-app actions (e.g., purchases), this bidding strategy is preferable. Set the bidding method as "Target CPA" (Cost Per Acquisition), specifying the average amount you're willing to pay for a user to perform a specific action within the app.
Optimizing for In-App Conversion Value:

This bidding strategy aims to attract users with the highest potential value. Bid adjustments are based on the target return on ad spend (ROAS). For instance, setting a target ROAS of 200% means spending $1 on advertising with the aim of achieving $2 in value.
After selecting the appropriate bidding method, it is crucial to set a sufficient budget to give Google ample opportunities to display ads and, more importantly, gather enough data for machine learning. Continuous testing of ad text is also recommended to identify which creative performs best in alignment with your marketing goals.