Google Ads rolls out an update for app marketers designed to boost in-app ad revenue.
Now, Google Ads app campaigns allow you to target people with a predilection for clicking ads in apps.
The new targeting option is to target return on ad spend in the form of ad revenue or short-term ad revenue.
In the ad, Google states:
“This is an update to the targeted return on ad spend, or tROAS offer strategy, which is recommended if you’re looking for a specific return on ad spend from your App campaigns. If you have an Android app that uses Google Analytics to report SDK Firebase conversions, you can calculate tROAS by passing the dynamic value of in-app event revenue to Google Analytics to Google ads, In order to improve the average dollar value, you want to return every dollar spent on user acquisition.”
When using tROAS for ad revenue, ad spend is determined by how likely a user is to click on ads in the app.
Requirements and Implementation
To use tROAS for ad revenue, you will need to work with a developer to send all AdMob or third-party ad revenue data to Google Analytics for bidding.
Why? Because third-party ad revenue in Google Analytics allows you to import revenue from any monetization platform into Google Analytics for bidding.
In addition, you are required to link your Google Analytics property to Google Ads and send your Google Analytics ad_impression event to Google Ads.
If these requirements are met, you can implement this new targeting capability by creating a tROAS for your App ad revenue campaign and selecting the ‘ad_impression’ event to optimize to ad revenue.
Availability
Targeting ad spend returns for ad revenue is now available for advertisers running app campaigns.
