Google Ads is releasing an update for app marketers designed to increase revenue from in-app advertising.
Google Ads for apps campaigns now allow you to customize targeting to people who are inclined to click on ads in apps.
The new targeting option is targeted ROI for ad revenue or abbreviated tROAS for ad revenue .
Google’s announcement reads:
“This is an update to the Targeted Return on Ad Spend or tROAS strategy, which is recommended if you’re looking for a specific return on ad spend in your app campaigns. If you have an Android app that uses Google Analytics conversion reports for the Firebase SDK, you can calculate target ROI by passing the dynamic value of in-app event revenue in Google Analytics to Google ads to improve the average dollar value you want back for every dollar spent on user engagement.”
When using tROAS to generate ad revenue, ad spend is determined by the probability that a user clicks on an ad in the app.
Requirements and Implementation
To use tROAS for ad revenue, you’ll need to work with a developer to send all the revenue data from AdMob or third-party ads to Google Analytics to assign rates.
Why? Because third-party ad revenue in Google Analytics allows you to import revenue from any monetization platform into Google Analytics for tROAS rates.
In addition, you need to link your Google Analytics resource to Google Ads and send a Google Analytics ad_impression event to Google Ads.
If these requirements are met, you can implement this new targeting capability by setting a target ROI for the campaign for the ad revenue application and selecting the ad_impression event to optimize for ad revenue.
Availability
Targeting ROI for ad revenue is now available for advertisers running campaigns for apps.