Google Ads has a new update that will allow marketers to target users who click on in-app ads. This can help increase the returns and conversion of their app campaigns.
The new targeting option will allow targeting the return on ad spend for ad revenue and is referred to as tROAS for ad revenue.
New tROAS Bid Strategy
According to Google’s announcement, the new tROAS bid strategy is recommended for marketers looking for specific Return on Ad Spend from their app campaign.
Marketers with an Android App can use Google Analytics to check for their Firebase SDK conversion reporting. This will allow them to calculate their tROAS by checking the dynamic revenue value from their Google Analytics to Google Ads.
Marketers can use this reporting feature to improve the average dollar value they want back for every dollar they spend on user acquisition.
To utilize tROAS for ad revenue, the ad spend is determined by how likely the user clicks on in-app ads.
New Targeting Implementation
To use the new tROAS, marketers need to work with a developer to send all their third-party ad revenue data to Google Analytics for bidding.
Google Ads have a revenue import feature from any monetization platform to use in Google Analytics for tROAS bidding.
Users are required to link their Google Analytics property to Google Ads and send their Google Analytics ad_impression event to Google Ads.
If marketers meet this requirement, they can implement the new tROAS for their ad revenue App campaign. All they need to do is select the ‘ad_impression’ event to optimize their ad revenue.
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