Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Google Ads Introduces Unified Campaigns & Reporting for Web and App
Google Ads now offers unified workflows and reporting that integrate both website and app campaigns, enhancing campaign management. New features include in-product nudges, a combined overview card, and unified conversions for a complete view of performance. Additionally, web campaigns can now be measured for app installs, improving attribution and optimization. The expanded Web to App Connect supports more campaign types, driving higher engagement and conversions.
Optimixed’s Overview: Enhancing Google Ads Campaigns with Seamless Web and App Integration
Streamlined Campaign Management Across Platforms
Google Ads has introduced a set of features designed to bridge the gap between website and app advertising, providing marketers with a more cohesive and efficient campaign management experience.
- Simpler Workflow & Reporting: New in-product nudges offer data-driven suggestions during campaign creation and conversion setup, ensuring optimization for in-app events.
- Unified Conversions: The updated conversion setup page aggregates app and web events, delivering a holistic view of conversion data.
- Combined Overview Card: View side-by-side performance comparisons of web and app campaigns directly on the Google Ads homepage for quicker insights.
Improved Measurement and Attribution for App Installs
Marketers can now track how web campaigns contribute to app installs and in-app conversions through the new Web to App Acquisition measurement. This feature enables:
- Precise attribution of app installs driven by web campaigns such as Search and Shopping.
- Better optimization opportunities by understanding the full customer journey from web to app.
Expanded Web to App Connect Capabilities
The Web to App Connect functionality has been expanded beyond Performance Max, Search, and Shopping campaigns to include:
- YouTube Ads
- Hotel Ads
- Demand Gen campaigns
This expansion allows ads to direct users seamlessly into apps, resulting in increased engagement and conversion rates—Google reports a doubling of conversions with YouTube ads using this feature.
