There are 3 types of Maximize conversions bid strategies for App campaigns for Installs (ACi) that help simplify your campaign setup and management: Maximize conversions for installs, Maximize conversions for in-app actions, and Maximize conversion value. These types of bidding strategies automatically set bids for you to give you as many conversions and as much value as possible within your campaign budget.
This article explains the different types of Maximize conversions bid strategies for App campaigns and when to use them.
On this page
- When to use Maximize conversions for your App campaigns
- Types of Maximize conversions bid strategies for App campaigns
- Considerations around Maximize conversions bid strategies for App campaigns
When to use Maximize conversions for your App campaigns
Maximize conversions use Google AI to help optimize and set bids for you to get the most conversions for your campaign while spending your budget. This means that it’s focused on spending your budget to help give you as many conversions as possible.
Maximize conversions bidding can help you achieve the following:
- Easily set up and manage your App campaigns: Maximize conversions simplifies your campaign setup and management, particularly if you’re new to App campaigns or finding ways to set a good target. For instance, Maximize conversions can be used by iOS advertisers where setting precise targets is challenging due to App Tracking Transparency (ATT) restrictions.
- Improve campaign scale for your new launch or promotion: Maximize conversions bidding is designed to help you achieve volume and greater budget utilization. It is often leveraged for specific, time-sensitive periods such as new app launches, game updates, holiday bursts, or other promotions where scale is the primary objective.
- Quickly ramp up your campaigns: These strategies allow your campaigns to be more experimental with bids, which helps the model to learn faster and quickly reach a consistent spend level.
Types of Maximize conversions bid strategies for App campaigns
You can use the following Maximize conversions bid strategies to help achieve your campaign goals:
| Strategy | Objective | Key use cases | Considerations on event targeting |
|---|---|---|---|
| Maximize conversions for installs | Obtain the highest install volume for your app while spending your budget, focusing on maximizing new users and increasing campaign reach. | Expand the user base for new apps, game updates, or sales. Spend budget on installs, without focusing too heavily on the cost per install or the quality of new users. | Only one install event can be targeted |
| Maximize conversions for in-app actions | To generate as many in-app actions as possible (for example, sign-ups, purchases) within the set budget. | Use your budget fully with a simplified process for setting up campaigns. This is great for iOS campaigns, since tracking can be challenging due to App Tracking Transparency (ATT) restrictions. | Recommended to optimize for one or 2 events of similar value |
| Maximize conversion value | To generate the most value or revenue from your app within the set budget, by predicting the total expected value across all targeted in-app events. | Get the most value from actions people take within your app. Focus on the total value you expect to get from different in-app actions, like a user making a purchase. | Can optimize for multiple events of any value |
Learn more about how to set up Maximize conversions for installs, Maximize conversions for in-app actions, and Maximize conversion value.
Considerations around Maximize conversions bid strategies for App campaigns
- Learning period: All types of Maximize conversions bid strategies have a learning period, as it takes time for models to adjust as data accumulates. If you make significant changes to your budget, the learning period may adjust, which can affect the time to achieve full budget utilization.
- Note: Overdelivery may also take place. When this occurs, the campaign’s total daily cost could be up to 2 times the average daily budget. However, you won’t be charged more than the monthly charge limit.
- Budget spending: Initially, your budget may be spent quickly as the campaign starts and learns. It should stabilize after your campaign ramps up.
- Budget impact on performance: For Maximize conversions for in-app actions and Maximize conversion value bidding types, campaign performance is governed by the budget, rather than a combination of target and budget. If you aim to boost your spend, you should increase your budget, which may lead to higher CPAs or a lower ROAS. If you are not happy with your campaign’s ROI, you could lower your budget to aim for a lower CPA or higher ROAS.
- Compatibilities:
- All Maximize conversions bid strategies are compatible with seasonality adjustments.
- Note: Seasonality adjustments enable you to inform our models about upcoming events that are expected to significantly impact conversion rates, such as promotional events or new app updates.
- Maximize conversion value is compatible with tROAS for ad revenue and tROAS for hybrid monetization. Learn more About tROAS for ad revenue.
- All Maximize conversions bid strategies are compatible with seasonality adjustments.
Switch strategies: If your target-based campaign isn’t getting enough conversions and is not limited by budget, you can easily switch to Maximize conversions bidding. You can also switch back to target-based bidding depending on your preference and how your goals may change.
