Google has quietly rolled out a new feature for App campaigns called Audience Signal Targeting. Previously, this feature was only available for Performance Max campaigns, but now advertisers can take advantage of it in their App campaigns as well.
This update is significant because it gives advertisers more control over their App campaign targeting. By using Audience Signal Targeting, advertisers can reach more relevant users, which has the potential to improve campaign efficiency and performance. This means that advertisers can not only exclude certain audiences but also directly target them.
Before this update, App campaign targeting was fully automated, leaving advertisers with limited options. They could only exclude audiences but had no way of directly targeting them. With the introduction of Audience Signal Targeting, advertisers can now insert Audience Signals into their App campaigns, allowing them to reach specific user segments that are more likely to install and engage with their app.
Although Google has not made an official announcement about this feature, it was first spotted on Thomas Eccel’s LinkedIn profile. Advertisers who have used Audience Signal Targeting have reported positive results, but it’s important to note that Google can still choose to ignore these signals.
This update also signifies a move by Google to align App campaigns more closely with Performance Max campaigns. By standardizing features across its automated campaign types, Google is making it easier for advertisers to navigate and utilize its advertising platform.
In conclusion, the introduction of Audience Signal Targeting for App campaigns is a game-changer for advertisers. It provides them with more control and the ability to reach relevant users, ultimately improving app installs and engagement. While Google has not officially announced this feature, it has been confirmed by advertisers who have seen positive results. This update also highlights Google’s efforts to standardize features across its automated campaign types, making it easier for advertisers to optimize their campaigns and achieve better results.
