Is Mobile App ReEngagement via Search possible?

[Donald Hui]

Hi,

I was wondering whether it was possible via the Adwords API to create a mobile app re-engagement campaign delivered on the Search Network. Based on the documentation it either seems impossible or unclear:

https://developers.google.com/adwords/api/docs/reference/v201603/CampaignService.Campaign#advertisingchannelsubtype

(there is no clear way to create a 'Mobile App Engagement' Campaign Subtype)

Also, from searching past threads:

https://groups.google.com/forum/#!searchin/adwords-api/finalAppUrls/adwords-api/7-K-wn1miMU/YgkjeNBCKgAJ

"From 07/01/2015, only the App install Ads are allowed with Search Network Only(SEARCH) and subtype mobile app install campaign (SEARCH_MOBILE_APP). You got OperationAccessDenied.OPERATION_NOT_PERMITTED_FOR_CAMPAIGN_TYPE error because you created the App reengagement ad with the Search Network Only and subtype mobile app install campaign. Check out updates for mobile app install ads on the search network on our blog.

Regards,

Umesh, AdWords API Team."

Its this still the case?


Thanks!

Donald

[Umesh Dengale]

Hi Donald,

You could create the Mobile App Engagement campaigns using CampaingService in the AdWords API. Our Increasing Mobile App Engagement guide has step by step instructions to create the Mobile App Engagement campaign. Please check out Increasing Mobile App Engagement guide for more details.

Cheers,

Umesh, AdWords API Team.

[Donald Hui]

Thanks Umesh,

That guide shows how to create a 'Search' Campaign that serves 'App Engagement Ads', but I was wondering if there was a way to create a Campaign that is set specifically to Mobile App Engagement (as is possible through the Adwords MCC interface).

And is there any difference in delivery / behavior - since we don't specify the campaign subtype for Search, does Adwords know to optimize for mobile re-engagement (only showing the ads to Mobile users that have installed the appId specified in the re-engagement ad)?

Donald

[Nadine Sundquist (AdWords API Team)]

Hello Donald,

Before I just give you an answer, I want to make sure we're talking about the same thing. Could you please click Reply privately to author in the forum and send me a screenshot of where you're configuring this in the AdWords user interface? That way I can give you the correct mapping in the API, if it's available. 

Thanks,

Nadine, AdWords API Team

[Donald Hui]

Thanks Nadine I've sent you a Private reply please let me know if you've received it and if that clarifies my question.

[Donald Hui]

Thanks Nadine, I think that clears things up.

Summary from my understanding:

1. In the back-end, all Search campaigns are essentially the same. There is no direct mapping between selecting 'Mobile App Engagement' in the Interface and a subtype in the API. The 'Mobile App Engagement' option in the interface is strictly for display / organizational purposes and has no impact on ad behavior.
2. Adwords knows which devices to target based on the appId embedded into the TemplateAd itself at the Ad level (not campaign level). There is no need to utilize a UserList criterion to tell Adwords the audience. 

[Nadine Sundquist (AdWords API Team)]

Hi Donald,

Your summary for #1 is correct. For #2, creating a user list is optional when advertising on only the Search Network. However, I would recommend linking Google Play and AdWords because automatic remarketing lists will get added to better target the people with your app installed. Without adding targeting containing these automatic lists, there isn't a sure way of knowing who those users may be.

Best,

Nadine, AdWords API Team