More than 110,000 users added per month! Google advertising operation process and detailed explanation

The Google Store APP advertising promotion that I was involved in and was responsible for achieved an increase of more than 110,000 users per month! These process settings help you avoid detours!

• Total number of users: 400,000+
• Monthly active users: 250,000+
• At its peak, more than 110,000 new users were added in a single month
• Best results: Google Store, ranked first in rising rankings and sixth in category rankings.

1. Why should we use Google advertising?

There are three main reasons:

1. Only one channel

There are not as many large market channels for listing apps abroad as there are in China, such as App Store , Huawei Store, Xiaomi Store , etc. There are only two abroad, the Apple Store and the Google Store. I won’t talk about the Apple Store here, but the Google Store is definitely an indispensable part of Android applications.

2. Policy reasons

There are many policy restrictions on apps listed on the Google Store. If you are not careful, you will receive email warnings from Google. If there are three warnings or serious cases, the app will be removed from the store or the developer’s account will be blocked. Once an account is blocked, it means that all previous data cannot be recovered. Everything you have done is in vain and you have to start from scratch, which is a huge waste.

Google Placement is the natural child of the Google Store. If your app is placed on Google Placement, the Google Store will turn a blind eye to your app in some ways. After all, Google also needs to make money from advertising.

3. One of the traffic giants

In the overseas Android application market , one of the largest traffic platforms is Google Play (hereinafter referred to as GP). Among overseas Android netizens, no one is unfamiliar with GP Store, and no operation and promotion staff dares to ignore the GP market.

Without market, there is no traffic, and without traffic, the product is dead.

2. How to place Google ads in the country?

1. Find a top official agent

Find Google's top agent in China to open an account for your company's application.

The official top agent designated by Google in China: Feishu Interactive (I won’t introduce it in detail to avoid being banned by the platform)

2. Open an account and top up

After communicating with the top agent, the other party will designate a salesperson and optimizer to specifically connect with you.

The salesperson will first open a unique Google Advertising account for your company based on the company information you filled in. After opening an account, you can recharge the account in US dollars. You can make investments after the recharge is received.

Secondly, you can ask the salesperson some very basic questions during the delivery process, but don’t ask any in-depth questions because the other party won’t know the answers even if you do.

The optimizer suggested not to use it, as it is much more cost-effective to do the placement yourself than using the other party’s optimizer.

Please communicate with the salesperson for some specific details, which will not be described here.

3. Use Google Ads platform for delivery

The full name of Google Ads is Google AdWords. It is an advertising management platform that integrates four major advertising channels: Google Search, Google Display Network, YouTube , and Google Play Store.

In Ads, you can connect with the developer backend of your company's application to conduct paid promotion for your application.

It is worth noting that both developer accounts and ads accounts require a Google account. You can register 5 Google accounts for free using a domestic mobile phone number.

There are many details to pay attention to when using Ads, such as adding the data statistics platform Firebase to the Android app, embedding points, event statistics, conversion data, account association, etc. These will be discussed in the next article. This article only describes the preparations before Google Ads delivery.

3. What is Ads delivery?

Ads is the abbreviation of Google Ads. If your app is on the Google Store and you want to do paid promotion, then Ads is a platform you must operate.

IV. Ads delivery operation process and detailed explanation

This article only discusses the details of the delivery process. For some basic terms and prerequisites , please refer to my previous article.

1. The account must be linked first

There are two accounts that need to be linked first:

(1) Link the Firebase project to your ads manager account

Your app needs to be connected to Firebase, Google's official mobile development platform. Once your app is connected to the SDK of this platform, your Google developer account will be the owner of the app project on this platform by default.

In the project, add your Ads manager account as one of the project administrators in Firebase and set it to "Owner" permissions. The top agencies will configure the "Ads Delivery Manager Account" for you (if you don't understand, refer to the above)

(2) Associate with the "Customer ID of the Ads Manager Account" in the Google Developer Backend

As shown in the figure, after submitting the association application in the developer backend, you will receive a request for association in the email address of the Google account you use for Ads delivery. Just click to confirm.

2. Start the exciting Ads delivery

There are some tips and tricks before setting up an ad group.

For example, you can create a sub-account to carry out delivery, check whether the budget is sufficient before delivery every day (if not, your ads may not be delivered or the cost will be very high), etc. If you are interested, please chat with me privately, I will not explain it here.

The first step is to create a creative group to deliver ads.

Once you have made your selections, click Continue as shown in the screenshot above.

After completing the above steps, you can view the ad groups you created here.

At this point, the creation of a complete advertising group from 0 to 1 is complete.

The next step is to look at a single ad group each day to analyze the data .

3. Analyze the data for each ad group

(1) View Overview

The overview gives you a general idea of ​​the ad group

(2) View detailed data of a single item

It is not enough to just know the general situation, you also need to understand the detailed data within the ad group.

Personal experience:

1. Since Ads delivery refreshes data at 24-hour nodes a day, if you are observing the advertising effects on a daily basis, it is best to start advertising in the early morning. If you have enough budget, you don't have to start and stop every day. It is best to let it run all the time, which can reduce your costs.
2. When the ad is launched on the same day, half a day of testing is the main method. In the above screenshot, if the click-through rate and conversion rate are tested and the data performance is very poor, you can change the ad creative immediately. Otherwise, your cost will be very high and you will not be able to achieve your KPI (my KPI is $30 per ad, and I have basically completed the task successfully)
3. In addition, depending on your application and user audience, the data performance accumulated over a long period of several months will also be very different. For this, you need to speak based on the data and not make random comments.

For example, at the beginning, middle, and end of each month, the Google platform will give different types of traffic to different types of materials in your ad group. At the beginning of the month, text traffic is large, in the middle of the month, image traffic is large, at the end of the month, traffic is average, and so on. This is very interesting and needs to be analyzed specifically based on the respective data performance.

In addition to what is described above, there are many interesting and useful operations and techniques. If there is a chance, I will write a separate article to explain them clearly.

Source: Art