Google Ads is making few changes to the app campaigns which are formed to simplify the creation process and to boost conversions. App campaigns now can be designed particularly for driving as many apps install within a short timeframe.

Updates to App Campaigns Includes

Increased Conversions Bidding

Advertisers now have the option to use maximize conversions bidding via the app campaigns which allows them to generate as many app installs in as little time as possible.

Google Statement

“Whether you’re releasing a new game, launching a seasonal campaign or promoting new content in your app, it’s important for you to be able to grow your audience quickly.”

Advertisers just need to enter the budget and Google’s machine learning will do the rest of the work for you.

Google Machine Learning
Image Source: Search Engine Journal

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How to Maximize conversions bidding

  • Tap to edit the settings of your app campaign for installs
  • Click the “Bidding” section
  • Untick the box for “Set target cost per install”
  • Save the changes

Simple Image Requirements

Currently, the app campaign accepts more than 30 different sizes and dimensions for image assets. This can be complicated so the Google Ads is now moving the focus from size-based to ratio based specifications of the image which will make it more efficient. Advertisers need to upload three aspect ratios to scale ads for eligible app campaign formats and properties.

Three Aspect Ratios are-

  • 1:1 (Square): Minimum size – 200 x 200, Recommended size – 1200 x 1200
  • 1.91:1 (Landscape): Minimum size – 600 x 314, Maximum size – 1200 x 628
  • 4:5 (Portrait): Minimum Size 320 x 400, Recommended size 1200 x 1500


Google also to increase the image size limit to 5MB from 150KB so assets to be uploaded in high quality. Google is disabling the GIF option and only include .jpg and .png. Already existing images that don’t comply with the requirements will be stopped and removed from the ads. Advertisers are advised to review their image creatives and make changes if they like it to keep serving.

All of the app campaigns will be moved to this form of requirements from the onset of next year. A cropping tool will also be available when images will be uploaded for new campaigns as Google plans to launch a tool for cropping images. Here is how it will look like-

Cropping Tool
Image Source: Search Engine Journal

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