Marissa is the marketing lead for a popular free-to-play mobile game. Her goal is to increase revenue that her company earns from in-game purchases. What should Marissa optimize for in her universal app campaign?
Get new users for her app.
Get new users who most likely complete in-app actions.
Target cost per install (tCPI)
Google Play Store optimization
Get new users for her app: This option optimizes your targeting and bids to generate app installs. This strategy is ideal when you want installs at scale — as many new users as possible — and you evaluate campaigns based on target cost per install (tCPI), install conversions, and install volume only.
Get new users who most likely complete in-app actions: This optimization strategy is ideal if you want the users most likely to perform certain actions in your app. After you choose this option, you indicate the in-app actions you value and your desired target cost per action (tCPA), and AdWords will work to bring you app installers who are most likely to perform these actions.