App install campaigns are extensions of google search campaign where the landing page is an app instead of a landing page. Campaigns are targeted by keywords in a similar way to google search but the ads will only be displayed on devices which are eligible to install the app. This means only mobile and tablets with the required android version will only be shown the ad for the targeted keyword. Google also intelligently avoids showing ads to the user who has already installed the app avoiding unnecessary clicks. App install campaigns have been rising in spend thanks to the explosion of app based companies and are projected to grow faster than regular text campaigns.
App install campaigns through AdWords is one of the most effective way to get quality app installs from potential users very similar to how call only campaigns are preferred by lead generation firms and shopping ads by e-commerce companies. Ads are only shown on play store and google search where users are searching for solution. Users acquired from search campaigns also show superior retention metrics compared to any other medium. In the era of mobile first companies, AdWords app install campaigns is getting lot of attention. Developing countries have much higher mobile penetration compared to desktops and laptops and targeting these users through app install campaigns is increasingly the go to strategy.
App Install Campaigns created through AdNabu will have all the goodness similar to text search campaigns. The best practices for search campaigns hold for app install campaigns as the targeting is keyword based and ads are more or less similar. AdNabu shines in figuring out the long tail keywords even in android play store and creating single keyword ad groups with highly targeted ads. Campaigns are automatically maintained everyday by adding potential keywords and ad groups from the search results. AdNabu's bid optimization software makes targeted bid changes to ad groups to maximize the app installs for a given budget.