Please note: the first section of this resource explains how to set up Google Search and Display ads for StoreMaven ASO tests in the Beta version of Google Adwords. However, if you haven’t yet received this update, please scroll down to the second section of this article. It will explain how to create Search and Display ads for StoreMaven ASO tests in the current version of Google Adwords.

 

Google AdWords Beta Version

Summary

  • This step-by-step guide explains how to create Display and Search ads on the Beta version of Google Adwords in order to redirect users to a mock-up version of your app store page. By redirecting users to this page, you will be able to A/B test your app store pages on StoreMaven’s platform and collect data on user behavior and conversion.
  • This guide will also detail how to set up an Adwords Pixel in StoreMaven Tests.

 

Getting Started

  • Click on “Campaigns” in the light grey second column on the left-hand side and go to the circular blue “+” button.
  • Then click on “+ New Campaign.”

  • Choose the type of campaign you would like to run on the menu panel that appears.

The relevant options for a StoreMaven test include:

  • Search
  • Display

 

Setting up a “Search” Campaign

  • If you selected “Search,” the following screen will appear. You should then select “Website Traffic.”

  • Enter your business URL. In this example, we have entered StoreMaven’s website.
  • Click on “Continue.”

  • Give your Campaign a name.
  • Under “Networks,” de-select the “Include search partners” box (this can always be selected again at any stage of the campaign).
  • In “Add Display Network,” select either “Yes” or No.” In this example, we have selected “No.”

  • In “Locations,” enter the locations you would like to target.
  • In “Languages,” select the language of the customers you will be targeting.

  • In “Budget,” you should enter your daily budget. Leave “Delivery method” set to “Standard.”
  • Within “Bidding,” under “What do you want to focus on?,” select “Conversions.” Under “How do you want to get conversions?,” select “Automatically maximize conversions.”
  • Then, click on “Select a bid strategy directly.”

  • Under “Select your bid strategy,” select “Maximize clicks.” You can add in Maximum CPC bid limit, although this is optional. Click on “Save and Continue.” Please note that you can edit your campaign settings at any time.

Set up Ad Groups

  • Under “Ad group name,” give your Ad Group a name.
  • In the keywords box below “Ad group name,” insert the keywords that you want to target.
  • Click on “Save and Continue” in the lower left-hand corner.

Create ads

  • Click on “+ New Ad.”

  • Under “Final URL,” insert StoreMaven test URL.
  • Insert ad copy in “Headline 1,” “Headline 2,” and “Description” text fields.
  • Under “Display Path,” add free text that corresponds with the product tested.
  • Click on “Save and Continue” in the lower left-hand corner.

  • Review your campaign settings and click “Continue to Campaign.”

 

Bid Adjustments (to control device targeting)

  • In order to adjust your bid, go to “Devices” in the light grey column.

  • In the table, only for Computers and Tablets, decrease the bid by 100% as shown in the example below. Please note that there are no bid adjustments by OS. Therefore, you will be buying traffic for both Android and iOS. The traffic you buy from the unintended OS will be redirected to the fallback URL that you assign in your StoreMaven test setup (the default is either the App Store or Google Play URL).

 

Setting up a “Display” Campaign

  • If you’d like to create a Display campaign, choose “Display” when selecting a campaign type.
  • Choose “Website traffic” as your campaign goal, and keep “Standard Display campaign” selected. You can add in your business’ website here as well.
  • Click on “Continue.”

  • Give your Campaign a name.
  • Under “Locations,” select relevant locations to target.
  • Under “Languages,” select relevant language(s).

  • In “Bidding,” under “What do you want to focus on?,” choose “Clicks.”
  • In “Bidding,” under “How do you want to get conversions?,” select “Automatically maximize clicks.” You can add in Maximum CPC bid limit, although this is optional.
  • Under “Budget,” set your daily budget.

  • Click on “Additional settings” below Budget.
    • Under “Start date and end dates,” schedule the start date of the campaign.
    • Click into “Devices.”

  • Under “Devices,” select “Set specific targeting for devices.”
    • De-select “Computers,” “Tablet app,” “Tablet app interstitial,” and “Tablet web.”
  • Leave “Device Models” and “Networks” as is.
  • Click into “Operating Systems.”

  • In “Operating Systems,” choose the relevant OS. In this example, we have selected “iOS.”

Create Ad Group

  • Under “Ad group name,” give your Ad Group a name.

  • Under Audiences, define your audiences, demographics, or both.
    • If you select “What their interests and habits are” you can target your marketing audience. If you choose to target audience by affinity, choose relevant interests.  

  • Click on “Create Campaign.”

  • Please note that if you would like to add in keywords, you can do this after you have created the campaign. You can go to the grey column and select keywords.
  • Click the blue “+Keywords” button to add keywords. 

  • Add the relevant keywords and click “Save.”  

Create ads

  • You will be redirected to the image below. If uploading an image ad, choose “+ Images.”

  • Fill in your Short headline, Long headline, Description, Business name, and Final URL, which will be your StoreMaven test URL.
  • Click “Save.”

 

How to Set an Adwords Pixel in StoreMaven Tests

  • Click “Tools” (signified by the wrench icon) and select “Conversions” from the dropdown menu.

  • Click on the blue “+” button.

  • Click on “Website.”

  • Give your tag (Pixel) a name.
  • Under “Category”, select “Other.”
  • Under “Value,” select “Don’t use a value.”
  • Leave “Count” as “Every.”
  • Under “Conversion window,” select “1 week.”
  • Under “View-through conversion window,” select “1 day.”
  • Under “Include in Conversions,” select “Yes.”
  • Click “Create and Continue.”

  • Click on “Install the tag yourself.”

  • Under “Event Snippet,” click on “Download Snippet” and send this code to your StoreMaven Consultant.
  • This Pixel code will then be implemented in your StoreMaven test setup.

Have questions? Email your StoreMaven Consultant or support@storemaven.com!


 

Current Version of Google Adwords

Summary

  • This step-by-step guide explains how to create Display and Search ads in the current version of Google Adwords in order to redirect users to a mock-up version of your app store page. By redirecting users to this page, you will be able to A/B test your app store pages on StoreMaven’s platform and collect data on user behavior and conversion.
  • This guide will also detail how to set up an Adwords Pixel in StoreMaven Tests.

 

Getting Started

  1. Go to the campaign tab in your AdWords account and click on “+Campaign.”
  2. Choose the type of campaign you would like to run from the dropdown menu.

The relevant options for a StoreMaven test include:

  • Search Network with Display Select
  • Search Network only
  • Display Network only

 

Setting up “Search Network with Display Select” and “Search Network only”

  1. Give your campaign a name.
  2. Under campaign “Type,” keep “Standard” selected.
  3. Under “Networks,” unselect the “Include search partners” box (this can always be selected again at any stage of the campaign).
  4. Under “Devices,” there isn’t an option to select device type, which means that all devices will be targeted in this campaign. However, you can control device type bidding with bid adjustments, which will be detailed later in this guide.
  5. Under “Locations,” select relevant country.
  6. Under “Languages,” select relevant language.
  7. Under “Bid strategy,” click on “Automated:Maximize conversions” dropdown and select “Maximize clicks.” You can add in Maximum CPC bid limit, though this is optional.
  8. Under “Budget,” set your daily budget.
  9. Under “Ad extensions,” leave this blank.
  10. Click “Save and continue.” You can edit your campaign settings at any time.

 

Create Ad Groups

  1. Under “Enter your landing page,” insert StoreMaven test URL.
  2. Under “Name,” give your Ad Group a name.
  3. Under “Keywords,” insert the keywords that you want to target.
  4. Click on “Continue to ads” in the lower left-hand corner.

 

Create ads

  1. Under “Final URL,” insert StoreMaven test URL.
  2. Insert ad copy in “Headline 1,” “Headline 2,” and “Description” text fields.
  3. Under “Path,” add free text that corresponds with the product tested.
  4. Click on “Create ad” in the lower left-hand corner. 
  5. Click “Review campaign” and review your campaign details. 
  6. Click “Save and Finish.”

 

Bid Adjustments (To control device targeting)

  1. In order to adjust your bid, go to “Settings” in the top panel bar.
  2. Scroll down to “Advanced Settings” and under “Devices,” click on “Change Bid adjustments.” 
  3. In the table, for Computers and Tablets, decrease the bid by 100%.  Please note that there is no bid adjustments by OS and therefore, you will be buying traffic for both Android and iOS. The traffic you buy from the unintended OS will be redirected to the fallback URL that you assign in your StoreMaven test set up (the default is either the App Store or Google Play URL).

 

Setting up “Display Network only”

  1. Give your campaign a name.
  2. Under “Type,” keep “Marketing objectives” selected.
  3. Under “Marketing objective,” locate the “Drive action” category and check the “Take an action on your website” box. 
  4. Under “Locations,” select relevant locations to target.
  5. Under “Languages,” select relevant language(s). 
  6. Under “Bid strategy,” select “Automated: Maximize clicks.” You can add in Maximum CPC bid limit, though this is optional.
  7. Set your daily budget. 
  8. Expand “Show additional settings” by clicking on it.
    • “Delivery method” should be kept as “Standard: Show ads evenly over time.”
    • Under “Schedule: Start date, end date, ad scheduling,” schedule the start date of the campaign.
    • Under “Ad delivery: Ad rotation, frequency capping, Digital content label,” leave settings as is. 
    • Under “Device,” click on edit.
      • Unselect “Computers” and “Tablet.”
      • Click “Advanced mobile and tablet options” to expand.
      • Choose relevant OS.
      • Set the minimum OS version if needed.
      • Leave “Device models” and “Carriers and WiFi” as is.
    • Click “Save and continue”

Create Ad Group

  1. Under “Ad group name,” give your Ad Group a name.
  2. Under “Landing page,” insert StoreMaven test URL. 
  3. Under “Choose how to target your ads:”

If you select “Display keywords,” you can enter your own keywords in the “Enter keywords” field and clicking “Add keywords.” Under “Keyword setting,” leave “Audience” selected.

If you select “Interests & remarketing,” you can target your marketing audience. Under “Select category,” choose “Affinity audiences” from the dropdown menu. If you choose to target audience by affinity, choose relevant interests.

Create ads

  1. You will be redirected to the image above. If uploading an image ad, choose “Image ad.”
  2. Give your Ad a name.
  3. Leave “Display URL” and “Final URL” as is.
  4. Click “Save ads.”

 

How to Set an Adwords Pixel in StoreMaven Tests

  1. Click “Tools” and select “Conversions” from the dropdown menu.
  2. Under “Website” click the “Select” button.
  3. Give your tag (Pixel) a name.
  4. Under “Value,” select “Don’t assign a value.”
  5. Leave “Count” as “Every conversion.”
  6. Under “Conversion windows,” select “1-week conversion window, 1-day view-through conversion window.”
  7. Click “Save and continue.” 
  8. Click on “Email instructions and tag” and send to your StoreMaven consultant.
  9. This Pixel code will be implemented in your StoreMaven test set-up.   

Have questions? Email your Client Consultant or support@storemaven.com!