Guide On How To Create App Campaigns For Engagement (ACe)

Once users install your app, the next challenge is keeping them engaged. That’s where App Campaigns for Engagement (ACe) come in. These campaigns help re-engage existing users, encourage in-app actions, and boost retention.

This guide will walk you through how to set up App Campaigns for Engagement (ACe) on Google Ads and Meta Ads like Facebook and Instagram, along with best practices to maximize results.

Continue reading:

1. Guide On How To Create App Campaigns For Installs On Different Platforms
2. Guide On How To Create App Campaigns For Pre-Registration

1.  What Are App Campaigns for Engagement (ACe)?

App Campaigns for Engagement (ACe) are a type of digital advertising campaign designed to re-engage users who have already installed your app. Instead of targeting new users, these campaigns focus on bringing back existing users, encouraging them to take meaningful actions within the app.

Instead of focusing on new installs, these campaigns aim to:

✅Re-engage inactive users and bring them back to the app

✅Encourage specific in-app actions (purchases, registrations, subscriptions)

✅Boost retention & lifetime value (LTV) by keeping users active

These campaigns appear on:

🔹Google Ads: Search, YouTube, Display Network, and Discover

🔹Meta Ads (Facebook & Instagram): Feeds, Stories, Messenger, and Audience Network

2.  Setting Up an App Campaign for Engagement on Google Ads

Step 1: Create a New ACe Campaign

1. Log into Google Ads.
2. Click New Campaign and select App Promotion.
3. Choose App Engagement as the campaign type.
4. Select your app’s platform (Android or iOS) and enter the app name.

Step 2: Define Audience Targeting

• Target Existing Users: Use Google’s audience signals to reach users who have already installed your app.
• Segment Users by Behavior: Target users who installed but haven't completed a key action (e.g., cart abandoners, inactive users, or non-paying users).
• Custom Audiences: Upload first-party data (e.g., CRM lists) for more precise targeting.

Step 3: Set Up Campaign Details

• Bidding Strategy: Choose “Maximize Conversions” or target cost-per-action (CPA).
• Budget: Set a daily budget based on your expected ROI.
• Location & Language: Select the regions where you want to re-engage users.

Step 4: Create Ad Assets

Google Ads automatically generates ads from the assets you provide:

✔️Ad Copy – Highlight why users should return (e.g., “Exclusive Offer Inside!”)

✔️Images & Videos – Show the app interface and key features

✔️Deep Links – Send users directly to a specific app screen (e.g., product page, checkout, or subscription screen)

Step 5: Set Up Tracking & Launch

• Integrate Google Analytics for Firebase to track in-app actions.
• Set up deep linking so users land on the right in-app page.
• Review campaign settings and click Launch.

3. Running App Engagement Campaigns on Meta (Facebook & Instagram)

Step 1: Create a New Campaign

1. Open Meta Ads Manager.
2. Click Create Campaign and choose App Promotion.
3. Select App Engagement as the objective.
4. Choose your app from the list (must be registered with Meta SDK).

Step 2: Define Target Audience

• Engagement-Based Audiences: Retarget users based on in-app behavior.
• Custom Audiences: Upload first-party data (email lists, user IDs).
• Lookalike Audiences: Expand reach to users similar to high-value customers.

Step 3: Set Budget & Placement

• Set a Daily Budget: Allocate based on expected user LTV.
• Choose Placements: Use Automatic Placements to maximize reach across Facebook, Instagram, Messenger, and Audience Network.

Step 4: Create Your Ads

• Ad Formats: Image, Carousel, or Video Ads.
• Creative Best Practices:

✅ Use compelling headlines like“Come back and claim your reward!”

✅ Feature app screenshots that highlight new features or offers

✅ Use deep linking to drive users directly to a specific app page

Step 5: Launch & Track Performance

• Ensure Meta SDK is installed for event tracking.
• Define conversion events (e.g., “purchase,” “level completion,” or “subscription”).
• Click Launch Campaign and monitor performance.

4. Best Practices for ACe Campaigns

🔹 Segment Your Audiences – Target different user groups (new users, lapsed users, paying customers).

🔹Personalize Messaging – Use dynamic ads based on user behavior (e.g., “You left items in your cart!”).

🔹Optimize for ROAS – Track revenue impact instead of just engagement rates.

🔹A/B Test Ad Creatives – Try different images, videos, and CTAs to see what works best.

🔹Use Deep Linking – Ensure users land on the right in-app page, not just the homepage.

Final Thoughts

App Campaigns for Engagement (ACe) are a must-have for boosting retention and increasing user lifetime value. Whether you're using Google Ads or Meta Ads, follow these steps to create highly effective engagement campaigns and turn inactive users into loyal customers!

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