Remarketing

Remarketing campaigns serve to re-target the existing project audience. One example would be displaying an ad to users who have not used your app for longer than 30 days. When the user clicks on the ad's link, it launches the app, but instead of the home screen, the user is taken to the page that corresponds to the specified deep link.

Deep links are a type of URL that takes people to a specific page in an app. For more details, refer to Deeplinks.
To be able to launch Google Ads remarketing campaigns, your app must support "basic deep links" (custom URL Schema)

Launching a remarketing campaign

1. If not already done, set up install tracking.
2. Make sure that your app supports basic deep links with URL Schema.
3. Switch to the old Google Ads interface (the new one does not allow for creating remarketintg campaigns).
4. Go to the Campaigns tab and click + Campaign, and select Display network only from the drop-down menu.
5. On the next page, go to the Drive action group and select App promotion as your marketing goal.
6. Fill out all required fields for your campaign and group of ads.
7. When creating your ad, enter a deep link in the Direct URL field.

Results

Before continuing, read about Reattribution, Inactivity window, Re-installs, Re-engagement

Now, your remarketing campaign has been launched and fetched some clicks. To find out how many re-engagements the campaign has yielded, generate a MyTracker report as follows:

1. Go to the Report builder and select Google Ads under the Partners filter.

2. Add the Campaign и Re-engagement selectors. You may find them using search (as shown below) or select them from the list as follows: Dimensions → Traffic source → Campaign → Campaign and Devices →Basic metrics → Attributions → Re-engagements).

3. Click Calculate.

Troubleshooting

If you see no re-engagement entries in MyTracker’s report:

• Make sure that MyTracker SDK has been integrated into you app.
• Make sure that a Link ID has been specified in the Google Ads integration page.
• Check if the conversions have been imported into Google Ads.
• Go to Google Ads and make sure that the Google Ads campaign has been launched and has fetched clicks.
• If the campaign has been launched less than an hour ago, try waiting – Google data may come in with a delay.

Additional information from Google Help: remarketing in Google Ads, dynamic remarketing

If you have any questions, please contact our support team in any convenient way.