Evaluate and expand

The first phase is all about gathering data from your campaign to feed machine learning.

1. Wait for the learning period to be over.
Once you launch, do not change your campaign in this phase. The algorithm needs time to learn which assets perform the best!

The learning period may vary based on your app category, country, and bidding strategy. Device types may also impact conversions; for Android, the learning phase will take at least a week; for iOS it may take up to 6 weeks. Follow bid and budget best practices to have a smooth learning period.

2. Look out for your campaign status.
Ensure you’ve gathered at least 100 events for an App campaign for installs.

Check your bid strategy report to see your campaign’s status. Within your dashboard’s ’Bid strategy type’ column, click on the link to access your bid strategy report.

This phase is all about reviewing performance and making adjustments.

1. Check the performance of your campaign.
Keep a close eye on your asset reports. After assets exit the “Learning“ status, they will be labeled with “Low,“ “Good,“ or “Best“ asset rankings.

2. Plan for creative refresh.
Review your asset performance and use this information to learn what creative elements resonate with customers. Start to plan which type of assets you should add or remove based on how well they perform.

The final phase is about optimizing your campaign to achieve the best results possible.

1. Make small modifications to low-performing assets.
In this phase, you can start making minor modifications. Keep "Best" and "Good" performing assets. Add assets similar to those ranked as "Best," and replace assets ranked as "Low." Do so gradually to minimize performance fluctuations.

2. Check your Google Ads recommendations and take action for improvement.
Optimization score is an estimate of how well your Google Ads account is set to perform. You can review the Optimization Score of your campaign under the "Recommendations" tab. Review your automated recommendations on how to improve your campaign, and select and apply these actions instantly.

Keep your budget sufficient for 100 installs per day. The learning period may take longer if your budget is too low.

Only adjust your bids and budgets within a 20% range once every 2-3 days, and not simultaneously.

Produce new creative assets regularly to match those performing best and test new themes. Don’t remove new assets before at least two weeks.

Avoid changing the campaign type (from “install volumes” to ‘install actions,” for example) after launch. If you want to change goals, create a new campaign.