Google announced updates to iOS App Install campaigns, adding new ad formats, bidding options, and privacy-focused measurement. The company detailed the latest iOS updates, and Ads Liaison Ginny Marvin used LinkedIn to announce the news.
Google Expands iOS App Marketing Capabilities
For iOS App Install campaigns, Google introduced co-branded YouTube ad formats and playable end cards. Target ROAS bidding is now supported, and Maximize conversions can optimize for installs and in-app actions. Measurement updates include on-device conversion processing and integrated conversion measurement through supported app attribution partners.
Key Details
- New creative formats include co-branded YouTube ads for iOS App Install campaigns.
- Playable end cards are available after video ads across select AdMob inventory.
- Target ROAS bidding is now available for iOS App campaigns - see this overview of a bidding strategy for context.
- Maximize conversions now supports optimization for installs and in-app actions on iOS.
- On-device conversion measurement processes performance signals on the user's device.
- Integrated conversion measurement works through supported app attribution partners.
Background Context
Apple introduced App Tracking Transparency with iOS 14.5, requiring user permission for cross-app tracking. Advertisers rely on Apple's SKAdNetwork and app attribution partners to measure iOS app campaign performance.
Market Context
YouTube's mobile reach remains significant. YouTube Shorts reporting underscores short-form video scale, which can influence the reach of video-led app ads across YouTube surfaces.
Source Citations
- Google - Ads and Commerce blog announcement: 3 new ways to unlock iOS app campaign performance
- Google Ads Liaison - Ginny Marvin LinkedIn post: LinkedIn
- Apple - App Tracking Transparency documentation: ATT
- Apple - SKAdNetwork documentation: SKAdNetwork
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