App campaigns allow you to promote your app based on a specific area of focus. The campaign creation workflow differs slightly from other campaign types, and consists of the following high-level steps:
- Create a campaign, specifying your app information and the campaign's advertising channel sub-type, goal type, budget, and bidding strategy. You can also add targeting criteria such as languages or locations.
- Create an ad group. If the goal of the campaign is to drive in-app actions or in-app action value, you can also add ad group criteria for user lists.
- Create ads using the asset-based ad type that corresponds to your campaign's advertising channel sub-type.
Google Ads will automate targeting and bidding according to the specified goal and show ads based on the assets you provided.