Why Google App Campaigns is high reward, high maintenance — Ashley Black, Candid Consulting

Google App campaigns offer a significant opportunity for app growth due to Google's vast reach, including platforms like YouTube and the Google Play Store, making it an appealing choice for developers seeking to tap into high-intent audiences. However, the platform comes with limitations, such as less customization and performance insights compared to other ad products, necessitating a more hands-on approach to optimize return on investment. Ashley Black, a former Google employee and founder of Candid Consulting, emphasizes the importance of actively managing campaigns, as the algorithm may mix high- and low-performing traffic, potentially leading to ineffective ad placements. For beginners, starting with a modest budget and gradually scaling up is advised, while also carefully selecting creative assets suitable for different Google platforms. Despite the lack of direct A/B testing, developers can utilize multiple ad groups with varied creative themes to gauge audience response. Engaging with experts or increasing the budget can provide deeper insights and improved performance, as discussed in the Sub Club Podcast episode featuring Ashley.