About high engagement formats for App campaigns
To help you acquire more users, you can use high engagement formats for App campaigns for installs. These ad formats are optimized to capture user attention and drive additional interactions and conversions.
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Benefits
- Reach more engaged users: Focus on ad presentations that encourage active participation.
- Potentially higher conversion rates: Capture the interest of users who are more likely to install or interact with your app.
How high engagement formats work
High engagement formats are a special category of ad creatives within your Universal App Campaigns that aim to maximize attributed conversions. They often include longer, more interactive or immersive elements to encourage users to engage with the ad and ultimately with your app.
Set up high engagement formats
You have full control over whether these high engagement formats are used in your universal App campaigns. This is managed through an account-level setting in Google Ads:
- Go to Account settings within the Admin menu 👁 Admin Icon
. - Find the option for "High engagement ads".
- Toggle the switch to On.
By default, the high engagement ads setting will be Off, which means your App campaigns won’t use these specific high engagement formats. After you turn high engagement ads on, these settings will apply to ALL of your universal App campaigns associated with that account.
Next steps
- Performance Monitoring: Closely monitor your campaign performance, including conversion volume, cost per conversion, and user engagement metrics.
- Format Variety: Google Ads is always testing and launching new ad formats. Opting in means your campaigns may utilize new and evolving formats designed for high engagement.