Last Updated on 12 months ago by School4Seo Team
If machine learning automates much of a Google App campaign once it’s live, one reason why marketers should still be involved in the campaign after it’s launched is because the strategy behind an App campaign is likely to shift over time, meaning that boundaries need to be set accordingly.
- The marketer will need to look for and resolve any campaign issues found within the notifications section of the account.
- An App campaign will request human input via questionnaires from time to time, to help steer its marketing objectives.
- The marketer will still need to review search term and segmentation reports, to make appropriate manual adjustments.
- The strategy behind an App campaign will likely shift over time, meaning boundaries need to be set accordingly.
The correct answer is: The strategy behind an App campaign will likely shift over time, meaning boundaries need to be set accordingly.
Explanation: While Google App campaigns heavily leverage machine learning for optimization, marketers remain crucial because the overarching business strategy behind an App campaign is likely to shift over time. A campaign initially focused on high-volume installs might later pivot to driving high-value in-app purchases, or re-engaging specific user segments. These strategic shifts require human input to adjust campaign goals, bidding strategies, asset mixes, and overall boundaries within the Google Ads interface. Machine learning optimizes within the parameters set; it doesn’t define the parameters or adapt to evolving business objectives independently.
Reference Link: Best practices for App campaigns – Google Ads Help: https://support.google.com/google-ads/answer/9234183 (While not directly stating “strategy shifts,” this page implies the need for ongoing human management through recommendations like “Set the right bid & budget,” “Iterate on creative,” and “Monitor performance,” all of which are driven by evolving strategy.)
Machine learning automates many of the tasks involved in running an App campaign, but remember, you can’t just “set it and forget it.” The strategy behind your App campaigns will likely shift over time, and your job as a marketer is to set the boundaries accordingly.