Alex has read a lot about Google App campaigns and he's eager to start one of his own. What's the first thing that he should do before jumping into the Google Ads interface?

Before launching any advertising campaign, including an App campaign, it's crucial to define a clear goal. This goal will dictate your campaign structure, bidding strategy, targeting, and measurement. Without a defined objective, it's impossible to optimize the campaign effectively or determine its success. For example, if the goal is to increase app installs, the campaign will be structured differently than if the goal is to drive in-app purchases. Gathering feedback (an ongoing process), creating an asset library (a later step in preparation), and conducting competitor research (useful for strategy but not the absolute first step) are all important, but they should follow the initial goal definition.