You’ve read a lot about Google App campaigns and you’re excited to get your own campaign up and running. What should you do first before you set up your campaign in the Google Ads interface?

Before launching any advertising campaign, including Google App campaigns, defining your objective is crucial. Your campaign goal dictates your bidding strategy, targeting, and how you measure success. For instance, a campaign aiming for new installs will have different settings and metrics than one focused on in-app purchases. Without a clear goal, your campaign lacks direction and effectiveness. Researching similar apps (while useful for competitive analysis) or gathering user feedback are secondary steps that inform strategy after the primary goal is set. Creating an asset library is a necessary step, but it follows the establishment of a campaign goal, as the goal will influence the type of assets needed.