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what is the motive of Engagement ads??? Branding or conversions

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Accepted by topic author Sachin S
September 2015

Re: what is the motive of Engagement ads??? Branding or conversions

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Sure! App-Installs help you to get more people to download your app. Mobile app engagement campaigns are used to encourage people that have already downloaded your app to open it and use it.

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Re: what is the motive of Engagement ads??? Branding or conversions

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# 2
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Hi Sachin,

Welcome to the AdWords community,

Depending on your requirements, Engagement Ads can achieve branding or both branding and conversions.

For Example an FMCG brand can run their TVC as an engagement ad for branding purpose, meantime a company who wants to sell their software can run an explanatory video as an engagement ad which will cover branding as well as direct to conversion.

It all depend on your product and the target audience.

Regards,
Infas

Re: what is the motive of Engagement ads??? Branding or conversions

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# 3
Top Contributor

Hi Sachin S,

 

Welcome to AdWords Community.

 

To me, the primary aim of Engagement Ads is branding. However, if ads are used creatively, it can help boost conversions to a greater extent. 

 

Many brands use it as marketing strategies that go inline with they TV commercials to create engagements for their products/services. It allows them have wider reach, and helps them make potential customer recall the brand.

 

More information here - 

https://support.google.com/adwordspolicy/answer/2906417?hl=en

 

 

Thanks
Ratan

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About Me: Community Profile | Ratan Jha INC.
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Re: what is the motive of Engagement ads??? Branding or conversions

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# 4
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Hi Sachin,

Great question. I would say that it is more branding. I'm a firm believer in optimizing toward KPIs, so even when I have brand campaigns I like to measure engagement so that I know that people are actually noticing and interacting with my ads/brand. I don't like to base things off of impressions alone.

They could still work for leadgen but typically with leadgen I want people to spend more time engaging with my site than my ad. Still, the lightbox format could help attract visitors to your site by allowing them to preview more products than a typical display ad would allow.

Hope this helps!

Re: what is the motive of Engagement ads??? Branding or conversions

[ Edited ]
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# 5
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.

Re: what is the motive of Engagement ads??? Branding or conversions

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# 6
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Hey @Infas - I think you replied to the wrong thread. Just wanted to let you know so that your response is seen by the correct OP. Smiley Happy

Re: what is the motive of Engagement ads??? Branding or conversions

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# 7
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thanks for the answer guys

can u guys also tell me the basic difference between campaigns sub-types
Mobile app installs and Mobile app engagement

Re: what is the motive of Engagement ads??? Branding or conversions

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# 8
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Sorry about it guys, thanks @Amy Smiley Happy
Marked as Best Answer.
Solution
Accepted by topic author Sachin S
September 2015

Re: what is the motive of Engagement ads??? Branding or conversions

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# 9
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Sure! App-Installs help you to get more people to download your app. Mobile app engagement campaigns are used to encourage people that have already downloaded your app to open it and use it.

Re: what is the motive of Engagement ads??? Branding or conversions

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# 10
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Happens to us all! Smiley Happy