Google expands Audience Signal Targeting to App campaigns

Google quietly expanded availability of Audience Signal Targeting for App campaigns, a feature previously only available for Performance Max campaigns.

While Google hasn’t made an official announcement, advertisers are reporting the ability to use Audience Signal Targeting in their App campaigns.

Why it matters. This update gives advertisers more control over their App campaign targeting, potentially improving campaign efficiency and performance.

Why we care. Audience Signal Targeting allows advertisers to reach more relevant users, potentially increasing app installs and engagement.

Key details.

• Before this update, App campaign targeting was fully automated.
• Advertisers could only exclude audiences, not target them directly.
• Now, advertisers can insert Audience Signals into their App campaigns.

First seen. This update was first spotted on Thomas Eccel’s LinkedIn:

Yes, but. Audience signal targeting can still be ignored by Google.

The big picture. This move aligns App campaigns more closely with Performance Max campaigns, suggesting Google is standardizing features across its automated campaign types.