Google Ads App Campaigns CPI or CPC

therealrio

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Last year i created a app install campaign for a tool app and it was getting installs from usa at £0.05 per install and I was getting decent volume at about 600 installs per day.
Its not great but it sort of maxed out and had to work within a budget.

I then stopped that campaign.

Then this year i sort of copied this same campaign for another similar app, so more or less same keywords and headings.

But now for £0.05 it will not even get 10 installs, let alone 600, so have to increase the CPI bid to £0.12 and even then its not even reaching 200 installs.,

Is there a reason for this. i dont think its the keywords or target countries, as both target mainly usa.
 
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