Universal App Campaigns, commonly referred to as UAC are an automated Google Ads campaign type that are designed to generate app installs and/or in-app actions/conversions.
By identifying your best-performing ads, they show them to the most relevant users based on machine learning. Unlike most Google Ads campaigns, App campaigns do not require individual ads. Instead a variety of ads are created across different formats and networks using ad headlines, descriptions, images, videos, you provide as well as assets from your Google Play store listing.
How do Google Universal App Campaigns work?
In contrast to most Google Ads campaigns, Universal App Campaigns need minimal input to get them off the ground and performing.
To get started with you universal app campaigns, all you need to provide is some text, a starting bid, and a budget, and inform Google of the languages and locations you wish to advertise in.
It is also highly recommended that you provide at least one landscape image, one portrait video, one landscape video, and, where applicable, HTML5 assets. Google will then be able to create ads by combining these different assets. Just like Responsive Search Ads, Google will then automatically optimise and serve ads that are performing best more frequently.
How Universal App Campaigns can benefit you.
Universal App Campaigns have a variety of benefits for businesses, a few key benefits are listed below:
Google App Campaigns Are Targeted
Your app will be shown to the right users who are most likely to engage with it based on numerous factors such as hobbies and interests, industry, job level, location etc. Google works to identify valuable users who are most likely to install or complete an in app action.
Broad Reach
You can increase your brand visibility by being visible across Google Ads on search, YouTube, Google Play, and thousands of sites on the GDN, providing you with an impressive level of brand visibility.
Wide Range of CTAs
Whether you want to run app install campaigns to drive downloads, push in app actions like purchases, or any other forms of app engagement, your ads can be used effectively to achieve your goals.
Simple set-up process
Because of Google’s streamlined platform and extensive support pages, launching a universal app campaign takes little time. To do so, visit this support page and follow the simple instructions.
Where Can Your App Ads Appear?
Your universal app campaign ads can appear in multiple places across the Google ecosystem, this includes Google search, YouTube, Google Display Network and the Google Play Store. See more information on each ad placement below:
Google Search Network
Google matches your app ad with relevant search terms for app installs and engagement. Several methods are used by Google Ads to generate keywords, including using Google Play search terms that typically direct users to your app.
Google Play
Google Ads from Universal App Campaigns can also appear on the app details page of similar apps to yours. You can include the icon of your app, its name, the developer’s name, and some text ideas in your ads, and they will link to your Play store listing, where people can install it. If promoting ahead of an app launch users can sign up to be notified when it becomes available.
YouTube
Using Google Ads, your ads can be displayed on YouTube where your app can be downloaded or pre-registered. On Android devices and all smart TVs, YouTube ads can display videos, text, app icons, app store texts, and ratings.
Google Display Network
You can display your ads on the GDN and within GDN placements of other apps where they’re most relevant for your audience. A custom image or video can be included in your ad, along with the app icon and app name.
Conclusion
A Universal App Campaign is a great way to promote your app in a mostly automated manner. In light of its impressive market share, it’s a channel with tremendous potential on Android as Google owns a greater amount of inventory and can observe tracking data from both sides.
To run properly, it also requires a minimum budget, patience, and tolerance for uncertainty. Select carefully what to optimise for, then refine on creatives until you find a winning formula. If you’re looking for any further information on Google App Campaigns, get in touch with our expert team.