Universal App Campaign
A campaign type in Google Ads designed to promote mobile apps across Google's largest properties including Search, Google Play, YouTube, and the Google Display Network.
Description
Universal App Campaigns (UAC) streamline the process of promoting mobile apps by automating much of the ad creation and placement process. Advertisers need only to provide a few inputs such as text, bid, and assets like images or videos, and Google's machine learning algorithms optimize the ads for performance. UACs are particularly beneficial for app developers looking to reach a broad audience without the need to manage multiple campaign types. The system uses data signals from user behavior to dynamically serve the most relevant ads, thus maximizing app installs or in-app actions. It's a cost-effective and efficient way to scale app marketing efforts across multiple channels.
Examples
- A fitness app developer uses UAC to promote their new workout app. They provide Google with text, a few images, and a video showcasing the app's features. The campaign runs across Google Search, YouTube, and Google Play, leading to a significant increase in app downloads within the first month.
- An online retailer launches a shopping app and uses UAC to attract users. By setting a target cost-per-install and providing some creative assets, they quickly see their app featured in ads shown to users searching for shopping-related queries on Google and YouTube, resulting in a 25% increase in app installs.
Additional Information
- UACs use machine learning to optimize ad placements and bids in real-time, requiring minimal manual intervention.
- Advertisers can set different goals for their campaigns, such as app installs, in-app actions, or even return on ad spend (ROAS).