As the online competition for attention continues to heat up, app developers are looking for ways to make their products more visible in the digital marketplace. One such method is Universal App Campaigns (UAC) also known as Google App Campaigns.
Using UAC or Google App Campaigns, developers can promote their apps on Google Search, YouTube, the Google Display Network, and other apps that use Google’s ad network. It allows for a broad reach and potential for high engagement, as users are more likely to see and click on ads that are relevant to their interests.
If you’re looking for a way to give your app a boost, read on to learn all about Universal App Campaigns and how they can help you achieve your marketing goals.
What is a Universal App Campaign / Google App Campaign?
A Google App Campaigns or UAC is a Google Ads tool allowing developers to simultaneously promote their apps across several of Google’s platforms.
Google launched UAC in 2015 to help developers boost their app’s discoverability and drive installs. The tool allows developers to boost the visibility of their apps on Google ad networks and help users discover new apps that they’re likely to find interesting and useful.
UAC ads are generated automatically based on the app’s content and the user’s past behavior. It allows for an exponential reach and potential for high engagement, as users are more likely to see and click on ads that are relevant to their interests. Google reports that UAC can generate up to 3X more downloads than other ad formats.
How Does a Universal App Campaign Work?
With this platform, advertisers don’t need to create ads for individual networks as the system does it for you. Google will automatically generate the ad based on the app’s content and the user’s past behavior.
You must provide basic information, such as your app’s description, name, and ad copy. You must also set a budget and choose your target CPA (cost-per-acquisition) or CPI (cost-per-install).
Once you’ve provided this information, Google will create your ad and optimize it to get the best results. The campaign will then run automatically on all of your selected networks.
However, there are some aspects that you need to manage manually in universal app campaigns, such as:
A daily ads budget:
You’ll need to set a daily ad budget, so you don’t overspend. You can easily optimize the universal app campaign by manually adjusting the budget. Moreover, if you want your ad to run continuously, you can set up a lifetime budget.
CPA or CPI:
To avoid overspending on each user, you’ll need to set a target CPA (cost-per-acquisition) or CPI (cost-per-install). It will ensure that your ad doesn’t spend more than what you’re willing to pay for each install.
You can target a specific location for your ad so that it only appears to users in that area. It is helpful if you only want to promote your app to a particular region or country.
You can also target a specific language for your ad. It is helpful if you’re only looking to promote your app to users who speak that language.
Campaign start date:
You can choose when you want your ad campaign to start. It is helpful if you want to launch your ad campaign on a specific date or time. You can also choose when you want your ad campaign to end.
It is helpful if you only want your ad campaign to run for a certain period. You can also opt for add-ons like in-app actions, video assets, etc.
Also Read: Google UAC: Types of Universal App Campaigns
Universal app campaign best practices
Some must follow best practices in the Universal App Campaign to get the desired results are:
Choose the right goal:
The first step is to choose the right goal for your ad campaign. There are three goals to choose from: install, in-app action, or video view. If you’re unsure which goal to choose, you can use Google’s goal advisor tool. Based on your goals, pick the suitable ad format and assets.
Select install volume:
Select “Install Volume” is a feature that allows you to optimize your ad campaign for a high number of installs or a low cost-per-install. If you’re unsure which option to choose, you can use Google’s install volume slider tool.
For example, if you want to generate many installs, select the “High” option. However, if you want to lower your cost-per-install, choose the “Low” option. Once you pick the right universal app install campaign volume, you can move on to the next step.
Managing the in-app actions:
If you’re looking to generate in-app actions, you’ll need to create ad groups for your in-app action goals. For example, if you’re promoting a game, you might have one ad group for “Level Completion” and another for “In-App Purchase“. You can then use Google’s in-app action composer tool to create your ad.
After creating your ad, you’ll need to select the in-app action you want to track. You can then set a bid and budget for your ad group. Once your ad is live, you can monitor the results in the “In-App Actions” tab.
Adding and testing different assets:
You’ll need to experiment with different ad formats and assets to get the best results. For example, you can try using the image and video assets to see which performs better. You can also test different ad formats, such as interstitials, rewarded videos, or banner ads.
To test different assets, you’ll need to create separate ad groups for each asset. For example, if you’re trying images and videos, you would create two ad groups, one for each asset.
You can then use Google’s asset reporting tool to see which one is performing better. Once you’ve found the best-performing asset, you can then use that in your ad campaign.
- Now that you know what universal app campaigns are and how they work, it’s time to learn how to set them up. The first step is to log in to your Google Ads account and click on the “Campaigns” tab.
- On the “All Campaigns” page, you should see a list of all your existing campaigns. If you don’t see any campaigns, it’s likely, that you don’t have any campaigns set up yet. In that case, you’ll need to create a new campaign.
- To create a new campaign, click on the “Plus” button and select “New Campaign”. On the “Select campaign type” page, select “Universal app campaign”.
- Once you’ve selected the “Universal app campaign” option, you’ll be taken to the “Campaign settings” page. Here, you’ll need to enter a name for your campaign and select your app’s platform. You can choose whether you want to promote your app on Google Search, YouTube, or both.
- After you’ve entered all the required information, click on the “Save and continue” button. On the next page, you’ll need to enter your app’s information, such as the app’s name, category, and so on.
- Once you’ve entered all the required information, click on the “Save and continue” button. On the next page, you’ll need to select your campaign’s goals. Next, you’ll need to choose the ad format and assets you want to use.
- Once you’ve selected all the required information, click on the “Save and continue” button. You’ll need to review your campaign settings on the next page and ensure everything is correct. Once you’re happy with your settings, click the “Launch Campaign” button. Your campaign is live, and you can start generating installs and in-app actions!
What are the benefits of universal app campaigns?
There are several benefits of using universal app campaigns, such as:
You can reach a large audience:
Universal app campaigns allow you to reach a large audience of potential customers. It helps businesses to promote their apps to a wider audience and generate more installs.
Universal app campaigns save money:
Universal app campaigns are a cost-effective way to promote your app. They help you to save money on advertising costs and get more value for your investment.
Universal app campaigns are easy to set up:
Another benefit of universal app campaigns is that they’re easy to set up. You don’t need to create separate ad groups or assets for each campaign.
Get Started with AppBroda!
With AppBroda explore and implement effective Universal App Campaign strategies. We help app businesses generate more installs and in-app actions by optimizing their UAC campaigns.
Get the best results with our dedicated and resourceful Google Ad experts. We also enable you to target the right users, make recommendations based on data and optimize Google ads to execute effective App campaigns.
So, what are you waiting for? Speak to our Google App Campaign experts today!