Google UAC (Universal App Campaigns) should be a significant part of your marketing plan when promoting a mobile app. Do you know? Google reports that more than 50% of app downloads come from advertisements. Have you incorporated it into your marketing strategy yet? If not, then this piece is for you!
With the ability to direct customers to both the Google Play Store and the Apple App Store, Universal App Campaigns lets you advertise in the massive Google network. But is it as simple as it appears? Unfortunately, no!
“Google’s move to migrate advertisers to Universal App Campaigns (UAC) in Google AdWords may make it easier for app marketers to drive installs, but it also makes it harder for them to control campaigns and their outcomes” – Peggy Anne Salz, Senior Contributor, Forbes.
Thus, Universal App Campaigns are challenging and confusing, probably because there are five distinct UAC types.
These five Google UAC examples were created to accomplish objectives corresponding to various app marketing funnel stages. Note that each UAC offers its own set of suggestions for installation, improvement, and migration from one UAC to the next.
You should proceed through various campaign types, using the Universal App Campaign that best suits your present needs as your app marketing strategy develops and your goals change.
Before saying ‘yes’ to UAC, let’s explore the types of universal app campaigns to make a better decision.
Universal App Campaign For Installs
Running UACs for Installs is particularly suitable for new app releases. These Google UAC ads are ideal for raising user awareness of the app and laying the groundwork for longer-term UAC objectives, like increasing in-app actions.
What is UAC for installs, anyway? As the name implies, the main goal of this campaign is to develop a regular and steady flow of new app installs to increase user acquisition at scale.
Bidding Strategy – To calculate the likelihood of an installation in the current auction, Google’s machine learning analyzes the results of prior install action. A UAC and a target cost per install (tCPI) are the ideal combinations for app install campaigns. Google will automatically adjust the bid to reflect your desired installation cost and the likelihood of an installation.
Budget Recommendation – Google advises setting up a daily budget 50 times your tCPI. For instance, if you want to spend $10 on each install, your daily budget should be $500. Such a suggested spending limit will guarantee that the campaign ramps up effectively and that it is optimized to generate 300 clubbed installs or 10 installs per day over 30 days.
Universal App Campaign For Installs Advanced
The UAC for Installs Advanced is the next Google Universal App Campaign on the list. The main objective of this campaign is still to generate a large number of installs. With a UAC for Installs Advanced, you will also have the option of focusing on people who are more likely to take a certain in-app action after installation. Such a Google UAC login resembles a cross between install-focused and in-app action-focused campaigns.
Consider the scenario where you wish to increase your app’s open rate after installation. The in-app action you want users to take is “open after install“, so specify that. Using this information, Google’s AI uses user behavior data to serve ads to users who are more likely to download and open your app after installation.
Universal App Campaign For Actions
Using this campaign type will cause Google to start optimizing more for users that perform predefined or customized in-app actions. You must switch to a Universal App Campaign for Actions if you’re prepared to shift from a focus on installs to a focus on users completing in-app events.
Starting with a short-term objective that potential users can quickly complete is an excellent strategy for UAC for actions like account registration or a first-time login. Furthermore, as the campaign develops, you’ll focus on longer-term objectives and target users who will encourage activities with higher intent, including in-app purchases.
Universal App Campaigns For Value
Moving toward the following Google UAC type, the upcoming one is the UAC for Value. It is your best option if your long-term UAC goals involve optimizing for in-app events that provide you with the greatest return on investment. You’ll be surprised to know that UACs generate 140% higher conversions for every dollar spent compared to Google’s standard app advertising.
For example, if your objective is to encourage users to make a certain kind of in-app purchase, UAC will be the perfect decision for you. The difference with this campaign is that Google’s AI will also consider how much it will cost to win the auction and have your ad displayed, as well as the value you’ll receive from successful action.
Google’s AI will use historical auction data, much like a UAC for Actions, to estimate the likelihood that a potential user would complete the given in-app event. Using this campaign type, you can optimize for an in-app action at an average target spending within a specified conversion window.
Universal App Campaign For Re-engagement
As the name implies, a UAC for Re-Engagement will be your remarketing campaign and is the last Universal App Campaign to be discussed. Although this campaign type is still in beta testing, when it is completely implemented, it will be entirely dedicated to promoting in-app activity at a given CPA.
Using a UAC for re-engagement, you can generate and target audiences at various points in the app funnel. You may, for instance, choose to advertise to users who have interacted with your app but haven’t downloaded it in a given timeframe. It’s an excellent way of reminding them of their abandoned action.
The key to creating a successful plan for marketing your app is selecting the Universal App Campaign from the Google UAC that best fits your objectives. Understanding and optimizing campaign kinds and budgets is essential to the success of your app’s marketing campaign, given how much Google controls. So, spend some time learning about UAC and driving your marketing campaign to optimum success.
Not sure how to get started? Speak to AppBorda, our Google UAC expert can help you optimize your app and grow users in no time! For more information book a free consultation with our expert today!