Google Ads | Online Marketing

Universal App Campaigns (UAC) with Google Ads

Universal App Campaigns (UAC) in Google Ads are perfect for generating new users and moving them to interactions. Benefit from this by making your mobile app better known with campaigns in Google Ads and encouraging installations and interactions. To keep an eye on performance, you should use conversion tracking for your app installations. Depending on the advertising objective, you can use different types of campaigns to promote your mobile app. We give you tips on the various campaign types, targeting, and much more.

Advertise Mobile Apps in Google Ads using Universal App Campaigns (UAC):

Universal App Campaigns

Do you have a mobile app? Then you would most likely like to increase the installations and user interactions of the app. Universal app campaigns can raise awareness of your app. A universal app campaign is characterized by complete automation. The ads, alignment, and bids are automatically generated based on your app. Universal app campaigns appear in the search and display network and on YouTube. They are available for Android and IOS apps.

Universal App Campaigns with Google Ads

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What Ad Formats are available in Google Ads for promoting your App?

With Universal App Campaigns, you only need to provide text, images, and video. Google also uses the content you already use in your app.

With Universal App Campaigns, you can promote your app in the following channels via Google Ads:

  • Google Search Network
  • Google Display Network
  • Google Play Store
  • YouTube
  • Google Discovery

Adapting to the respective platform format can help you reach your target group better and thus increase your App Installs. To make your life even more comfortable, you do not even have to upload images and videos yourself. Suppose you do not upload any additional images or videos when creating the campaigns. In that case, Google will automatically adjust the assets that you already use in the App Store to the respective format.

In addition to the visual display, you must provide four lines of text for the ad creation. Google Ads creates ad variants from the different text lines, images, and videos provided. It then delivers the best performing ad combination more often.

Feeds in Universal App Campaigns

If you already use feeds in your Google Ads campaigns, you can also use your feed for your app campaigns. A BETA test from Google showed that advertisers using feeds saw an uptake of +6 percent of installations and +17 percent regarding in-app promotions (such as sign-ups and purchases) on sites and apps in their network.

For customers who already have your app installed, deep links allow them to go to the appropriate page in the app without logging in or re-enter information. According to Google, deep links will be available for YouTube, hotel, Gmail, and Discovery ads. Deep-link ads will result in an average conversion rate that is twice as high.

Suppose your customer watches a cooking video on YouTube and sees a discount for “food delivery.” As soon as he clicks on the ad, he’s taken directly to the order page in your app.

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Deep links for apps in ads can help you achieve better conversion rates and generate insight into how users behave.

Results ofUniversal App Campaigns with Google Ads

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With the target report for ads, you can see in the “App deep link” line that these ads can achieve a higher conversion rate at a lower cost per conversion.

Set up Targets

You can choose from two campaign targets for your Universal App-Campaign:
– Install Volume (CPI)
– In-App-Actions (CPA)

The goals optimize ads according to your set bid. For advertisements for installation, CPI (cost-per-install) is used, while CPA (cost-per-action) is used for in-app actions. If you want to attract as many new app users as possible, the CPI (cost-per-install) pricing model is the right one.

Select “In-App actions” if you want to find users who are more likely to perform an in-app action, such as a purchase, level-up, etc. When you select this target, it is essential to set up conversion tracking so that Google understands these actions and optimizes them for your conversion goals.

Your target CPA should be the average amount you want to spend each time a person completes your in-app action.

For both types of campaigns, Google recommends that you allow at least 100 conversions to be tracked before making any changes. This ensures that Google has enough data to optimize efficiently towards your campaign goals.

Mobile app campaigns in Google Ads can help you increase awareness of your app and generate more installations. We are happy to help you create app campaigns and optimize your online marketing efforts.

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