In order to reach app users from Android or iOS, Google launched Universal App Campaigns. Google UAC helps developers to market apps across Google´s platforms using the same campaign. Before, a separate ad campaign used to be required for each platform.
Universal App Campaigns use machine learning and artificial intelligence to automatically optimize and deliver ads to very specific audiences.
When your mobile marketing efforts are focused on the right audience, it is safe to say they are the most likely to download your application or perform an in-app desired action.
UACs are a great way to achieve solid results and essentially help marketers spend their time wisely by eliminating the human element from any targeting or creative optimizations.
Universal App Campaigns will make advertisers´ life easier
UAC provides highly tailored ads across Google Search, Display, YouTube, Google Play, and AdMob networks according to your mobile marketing objectives.
For instance, it is possible to determine if your goal is to generate app installs, engagement, CLV and so on.
Basically, UAC will analyze a lot of key data points to decide what the best possible ad and an audience can look like and that is why it generates 140% more conversions per dollar invested than other Google App marketing products, according to Google reports.
Spending less time collecting data to create the ideal ad and not having to do A/B tests sound awesome to any marketer, doesn’t it?
But, that still requires an advertiser who is perfectly capable of setting up goals that can be achieved in order to succeed.
Is there any other benefit? Yes, there is. Google enables you to advertise across all their platforms using a single dashboard.
Another great thing is that UAC works on both Android and iOS platforms without any kind of problem.
Is there some manual work to do?
As it is an automatized tool, there should be nothing to worry about manual work, right?
Actually, you have to set up your Google campaign objectives first and that depends on what your goals are.
If your goal is to drive app installs, it will target users most likely to download your app. If you want to boost engagement, it is possible to focus on having users to complete a desired in-app action.
Or, let’s say you are aiming to build in-app action value, Google can forecast conversions and Customer Lifetime Value (CLV) to attain a ROAS goal.
Besides setting up your app goals manually, you have to target location and languages.
Also, you can include some creative assets for Google to use by uploading up to 20 pictures, videos, or HTML5 assets in different formats, in order to optimize your reach.
Google suggests that you upload at least one video so that your ad is eligible to show on YouTube. If you prefer not to upload any creative asset, Google will automatically set up ads utilizing assets from your Google Play store and App listing.
Use the Creative Asset Reports
If you have been running Google AdWords campaigns for a while, you must be accustomed to receiving reports that provide great insights.
Though, with UAC campaign, you will probably notice a lack of reporting.
That happens because Google essentially does not want advertisers to make adjustments based on assumptions that could trick the Artificial Intelligence.
However, you can still get reports. Google launched the Creative Asset Report, which can only be obtained from the campaign tab within the “new Google Ads” experience and it generates performance data on each picture, video or text.
In addition to that, the report shows you where your ads are best delivered and the performance grouping column will give insight into your “low,” “good,” and “best” performing creative assets.
We hope this article was helpful for you to know more about the best Google UAC practices and how you can implement them in your mobile app strategy. For further information regarding ASO, download our free ebook.