Universal App Campaigns Replacing AdWords App-install Campaigns Begining Oct 16th

Google shares best practices to help move your exisitng AdWords campaigns to UAC in three easy steps.

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AdWords Universal App Campaigns

Google is advising AdWords advertisers to to start propel their mobile app growth with Universal App Campaigns (UAC), which uses machine learning (ML) technology, that based on business goals — across Google Play, Google.com, YouTube and across the Display Network—helps finding the customers that matter most.

To help you find more of the right app users, "UAC by using machine learning analyze hundreds of millions of potential signal combinations in real time — like peoples' engagement with ads and which creatives and keywords perform best," writes google, adding, it explains, "we may learn that active PayPal users tend to search on Google Play for apps to transfer money to their friends. So, we'll show more ads on those types of queries and related content."

The UAC, was launched two years ago, and since then it has delivered "unprecedented growth and app engagement for developers and marketers," says Google. And, those who use UAC to optimize for in-app actions, on average, "drive 140% more conversions per dollar than other Google app promotion products," as well as UAC now "delivering 50% of app downloads across its network."

UAC has co-existed with AdWords app-install campaigns, since that time.

AdWords Universal App Campaigns deliver unprecedented growth and app engagement
Universal App Campaigns Growth Chart

Now, starting on October 16th, Google says, it's moving all app install campaigns under the umbrella of UAC. "All new app install campaigns created in AdWords will run on UAC," writes the company. And, on November 15th, "all existing search, display and YouTube app promo campaigns will stop running." With that, it's important "to start upgrading to UAC" "as soon as possible."

Over the coming months, we'll deep dive into new features and continue to share best practices to help you get the most out of UAC.

The two types of mobile-app campaigns offered different features and capabilities, with some distribution overlap. AdWords app-install ads offered more direct control over placements (single channel, multichannel) and bidding (CPC, CPI and so on) but were also more complex to create and manage.

Google also provided a guidance to easily move campaigns to UAC using the three following steps. Also, check out, the Best Practices here for more information.

  1. The fitst step involves of reviewing current AdWords app promotion campaigns by logging into AdWords -> click Ads tab and identify top performing text, banner and video ads. Tip: export your campaign performance to make it easy to determine baseline UAC bids.
  2. Now, create a new UAC by clicking +Campaign drop-down menu from "Campaigns" tab -> select Universal app. Copy and paste any top performing creatives, especially images and videos, into the new UAC.
    • Next, set up AdWords conversion tracking through Google Analytics for Firebase, Google Play or any other third-party App Attribution Partners to find more of high-value users.
    • Then, choose, bidding option that best supportis business or campaign goals:
  3. Finally, set up right bids: "calculate the average CPI, CPA or ROAS of existing campaigns as an starting point for the new UAC performance goal. Then, monitor the new UAC and adjust bids over time to meet the goal, "as there may be some natural changes in performance as you transition between campaign types," google writes.