Google Ads’ has just rebranded Universal App Campaigns to more simplified name, calling it now “App campaigns.”
This simplification will not affect campaigns’ features or functionality in any manner, instead app campaigns can now be found among other top-level campaigns in Google Ads.
This includes Search, Display, Video, Shopping and Smart campaigns.
With the simplified name, Google Ads’ hopes advertisers and developers will more easily able to select the right campaign type for their business goals.
Here is a screenshot showing the full list of Google Ads campaign types:
App campaigns leverage machine learning (ML) technology to help advertisers connect with app-savvy users who after engaging with an ad can download the app immediately.
Advertisers can set their business goals to serve app campaigns across Google properties, including Search, Play, and YouTube.
App campaigns now has a reach of more than three million sites and apps.
Adding, Google says as of 2019, app campaigns have driven over 17 billion app install.
Google Ads’ notes, there is no action required for existing app promotion customers.
This change will begin rolling out in the next month.
Google says it will reveal more new App ad innovations at the GDC (Game Developers Conference) which will held in mid-March in San Francisco.