42.2% of digital ad spend will go to Google in 2017, amounting to a whopping 35 billion dollars.
So it’s no surprise that Google’s announcement of the migration from AdWords to Google Universal App campaigns (UAC) for app install ads is causing a stir in the mobile world.
Up until now, app marketers have relied on AdWords to control who their ads target and what their ads look like. Now, since November 2017, app promoters must depend on the Google algorithm. Amidst this transition, many of our clients have come to us with questions about how to manipulate their Universal App campaigns to maximize performance.
This infographic and accompanying eBook dive into many of those questions, along with our own learnings and pointers from our early experience running UAC for our clients.
What are Google Universal App Campaigns?
The most significant difference between Google UAC and other channels is that most of the heavy lifting is carried out by Google's algorithm, from ad creation to audience targeting. Google UAC provides advertisers with an all-in-one channel to reach the entire Google network (Google Display Network, Search, YouTube, Google Play Store) through singular campaigns.
That said, there are a few levers at advertisers’ disposal. In the below infographic, we've collected some of our pointers about the appropriate bid type to use, best practices for optimizing UAC budgets, and how to garner insights from creative asset performance.
We’ve learned a lot over the course of the past several months and look forward to helping more of our clients utilize Google AdWords to drive app installs and engagement.
While they seem simple and straightforward to set up, our expertise has helped our clients to leverage the tools at hand to make the channel truly valuable. Our mobile banking client, ChimpChange, has led the way in using Google UAC to scale their paid acquisition program, and have seen great results…
For a deep dive on Google Universal App campaigns, download our comprehensive eBook. This resource will walk you through setting up and optimizing your campaigns to meet specific business goals, as well as give you insiders’ tips straight from the Google team and our own learnings.