Have you heard of Universal App Campaigns or UAC? If you are interested in digital all number data or have an app to promote in Google Ads, this article interests you. Since the new Adwords or Google Ads arrived, we have had more than one surprise from Google, and I can tell you that not everything is better than what was before …Find out what Universal Application Campaigns are , how to configure them and learn about the different objectives and formats available in 2018. In another article I will tell you about an alternative to UAC, for now I am testing it …What are the Universal App Campaigns or UAC?
Universal Application Campaigns are the new Google Adwords format for carrying out application-oriented campaigns . In the past, application campaigns worked like the rest, that is, campaigns were configured (Search, Display, YouTube, …) but oriented to the installation of an application. Since the end of 2017 this cannot be done in SpainAdwords recommends that we use this new type of campaign to unite all of our application-related advertising efforts. Here is the official explanation from Google about these campaigns:
From my experience with UACs I can say that they are quite worse than the older application oriented formats. Now Google optimizes with its algorithm, using machine learning, and automatically chooses very important aspects such as the platform (Display, YouTube, …) the creative combinations (image and copy), the keywords ..Perhaps we know that our business does not work on YouTube or we are able to lower the CPI on other platforms … How do we know that Google is not cheating us?What if our app is being shown in places with sexual or gambling content? How does this affect our brand?How do I configure UAC?
Setting up Universal App Campaigns is very simple , I would say too muchOnce the UAC option has been chosen within Adwords or Google Ads, we must select the gulf email list operating system and the app to which the campaign will be oriented.Once inside, we will configure the following fields Campaign name
Ad elements (copies, images and video (if you have)Geographic locationAvailable languagesCampaign objectiveDaily budgeTarget CPI (Cost per Target InstallationStart / end date.Advanced location options (people who are in the place of the segmentation, who perform searches in that place, exclusion of zones, …If you have already used Google Adwords before, you will ask yourself, where do I select the keywords? Well … you can’t! Google is so clever that it will go through your app listing and select the ones it deems appropriate. All the more reason to have an optimized ASO (App Store Optimization)Optimization goals
With UAC we have two types of optimization targets available. As we have seen, it is from the little that we will be able to choose, so it is important to do it correctly1) Target downloads
Adwords will optimize your bids, creatives and segmentations to get the highest number of users who download the app . I advise using this objective at least during the first week, so that Adwords has more data and can optimize with its algorithm. We have two options within this objectiveOrient ourselves only to downloads, reaching all types of users (lower quality of these).
Get a greater volume of user installations with the probability of performing an action within the app, such asregistering or logging in.2) Target actions in the appIf you need quality users to carry out very specific actions within the app, you must use this option. It is necessary to define the actions of the app as conversion events to later be able to select them (this gives for another whole article, so I will publish it later)
If we are good marketers, we will know our CPA for each action, which will allow us to adjust a bid that makes us improve the ROAS of the campaigns.Formats for UACs
The formats for the Universal App Campaigns bring an important novelty compared to what was there before. Now our app ad can appear in the Google Play store . Very cool!