If you’re running app install campaigns in AdWords, listen up. Later this year, Google will be moving all app install campaigns over to Universal App Campaigns (UAC). Starting from October 16, all app install campaigns will run on UAC and existing Search, Display and YouTube app promo campaigns will stop running on November 15.
Which means you’ll have to manually move any existing app install campaigns over to UAC if you want them to keep running into the second half of November. So let’s take a quick look at how to do that and what else Google has to say about the transition.
How do I move app install campaigns to UAC?
Google is kind enough to provide three-step instructions in its announcement about the upcoming UAC move. Here they are:
- Review your current AdWords app promotion campaigns: log into AdWords > click the Ads tab and identify your top performing text, banner and video ads.
- Tip: export your campaign performance to make it easy to determine baseline UAC bids.
- Create a new UAC and set the right performance goal: build a new UAC by clicking the +Campaign drop-down menu from the “Campaigns” tab > select Universal app. Copy and paste any top performing creatives, especially images and videos, into your new UAC.
- Set the right bids: calculate the average CPI, CPA or ROAS of your existing campaigns as the starting point for your UAC performance goal. Then, monitor your new UAC and adjust bids over time to meet your goal, as there may be some natural changes in performance as you transition between campaign types.
You can find more best practices for setting up UAC campaigns at Google Support.
Why is Google making this change?
Universal App Campaigns are powered by machine learning to help you get your mobile app seen by the right people. We’re talking about intelligent, automated advertising that aims to reach the most relevant possible audience at the key moment.
Source: Inside AdWords
“For example, 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.” – Inside AdWords
As you’ll be used to with app install campaigns, UAC ads can appear on Google Search, Google Play, YouTube and the Google Display Network. The key difference is how they’re delivered and who sees them.
Instead of creating individual ads, you provide Google with your ad text ideas and visuals. Next, you set your budget, starting bid, language and location. Then Google’s machine learning magic takes over, testing different combinations until it finds the ad format that performs best in each given situation.
Again, you don’t have any choice in moving your app install campaigns over UAC. Google will stop them running later this year and new campaigns will automatically run on UAC. So now is a good time to get to grips with Universal App Campaigns – especially if you’ve got a large volume of app install campaigns to migrate.
As always, if you need any further advice or technical assistance with this, get in touch with our team for a helping hand.