Universal App Campaigns or UACs are a type of ad formats you could find on Google which are designed uniquely for advertising apps. When a user engages with the ad, they are sent directly to your app in the app store. If you plan to run UAC campaigns, you would mandatorily need a Google Ads account. UACs might differ slightly from other ad activities such as search ads as Google handles a lot of tasks with the help of artificial intelligence. This allows Google to automatically target the users, apply bids and generate the ads with the help of ad assets. UACs can easily run on Play store, display network, Gmail, YouTube, discover feed, Google search and search partners. This could help out in connecting Google Play for Android devices and the Apple app store for iOS.
If you have a nice idea of apps to develop and require the help of a PPC agency in Sydney, you could find various agencies that offer app development and PPC services.
Setting up UACs
You do not have to do much when it comes to setting up UACs. You could easily pick the target cost per install, target ROAS and cost per action. These would be the decisions you will have to make. It is automatically dealt which is similar to smart bid strategies when it comes to shopping and search. The data from artificial intelligence and history is used to determine the likelihood of conversion and the bid is placed accordingly. With all this, a decision is made regarding the bid that would take the win during the auction and if it would align with the goals. More Information
- Measure the performance of UACs
Before this type of advertising activity begins, you have to make sure that you can track the performance of the campaign. If an Android app is used, the conversions are tracked automatically from Google Play. For Apple apps, Google would predict the conversions which cannot be directly observed. It is not the most accurate way to measure performance. As a result, there are high chances for marketers to make use of a third-party tracking app. When a universal app campaign is created, you would require assets. This would include the descriptions, headlines and so on that is similar to the search activity. However, you could also supply images, videos or custom HTML 5.
- Build the app assets by retaining the campaign goal in mind
If the goal is to boost installs, then the ad assets should have at least one call to action which could drive towards downloading the app. Focus on highlighting the benefits of the app and provide clear direction on what the next step of the users should be. If you are aiming at posting in a purchase, you could offer discounts, promote a sale and have product-focused assets in the ads.
- Know the customer and keywords well
If you have an advanced ads account and you could manage the keywords, add keywords that an ideal user would search for. This could include misspellings and more specific keywords such as generic variations and locations.
- Segment campaigns by generic search terms vs brand
One popular method to segment the campaign would be given by separating the branded keywords and generic keywords. You could then move on to targeting the competitors as it would be one of the best ways to gain visibility for the app in the app store. This would help if the competitors have a decent brand recognition that you could exploit. You could identify the best performance from brand terms which would drive towards installs.
- Make use of a broad match campaign to identify new keywords
Most campaigns run an exact match without the search match being enabled. This would allow tight control of the performance when it comes to optimisation and also in understanding what works well and what doesn’t. You could include one broad-match campaign per brand which is referred to as a discovery campaign. Here the broad match terms are encouraged and the search match is enabled. This would allow the brand to discover the search terms people use in real-time.
- Add exact match terms as negatives in broad campaigns
If the activities are run using broad and exact match terms side by side, you would want to add exact match keywords as negatives to the broad match campaign so that they don’t compete against each other.
- Cherish search query reports
When you run a search query report on the broad campaigns, you would see the search terms that led to installs. It would be worthwhile to convert keywords to one of the exact match campaigns as you would expect a lower CPC. With the search query reports, you should make use of negative keywords and update them to reduce wasted spending.
Paid social app Ads
Just like search, there is an objective for paid social app ads that would allow you to optimise for app installs. You have to set up the ads and promote the app in the usual way. However, optimising for link clicks rather than app installs would require a website landing page.
- Focus on mobile-only targeting
It would be a wise decision to make sure that the placement targeting is set to mobile devices only to avoid the waste of impressions and spending. You could decide that ads should serve until the devices are connected to Wi-Fi to increase the download capabilities though the network signal is weak and might delay the download from taking place. This could serve as a limitation for the delivery of your campaign. Hence, think if this might become an issue in future. When it comes to apps, mobile-only targeting would be very effective for mobile devices as apps are designed specifically for mobile devices. The brand could either opt to design an Android app or an iOS app or to go with Blurn.com, application development company. Investing in app development can be followed only when the website becomes successful, authoritative and widely accepted among the existing and potential customers.
