It’s been nearly two years since the debut of Universal App Campaign (UAC) and it has been steadily becoming mainstream strategy for most of the marketers worldwide compared to the use of other Google app promo products. UAC helps the app developers and marketers to swiftly set up app install campaigns across search, display networks and Google Play with ease.


Launching of UAC Campaigns:

For those who are new, launching an UAC campaign is very easy. Google uses your ad text ideas and assets from your app’s store listing to design a variety of ads across several formats and networks. All you have to do is provide a few lines of text explaining about your app, some images of your app, the bid you’d like to start along with budgets, the languages and location for your ads.

Then, based on your goals such as getting more installs for your app or in-app conversions, the AdWords machine learning algorithm will automatically test different combinations and shows the best performing ads more often with no extra work needed from you.

Potential of UAC Ads:

One major advantage of UAC is that it allows developers to not just optimize for app installs but also for in-app engagement and lifetime value. For many developers, it’s now less about getting low-value installs but to make sure that the users they get want to make a purchase, book a hotel room or subscribe to their service. Google argues that its algorithms know enough about potential users to allow it to automatically optimize when and where it shows a developer’s ads to bring the right users to the app.

  • Google states that advertisers will be able to reach the right users in the right context by analysing hundreds of millions of potential signal combinations in real time.
  • About 50% of all app downloads across its network are now being driven by UAC.
  • They also claim that advertisers will be able to drive 140% more conversions per dollar than with other Google app promo products.
  • Smart Bidding: One factor behind UAC’s performance is the ability to bid and optimize against a range of goals: CPI, CPA or ROAS and set up automated Smart Bidding based on those goals.

Case Study: Zynga

Google offered Zynga as a case study of success with UAC ads.

“Having entertained over 1 billion people to-date, at Zynga we’re focused on creating games that are designed to entertain consumer audiences over the long-term while delivering strong operational efficiency,” Zynga’s VP of User Acquisition Kimberly Corbett told me about her company’s use of UACs. “As such, our User Acquisition strategy has evolved to focus on bringing in players who will become part of our forever franchises, including games like Zynga Poker and Words With Friends, which are 10 and 8 years old, respectively.”

By publishing these stats, Google is throwing all it’s weight behind UAC and plans to cease it’s all app promo products by October 16, 2017. All the app install ads will then run as UAC ads beyond this date. And for the Ads which was started before October 16th, it’ll cease to work by November 16, 2017.

Hence all the developers & marketers need to convert their campaigns accordingly.


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Sundar is a Senior Digital Advertising Specialist at a leading Digital Marketing Agency. He is also an MBA Gold medalist from one the top Universities in Southern India. To know more, please check out LinkedIn profile.