Thinking about getting more subscribers or purchases within your app?

Here’s a Google AdWords tutorial for you to create universal application campaigns for users to perform certain actions in the application.

At first it is a bit like the “download volume” campaigns we discussed in a previous article. Don’t worry, practice makes perfect. Are you ready? Follow the instructions below:

Steps to create campaigns in Adwords by download volume

1º Log in to your Google AdWords account and select the “campaigns” button in the left menu bar.

2º Click on the “blue plus” button


3º Choose the type of campaign: “Universal Applications Campaign“. Select the mobile runtime platform of the app:

  • Android
  • iOS

Tutorial-AdWords-crear-campañas-acciones-aplicación_24º After the previous step, search for your application by its name. Additionally, you must create an individual campaign for each platform that runs the app. Click continue.


5º Now, enter the name of the campaign. You can also choose to add other resources to customize your ad. Remember that this is optional, as Google AdWords takes the information that the application has on the platform. These can be text, images and videos. It will also offer to load the HTML5elements of it. If you don’t have it, it’s clear this way.

  • Text: add up to 4 different lines, with a maximum capacity of 25 characters, so your message must be clear, suitable and effective. These will alternate depending on where the ad appears, and the user is reached. By the way, watch your spelling, check it before you add it.


If you can’t think of anything, AdWords suggests some ideas by consulting the application description.

Watch this video on tips for generating greater reach for Google campaigns, which is sure to inspire you by aligning your text with your app marketing goals:

  • Videos: in this section you can add up to 20 videos from YouTube, with a duration of 10 to 30 seconds each. It uses different proportions: vertical, horizontal and square, so it will fit different web and mobile devices. And they should draw the attention of users.
  • Images: up to a maximum of 20 photos, and in.jpg;.gif or . format.png, with a maximum size of 150 Kb. Make sure they are clear and of different sizes and dimensions. Those that provide the greatest options are 320×50 and 320×480 pixels.

You can now preview your ad, see this example:


6º Then choose the geographic location where you want your application ad to appear. Therefore, you will have to check one of these three options, or indicate it according to your plan.

  • All countries and territories.
  • Spain (or the country of your location).
  • Enter another location.

For example, select “Spain” or enter other locations, such as Latin American countries, as you will see in the picture below:


You can even be more specific that is, by cities, towns and localities of the same country. Also exclude zones.

Of course, the ads will be published in those countries where there are no restrictions.

7º Once you have chosen the demographic location, mark the language according to the sites you selected previously. For each language you will create a separate campaign. In addition, this will allow you to advertise it according to the language of the user and the website.


8º The next choice is “Campaign Optimization“. Here you can choose between “download volume” and “actions in the application“. For this tutorial select the second one. Remember that you must have previously configured the conversion tracking. Otherwise, you can do it inside the tab that will open in another window.


9º Once you have configured your conversion tracking, indicate the actions you want users to perform within the app:

  • Add Payment info.
  • Registration.
  • Upgrade.


10º Select thetarget cost per action bid. Remember, the most logical thing to do would be to pay the value of the most valuable share or the amount that can be attributed to the leading share.


11º Daily Budget. Enter the daily amount, which should not be less than 10 times the target CPA (Cost Per Action) bid. Then select “daily budget”.


To finish, choose both the start date of your campaign and the end date, otherwise, the ads will continue to be published. Now, click the blue button to save the campaign. Check the configuration and everything is ready.

Here are some tips to help you perfect your universal application campaigns:

  • Resources: prepare them beforehand and following the plan outlined in the app marketing.
  • Objectives: If your goal is to find new users to download your applications, select “download volume”. If you want certain users to take the actions described above in this tutorial, choose “actions in the application”.

If, on the other hand, you have both objectives, you can create these two campaigns simultaneously and to complement each other. Just adjust bids and budgets in between.

  • Also, remember to set up conversion tracking properly.
  • You can track and measure the results of your campaigns to adjust and analyze if they meet the commercial objectives (ROI).
  • If you have a Google Play developer account, you can follow all campaign statistics from the Developer Console platform.

Now, to finish, if you find this content useful, share it on your networks and follow us, so you can keep up to date with what’s new in the world of mobile applications.