When you create universal application campaigns to promote your app using Google Ads, you can add different resources besides text, such as images, videos and HTLM5 files, in order to achieve your advertising goals.

In this way, you take advantage of the automatic learning of the tool. With the different resources you provide, you will allow them to be adjusted according to the characteristics of usability and user interest, making the campaign more effective.

However, although you do not provide these resources, Google Ads obtains them through the file created in the Play Store where the mobile application is located.

Now, if you are going to implement a universal campaign of applications to promote your app, even if the tool takes by default those provided by the card of the stores, take advantage of the opportunity offered by the platform to create the images and videos that allow you to continue with the marketing app plan that you have designed.

To do this, follow these general criteria for each resource creation:

  • Focus the theme on a single advantage or function of the application. For example: if it is game, limited time offers or new levels, but not both in the same resource.

  • Let each resource: text, video and image correspond to a marketing theme.

  • Try different resources, to find out which resource is most effective in capturing the attention of your audience.

To make the universal mobile application campaign more effective, read on, because we will show you how to become an expert in creating resources for different types of ads.

Quality copywriting

They are mandatory. Since they are implemented to fit the different ads that appear on the Google Search Network, Google Play, YouTube, Gmail and on the websites and applications of the Google Display Network.

These texts can appear alone or combined with the images and other resources available, since you can adopt these different texts for a single ad. These are the recommendations you should follow when creating your texts:

  • Concission. Center each text resource on a single marketing theme. Following the example above, if the app is a game app, use one text for the “new levels” theme and another to present “limited time offers”.

  • Variety. Since these texts may appear in different ads, such as Google Play or YouTube, write them with different lengths of characters for each marketing theme that allow them to fit each ad.

  • Correction. Make sure that texts follow the rules of grammar, spelling and punctuation. Avoid exclamation marks and their current use, for example three exclamation marks in a row “!!!”.

Now, watch this Google Ads video that explains how to integrate the texts in an effective way for your campaign:

Watch video

Design compelling videos

This time, you’re going to use motion and sound to create videos that tell a compelling story about your app. Continue as before and follow the guidelines below:

  • Get the attention of the users. The first seconds are the most important, use them to get their attention.

  • The call to action (CTA), should appear at the beginning, for example: “Discover the new levels“.

  • Variety. It is recommended to vary both the length and the design of the video. For example, one that lasts 6 seconds and another that lasts 30 seconds. In terms of design: vertical and horizontal.

  • Capture the app. You can capture a video of your application in action from your mobile device. For example, use QuickTime for iOS systems.

  • Upload the video resources to the YouTube platform, and then add them into the campaign.

Google Ads shows in the following video how the video resources work with the other resources, in the different ads used by the Google Network:

Watch video

Create effective images

In order for the images to be used as resources to be more effective in your universal campaigns, follow these guidelines below:

  • Each image should focus on a single function or advantage of the application.

  • Design that is simple.

  • Show your application. Use the own images of the app, so that the users have an idea of it.

  • Format: Use .jpg, .gif or .png with a maximum size of 150 kB.

  • Position: Horizontal for native ads and vertical for interstitial ads.

  • Recommended standard sizes. Prioritize the most commonly used sizes, such as the horizontal, square, and vertical interstitial image. Because the campaign selects the one that best suits the different advertising sites in the Google Display Network.

  • It uses double the pixel density, depending on the type of location, as the universal application campaign will display the images with a higher quality, as shown in this table:

Now, the HTLM5 elements are more interactive and entertaining, but require more advanced knowledge on your part, if not hire the services of a professional.

These elements can be combined with others, such as icons, texts or description of the application. However, in the Google Ads platform, it shows you a series of tips and recommendations when you want to implement them as resources in your universal application campaigns.

To conclude, it is important to reiterate that if you do not have these resources, the universal campaigns take as reference the data of the card of your app hosted in the Play Store. Only the texts are obligatory. In addition, Google Ads does not translate the ads, so they must be appropriate for the languages that are written.

In order not to entertain more and go out right now to put into practice all the tips and guidelines that will turn you into an expert in the creation of resources for your universal campaigns, I leave you this computer graphics made especially for you.

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