The Universal App Campaigns in Google AdWords are part of one of the app marketing strategies to promote your application within this excellent digital advertising platform.

If you don’t already know Google AdWords, it’s important to know that this is a digital online tool where you can advertise your products or services, reaching your target audience at the right time and generating more interest in what you offer, in your case, your apps. All this is achieved through campaigns known as pay or click advertising.

Within the characteristics of this advertising service, we highlight that you control and establish your own budget, it does not require a minimum investment. You also control choice of ads appearance, creation and changes made to your campaign at all times (texts, settings, bidding, resources).

Now, these ads (one or more) are grouped in the AdWords campaigns, with the aim of organizing them by categories or rules depending on what you are going to offer within the platform. In these campaigns you will find terms such as keywords, bids, languages, segmentation, budget and more.

Where will my ads appear? Your campaign will be distributed within Google’s ad networks: Search Network, Display Network and YouTube Network. Depending on where your target audience is, which you have will have previously configured in the settings of the platform. In the case of mobile applications, your ads will also be present in:

  • AdMob y Google Play,
  • Gmail and other applications,
  • Blogs, webs, news sites, among others.

Similarly, you will find in AdWords different types of campaigns, such as the search network, display, shopping, video and Universal App Campaigns. We are going to go into the latter in a little more detail.

What are universal application campaigns?

It is a system developed especially for you to promote your apps, within the networks mentioned above, where your largest audience is located, in an optimized manner, ie what is known as traffic or qualified customers.

Campañas_Universales_AplicacionesAlso, you don’t have to create the ad as in other types of campaigns, since Google designs the different formats and communicates with the data of your application registered in the Stores. You will also need to provide the following information:

  1. Campaign Name Although I could suggest a name,
  2. The opening bid and the budget
  3. Indicate the language
  4. Demographic data, such as the geographic location of ads
  5. Resources: YouTube images and videos (optional).

Because the system uses automatic learning, it will deliver your ad where it is most likely to find your audience and meet your advertising goals. These objectives are known as campaign optimization, and are divided into two: volume of downloads and actions in the application.

Optimization of Universal App Campaigns

As mentioned above, there are two types of campaign optimization, which allow you to meet your app marketing goals. Each one fulfils a specific purpose and configuration.

Volume of downloads: This objective is useful to achieve a higher number of downloads possible, by all users of google networks, according to the cost per download (CPD). This should be considered according to the average value of a new user and a daily budget equal to or greater than your CPD (50 times).

Actions in the application: to focus on promoting actions performed within the application. Users will be shown who will be most likely to perform this action. In this sense, identify the users, at least 10 different ones, choose a specific action you want them to do. Indicate your CPA (Click Per Action) and your budget according to the objective.

Have a look at this video from Google:

Considerations when creating a Universal App Campaigns

Before you run or fly off to create this type of campaign, you should consider other requirements that the system asks for, such as the so-called resources. These are divided into text, images and videos, which are optional but allow you to increase the performance and effectiveness of your ads. These give a personal touch, which is so necessary to stand out in this market.

Next, in the following table you can see the general requirements that these resources must meet, within your Adwords campaign:


Recommendations and good practices

In order for your universal campaigns to be as successful as you’d expect them to be, or for you to be able to adjust them according to the objectives and new requirements of application marketing, Google recommends the following good practices:

  • It tracks the campaign, i.e. conversions into mobile applications. Taking into account the interaction of the users according to your objectives and the expected budget.
  • Encourage interaction with the app, through the personal and direct message of your advertising, provided in the texts, images and videos.
  • Set up deep links. Specifies the link. Instead of, use:
  • Make sure that the system has sufficient conversion data. The more data the platform has, the better the performance of the campaign will be, reaching specific users.
  • Minimum number of conversions: wait until you have at least 100 conversions before evaluating the cost per conversion.
  • If you violate AdWords policies, they may reject your ads or extensions, suspend your account and disable you from remarketing lists.

Finally, the universal mobile application campaigns within AdWordsallow you not only to promote your apps, but thanks to the automatic learning implemented within the system, apps are displayed in the different Google networks, aimed at the most suitable users and according to your objectives: volume of downloads and actions in the application.

This topic is also extensive, however, so we will explore each element in more detail so that you can understand more about the world of advertising in Google Adwords.

If you liked this information and find it useful, share it on social networks. Plus, follow us to keep you up to date in the world of mobile applications.