Google launched Universal App Campaigns (UAC) roughly two years ago to help developers drive app downloads. UAC has co-existed with AdWords app-install campaigns since that time.
Now the company is moving all app-install ads under the umbrella of UAC. Google said that as of October 16, all app-install campaigns will run as UAC ads. All current app-install campaigns will stop running on November 15; so developers and publishers need to convert their campaigns accordingly. (Google’s blog post has instructions on how to do this.)
Google said that 50 percent of all app downloads across its network are now being driven by UAC, which simplifies ad creation and enables bidding and optimization against a range of goals: CPI, CPA or ROAS.
The company offered Zynga as a case study of success with UAC ads. Zynga’s Kimberly Corbett, VP of User Acquisition, provided the following in email (excerpted from a longer statement):
UAC campaigns have allowed us to trim down time spent optimizing while increasing our time advancing our media buying strategies by focusing on larger growth opportunities. We have titles where we’ve run large numbers of stand-alone campaigns without notable traction for scale and performance, but by transitioning to UAC event optimization, we’ve been able to increase performance with event optimization by 97% in one month. Initially, we ran a UAC Target ROAS alpha campaign with Google, where we gave the campaign a revenue goal to hit. After running the campaign for about a month, we noticed that not only were goals being hit, but some were exceeded by as much as 54%. As a result, we expanded UAC Target ROAS to more games in our portfolio to achieve increased scale and performance.
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