Google is announcing at Advertising Week that Universal App Campaigns will be available to all developers and advertisers as a new AdWords campaign type. It helps you target your app to users across Google Search, Google Play, YouTube, and the Google Display Network.
The company first announced Universal App Campaigns back in May, indicating that they would come in the ensuing months. Now, they're here.
"Let’s say you’ve built an adventure game," says Sridhar Ramaswamy, Senior Vice President, Ads and Commerce at Google. "With Universal App Campaigns, you have unparalleled reach: you can drive installs on YouTube, the platform with 1B+ users who watch hundreds of millions of hours of content everyday. Your ads can also reach specific audiences across 650K apps and 2M+ websites in the GDN. And importantly, Universal App Campaigns tap into intent-rich searches like “adventure games” and “puzzle games” that are happening throughout the day on Google Search and Google Play so your app can be seen when people are looking to download something new."
"All you need to do is give us your desired cost-per-install and we do the rest," Ramaswamy adds. "Universal App Campaigns are the one-stop-shop campaign type that scales your reach and maximizes Android app installs across Google’s entire suite of ad platforms. We’ve automated campaign set-up by pulling in your app images, videos, and app description directly from your Google Play store listing to generate ad formats that look amazing wherever they’re placed."
Google's systems will optimize campaigns utilizing dynamic learning, which the company says will maximize app install volume at the target cost-per-install. They get into more about how they do this here.
Google also announced new email address targeting with its new Customer Match feature.
Image via Google