Thursday, 8 October 2015

Google's New Universal Apps Campaign For AdWords And What It Means For Marketers

forbes.com
Resultado de imagen para Google's New Universal Apps Campaign For AdWords
Anything to make AdWords easier and more automated is a huge win for marketers and advertisers, but up until now there hasn’t been anything that dealt with apps. According to an eMarketer study, mobile app installs are expected to increase from $1.47 billion in 2014 to $3 billion this year alone. That means that 10.4% of total mobile ad spending will be coming from apps.
In other words, the pressure was on for Google to deliver something to help developers and advertisers.
Enter the new Universal App Campaign type.
The New Universal App Campaign Explained
Google made the official announcement on September 27 and it looks as though the new campaign type will be rolling out to developers and advertisers in the upcoming months. So how does it work? The idea is pretty simple. When you create this type of campaign in AdWords, you will be able to connect your app across Google search, Google Play, YouTube, and the Google Display network. This helps give your app more visibility than was ever available before.
Essentially, this new option will help you reach a larger audience must faster than you would have normally because the campaign type will do most of the work for you. It scales your reach, pulls in the images associated with your app, videos, and app description all from your Google Play store in order to create ad formats that work on again, Google search, Play, YouTube, and the Display Network.
The campaign type will then use what they call “dynamic learning” to maximize app install volume at the cost-per-install that you set (discussed in the next section). This helps ensure that your best ads are showing based on the network that they’re served.
According to Digital Marketing Agency HigherVisibility “This is just one more way to automate your reach and make sure that your app is getting in front of the most eyes as possible. This naturally should help improve success rate for app developers and businesses trying to break into the app market. Using this new campaign type should be a no-brainer.”

Getting Started
All you need to do to get started is visit the Google Play Developer Console. From there you can give AdWords your cost-per install requirement, tell them the audience that you are targeting, and then Universal App Campaigns will take care of the rest for you.
Additional App Development Resources
Of course don’t forget that this new feature is for apps only (business or otherwise). If you don’t have an app yet or are still thinking about getting started, consider some of the following resources from Forbes from just this year to help get more information and help you make your decision:

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