A few weeks ago I was talking about the Universal App Campaigns or UAC and its disappointing (or questionable) performance for certain applications. Today I come to tell you an alternative to the Universal App Campaigns that I have tried for a few weeks and that skips a bit the Google recommendation guide.
Google Ads recommends us to use the last option (UAC) for everything related to installations and registers in applications. Already in itself is suspect that we lose control of the keywords or platforms where our ad will appear. That is why I question your recommendation #Head Email List
Alternative campaign to UAC
What I propose as an alternative to the UAC is to use the search campaigns as if it were not a mobile application. In this way we make sure to go out in the search options for the keywords that we decide.
A priori is a risky option since the user will do a search thinking that he will find a type of results that move away from the “tedious” download of an app.
In the case of the example, we were focused on professional categories, so that user looking for “plumber Madrid” would be difficult to have just downloaded an app …
What do we need?
To carry out search campaigns aimed at downloading an app we do not need many things, I will focus on the landing page, the configuration of the campaign and the different marketing goals and bids.
Landing page mobile
The first, the most basic, is to have a mobile landing page. If you do not know how to easily design an optimized landing page, I’ll tell you in this article. 😉
We need a VERY optimized page for mobile capture that makes it clear that to get the service we have to download an app.
If we are going to “force” the user to download an app to get this service, we have to transmit the advantages of our app (free, fast, simple, …). In the example below, links were included in all the images to facilitate the arrival of the user to the store.