Have you heard about Universal App Campaigns or UAC? If you are interested in digital marketing or have an app to promote in Google Ads, this article interests you. Since the arrival of the new Adwords or Google Ads, we have had more than one surprise from Google, and I already told you that not everything is better than what was before …

Discover what the Universal Applications Campaigns are, how to configure them and know the different objectives and formats available in 2018. In another article I will tell you an alternative to the UAC, for the moment I am testing it #Marketing Executive Email List

What are the Universal App Campaigns or UAC?
The Universal Applications Campaigns are the new Google Adwords format to carry out application-oriented campaigns. Formerly the application campaigns worked like the rest, that is, the campaigns were configured (Search, Display, YouTube, …) but oriented to the installation of an application. Since the end of 2017 this can not be done in Spain.

Adwords recommends us to use this new type of campaign to unite all our advertising efforts related to applications. Here is the official explanation from Google about these campaigns:

From my experience with UACs, I can say that they are much worse than the old application-oriented formats. Now Google optimizes with its algorithm, through machine learning, and automatically chooses important aspects such as the platform (Display, YouTube, …) the creative combinations (image and copy), the keywords …

Maybe we know that our business does not work on YouTube or we are able to lower the CPI on other platforms … How do we know that Google is not cheating us?

What if our app is showing in places with sexual content or betting? How does this affect our brand?

How do I configure UAC?
Configure Universal App Campaigns is very simple, too much I would say.

Once the UAC option has been chosen within Adwords or Google Ads, we must select the operating system and the app to which the campaign will be oriented.