Google is now globally rolling out their all-in-one campaign type for Android app developers.
Universal App Campaigns allows app marketers to read users across search, YouTube, the Google Display Network, and Google’s in-app advertising network, AdMob. The idea behind the Universal App Campaigns is to make campaign creation, execution and management as simple as possible, yet allowing users access to the scale Google can offer.
Ad bids are based on cost-per-install targets set by app marketers. All of the creative assets will be automatically pulled from the Google Play store.
Advertisers will enter four lines of ad copy that will be utilized in a variety of dynamic formates across Google’s advertising properties and networks. App developers can also set location and language targets.
Sridhar Ramaswamy, Senior Vice President, Ads and Commerce at Google, in a blog post said:
“From there, our systems will optimize your campaigns using dynamic learning to maximize app install volume at your target cost-per-install. By testing different versions of your ad text and app images in each of the eligible Google networks, we determine the highest-performing variations so only your best ads show.”
The Universal App Campaigns was first introduced by Google at their annual I/O developer conference back in May. Monday’s roll-out coincides with the start of Advertising Week in NYC, where Ramaswamy is going discuss the new campaign type. In addition, he’ll talk about the company’s decision to enable advertisers to upload customer email lists into AdWords for targeting.