appsThere is a new campaign type that has been unveiled by Google that is designed specifically for app marketers at Google I/O, the company’s annual developer conference, called Universal App Campaigns.  The reasoning behind the name is because the ads will automatically reach across several areas of Google services including:

  • Mobile app network AdMob
  • Google Search
  • Sites in the Mobile Display Network and YouTube on iOS and Android devices
  • Google Play store on Android

With Universal App Campaigns, developers will be able to set up and launch the campaigns either through AdWords or the Google Play Developer Console.  Basically, it’s like AdWords Express for Developers, except there will be scale and pricing based on outcomes instead of clicks.  There will be four lines of ad text available for advertisers that can be used interchangeably, as well as the option of uploading a video for YouTube ads.  As an advertiser, you’ll be able to set your location and language targets, budget and bid strategy such as target cost-per-install (CPI).


After getting the campaign set up, Google will dynamically generate the ads and bids based on the developers’s CPI targets.

Google began using search ads in the Google Play Store back in February, which was designed to help developers to stand out in a very crowded app store.  Because the universal app campaigns are easy to use, this could be a nice bright light for app developers.

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