Universal App campaigns (UAC) help you find new app users across Google’s largest properties: Google Play, Search, YouTube and Gmail, as well as millions of websites and apps across the Google Display Network. Back in August, Google (my employer) announced that all app install campaigns in AdWords are becoming UACs.
Whether you’re starting UACs for the first time or are looking to get the most out of existing UACs, here are some best practices that I’ve discovered from talking with a bunch of other Googlers.
Getting up and running with UAC
The first key step is defining your goal. You’ll need to set a target based on one of these key performance indicators:
If you care about different metrics in different situations, create separate campaigns for each desired outcome.
From there, you’ll need to set up a few more items:
A daily budget. When you’re driving installs, this should be your target CPI multiplied by the number of daily installs you want (shoot