UNIVERSAL APP CAMPAIGNS Advertisers have influence on: Optimisation goal, budget and bid Target geo and language Creative assets: text, display, video Advertisers can not: Set specific targeting Decide on the final creatives See where the ads get delivered
“Starting on October 16th, all new app install campaigns created in AdWords will run on UAC. Existing Search, Display and YouTube app promo campaigns will stop running on November 15th” (Adwords blog post – 14.08.2017)
OUR LEARNINGS OPTIMISATION TOWARDS PURCHASE (30DAYS) SINGLE GEO-TARGETING & TCPA = 2X ECPA-BIDS DISPLAY MOST IMPORTANT INVENTORY SOURCE TEXT & SQUARE VIDEO AS VOLUME DRIVERS 04 03 02 01
OUR LEARNINGS OPTIMISATION TOWARDS PURCHASE (30DAYS) SINGLE GEO-TARGETING & TCPA = 2X ECPA-BIDS DISPLAY MOST IMPORTANT INVENTORY SOURCE TEXT & SQUARE VIDEO AS VOLUME DRIVERS 05 04 03 02 01 TEXT ONLY CAMPAIGNS FOR RAMP-UP