Google translates all app advertising into Universal Campaigns (UAC) format
In November, separate application promotion tools in Google will be closed. It will no longer be possible to create advertising campaigns for Google Search or YouTube. They will be replaced by one universal solution – UAC.
Google launched universal campaigns two years ago. The peculiarity of this tool is that it uses machine learning to search for traffic on all sites of an Internet company: Google Play, Google.com , YouTube and Display Network partners.
Based on the advertising budget and traffic requirements (for example, if you need users who perform specific actions in the application itself), the system automatically adjusts targeting and assigns bids.
One of the key features of UAC is maximum automation of the process. The tool, based on the information from the application page, generates advertising creatives for each of the sites itself, tests them and selects the most effective for impressions.
Google claims that UAC is 140% more effective than its other application promotion formats.
Google’s plan for a full transition to Universal Campaigns is as follows: from October 16, all new promotions created in AdWords will be exported to UAC. A month later, on November 15, advertising campaigns to promote apps in Search, Display and YouTube will stop working.
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