How to increase your app downloads with Universal App Campaigns

If your brand has an app or you are thinking of creating one, you are probably faced with the question of What methods will be most convenient to promote it and get downloads?There are organic positioning techniques based on ASO (App Store Optimization) that allow to give more visibility to an application within the app market places in a very similar way to how we make our website more visible in search engines with the aim of getting more visits, favouring organic positioning through SEO. In the same way as in web search engines, where the number of available pages is almost infinite, the increasingly dense mass of apps available in app stores makes it difficult to achieve achievements based on visibility, especially if we are in a competitive sector or we are in a hurry to increase our user list. The application market is beginning to become a saturated space in which Brands must invest in advertising if they want to differentiate themselves and stand out from the rest of the competition to gain visibility and more downloads. As an alternative to ASO, Google suggests that we use Universal App Campaigns to promote our apps.

What is Universal App Campaigns?

Given the difficulty of gaining visibility in the app market places or app stores, Google responds by launching Universal App Campaigns (UAC), an advertising management system designed to promote Android and iOS applications relying on the supports that make up the immense advertising ecosystem owned by the search engine that extends throughout the mobile network, inside and outside the application stores. It is a service derived from Google AdWords that is steeped in its philosophy based on bidding and segmentation, but thanks to artificial intelligence and Machine Learning, it is capable of directing content to a specific audience based on their profile and activity history of users with similar characteristics.

What makes Universal App Campaigns different from other app advertising systems?

UAC Apps campaigns are truly UNIVERSAL

Universal App Campaigns enjoys the advantage of having the power of a platform as widespread as the Google advertising network. While Other app advertising platforms They distribute their advertising only within those applications in which their advertising module has been installed, Google makes a complete promotional environment available to Universal App Campaigns users, which takes off from mobile, to impact other equally or more effective formats such as the youtube video, the Display Network that floods the entire web or the search results of Google Search and Google Play. A Universal App Campaign allows you to simultaneously combine actions based on video, text and images with certain interactive elements, managing everything from a single site and embedding it in a multitude of channels using Google AdWords.

Universal App Campaigns based on Machine Learning

Machine learning, which is so popular nowadays, is integrated with UAC to optimize the reach of your advertising. Using statistics and activity history of other users of any Google tool in which they are logged in, Universal App Campaigns is able to find behavioral patterns to match users of your app with candidates to download it and present them with the ad.Google understands that if certain users have downloaded the app, it can find profiles similar to theirs to increase the likelihood of reaction to a particular ad. Keep in mind that the longer the campaign lasts, the greater the optimization will be, since AdWords will obtain more information about the habits of users whose profile matches that of your audience and potential interested parties.

Automated ad content configuration

When we are setting up a Universal App Campaigns campaign, we will be indicating the sections that will make up the ad. By default, we will be asked to include four texts of up to 25 characters, a video hosted on YouTube (at this time any video can be included, whether it is ours or not) and up to 20 images with the specific formats defined by the platform. Google Universal App Campaigns is a kind of cocktail shaker that will use activity patterns of other users and configure the ads, determining itself the combination of elements and channels that work best.. If UAC finds that the combination of two of the texts listed above plus a video or two images yields better results, it will prioritize this combination of elements to create your ad. All you have to do is provide the ingredients for UAC to create each of your ads itself. If your goal is to get your users to perform a specific activity within your app, choose “In-App Actions.” This option is used to link a specific action within the app to a business objective that is derived from it. For example: “get them to sign up” is an action in the app that can be linked to the objective “make a sale.”

Set your goals in UAC. It will take care of the rest.

Once you have included the elements that would make up your app ads, you must specify what objectives are established with your campaign:

• Download volume
• Actions in the Application

Universal App Campaigns: Download Volume

If your goal is to find new users for your app, choose the “Download Volume” objective option. UAC will focus all its efforts on displaying ads whose format will be aimed at increasing the number of installations of your app.

Universal App Campaigns: In-App Actions

In order to determine an objective for each action in the application, you must have previously configured the corresponding Event within the app. An event is a specific action that is activated when it is performed. Its activation automatically sends a signal to the platform to which access has been granted, indicating to UAC that the proposed objective has been achieved. Examples of events could be: completing a registration in your application, visiting the promotions section, purchasing a bonus pack in a video game or adding a product to the shopping cart. In this way, through advertising, You will be able to encourage users to perform a certain action that interests you, whether it is an objective in itself or one that will be useful to you to link with other more complex objectives. As you can see, Universal App Campaigns, is a method of publishing campaigns for mobile apps on Android and iOS that makes the setup process as simple as possible. Set up and upload four short sentences, a video, and a library of images that represent your app in an attractive way. Google will take care of optimizing the campaign for you, increasing the number of downloads of your app and the activity that takes place in it.