If your brand has an application or you’re thinking of creating one, you’re likely to find yourself uncertain about what methods exist to promote it and get downloads.
There are organic positioning techniques based on ASO (App Store Optimization) that allow us to give more visibility to an application within the app market places in a very similar way to what we do to make our website more visible in search engines with the aim of getting more visits, favoring organic positioning through SEO.
Just as in web browsers, where the number of pages available is infinite, the increasingly dense mass of apps available in application stores makes it difficult to achieve visibility-based success, especially if you’re in a competitive sector or in a hurry to increase your list of users.
The applications market is beginning to become a saturated space where brands have to invest in advertising if they want to differentiate themselves and stand out from their competitors in order to achieve visibility and more downloads. As an alternative to ASO, Google proposes that we use Universal App Campaigns to promote our apps.
What is Universal App Campaigns?
Because of the difficulty of obtaining visibility in app stores, Google responds by launching Universal App Campaigns (UAC), an advertising management system designed to promote Android and iOS applications based on the media that makes up the vast advertising ecosystem owned by the search engine that extends along the mobile network, inside and outside the application stores.
This is a service derived from Google AdWords that is imbued with its philosophy based on bids and segmentation, but thanks to artificial intelligence and Machine Learning, is able to target content to a specific audience based on their profile and activity history of users with similar characteristics.
What sets Universal App Campaigns different from other app advertising systems?
Universal App Campaigns is really UNIVERSAL
Universal App Campaigns has the advantage of having the power of a platform as widespread as Google’s advertising network.
While other app ad platforms distribute their advertising only within applications where their ad module is installed, Google provides Universal App Campaigns users with a complete promotional environment that takes off from the mobile to impact other formats as effective as YouTube video, the Display network that floods the entire web or Google Search and Google Play results.
A Universal App Campaigns allows you to combine actions based on video, text and images with certain interaction elements at the same time, managing them all from one place and embedding them in a multitude of channels using Google AdWords.
Universal App Campaigns based on Machine Learning
Machine learning, currently in the trend, is integrated with UAC to optimize the reach of your advertising. Using statistics and activity history of the rest of the users of any Google tool in which they are logged in, Universal App Campaigns is able to find patterns of behavior to match users of your app with candidates to download it and present the ad to them.
Google understands that if certain users downloaded the app, you can find profiles similar to yours to increase the chances of reaction to a particular ad.
Keep in mind that the longer the campaign lasts, the greater the optimization, as AdWords will get more information about the habits of users whose profile matches that of your audience and potential stakeholders.
Automated configuration of the ad content
When we are setting up Universal App Campaigns, 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 you can include any video, 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 other users’ activity patterns and set up ads, determining for itself the combination of elements and channels that work best. If UAC finds that the combination of two of the texts indicated plus a video or two images obtains better results, it will prioritize this combination of elements to form your ad. You only have to give him the ingredients so that UAC can create each of your ads itself.
If your goal is to get your users to perform a specific activity within your application, choose “Actions in the Application”. This option is used in order to chain a specific action within the app with a business objective that comes from it. For example: “get them to register” is an action in the app that can be chained to the “make a sale” goal.
Set your objectives in UAC. It will do the rest.
Once you’ve included the elements that would form the ads in your app, you need to specify which targets are set with your campaign:
- Volume of downloads
- Actions in the Application
Universal App Campaigns: Download Volume
If your goal is to find new users for your application, choose the “Download Volume” target option. UAC will focus all its efforts on displaying ads whose format will be aimed at increasing the number of installations of your application.
Universal App Campaigns: Actions in the Application
If your goal is to get your users to perform a specific activity within your application, choose “Actions in the Application”. This option is used in order to chain a specific action within the app with a business objective that comes from it. For example: “get registered” is an action in the app that can be chained to the objective “get a sale”.
In order to determine a target per action in the application, you must have previously configured the corresponding Event within the app. An event is a concrete action that is activated at the moment it takes place. Its activation automatically sends a signal to the platform to which access has been given, implying 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 carry out a certain action of your interest, whether it is a goal in itself or one that will be useful for you to link up with other more complex objectives.
As you can see, Universal App Campaigns is a method of publishing campaigns for mobile applications on Android and iOS that simplifies the configuration process to the maximum. Set up and upload four short phrases, a video, and a library of images that represent your app in an engaging way. Google will optimize the campaign for you, increasing the number of downloads of your app and the activity that takes place in it.