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App Growth — How to optimize an advertising campaign on Google UAC?


App Growth — optimize your advertising campaigns on Google UAC

Online advertising is a key element in promoting mobile applications and reaching a relevant audience. However, it can be complex and time-consuming to set up and optimize your ad campaigns across multiple platforms. This is where Google UAC (Universal App Campaigns) comes in, offering a comprehensive and powerful solution to simplify this process.


How can we leverage creativity on the Google network? What are the strategies for creating an effective advertising campaign? What is the importance of “Creative Excellence” and how does Google select which elements to highlight?


In this article, find all the answers to these questions about the Google UAC network!


What is Google UAC?


Google UAC is a comprehensive advertising solution that allows you to promote your mobile application on various Google channels, such as Google search engine, YouTube, Google Play Store and other partner applications. The particularity of Google UAC lies in its use of artificial intelligence and “machine learning” which automatically optimize the performance of your advertising campaigns.


How does Google UAC work?


Simplifying the process: With Google UAC, you can create a single ad campaign that will run across multiple channels, eliminating the need to set up separate campaigns for each platform.


Goal-based optimization: By defining the specific goals for your campaign, such as new user acquisition, engagement, or increased conversion rate, Google UAC then uses machine learning to optimize bids, audiences targets and advertising visuals to help you achieve these objectives.


Performance Analysis: Google UAC provides detailed reports on the performance of your ad campaign, including the number of downloads, conversion rate and ad costs. This allows you to optimize your advertising strategy based on real-time results.


Automated Targeting: Dependent of your target, Google UAC uses contextual signals, such as search behavior, location and user preferences, to serve ads to the most relevant users.


The benefits of Google UAC


Efficiency and simplicity: With its ability to serve ads across multiple channels and automatically optimize performance, Google UAC offers a simplified approach to advertising. This saves you time and resources while maximizing results.


A wider audience: With Google UAC, you can reach a wider audience by showing your ads on popular platforms such as Google search engine, YouTube and Google Play Store. This increases your chances of acquiring new users.


Optimization based on machine learning: Using artificial intelligence and machine learning, Google UAC continually optimizes the performance of your advertising campaign by analyzing data in real time. This ensures greater efficiency and optimal use of your advertising budget.


In-depth tracking and analysis: Google UAC provides detailed reporting on your campaign performance, allowing you to track and analyze key indicators of success. This allows you to make informed decisions to improve your advertising strategy.


Guidelines for an ad campaign on Google UAC


Google has defined “Creative excellence” to cover the most common formats when creating App Install campaigns. Here are the items recommended by Google:


- A banner in landscape format

- A video in portrait format

- A video in landscape format


However, it is possible to go well beyond these basic formats. In reality, Google accepts more than ten formats of different sizes. It is recommended to use them all in your campaigns in order to maximize your visibility on Google and not exclude certain opportunities.


By adapting your advertising campaigns to these formats, you ensure that you occupy the advertising space available on Google. Make the most of the possibilities offered by these different formats to optimize the visibility and engagement of your target audience.



App Growth — Google UAC Formats

To optimize your advertising campaign on Google UAC, here are some important points to consider when uploading your creatives:


Native creative: For in-feed ad placements, it is recommended to upload at least two images in landscape format (1200 x 628) without text. These locations will directly use the texts provided, so there is no need to provide a creation with text. This ensures your ad integrates seamlessly into the feed and improves user experience.


HD Formats: It is advisable to download HD formats with twice the resolution required. For example, if the required format is 320 x 50, choose a creation in 640 x 100. By offering a higher resolution, you ensure you get the best possible rendering, especially on high-resolution screens. This helps improve the visual quality of your ad and attract more user attention.


By following these recommendations, you will optimize the quality of your advertising creations on Google UAC. This will maximize the visual impact of your ads and improve the overall experience of users who interact with your ads. Don't forget to adapt your creations according to the different formats available to take full advantage of the opportunities offered by Google UAC.

Ad4Screen and Addict Mobile is a mobile marketing agency specializing in mobile advertising and promotions solutions, offering user acquisition services, advertising campaign optimization, performance analysis, visibility and conversions, as well as retargeting.

Adapt your advertising campaign to Google UAC formats


When creating ads on Google, it is important to take into account the specificities of this platform, which differ from other platforms like Meta. Creatives render significantly differently on Google due to differences in available inventory.


There are two main categories of visuals to consider:


Automatic creatives: These creatives are automatically generated by Google and include the Call To Action (CTA), logo and text. You do not have to provide these items because they are placed automatically.


Display creations: In this case, it is up to you to provide a complete visual including the text, your logo and a CTA. You have more control over the design of these visuals.


If you already run ads on other ad platforms, you can reuse the same visuals because the structure is similar. However, it is important to take into account the specificities of Google to adapt your visuals. Otherwise, this could limit the distribution of your advertisements on certain platforms and cause you to lose visibility.


By taking these tips into account, you can maximize the effectiveness of your ad creative on Google UAC.


How to choose the texts for your advertising campaign on Google UAC?


When creating ads on the Google UAC platform, it's important to consider the different text fields available. Here are some tips for making wise choices:


One value proposition per text: Each text field can be used to convey a specific value proposition. For example, you can have an introductory text, a CTA (call-to-action) text, a text highlighting the benefits of the product or even a promotional text. Be sure to be concise, as characters are limited. Also avoid mixing too many ideas in a single text. A visual creation should focus on one main idea.


Consistency between texts: Make sure that all the texts you use are consistent with each other. Google's algorithm generates random combinations from different text fields. It is therefore essential that these combinations remain operational, fluid and logical. Avoid starting a sentence in one text field and continuing it in another field that is not placed after it, as this can make your message incoherent.


Specific features of Gmail: In the case of Gmail, texts must contain less than 20 characters to be sent without being truncated. Keep this in mind when writing your texts. Keep them short and punchy to maximize their visibility and impact.


By following these tips, you can optimize the texts of your advertising campaign on Google UAC. The goal is to capture users’ attention and inspire them to take action.

Ad4Screen and Addict Mobile is a mobile marketing agency specializing in mobile advertising and promotions solutions, offering user acquisition services, advertising campaign optimization, performance analysis, visibility and conversions, as well as retargeting.

How to take care of your store listing on Google UAC?


Ad campaigns on Google UAC use automatic formats that serve across multiple placements, even if you haven't provided specific creatives for those placements. These automatic formats are based on all the elements of your store sheet so here are the elements not to neglect:


  • Your app icon

  • The title

  • The description

  • Screenshots

  • Videos

  • User ratings and comments

Explore the endless possibilities of Ad groups: unlimited creativity


The new structure of Google UAC campaigns is now organized into Ad groups, an intermediate level between campaign and advertising. Each Ad group includes a defined number of creations and a dedicated auction. You can create as many Ad groups as you want.


This development opens up new possibilities for creations. With the introduction of Ad groups, Google has increased the capacity of texts and visuals. We went from 5 texts of 25 characters to 10 texts (5 titles of 30 characters and 5 descriptions of 90 characters).


The number of images or videos is now unlimited. Indeed, it is possible to distribute several Ad groups (unlimited) within the campaign. You can thus publish 10 texts and 20 videos/images for each Ad group in the campaign. This constitutes a valuable aid in increasing the distribution of creations and measuring their performance. No more limits!


Here are some examples of using different Ad groups:


  • Highlighting a highlight over generic content/common thread: Previously, it was necessary to remove generic creations to replace them with a special operation, then reinsert them. It was not possible to broadcast them simultaneously.

  • Maximizing the coverage of available formats: for example, an Ad group for the 300 x 250 format, another for the 1200 x 628 format, etc.

  • Highlighting several value propositions (one Ad group per proposition) to test different creative approaches.


The rule to remember: the more creatives you include in a campaign, the more you have access to available inventory and the more you can increase distribution volumes.


With Ad groups, you can fully exploit your creativity by creating unlimited combinations of text, images and videos to maximize the impact of your advertising campaigns on Google UAC.

Ad4Screen and Addict Mobile is a mobile marketing agency specializing in mobile advertising and promotions solutions, offering user acquisition services, advertising campaign optimization, performance analysis, visibility and conversions, as well as retargeting.

Evaluation of the visuals of your advertising campaigns using the performance indicator on Google UAC


Google offers a performance indicator that assigns a rating (poor, average, good, excellent) to your visuals. This tool is specific to Google UAC and aims to determine if a creative has a good chance of converting, that is, of encouraging users to download your mobile application.


A creation with a low index may result in less spending. However, it is important to note that this metric does not take into account the end goal of your campaign. It is therefore essential to analyze the cost in relation to your real objective.


For example, if Google determines that your ad is not generating enough clicks (low click-through rate or CTR), it may be under-delivered. However, if your goal is to drive signups and the creative is performing well in that area, it might be best to keep it. Sometimes, limited but quality broadcasting can be more beneficial than excessive broadcasting that does not bring the desired results.

Ad4Screen and Addict Mobile is a mobile marketing agency specializing in mobile advertising and promotions solutions, offering user acquisition services, advertising campaign optimization, performance analysis, visibility and conversions, as well as retargeting.

Optimize your advertising campaigns with Google UAC: what to remember


Google UAC gives you a complete advertising solution, using artificial intelligence and machine learning to automatically optimize campaign performance. Thanks to its ease of use, its large audience and its in-depth tracking and analysis features, Google UAC helps you maximize the results of your advertising campaigns. By adapting formats and texts to the specificities of Google UAC, as well as by exploiting the possibilities offered by Ad groups, you can also improve the impact and effectiveness of your advertisements.


Ad4Screen and Addict Mobile is a mobile marketing agency specializing in mobile advertising and promotions solutions, offering user acquisition services, advertising campaign optimization, performance analysis, visibility and conversions, as well as retargeting.

Need advice or support to develop your business?


SMEs or large groups, whether you operate in the banking, insurance, retail, start-up, health sectors, etc.


The AppASO agency located in Paris in the Opéra district (75009) supports you in your ASO, App Growth, or download acquisition strategies.


App ASO has built its reputation on SEO and promotion of mobile applications through its SEO strategy and ASO strategy. Our method? Optimize the visibility of your application, enhance your store profile with powerful visuals to increase consumer engagement in downloading your application and build a tailor-made media acquisition and/or app acquisition campaign.


We offer training tailored to the needs of your business.


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