Google App Campaigns (formerly Universal App Campaigns) reach users across Search, Play Store, YouTube, Display Network, and Discover. With machine learning handling most optimization, success depends on providing great assets and proper campaign structure.
How Google App Campaigns Work
Unlike traditional Google Ads, App Campaigns use machine learning to:
- Automatically create ads from your assets
- Determine optimal placements
- Target users likely to convert
- Optimize bids in real-time
Key Difference from Other Platforms
You cannot control targeting, placements, or ad combinations. You provide assets, set a budget and bid, and let Google's AI optimize. This requires a mindset shift from manual control to asset quality focus.
Campaign Types
| Type | Optimization Goal | When to Use |
|---|---|---|
| App Installs | Maximize install volume | New apps, scale phase |
| App Engagement | In-app actions from existing users | Re-engagement campaigns |
| App Pre-registration | Pre-launch signups (Android) | Game launches |
Asset Requirements
Text Assets
- Up to 5 headlines (30 characters each)
- Up to 5 descriptions (90 characters each)
- Test different angles: features, benefits, social proof, urgency
Image Assets
- Landscape (1200x628): Required
- Portrait (1200x1500): Recommended
- Square (1200x1200): Recommended
- Up to 20 images total
Video Assets
- Landscape (16:9): Required
- Portrait (9:16): Strongly recommended
- Square (1:1): Recommended
- Up to 20 videos total
- 10-30 seconds optimal length
HTML5 Assets
Playable ads for gaming apps. Up to 60 seconds of interactive content.
Bidding Strategies
Target CPI (Cost Per Install)
Set your target cost per install. Best for:
- Volume-focused campaigns
- When you have clear CPI targets
- Starting new campaigns
Target CPA (Cost Per Action)
Optimize for specific in-app events. Requires:
- 10+ conversions per day per event
- Properly configured conversion tracking
- Patience during learning phase
Target ROAS
Optimize for return on ad spend. Requires:
- Significant purchase data
- Accurate revenue tracking
- At least 15 conversions per day
Campaign Structure
Best practices for organization:
- Separate iOS and Android campaigns
- Separate by geo tier (don't mix US with India)
- Separate by objective (installs vs. events)
- Keep campaigns consolidated where possible
Optimization Tips
- Feed quality assets: This is your primary lever
- Use Asset Reports: See performance of individual assets
- Replace low performers: Swap out "Low" rated assets
- Test video first: Video typically drives best performance
- Be patient: Allow 2-4 weeks for learning
- Avoid micro-changes: Major changes reset learning
Common Mistakes
- Setting bids too low (campaigns won't spend)
- Changing bids too frequently
- Not providing enough asset variety
- Ignoring asset performance reports
- Expecting immediate results
Conclusion
Google App Campaigns require giving up control and trusting the algorithm. Your job is to provide excellent creative assets, proper tracking, and appropriate budgets. Let Google's ML handle the rest—it has more data than you ever will.