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Finding the Right Mobile App Users: Google Best Practices

Promote your app with a Universal App campaign

Automate how you find the right people for your mobile app

  • Create a Universal App campaign
  • Steer performance with objectives and creative 


Create a Universal App campaign

Universal App campaigns use Google’s machine learning to optimize your bids, build ads and match them with the right people.

How do they work? They make the smartest decision for each ad, analyzing millions of potential signal combinations in real time — like where people are engaging with your ads and which creatives and keywords perform best.

In just a few steps, you can reach people across all of Google’s largest properties like Google Search, Google Play, YouTube, Gmail and the Google Display Network — all from one campaign.


Steer performance with goals and creative

The Universal App campaign works best when guided by the objectives you set and the creative assets you provide. This can be done by answering a few questions:

  • What do you want your app’s users to do?
    Identify valuable in-app actions that your Universal App campaign can use to reach your marketing goals.
  • How can you make your ads more effective? 
    Design and provide the text, image and video assets that are going to connect with the right people and represent your business.

Read on to learn how to set up your Universal App campaign for success: 1) defining and tracking in-app conversions, 2) picking the right goal and 3) providing the campaign with assets to create the best ad.



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