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Create a Universal App campaign

Universal App campaigns allow you to promote your app across Google Search, Google Play, YouTube, Gmail, and within other apps and mobile websites on the Display Network. This article covers how to create one of these campaigns in your AdWords account. 

Before you begin

To learn about how these campaigns work, read about Universal App campaigns and review the best practices for promoting apps on Google.

Choose the AdWords experience you're using. Learn more



  1. Sign in to AdWords.
  2. In the page menu on the left, click Campaigns
  3. Click the plus button  , then select Universal App
  4. Select your app's platform.
  5. Enter your app name, package name, or publisher, then select your app from the list that appears. 
  6. Click Continue.
  7. In the “Campaign name” field, add a name for your campaign. To help you find your campaign later, you might want to indicate in the name that this is a Universal App campaign.
  8. In the “Your text ideas” section, enter up to 4 independent lines of text that can be rotated in your ads in any order. Depending on the ad format, your text may not be used. Learn more about how these ads work. 
  9. You have the option to add video or image assets.
    • In the “Add your own video ads” section, you can add up to 20 YouTube videos (including portrait videos) to be used for video ads. If you leave this field blank, AdWords may make a video ad for you using assets from your app’s store listing.
    • In the “Add images to your ad” section, click Upload image to add up to 20 images to your ad. Click See supported spec on images to see specifications for the types of images you can upload. 
      • You can add up to 20 image files as .jpg, .gif, or .png with a maximum size of 150KB.
      • Landscape images can be the most valuable format for native ads, while portrait images can be the most valuable for interstitial content.
      • Other valuable formats include: 320x50 px, 320x480 px, and 300x250 px.
  10. If needed, update any location or language settings. Keep in mind, AdWords doesn't translate your ads, so you should only target languages that match your ads.
  11. Under “Campaign Optimization,” choose to optimize your campaign for one of the following: 
    • Install volume
    • In-app actions (You can only select this option if you’ve already set up tracking for specific in-app actions.) 
  12. Set your target bids. For app installs on Android, you may see a projection of install volume for a range of bid values if you've linked your Google Play and AdWords accounts. Learn more about bidding in Universal App campaigns
  13. Click Save and continue. AdWords can count installs as conversions for Android apps in the Google Play store automatically. To track all other installs, make sure to set up mobile app conversion tracking.



If you've created your AdWords campaign using your Google Play developer account, you should be able to see all of your app campaign's statistics in your developer console. Learn more about links to your Play Developer Console

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