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Upgrade your app install campaigns to Universal App


Coming soon, all app promotion will take place through Universal App campaigns. You’ll no longer be able to create or manage your app campaigns if they aren’t Universal App. There are many benefits to this type of campaign such as easier access to promoting your app across more networks with less setup.

This article covers how to create a new Universal App campaign for each of your app promotion campaigns. It also includes tips for picking a bid strategy that works for you.

How it works

Start by identifying which app promotion campaigns you need to upgrade. The only campaigns that will be affected are app install campaigns that are enabled (or paused but will be enabled in the future) for the Search, Display, and YouTube networks. Historical performance data for all campaigns will continue to be available.

Once you’ve determined which campaigns you need to upgrade, create a Universal App campaign for each of those campaigns. You can pause the original campaign once you enable the new campaign so you don’t have both running at once.


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Pick your top-performing ads


Just like your clothes during spring cleaning, this is a great time to clear out the ads that aren’t serving you anymore. This section includes steps to identify your top-performing ads based on what you value the most. Once you find those ads, you can take note of the assets in those ads, then upload them to your newly created Universal App campaigns.

  1. Sign in to your AdWords account.
  2. Click the Ads tab.
  3. Click the All but removed ads menu and select All enabled.
  4. Set your date range to 30 days (or less if you recently changed your assets).
  5. If you use conversion tracking:
    1. Sort ads by conversions.
    2. If the number of ads is high, use filters to apply a threshold to the conversion volume.
    3. Analyze your ads by either conversion rate or cost-per-action.
  6. If you don’t use conversion tracking:
    1. Sort ads by clicks.
    2. If the number of ads is high, use filters to apply a threshold to the click volume.
    3. Analyze your ads by click-through-rate.
  7. Look for your top performing ads and take note of their assets, then upload those assets into your newly created Universal App campaign.
  8. Complete these steps with your ads for Search Network, Display Network, and Video campaigns.


If you have more than one app promotion campaign, download an ad performance report, separate campaigns by network and location, and analyze each combination separately.


Determine your bid strategy


When it’s time to pick a bid strategy, use a budget-weighted average of your existing bids as a starting point. This section will walk you through how to find that average.

  1. Sign in to your AdWords account.
  2. Click the Reports tab.
  3. Click + Report, then select Table.
  4. Enter “Conversion” in the search field, then drag Cost / all conv. into the center of the page.
  5. Click the filter icon Filter, enter “Conversion” in the search field, select Conversion action item, then click Apply.
  6. Find the action that relates to your campaign optimization strategy, then look at the “Cost / all conv.” column for that action to see your average.




  • Monitor your new campaigns and adjust them to meet your campaign objectives, as there may be some natural changes in performance.
  • Report in-app conversions to AdWords via Google Analytics for Firebase, Google Play, or one of our third-party App Attribution Program.
  • Upload as many assets as you can, including videos and images, to help your ads get as many impressions as possible.

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