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 Google Ads 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.

Ready to advertise your app? Click here to get $75 when you spend $25 on Universal App campaigns.

The new Google Ads experience is now the exclusive way for most users to manage their accounts. If you’re still using the previous AdWords experience, choose “previous” below. Learn more



Important: While campaigns based on UAC installs can be created in the previous AdWords experience, UAC for actions can only be created in the new AdWords experience. Learn more about how to  Switch between the new and previous Adwords experiences.

  1. Sign in to AdWords.
  2. On the "Campaigns" tab, click the +Campaign drop-down menu, and select Universal App campaign.
  3. 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.
  4. Select the app you’d like to promote from the drop-down menu, or click Add a new app... to enter a new one.
  5. In the "Ads" 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
  6. Upload image assets for your ads. 
    • 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.
  7. You can also add up to 20 YouTube videos (including portrait videos) to be used for video ads. 
    • In addition, AdWords can make a video ad for you using assets from your app’s store listing.
  8. 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.
  9. Under “Campaign Optimization,” choose to optimize your campaign for: 
    • Installs. Get new users for your app.
    • In-app actions. Get new users who are likely to complete in-app actions that you select. 
  10. 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 have linked your Play and AdWords accounts. Learn more about bidding in Universal App campaigns.
  11. Enter your budget.
  12. Click Save and continue.
  13. AdWords can count installs as conversions for Android apps in the Google Play store automatically. To track all other installs and key events, make sure to set up mobile app conversion tracking.

Try it now

Note: Depending on where your ad is shown, your Universal App campaign assets may be altered for performance and user experience purposes. For example, text may be truncated and images or videos may be cropped to fit users' screens.


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