How to Create a Universal App Campaign

Keenan Townsend

May 15, 2019

Before setting up your first campaign, I recommend reading my blog about UAC’s and how to use them(link to What you need to Know blog).

First you’ll need to be logged into your Google Ads account and click  to create a new campaign. Then select app promotion and click continue.

You can then select your campaign type, your app’s platform (iOS or Android), and then use the search bar to search for your app. You can’t have a campaign targeting both iOS and Android so if your app is on both platforms, you’ll want 1 campaign for each.

Once you click continue, you can name your new campaign. You’ll then be prompted to add your assets following these guidelines:

Text Requirements:

• Maximum 25 characters
• Add up to 4 variations

Videos (optional):

• Add up to 20 videos from YouTube
• Video must be uploaded to YouTube

Images (optional):

• Add up to 20 images
• Image must be either JPG, GIF, or PNG
• Images must size cannot exceed 150KB
• Image dimensions
  – 1:1.91 (landscape)
  – 320×50 px
  – 320×480 px
  – 300×250 px

HTML5 (optional):

• Add up to 20 images
• Must be uploaded as a .zip file
• File cannot exceed 1MB
• HMTL5 sizes are
  – 300×250 (fixed size)
  – 320×50 (fixed size)
  – 480×320 (landscape interstitial, variable size)
  – 320×480 (portrait interstitial, variable size)

Once you’ve uploaded your text and image assets you can select your target location, targeted language, and your daily budget.

Next you can select your campaign optimization type: install volume or in-app actions. Use install volume is when you want to get more people to install your app. Use in-app actions when you want app users to take action within you app. In order to use in-app actions you must have an app install conversion action, and have “included in conversion” setting on.

Once you’ve decided on your campaign optimization you’ll need to select what kind of users you want to target, either all users or users likely to perform an in-app action. In order to use users likely to perform an in-app action you must have an app install conversion action, and have “included in conversion” setting on.

After you’ve decided on your campaign optimization settings you can select your target cost-per-install.

Next, you can select a start and end date for your campaign. If you want your campaign to run from now until the end of time, simply leave those settings as is: with end date as “Not set.”

The last step is to click save and continue and then confirm your settings and click continue to campaign and your universal app campaign will begin once your assets are approved.

Once approved your universal app campaign will begin spending!