Have you thought about how using Google’s Universal Apps Campaign could increase your visibility? According to Forbes, this campaign addition to the AdWords platform was in response to huge popularity of apps, and more specifically the increase in downloads (and revenue) in 2015. In a way, apps are the next “blog” or “website,” so businesses almost cannot do without having one these days; especially businesses that are on the larger side.

Not only was the addition of Google’s Universal Apps Campaign for AdWords an essential response to the demand for app analytics, but it was also created to increase the visibility of your company’s app. How? When you create an app (which is essentially a type of “campaign” in AdWords), then you will have the ability to showcase your app on Google search, Google Play, YouTube, and the Google Display network. This makes visibility of your app increase exponentially.

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To actually learn more about developing an app, check out this article.

How the New Universal App Campaign Works

In the same way that you want the Google search engine to rank your website, you want to be one of the highest ranking apps in your field so that you can reach your target audience. The same mechanisms of any search platform are at play: people search the app store for their interests, and you want yours to be the one that catches their eye! Google’s Universal Apps Campaign for AdWords helps with this by laying the advertisement and marketing foundation you need to be high-ranking in the app store.

It is important to keep in mind that people come across apps and decide to download them from watching videos, seeing advertisements online, etc., which is where this new AdWords feature comes into play. As an AdWords marketing company, we really couldn’t be more excited about the prospects of this new feature.

Let’s look at 5 ways that Google’s Universal Apps Campaign for AdWords increases your visibility:

(1) Reach a Larger Target Audience

This new feature will help you reach a larger audience for your app must faster because of the campaign you will be running on AdWords. AdWords’ Universal App Campaign works by creating ads on Google search, Play, YouTube, and the Display Network. It constructs these ads by pulling images and relevant content from your app. In this way, you are simultaneously launching a marketing campaign for your app while you are also able to keep track of analytics associated with how your audience is responding to your app. You can directly reach more viewers than you would just putting your app on the app store, and the ads help them to be targeted in the same way that your other AdWords campaigns are. Below is a screenshot example:

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(2) AdWords “Dynamic Learning”

This particular campaign type will then use what Google calls “dynamic learning” to increase and maximize app install volume at the cost-per-install that you set (Which I will discuss more in section #4). “Dynamic Learning” helps to make sure that your best ads are showing based on the network and audience you are trying to target. This is strategic practice to make sure that your app is getting in the right networks that it needs to be in.

(3) Carefree Add Design

One of the great things about this campaign type is that it will literally do everything for you. This includes scaling your reach, and pull in your app images, videos, and app description directly from your Google Play to create advertisements that look good and capture viewers on a variety of different audiences. This means that you can be fairly carefree and rest assured that Google AdWords is going to be designing the advertisement for you (which will be a big help with all of the other marketing campaigns you likely have going on). This makes considering designing and implementing an app even more appealing than it was in the past.

(4) Flexible Cost-Per-Install

Just like PPC, you decide what the cost-per-install is going to be, and as you know if you are familiar with PPC campaigns, this can greatly increase your visibility. When Google announced the addition of Google’s Universal Apps Campaign for AdWords they stated, “Our systems will optimize your campaigns using dynamic learning to maximize app install volume at your target cost-per-install. By testing different versions of your ad text and app images in each of the eligible Google networks, we determine the highest-performing variations so only your best ads show.”

(5) Social Marketing Benefits

One thing that existing articles on the Google’s Universal Apps Campaign for AdWords have not really discussed is the potential benefits for social marketing. Just as sharing content gives you a reason to address your target audience, having the ability to share a new app through your social outlets—including soliciting ratings and feedback on the app store from valuable customers who like your app—has major potential!

The Takeaway

If there was ever a reason to get out there and design an app for your brand or business, the Google’s Universal Apps Campaign for AdWords is it. This campaign tool really makes it easy to launch forward with marketing and connecting your audience in a whole new way. As these five topics related to visibility have pointed out, the benefits of being more visible are clear, but what is also great is that you have relatively little stress, as AdWords takes care of a good deal of running and designing the campaign for you.

Have you tried Google’s Universal Apps Campaign for AdWords? Let us know in the comments section below.