Google rolls out Universal App Campaigns and Customer Match for AdWords

Anne Freier

In Mobile Advertising. October 19, 2015

Google recently announced the official availability of Universal App Campaigns for Android app developers as well as Customer Match. The new app feature allows marketers to promote their apps across Google Play, Google Search, YouTube and the Google Display Network. It auto generates creatives and bids to help maximise app installs.
Google launches Universal App Campaigns
Google explains in a blog post:
“Let’s say you’ve built an adventure game. With Universal App Campaigns, you have unparalleled reach: you can drive installs on YouTube, the platform with 1bn+ users who watch hundreds of millions of hours of content everyday. Your ads can also reach specific audiences across 650k apps and 2m+ websites in the GDN. And importantly, Universal App Campaigns tap into intent-rich searches like adventure games and puzzle games that are happening throughout the day on Google Search and Google Play so your app can be seen when people are looking to download something new.”
José Maria Pertusa, CMO, Linio, who tested the feature, says:
jose pertusa

“With universal app campaigns, we only had to set up one campaign that drove more than 10,000 new installs in one month and install volume is continuing to trend up over time. We’re also seeing a 20% lower CPI compared to other channels.”

In addition, Google rolled out Customer Match which aims to help advertisers reach their highest-value consumers across its platforms. It lets marketers upload email lists to build campaigns and ads specifically designed to reach those audiences. Users have full control over their Customer Match ads. They can create similar audiences and drive awareness across sites as well as reward members.