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Get Your App Seen Using AdWords Universal App Campaigns

[ 2017 VIDEO TUTORIAL 10 ]

I. Introduction

What’s up Internet Advertising Professionals, and all those who desire to become an AdWords Pro. It’s ADWORDS WEEKEND again. Thank you so much for joining me. This time it’s video tutorial #10 – “Get Your App Seen Using AdWords Universal App Campaigns”.

How about some more AdWords training for you? Then attend my FREE live weekly webclass at

Now let’s see how to set up a Universal App Campaign.

II. Begin The Setup For A ‘Universal App Campaign’

Okay, enough explanation, let’s create a Universal App Campaign.

Go to the Campaigns menu item on the left, then click the blue + button to create a new campaign.

III. Campaign Type Selection Screen

This takes us to the familiar Campaign Type Selection Screen. Have you ever paid attention to the last one on this list? Well, you will now. Select it, and let’s create a Universal App Campaign.

IV. Choose Android App or Apple iOS App

The first item AdWords needs to know is if this is an Android App or an Apple iOS App. If your client actually built 2 apps — one for each platform — then lucky you, when you’re done with this video you get to start all over again by creating another campaign for that second app.

I’ll choose iOS.

V. Choose The App From The App Store

This next part is the same as we saw in ’tutorial #8’. Simply start typing the exact name of your client’s app, and up pops a list from which to choose. Easy. Select the appropriate app and let’s configure an ad for it.

VI. Choose The App From The App Store (continued)

I’ll select the same app that I used in ’tutorial #8’. And yes, that is in fact Japanese. Now click CONTINUE.

VII. Universal App Campaign Configuration Screen

This takes use to the long Universal App Configuration Screen.

The first thing I want to focus on is the right half, which is the Ad Preview that you are used to seeing. However, notice underneath that there are 3 preview options: Search Network, Display Network, YouTube.

Let’s take a look at these 3 example previews.

VIII. 3 App Preview Ads

The ad at the top left would be displayed after somebody does a search on their phone using the Google Search App. Notice the large green download button that says FREE.

The ad in the middle would be displayed when somebody on their phone visits a website that is part of the Google Display Network. Again, notice the green download button.

The last example on the bottom right is a video ad that appears on YouTube. The recommended length is 15 seconds. The user can Skip the ad or click the INSTALL button.

IX. Universal App Campaign Configuration Screen (continued)

Now returning to the configuration screen, make sure to read the paragraph at the top: “Your ads are automatically generated using text ideas, uploaded assets, and content from your Google Play and Apple App Store listings.”

That was a long sentence to remind you of the fact that YOU are NOT actually going to create the ad, AdWords is going to do it for you. Now remember what I said at the beginning of this video. If you want more control than this, you should choose one of the other 4 app advertising methods.

Moving on, the first section asks for 4 “stand alone” phrases. They must be independent of each other because AdWords will display them in any order.

The next section is for your YouTube video ads. It says ’optional’, but I disagree because of the fine print here: “If you leave this field blank, AdWords may make a video for you.” Now, I like AdWords just as much as anybody, and I do recognize that Google hires very smart people, but do you really want an AdWords algorithm creating your client’s video for you?

Okay, hopefully you got the hint. Type in 1 to 5 YouTube URLs of some 15 second video ads.

The following section is similar to videos. You can upload 1 to 10 images that relate to the app you are advertising. It also says ’optional’, but my advise is the same, because if you don’t upload any images here, AdWords will randomly pull them from the app’s description page. That’s probably NOT what you want.

X. Locations, Languages, Campaign Optimization

Next up are settings for Locations and Languages. It won’t always be the case, but you can certainly leave Locations set to the default of ’All Countries And Territories’ because the following section defaults to English.

In other words, does it matter what country the Users are in that download the app? Probably not. But the one thing that does matter is that the ads are ONLY shown to English speakers.

XI. Bidding, Daily Budget

The last 2 sections are self-explanatory: Bidding & Daily Budget. There is also a paragraph on the right describing these settings.

’Cost-Per-Install’ is similar to ’Cost-Per-Acquisition’. Or stated differently, this is the average amount you are willing to spend each time somebody clicks the DOWNLOAD button on the ad.

The one thing I should mention is that Google recommends that your Daily Budget be set to 50 times your Bid Amount. In my example I set the bid to $2 dollars, so I set the Daily Budget to $100.

Click SAVE AND CONTINUE and we are out of here.


And now for my SUMMARY TIPS:


Video tutorial 10 completed. Thank you for watching “Get Your App Seen Using AdWords Universal App Campaigns”. That’s it for this ADWORDS WEEKEND.

Feel free to read and download the transcript and screenshots and a PDF. Go to the shortcut link

And while you’re there, get in on my FREE live weekly webclass.

If you’re committed, see you back here for tutorial #11.

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