Google Calls Its New Ad Option for App Developers 'an Install-Seeking Machine'

A brand using 'universal' is saving up to 50%

Google says developers running "universal app campaigns" across its network are finding them to be more cost-effective than ads run than other digital platforms.

The Adwords-based campaign option, which Google introduced in September, allows developers to run a campaign across Google search, YouTube, Google Play store and the Google Display network. A developer designates a target cost per install and budget, and then Google automates where across its platforms the promos should go.

"Basically, think of it as an install-seeking machine," Anthony Chavez, Google's product management director for mobile ads and Universal App Campaigns, told Adweek.

As an example, Google pointed to Sparkpeople, which has 15 million users in the U.S.

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