Let it snow new users with Universal App campaigns

This holiday season, consumers want to get exactly what they want, instantly and effortlessly. And it’s often a mobile app that delivers what they need — whether it’s a flight home or a new puzzle game to pass the time during the flight.To reach these consumers when they’re ready to take action, marketers, app developers and agencies turn to Universal App campaigns (UAC). UAC uses Google’s unique machine learning technology to help find more customers based on business goals you define — across Google’s largest properties like Google Search, Google Play, YouTube and the millions of sites and apps in the Display Network.Advertisers that have upgraded to Universal App campaigns are finding more of the customers and driving more of the results that matter to their business. Here are some of their stories.Reminder: Existing Search, Display and YouTube app promotion campaigns will stop running on November 15th, 2017, so it’s important to upgrade to UAC as soon as possible.ChimpChange and Bamboo bank 12K new registrationsConsumers use banking and finance apps to stay on top of important tasks, like budgeting for holiday gifts. ChimpChange partnered with Bamboo to find users who are more likely to make daily transactions in its app.“We saw UAC as an opportunity to reach users that matter most to our business. By leveraging Bamboo’s marketing expertise, UAC gave us quality growth in LTV users, in addition to 12K new in-app registrations,” says Tom Russell, VP of Product & Marketing at ChimpChange.PeopleFun and Incipia spell out a 60% higher retention ratePeopleFun wanted to find more active players for Wordscapes, a hit game that combines word searching and crosswords for brain challenging fun. So they partnered with Incipia to find new players via UAC, and doubled down on creative assets—particularly images and vertical videos—to deliver more effective and engaging ads. This helped PeopleFun acquire users with a 60% higher retention than their day 7 retention goal.“Google is an important marketing partner. Working with Incipia to manage and optimize our UAC campaigns enabled us to focus on our product and grow our broader marketing efforts,” says John Boog-Scott, COO of PeopleFun, creator of Wordscapes.Wordscapes reached 34th-rank in US GamesChoices and Bidalgo play to a new level: Top 25 grossing app in the USHow do you become a top grossing app in the US? Pixelberry thinks it’s by developing “games with heart” and finding quality players who are likely to come back and convert. Bidlago captured new users’ attention with images and videos that presented users with a typical decision that they’d face in the game, like “should I go to the party or study for that all-important test coming up?”“Pixelberry has only three people leading the marketing for Choices: Stories You Play. With the help of Bidalgo’s ad automation platform and design expertise, Universal App campaigns allowed us to reach millions of players around the world…(which drove) a 4X increase in scale,” says Filippo De Rose, Head of Marketing and Ad Monetization at Pixelberry.Growing your app business like these leading agencies and marketers is easy. Check out our most recent UAC best practices for specific tips on creative, bidding strategies and measurement.Posted by Sissie Hsiao, VP of Product Management, Mobile Advertising

Source: Google Inside Adwords
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