A Universal App Campaign, or UAC, is a campaign type that integrates machine learning into every phase of app promotion. Ads are eligible to ...SubscribetoDailyBlogUpdatesSavetimeandBecometheHerowithupdatesfromPPCHeroinyourinbox!×LatestpostsNewsSubmitapostSearchSocialDisplayProgrammaticCROToolsIndustryNewsOpinionSettingUpandAnalyzingUniversalAppCampaignsByWilliamLarcom|@Will_Larcom|Sr.AccountStrategistatBrainlabs|January12,2018Automationcontinuestobeamajorconversationinnearlyeveryindustry.Digitalmarketingseemstobeattheveryforefrontofthistrend.Accountmanagershaveincreasinglyadoptedmachinelearningbasedstrategiesforbidding,targeting,andcreativedelivery.Whiletheadoptionratecontinuestoincrease,someplatformsarestartingtoremovethemanualoptionaltogether.UniversalAppCampaigns(UAC)areagreatexampleofthis.ThisguidewillwalkyouthroughlaunchingUACsandconcludewithabriefperformancereview.WhatisaUniversalAppCampaign?AUniversalAppCampaign,orUAC,isacampaigntypethatintegratesmachinelearningintoeveryphaseofapppromotion.AdsareeligibletorunacrosstheSearchNetwork,theDisplayNetwork,andYoutube.Inthepast,SearchAppInstallCampaignsreliedonkeywordtargetingandofferedanarrayofbiddingoptions.Currently,UACsexecutenearlyalloftheheavyliftingwiththeadvertiserresponsiblesolelyforsetup,budgetmaintenance,andtargetCPAchanges.SettingUpaUniversalInstallCampaignSetupforUACisimpressivelysimple.Tobegin,navigatetotheaddcampaignbuttonwithintheGoogleinterfaceandclick“Apppromotion”.Onceintheguidedsetup,you’llneedtochooseyourmobileapp’splatform,eitherAndroidoriOS,andfindyourmobileappusingthesearchbar.Fromthereyou’llneedtonameyourcampaignandthenyoucanmoveforwardwithadcreation.First,you’llneedtochooseyourtargetlocationsandlanguage.Afterthat,you’llbeabletosetyourdailybudgetandyourbiddingstrategy.Inthebiddingsection,youcanchoosetofocusoneitherinstallvolumeorin-appactions.Youcanthenchoosetotargetallusersoronlyuserslikelytoperformanin-appaction.Fromthere,you’llbeabletosetyourtargetcost-per-install.You’llclicksaveandcontinu