+1 vote

I am setting up Google UAC campaign for the first time -- what are best practices on setting up Google UAC for App Installs? More specifically, are there any specific DON’T DOs or MUST DOs that need to be configured in order to enable UAC to work the best way as it can?

(Question was originially asked on the Mobile Dev Memo Slack, responses were posted here by their original authors)

by (8.2k points)
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1 Answer

+3 votes
Be sure to maximize your creatives and copy inside the adsets (else Google creates them for you). AEO works well so link up any key events directly from your 3rd-party MMP source.

Other things I've seen that work well are splitting up campaigns with large daily budgets into several smaller ones (even when identical). So for example rather have 3 campaigns with $1000 daily budget instead of 1 campaign with $3000 daily budget. And for location based targeting; for most apps it's best practice to only target people who 'live' in the location (under advanced location settings in your campaign) rather than targeting people passing through your target location like tourists etc. unless that's your audience ofc.

Obvious but good to remember: a lot of things in UAC are based on your Play Store presence (keywords are taken from your app description by the algorithm etc.). Screenshots and other elements from your page are also used by Google to automatically craft creatives for UAC (even your app's header image). So it's just good to take UAC into account when doing ASO in general.

UAC for iOS works the same way as Android, but you'll have to rely mostly on display traffic and generally a much smaller inventory. Search placements are limited as I believe Safari searches are blocked for the most part (unless someone uses the Chrome app as a browser on iOS). Also, some of UAC's placements on Android are displayed directly in the Play Store. Google obviously can't provide that for iOS (Apple's ASA). Another thing to check in the MMP settings, is that by default UAC calculates conversions as 'store downloads' from their direct connection to your Google Play Store account. Whereas for iOS your installs would be 'first-app-open'. This is one to align when you run both iOS and Android UAC campaigns on the same accounts, so that you're comparing apples with apples.
by (210 points)
Good answer, I agree with 99% of it, but the "maximizing creatives" part might not be right for every app since you also increase GDN/Youtube placements due to better performance. A keyword-driven product might want to keep those as small as possible in order to maximize search traffic.