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Optimize Google's Universal App Campaigns

If you're going to take the time and spend the resources developing an app, at some point it becomes neccessary to promote/advertise that asset, but that's often easier said than done - but it is getting easier (and better). 

Bidalgo, for example, a provider of ad creative automation software and services for app marketers and a Google Premier Partner for mobile advertising, recently announced the launch of a rather unique self-serve solution that will enable app marketers to optimize their Google Universal App Campaigns (UAC).

Bundled within Bidalgo’s existing multi-channel user acquisition software, the new UAC offering aims to provide marketers with a competitive edge by helping improve their creative assets, providing real-time, actionable data visualization, and enabling direct management of UAC campaigns in conjunction with other channels for the purpose of mobile installs.


Google’s move to UAC-only install campaigns has been a real game changer the past few years as it has made it easier to promote apps by advertising across all of Google's properties simultaneously including Search, Google Play, YouTube, and the Google Display Network. That's very attractive to smaller brands and terrifying for larger enterprises who are increasingly challenged to stand out from the competition.

To do that really well of course, advertisers and marketers need data on which creative assets perform best (which colors work best, which copy is most effective, which audiences to target) which is exactly what Bidalgo's self-serve solution hopes to accomplish.

“UAC represents a revolution in the app marketing world in terms of using machine learning to get apps into the hands of paying users, and the simplicity of the system democratizes the process for all app marketers,” said Peli Beeri, CEO at Bidalgo. “However, while it’s now easier to start advertising on UAC, it’s more difficult for advertisers to stand out and gain a competitive edge. Bidalgo gives marketers the control they need to improve their UAC performance and outmaneuver the competition, while optimizing spend across UAC and other channels.”

Bidalgo, which is also an official marketing partner of Facebook/Instgram, Snapchat and Pinterest, manages more than $300 million in annual ad spend for clients in gaming, consumer, fin-tech and other verticals.

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