Universal App Campaigns were introduced by Google approximately two years ago. The main purpose of introducing Universal App Campaigns (or UAC) was to help app developers drive more app installs with higher efficiency and less efforts.
\nEver since their introduction, Universal App Campaigns (UAC) and App-Install Campaigns co-existed. However, now it\u2019s all about to change.<\/p>\n
According to a recent announcement, Google is retiring app-install campaigns in favor of Universal App Campaigns. From October 16, 2017, onwards, all app-install campaigns will run under the umbrella of Universal App Campaigns. Moreover, a month after that deadline, all app-install campaigns will stop working altogether.<\/p>\n
Although both app-install campaigns and UAC may appear very similar to newbies and fresh marketers, they are different.<\/p>\n
The app-install campaigns give publishers a lot more control than the Universal App Campaigns. This control and flexibility of options range from bidding (CPI, CPC, etc.) to placement options (single channel or multichannel). In short, advertisers could create and manage more complex ads by using app-install campaigns.<\/p>\n
On the other hand, ads created by the Universal App Campaigns are automatically distributed across multiple Google channels. These channels may include Google search, YouTube, Google Play, AdMob, GDN, etc. The ads initiated by UAC use a CPA model.<\/p>\n
It is important to highlight that the core objective of Universal App Campaigns is to leverage automation and machine learning to create simplified ads that are easier to manage.<\/p>\n
This is how Google defines the functionalities of Universal App Campaigns:<\/p>\n