Google Moves AdWords App Install Campaigns to Universal App Campaigns

Aug 17, 2017

Google announced a change that will impact app creators. According to a post on its site, “[W]e'll be focusing our efforts and moving all AdWords app install campaigns to UAC later this year. Starting on October 16th, all new app install campaigns created in AdWords will run on UAC. Existing Search, Display and YouTube app promo campaigns will stop running on November 15th, so it’s important to start upgrading to UAC as soon as possible.”

According to Google, “UAC uses machine learning to make the smartest decision for each ad, analyzing hundreds of millions of potential signal combinations in real time — like where people are engaging with your ads and which creatives and keywords perform best.” Google’s blog post includes more tips on how to manage the transition to UAC.