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Increase downloads with universal app campaigns

Help users discover and install your app across the Google Search Network (including Google Play), on YouTube, in other mobile apps, and on more than two million sites across the Google Display Network.

Why it works

Universal app campaigns for Android save you time in setup, optimization, and ongoing management of AdWords campaigns. They automatically optimize ad creative, bids, and budget allocation behind the scenes to achieve maximum install volume at your target CPI. This automation scales app promotion across the Google networks to find customers who are most likely to install your app.

AdWords promotes your app to interested users where they spend time on phones and tablets—with app install ads on Google Play, Google Search, YouTube, and within apps and across the web.

Best practices

  • Estimate how much an app user is worth to your business so that you can work out an appropriate cost-per-install that you're willing to pay.
  • Check that you're accurately tracking and attributing installs by using Google Analytics for Firebase.
  • Customize your ads to reach your target audience with the right message.
  • Switch optimization from Focus on getting more installs to Focus on driving selected in-app actions if you want to attract users who are most likely to complete an in-app action, rather than looking for the highest number of new installs.
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