September 14, 2017
Updated December 2017
Setting Your Bid
When optimizing for app installs, AdWords will optimize your bids and targeting to help you get the greatest number of new users for your app. The bid you set should be the average amount you’d like to spend each time someone installs your app. As an advanced option in the new UAC experience, you can also target ‘users likely to install and perform a specific action,’ although you will still be bidding against cost per install (CPI).
🐼 Pointer: In determining the appropriate app install bid, look to your existing AdWords campaigns as well as other paid acquisition channels, and start at the higher range as you’ll see your average CPI or CPA come in significantly below your target.
When optimizing for in-app actions, AdWords will focus on people who are most likely to complete the specific in-app events you’ve set up and selected for this campaign. Set the target CPA (cost per action) to be the average amount you’d like to spend each time someone performs the selected in-app action in your app.
🐼 Pointer: Try to align your CPA target as closely as possible to what the actual monetary value is.
Setting Your Budget
🐼 Pointer: 99% of the time we recommend not using accelerated delivery.
Adjusting and Troubleshooting
As we mentioned, Google recommends 50x tCPI and to stay budget uncapped. Most obviously, if you’re hitting your cap, upping your budget should help. You can also lower your bid, change your bid type or tweak your location targeting.
🐼 Pointer: We recommend that you start by adjusting your bid down. If you’re still hitting your budget cap and have the resources to, start incrementally upping your budget by no more than 20% at a time.
Although more uncommon, we have seen clients struggle to meet daily budget. If you’re falling short and having a hard time scaling on Google UAC, the obvious solution is to increase your bid, but there are other levers at your disposal.
🐼 Pointer: If you can, broaden your location targeting and pause additional campaigns that are running to avoid competing with yourself. If your campaigns don’t begin to pace over the next weeks, we recommend that you try lowering your max budget, as it can help re-calibrate the Google algorithm.
Budgets can be adjusted across multiple campaigns within single accounts to steer the algorithm in specific directions. Google provides some great examples in this ‘Inside AdWords’ blog post.Google UAC can certainly drive success for organizations, and we’ve been able to help our clients make the most of them. We worked with one of our clients, ChimpChange, to launch this channel and within weeks they saw tremendous app install volume, a decreased CPI, and improved in-app conversions.
Interested in optimizing your Google Universal App campaigns? Learn more about Bamboo’s Google UAC services >
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