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March 1, 2018

In the past few months since Google transitioned all app advertising initiatives to Universal App campaigns (UAC), the channel has undoubtedly changed the game for in-house advertisers and agencies alike.

Originally launched in 2015, UAC takes a good chunk of manual ad operations off the table, leaning instead on the Google algorithm to serve optimal ads to optimal audiences across Google’s properties.

Although this may sound like an advertisers’ dream come true, it comes at a price: fewer performance optimization levers and less transparency into what is and isn’t working.Regardless of the pros and cons, there’s no denying the fact that it’s fundamentally changing the way app marketers do business.

For in-house advertisers and agencies alike, Google UAC provides valuable AI-powered creative and bidding insights that can be leveraged across other paid channels. It also means less time and resources spent optimizing audiences, creative, and bidding strategies.

…which begs the question: If it’s so effortless, where do agencies come into play?

As a primarily paid social agency with a focus on mobile advertising, we’ve avoided paid search and mobile display advertising up until now. After being tapped by new and existing clients to help manage this new channel, however, we’ve added Google UAC media management to our service offerings.

Since then, we’ve learned some meaningful lessons, many of which we’ve published in our Google UAC eBook. As an agency managing media spend for varying clients and industries, we bring a unique and valuable perspective to Google UAC. We approach it with a direct-response mindset, leveraging cross-platform, cross-industry, and cross-account learnings to ultimately lower our clients’ acquisition costs.

Now that we’ve gotten past the Google UAC learning curve, we’ve found that it takes about 75% less time and resources to onboard and manage the channel compared to paid social.

To match that reduced workload and resource requirement, we’ve lowered our Google UAC fees by 75% effective January 1st, 2018.

We’re seeing remarkable early results from Google UAC (check out this case study), and we hope that by lowering fees, our clients will be able to spend more on the channel, effectively reducing their paid social rates overall. That said, we don’t expect advertisers to change their spend based solely on fees, but to analyze ROI across all media spend and make decisions accordingly.

The algorithm powered advertising space is only heating up. We look forward to continue helping our clients make the most of these resources, and hope to see more agencies adjust their fees accordingly.

We look forward to helping more brands leverage this powerful channel. To learn more about our Google UAC learnings and strategies, download our Google UAC eBook or check out our Google UAC advertising services.

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