Discover four best practices for deploying the Google product that puts marketers on the road to more users.
Any app marketer attending a recent industry conference has probably sat in on at least one session discussing Universal App Campaigns (UAC), Google’s machine learning tool meant to put apps and games into the hands of more users.
As witnessed at these events, there is clearly still some confusion and consternation around UAC and how to deploy the machine to most effectively promote mobile growth. Here at TMGA, we’re learning along with the rest of the app marketing community how to best harness UAC to optimize for quality at scale. Below are four quick tips that we’ve picked up from our research and that have emerged from successful client campaigns.
Tip #1: Understand the performance metrics that Google UAC prioritizes.
UAC weighs a wide performance of metrics, notably CVR and CTR, to optimize assets across multiple networks – Search, Google Play, YouTube, and the Google Display Network. Marketers must also be mindful of auction-time signals, such as device, location, time of day, language, and operating system.
Tip #2: Know the bidding best practices and how they fluctuate across iOS and Android.
When it comes to bidding, set tCPI based on actual cost per installs and tCPA based on in-app actions achieved in the past. Bid at least 20% higher for UAC Installs tCPI bids. And set tCPA bids 20% higher than what has been observed for the in-app event being targeted.
To avoid cannibalization when running concurrent UAC Installs and UAC Actions campaigns, the Actions’ set tCPA should translate to a tCPI higher than the Installs’ set tCPI since it’s targeting higher value users.
Generally speaking, app marketers should bid 1.5x higher for iOS campaigns compared to Android.
Tip #3: Do not include a budget cap in your UAC campaigns (over time).
TMGA recommends using a budget cap when first starting a campaign to mitigate risk of overspending with poor performance. But app marketers should consider lifting those budget caps on UAC’s later on. Otherwise, CO is restricted and does not have the flexibility to obtain the conversion volume needed to learn, scale, and optimize properly.
For UAC Installs and Installs Advanced campaigns, budget must be at least 50x the set tCPI. For UAC Actions, budget must be at least 10x the set tCPA.
Through recent UAC testing of different event optimizations with clients, TMGA improved D7 ROAS by over 3x.
Tip #4: Set up the number of events required to scale.
As with any machine learning tool, UAC ages in reverse, becoming more and more valuable the more it is used. To achieve success with UAC, Google suggests a minimum of ten events per day to get actions serving. But be advised, ten is the absolute baseline minimum just to get started. To squeeze as much juice out of the orange as possible, TMGA suggests 40 events or more.
In general, more events are better. Start by considering daily budgets and then decide which event is closest to down-funnel KPIs but also happens frequently enough within that budget constraint.
How are you having success with Google UAC? Drop TMGA a note at firstname.lastname@example.org to chat with us about these best practices and how to continue to find more users for your app through machine learning tools.