Universal App campaigns

Find the people who will love your app

With Universal App campaigns, you can promote your iOS or Android app on Google Search, YouTube, Google Play, and more. Our technology will optimize your App ads to reach the audience most interested in apps like yours.

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Get started in 3 steps

Create your app ad

We’ll help create your ad from your app information. Plus, you can add images and videos.

Choose your budget

Set your own target cost-per-install (tCPI) and max daily budget, and adjust them anytime.

Tell us your goals

Decide what action you want users to take, and we’ll get your ad in front of the right people.

Promote your app across Google—all from one campaign

Tell us your goal

We’ll show your App ad to the people most likely to perform the action that drives your app business by optimizing for app installs or engagement. Decide if you want people to:

  • Simply install your app, with no further action needed
  • Or take an in-app action, like ordering a product or beating level 2

Generate and preview your App ad

We’ll help create your ad using your app information in the Play Store or App Store, plus four lines of text you provide. You can further customize your ad with images or video.

Boost your success

Smart Bidding can help predict and improve your campaign performance. For example, if you set your daily budget for $100, and your tCPI is $2, you're aiming for about 50 installs per day from your ads.

Get more value from your App ads with Google

We use machine learning to rotate your ads and adjust bids automatically, so your ad shows up for the right people at the price that works best for your business. We’ll be able to optimize your ads, bids, and budget once we’ve got enough data (approximately 100 conversions).
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Let our technology do the hard stuff

Universal App Campaigns use machine learning to make the smartest decision for serving each ad, analyzing over 300 million potential signal combinations in real time. Google can show your ads to people who search for terms and apps that are relevant to your app. Your ads can also show to people who visit the app details page of an app that's similar to your app.

Create a Universal App campaign

Have questions about Universal App campaigns?