Google updates Universal App Campaign targeting, touts 3 billion app installs from ads

A sort of V2 of Google’s Universal App Campaigns — one campaign that can reach users across the Google ecosystem on search, Play store, Gmail, YouTube and apps in the Display Network — was announced at the DMEXCO conference in Germany on Wednesday. The update involves the way ads are targeted to “help you find the customers that matter most to you, based on your defined business goals,” said Srihar Ramaswamy, Google’s SVP of commerce and ads. Advertisers define the in-app activity they want to optimize for — reaching a game level, booking a trip, spending a certain amount of time — in AdWords and set a cost-per-install target. Google then uses a machine learning algorithm to try to reach new users most likely to download apps and take the desired actions. Advertisers must link their AdWords…


Link to Full Article: Google updates Universal App Campaign targeting, touts 3 billion app installs from ads