Google is set to move all app install campaigns to its Universal App Campaigns, or UAC, tool. Launched two years ago, the UAC tool was designed to make it easier for developers to promote both Android and iOS apps across multiple platforms. It meant that developers could design a campaign that would appear on both Search and Google Play, as opposed to having to create separate campaigns. With the change, which is coming on the 16th of October 2017, app install campaigns created in Google AdWords will run on UAC – with all Search, Display and YouTube app campaigns ceasing on the 15th of November 2017. According to Google, Universal App Campaigns have delivered 6 billion installs since its launch, with more than 4 billion coming in the past year. It was also shown that Universal App Campaigns drove 140% more conversions per dollar than regular campaigns.Â
