Google Launches Universal App Campaigns, Customer Match and Similar Audiences


Google with its large display network, offers advertisers unparalleled reach for advertisers seeking to optimize the reach for their campaigns. To capitalize on the ability to target audiences across sites and channels, Google has launched Universal App Campaigns that can be set as a Campaign type within AdWords , helping app publishers in getting their App Discovered.

Google sites are the top referral source for traffic for the top hundred Digital publishers and as high as 22 percent of users discover apps via a website or through an ad on device browser or app, making it as the second most significant channel for App discovery after App Store Search.




Universal App Campaigns will be available to all developers and advertisers as a new AdWords campaign type that helps you connect with app users across Google Search, Google Play, YouTube, and the Google Display Network.

Universal App Campaigns are the one-stop-shop campaign type that scales your reach and maximizes Android app installs across Google’s entire suite of ad platforms. Google’s Universal App Campaigns are automated that are set-up by pulling in your app images, videos, and app description directly from your Google Play store listing to generate ad formats that look amazing wherever they’re placed.

Google has introduced targeting options based on intent and context. To target audiences with a new Loyalty program, retailers can use their existing customers to target them with a new Loyalty Program.

The retailer creates a list from the email addresses their customers have given them.
The retailer creates a “Search Network only” campaign that targets this list.
The retailer’s customers, who are signed in to their Google Account, see the retailer’s ads as they use Google search.

Customer Match is a new product designed to help you reach your highest-value customers on Google Search, YouTube, and Gmail — when it matters most. Customer Match allows you to upload a list of email addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way. From there, you can build campaigns and ads specifically designed to reach your audience. Users can control the ads they see, including Customer Match ads, by opting out of personalized ads or by muting or blocking ads from individual advertisers through Google Ads Settings.

Using Customer Match, you can also generate Similar Audiences to reach new customers on YouTube and Gmail who are likely to be interested in your products and services. For example, you can drive awareness on YouTube  by showing TrueView ads to prospective customers who have similar interests and characteristics to your reward program members.

Customer Match and Similar Audiences will be rolling out to all advertisers over the next few weeks, according to Inside AdWords blog post.