• juliegoldman


Mobile marketers want their apps to captivate the hearts of as many quality users as possible – that’s where Google’s Universal App Campaigns (or UAC) comes in to do the heavy lifting.

Here’s the truth: Google UAC is fantastic, but it’s only half the success of your app promotion campaigns. The other half is hidden in your creatives; in their power to mesmerize and engage. Think of Google UAC as the brains and your creatives as the beauty.

What are Google UAC creative best practices? Let this blog be your guiding force in the land of UAC creative tips. We’re going to dive into texts, images, and videos so that the next time you run an app promotion campaign in Google UAC, it will drive the most performance and value for you.

1. UAC Text Tips

You have four lines of text to write and a story to fit into a limited amount of words. It seems like mission impossible, but it can be done.

These creative text tips will help you clear the fog:

Know your audience – this one seems to appear everywhere in content writing, but it’s super important. Dissect user behavior and psychology, uncover your audience’s deepest and strongest desires and communicate with users in their language. Digging into your audience’s needs can help you write easy-to-understand and very straightforward calls-to-action later.

Tell a story – every line should be a story in itself; each one should convey its own message. With that, the four lines should speak in unison, just like music.😊 That way, when they’ll appear in pairs across Google properties and networks, they’ll flow smoothly, without overwhelming users.

Keep it short – Out of those four lines, at least two should be shorter than twenty characters. Why? Firstly, it’s for the sake of being brief. Secondly, keeping things short is the recipe for better performance. Bonus: By using shorter lines you prevent truncation in properties like Gmail.

2. UAC Image Tips

Good news! You can upload up to 20 image variations (same for videos and HTML5 creatives). It’s always a good idea to utilize this capacity to the fullest to ensure maximum reach and scale – but this is far from being the only UAC image tip you’d want to follow. 😊

  • Leverage high-reach image assets – Our partners at Google suggest including at least two variations of recommended top-performing image formats. That is, image formats with a high reach like 320X50, 320X480, 300X250.

  • Be simple – Since your images will appear on smaller screens, aim to create and upload images with simple designs and minimum text.

  • Showcase your app – Show screenshots of your app to users, especially if they are engaging and relevant to the targeted audience.

  • Add credibility – App store badges and logos mean a great deal. Use them to show how trustworthy your ad is.

  • Use HD – high-quality images speak volumes! Try uploading images twice the pixel density for better results (e.g., 350X500 à 700X1000).

  • Upload landscape & portrait – Our partners at Google advise uploading both landscape and portrait images. Keep in mind, though, that landscape ones work best for native ads; portrait images are great for interstitials. Maximum size for all images (.png, .jpg, .gif) is 150KB.

3. UAC HTML5 Tips

HTML5 is a relatively new format in Google UAC, which works both in iOS and Android. There’s no need to create two separate playable ads; if you want to use HTML5 for both operational systems – upload your playable ads twice to AdWords and use a different URL for each ad.

Google says that to use HTML5 in UAC, you should upload it as .zip with a maximum size of 1MB, not exceeding 40 files. And, UAC only supports these sizes: 300X250, 320X50, 480X320, and 320X480 (the last two – landscape & portrait).

To get the most out of your ads, it’s recommended to follow these best practices as well:

  • Take advantage of intros – Interactive ads are somewhat unexpected, so make sure to provide an intro caption before the ad starts. Your intro can also give users a sneak peek into your ad and spark interest. Think movie trailers.

  • Play with ad orientation – begin with playable portrait ads, split it about 70/30 impressions. As for landscape, it usually performs better and can boost your reach by a third.

  • Experiment with length – Try different lengths, but keep it in the 30-120 seconds range. Our partners at Google say that 90 seconds is the optimal length.

  • Use an end card – Let users know that your ad is over by providing them with an end card and a clear CTA to install your app (great for videos as well).

4. UAC Video Tips

We saved the best for last – UAC video creatives😊 Here’s a bunch of actionable UAC video tips to help your app promotion ad stand out:

  • Diversify – Don’t stick to just one type of video or one video size (Google recommends 10/15/30-second videos). After all, there’s no one-size-fits-all for length, and not every ad should be cinematic; it can be just a wide variety of images, depending on your app. The smart way to go is to make a couple of video ads, perform an A/B test and see which one of them drives the most performance.

  • Grab attention fast – Use the first five seconds to spark interest by including an engaging CTA and don’t forget to insert your app’s icon in the video.

  • Work with different formats – You have three different video formats to use in UAC: landscape, portrait, and square. By the way, portrait videos have shown to drive higher conversion rates than landscape ones. Just remember that all your videos should be uploaded to YouTube first.

  • Leverage UAC’s magic – Don’t have any videos prepared? UAC can make them for you by using the assets you have in your app store listing.

  • Show benefits – Don’t just describe your app in your video. Show your audience how it can solve a problem or show others using it. Localize your video content by making it relevant to the audience you’re promoting to. Going back to the beginning of the post, you should know your audience to achieve the best result possible. 😊

  • Use music wisely – Music can help you enrich your audience’s experience, but don’t forget that sound might be off, so put in an effort in the visual appearance of your video as well.

  • That’s it! Google UAC arsenal is at your disposal – and we’re sure there’ll be more exciting tools to work with. 😊

Now that you know Google UAC best practices, you can start growing your app. Our app promotion team can help you with that, drop us a line!

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