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Levers

Google Ads UAC mobile marketing agency

Leverage the must-have acquisition channel for any mobile app: Universal App Campaigns (UAC), automated placements across Google's advertising network including the app store, Google Search, and YouTube, algorithm-driven targeting, and dynamic ad formats automatically optimized to reach the best cost per install.

The mission

Design, test, and structure your mobile campaigns on Google UAC (Universal App Campaigns): winning strategies, account structure, targeting, content, and watchpoints, to turn the channel into a high-performing, sustainable, and scalable growth lever.

Objectives

  • Experiment with up to 25 combinations of audiences + messages
  • Experiment with different technical settings and bidding strategies
  • Identify the best-performing audiences and messages
  • Identify the watchpoints specific to your brand
  • Identify the optimal bidding and budget strategy
  • Define the optimal account structure
  • Consolidate the campaigns to keep them running

Key steps

  1. Competitor benchmark
    • targeting
    • positioning
    • performance
    • ad and creative concepts
    • complementary tactics
  2. Audit of the existing setup (if any)
    • account structure
    • targeting
    • ads
    • CPI
    • other KPIs
  3. Strategic framing
    • account structure
    • combinations of audiences and messages
    • budget
    • watchpoints
  4. Phase 1
    • Ideation
    • working session to define the ad concepts and their content
  5. Phase 1
    • Test&Learn
    • production and launch of the first campaigns
    • daily optimizations
    • weekly macro retrospectives. (3 weeks)
  6. Phase 1
    • Report
    • best-performing campaigns
    • best-performing ads
    • analysis of opportunities and weak signals
    • strategic recommendations for Phase 2
  7. Phase 2
    • Ideation
    • working session to define the ad concepts and their content
  8. Phase 2
    • Test&Learn
    • production and launch of new campaigns integrating the learnings from Phase 1
    • daily optimizations
    • weekly macro retrospectives. (3 weeks)
  9. Phase 2
    • Report
    • best-performing campaigns
    • best-performing ads
    • analysis of opportunities and weak signals
    • strategic recommendations and definition of the next steps
  10. Consolidation
    • implementation of the learnings from Test&Learn Phases 1 and 2 to set up the first solid campaigns
    • aligned with the defined strategy
  11. Long-term partnership
    • review of the option to extend the engagement over time

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