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Partner Excellence Academy


Mobile Masterclass

Lisa Leoni, Matt Shaw


Johannesburg, Q1 2016
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1.
2.
3.
4.
5.
6.
7.

Cross device conversions


Implementation and best practices
GA unique ID
App conversion tracking
GA & AW Mobile key metrics
Mobile best practices
Appendix: product updates

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WHAT ARE MICRO-MOMENTS?

Immediacy

Context

Intent
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150x

At work, book
Coachella tickets

1:33pm

per day

Buy new tote to


take to Coachella
11:15am

Use maps to get


directions to
Creole food truck
1:13pm

Wake up and
read news online
6:50am

At lunch, play Scrabble


while waiting in line

11:36am

On the bus, read articles


about Coachella

Browse festival
styles on YouTube

8:42am

7:15pm

Use flashlight app to


find dropped earring
At bus stop, listen
to new music playlist
8:30am

On bus, check email


for sales this weekend

11:09pm

5:29pm
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CONNECT THE DOTS


1

Identify your
micro-moments

Deliver on needs
in the moment

Measure every
moment that matters
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Micro-moments

What Micro-moments mean to measurement


Fragmenting the consumer journey
People purchase across
screens
of people say they use
multiple screens for
everyday activities, such
as booking a hotel or
shopping for electronics

Digital drives people


in store

of consumers do
research before
entering a store

Mobile is the new


shopping assistant

of smartphone users
turn to their devices
to help them make a
product decision
when in stores

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40%

of smartphone users who


research on their mobile
device go on to purchase
on a desktop

Looking only at traditional same


device metrics oversimplifies
your customers paths to
conversion
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Source: Google/Ipsos/Sterling, The New Multi-Screen World Study, August 2012

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Connect the Dots

Performance vs perceived Performance


Conversions that start and end on mobile are only one slice of a much larger pie

App
Downloads
Calls

Mobile
Conversions

Store
Visits
Cross Device
Conversions

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Micro-moments

End Silos

62%
of marketers measure
marketing efficiency and
effectiveness based on
each specific channel or
campaign

Remove the silos and create


closer collaboration

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Cross-device Conversions
Conversion Tracking for a Multi-Screen World

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Cross-Device Tracking in the Industry


USER LOGIN

STATISTICAL
ATTRIBUTION
Uses probabilistic analysis of nonPII data to determine if multiple
devices belong to same user,

Keeping track of devices and


browsers as the user logs in to a
web service
Most accurate data

No trace left (cookie) on user device.


Step away from fingerprinting but
perceived / defended as more
privacy friendly by ad industry, since
it adds abstraction layer over
matching the non-PII data

FINGERPRINTING
(DEVICE HEURISTICS)

Persistently and universally


identifying a device and/or user by
matching IP addresses, OS/Browser
version, timezone as well as 3rd
party login data in some cases (PII)
Historically perceived as creepy by
consumers and shied away by
marketers

Accuracy is often problematic

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GOOGLE
SOLUTIONS

Our Tracking Solutions for


Channel and Device-specific Insights

INTRA-CHANNEL

MULTI-CHANNEL

CROSS-DEVICE

ONLINE-TO-OFFLINE

Within a single paid channel

Across paid & non-paid channels

Across devices

Across online & offline channels

SEARCH FUNNELS
IN ADWORDS

MULTI-CHANNEL FUNNELS
IN GOOGLE ANALYTICS

ESTIMATED CROSS-DEVICE
CONVERSIONS IN ADWORDS

OFFLINE CONVERSIONS IN
ADWORDS & GOOGLE ANALYTICS

USER ID IN
GOOGLE ANALYTICS

ONLINE-TO-STORE
TRACKING IN GOOGLE ANALYTICS

MULTI-CHANNEL FUNNELS
IN GOOGLE ANALYTICS

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Cross-Device Conversions in a nutshell

WHAT?
See critical insights in AdWords on how your
mobile ads assist other devices to acquire and
retain customers.

SIGN UP

HOW?
No action necessary if you have already
implemented Conversion Tracking
across your web and mobile assets.

Our Mobile Display campaign generated 40 conversions but


contributed to 80 conversions that occurred on other devices

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How does it work?

OBSERVE CROSS-DEVICE
CONVERSIONS

Based on your conversion tracking


pixel, we observe cross-device
conversions from a sample of
previously logged-in users*

ESTIMATE CROSS-DEVICE
USERS & EXPAND DATA TO
NON SIGNED-IN USERS

SURFACE DATA ONLY WHEN


HIGHLY CONFIDENT

We use tested assumptions


(e.g. device type) & other signals
(e.g. landing page) to estimate the
total number of cross-device users
and expand conversion data

Campaign and ad groups must


meet certain traffic thresholds for
statistically significant estimates
to be available

Anonymous users previously logged into


Google properties on multiple devices

CROSS-DEVICE CONVERSION GUIDE AVAILABLE HERE

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Methodology: For the portion of users that arent signed in,


we use a sophisticated algorithm to extrapolate to all conversions

95%
On a network, everyone
estimates--but we do it
the best and with the
most consumer privacy
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Our cross-device measurement solution anonymously


observes conversions from users across all Google properties

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Breadth: We have cross-device not just for Display or Search, but soon
across the entire Google ecosystem

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Whats Googles advantage


SCALE

Only 3-4 companies in the


world have comparable
bases of signed in users
across devices

METHODOLOGY

Everyone estimates on a
network but were the most
transparent and the most
consumer privacy focused

BREADTH

Soon well have crossdevice across the entire


stack (not just one site or
app)

Previously signed into Google


properties on multiple devices

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Questions?

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Implementation and
Best Practices

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Finding Cross-Device Conversions in the AW interface


Campaign & Ad Groups Only

Added automatically
Add column manually

Add the Cross-Device Conversions column to find drivers of Cross Device Conversions
Segment by device for mobile attribution view
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Finding Cross-Device Conversions in the AW interface

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Cross Device Conversions mixed with traditional metrics

SEGMENTED FOR MOBILE

TOTAL
REVENUE

CPA

CONVERSIONS

AVG. ORDER
REVENUE PER
OR GOAL VALUE
CLICK

ROI

894

1114

$8.98

9.28%

12,254.00

1.23

11.00

1.02

289

412

$8.25

4.58%

6,180.00

1.82

15.00

0.69

361

553

$2.89

7.37%

33,180.00

20.74

60.00

4.42

What % increase How much does


do you see?
mobile CPA drop?

Does mobile ROI


improve significantly?

Focus on Campaigns and Ad Groups with high uplift + 'headroom'


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Knowledge Check: Where is the conversion counted?

1st click on
Search ad

2nd click on organic


& convert

1st click on
Search ad

2nd click on Search


ad & convert

1st click on
Search ad

2nd click on organic


& convert

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Knowledge Check: Where is the conversion counted?

1st click on
Search ad

2nd click on organic


& convert

1st click on
Search ad

2nd click on Search


ad & convert

1st click on
Search ad

2nd click on organic


& convert

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Cross-device conversions are de-duplicated against regular AdWords conversions,Proprietary


so + Confidential
you dont need to worry about double counting.

X-Device
Conversions

Ad Click #1

Ad Click #2

Conversion

Conversions

Search

Display

Organic

Display = 1

Display

Search

Organic

Search = 1

Display

Search

Organic

Search = 1

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Questions?

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Best Practices to get good cross-device data


Be present on Mobile
AW Conversion Tracking code on all relevant
conversion pages on all devices
Use Cross-account Conversion Tracking if you have
multiple accounts in the same market
Do not use conditional tag firing for the AW
Conversion tracking tag
Set an appropriate conversion window length
Accommodate cross-device behavior

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Use the same tag for desktop/mobile sites & apps

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<!--Google Code for Order Conversion Page -->


<script type=text/javascript>
/* <![CDATA[ */
var google_conversion_id = 1234567890;
var google_conversion_language = en;
var google_conversion_format = 2;
var google_conversion_color = ffffff;
var google_ conversion_label = xxxxxxxxxxxxxxxx_XX;

Capture All Possible Conversions

Why: You need consistent tracking to capture cross-device behavior.


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Enable cross-account conversion tracking

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Capture All Possible Conversions

Why: Cross-account conversions report multi-device users interactions with


you across accounts.
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Avoid conditional firing on your tags

Capture All Possible Conversions

Why: Conditionally firing your tag limits your insight.


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Consider longer conversion windows

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Capture All Possible Conversions

Why: Users who research across multiple devices generally take longer
to convert.
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Design apps/sites to facilitate cross-device actions


add to bag

Sale ends 5/30/15


Pricing Policy

Share
Reviews
Shipping & Returns
Special Offers

Capture All Possible Conversions

Why: If a user cant convert on her current device, make it easy to save and
convert later.
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Align ads with what someone can do on current device

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luxury
furniture

Custom, Luxury Furniture


Buy Artisan, Hand-Made Furniture.
Download Our Spring Catalog.
www.example.com

Spring Catalog

Set Bids and Messaging for


Cross-Device Behavior

Why: Users are more likely to complete a task if they know that task will be
achievable in their current situation.
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Mobile Bidding

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AW Automated Bidding to Total Conversions

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Benefits of Automated Bidding to Cross-Device Conversions

Googles bidding algorithm automatically


maximizes your conversions across devices; no
need to manually set a mobile bid modifier

The bidding algorithm learns which factors


drive cross-device conversions and bids more
accurately, particularly on mobile, resulting in
faster results and higher total conversions
across your account

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Know desktop uplift vs. mobile uplift

General

14.4%
16.6%
18.5%

Why: You can adapt your strategy according to the performance you see
across devices.
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Questions?

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GA and User ID

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Universal Analytics User-ID Tracking


The Universal Analytics User-ID
feature helps link together
sessions by the same user on
different devices*
<UID>

<UID>

<UID>

<UID>

* You need to be able to identify the user


(e.g. upon login to your site) and pass a
User Identifier to UA

Learn more here

From session based to USER focussed measurement

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How does it work?

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How does it work?

Hits from the same


user can be grouped
together as long as
each hit has the same
User-ID.

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How to set up User ID?

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How to set up User ID?

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How to set up User ID?

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How the tag should be modified?


<script>
(function(i,s,o,g,r,a,m){i[GoogleAnalyticsObject]=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,script,//www.google-analytics.com/analytics.js,ga);
ga(create, UA-xxxxxxx-x, auto);
ga(set, &uid, {{USER_ID}}); // Set the user ID using
ga(send, pageview);
</script>

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How to set up User ID?

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Unveil more insights, with Universal Analytics


Device Overlap

Cross-Device Reports

shows you the proportion of your user base who have


interacted with one or several different devices.

helps you connect data about devices and activities


from different sessions in steps.

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Reports - User ID Coverage

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Reports - Device Pathing

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Summary: What Google offers


MEASUREMENT
CHALLENGES

GOOGLE
SOLUTIONS

CROSS- DEVICE
CONVERSIONS IN
ADWORDS

CROSS-DEVICE
USER ID IN GOOGLE
ANALYTICS

UNIQUE INSIGHTS

Our Mobile Display


campaign generated 40
conversions and contributed
to 80 conversions that
occurred on other devices.

ACTION

Use insights from mobile


reports to maximize
performance across devices

Users who started their


journey on mobile brought us
most revenue in last 30 days

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Summary
1.
2.
3.
4.

User behavior has changed - we are all about micro-moments now. This forces us to re-think
measurement.
Googles cross-device conversion tracking solutions allow to measure conversions across devices
with uncomparable scale and breadth using a transparent, privacy-focused methodology.
Cross-device conversions are already available in accounts - no implementation necessary! However,
consider Universal Analytics for advanced cross-device measurement.
Cross-device conversions will help to re-think your bidding across devices, and were here to help
with automatic bid optimization for all conversions.

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Questions?

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In-App Tracking

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App Measurement
CODELESS TRACKING (ANDROID ONLY)

Requires no additional code in your app

CONVERSION TRACKING SDK

Tracks across Android and iOS installs, in-app conversions,


and can be used for remarketing

THIRD PARTY TRACKING

Tracks app opens and de-dupes across


various ad networks; install postbacks now live!

GOOGLE ANALYTICS

Best-in-class in-app analytics tracks how users from different


sources engage with your app over time

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Knowing the value of an app user, not just the cost per
install, is key to a successful app business
Make sure you know:
Where your downloads are coming from.

What channels drive the most engaged app users.

How to target and optimize ad spend based on the level of user


engagement.

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Measuring lifetime value of your app users


In-App Conversion Tracking allows you to understand what users do after they
download your app

Adwords allows advertisers to track and report in-app conversion events in AdWords (ex: registrations, sales).
This data can be used to optimize campaigns to acquire the highest value users
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In-App AdWords conversion tracking


This AdWords feature allows advertisers to track specific
user engagement after the app has been downloaded via
an app promo campaign in AdWords.
Advertisers can register any in-app actions as conversions
in AdWords.
Examples include sign-ups, video views, purchases, etc.
In-app conversion tracking works across Mobile Web and
AdMob on Android. For iOS, it is only available for AdMob
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Advantages of In-App conversion tracking


In-app conversions serve as a proxy for the
lifetime value of app users.
Advertisers can measure and optimize their
campaigns by the valuable actions that users
take beyond the download.
Conversions can be one-time or many-time
events, and advertisers can register as many
events as they'd like.

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Implementation overview
1. Decide which in-app actions offer useful signals for
user engagement.
2. Register new conversion event in AdWords &
download the code snippet.

3. Incorporate the code snippet(s) into your app or


utilize server-to-server API pings.
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New app promotion lifecycle

Advertise your app with


Google

Users download your


app

Users interact
with the app

Conversions "fire" on
app download & other
pre-defined key events

Measure & optimize your ROI


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Mobile tools to note

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Mobile friendly test

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PageSpeed insight

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Some Key Metrics in GA

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Mobile insights in AdWords


Mobile Trends

Breakdown by device

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Product Updates

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Cross-Account Conversion Tracking

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Setting up Cross-Account Conversion Tracking


Overview
What's different?

What's not different?

1.

Advertiser sets up Conversion Tracking in the MCC.

1.

Generate Conversion Tracking code and place on


appropriate page on website.

2.

AdWords accounts can use either MCC Conversion


Tracking or account Conversion Tracking, not both.

2.

Ability to setup multiple conversion types (for example to


measure both sales and leads).

Advertiser selects which accounts within the MCC utilize


its Conversion Tracking.

3.

Ability to set up different types of conversions (for


example a page on a website, app downloads).

Accounts which use MCC Conversion Tracking must adopt


all of its conversion types.

4.

Ability to measure not only the number of conversions, but


also their associated value.

3.

4.

5.

Administrators of the MCC setup Conversion Tracking.

Cross-Account Search Funnels

Simplified tagging

Deduplication of Conversions
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Setting up Cross-Account Conversion Tracking


How-to
Advertiser (or agency) identifies the appropriate MCC.
MCC administrator creates a new conversion type in the MCC and tags their site.
Administrator selects which accounts they'd like to use MCC Conversion Tracking.
Accounts will immediately begin actively using the MCC's conversion types.
After 30 days the advertiser can remove old conversion tags. Or keep them in place,
if they may want to reactivate them in future.
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Customer Match

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Unlock the power of your customer data

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Realize the full value of your customer data with


Customer Match
Target customers that
you know

Exclude current
customers to only reach
new customers

Reach users similar to


your customers

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Customer Match: How it works

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Upload first-party data in AdWords


as an audience list
Lists are uploaded via a privacy-safe, hashed method. Lists can include both
@gmail.com, as well as non @gmail.com addresses

Important note

AdWords matches your email addresses to Google


accounts

Matched audience lists can be targeted to TrueView,


Search and Gmail campaigns.

Once we create your audience list, we discard all data (delete the list)

You target or exclude your new audience list across


devices and channels
Improve reach of your Search, Gmail and YouTube campaigns

On Gmail, only @gmail.com matched accounts are


targetable (since ads show in the Gmail
environment).
On YouTube and Search, all matched accounts are
targetable.

AdWords generates Similar Audience lists from


original email lists (when eligible)
Improve reach of your Gmail and YouTube campaigns

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MCC List Sharing

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MCC List Sharing


If you have multiple AdWords accounts, you can now:

Create a single Remarketing tag at the Manager level for user in all or some of your
managed AdWords accounts
Create lists (or import lists from GA) at the Manager level for use in all or some of your
managed AdWords accounts
Share existing lists in your managed accounts for use in other managed accounts

To use this feature, all accounts must be within the same AdWords manager account. To create
an AdWords manager account, follow these steps.

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What are the Audiences supported by MCC List


Sharing?

Audience lists supported: AW lists, Similar Audiences, RLSA, GA lists, Play lists,
Masthead and Customer Match (email lists).

Lists not supported: Regular YT lists and DoubleClick.

In order to share lists between accounts, the people seeing your ads must understand
that they're seeing those ads based on a website they've visited.

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Universal App Campaign

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Universal app campaigns are a one-stop-shop to reach


the right users to install your app while they...

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Discover
on Play

Search
on Google.com

Engage
with Apps

Surf
the Web

Watch
on YouTube

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Campaign Set-Up Is Simple

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Upload a few lines


of ad text & optional video

Input your locations,


languages, daily budget
& target cost-per-install

Your app ads run


across all of Googles
app install inventory!

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Agency Support

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Your Agency Support Team

Monday - Friday
10am - 5pm

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Monday - Friday
10am - 5pm

Monday - Friday
10am - 5pm

Chat from top MCC

Insert top MCC ID when emailing


from the HC

0800 000 777


Insert top MCC ID when calling

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