Tag: google

Google Universal App Campaigns (UAC) were launched in mid-2015 as part of Google’s efforts to utilize machine-learning in the advertising product offerings. The objective was for the machine-learning system to analyze, in real time, millions of signals to put your app in front of the best possible users.

IMVU started testing UAC campaigns in early September 2017, a few months before Google officially forced all AdWords mobile app campaigns on Google Search, Display, and YouTube to transition over to UAC. The biggest challenge for us was giving up control and transparency into optimizing our campaigns vs. trusting Google algorithms to do that for us.


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The slogan for Android by Google is “Be Together, Not the Same.” The clever catchphrase promotes unity and individuality in the same breath. But it’s more than a pithy statement. In fact, it just might be the perfect strategy to use to promote your Android app.

Liftoff knows potent mobile app marketing relies upon identifying and targeting the right kinds of users; folks that will download your app and interact with it. To accomplish this, marketers must go beyond bland ad campaigns and see potential users as individuals.

Here are a few tips for marketing your mobile app to Android users. (more…)

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